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Data protection 2013 Friday 8 February #dmadata Supported by Leaping off the page: The DMA door drop conference 2013 Wednesday 19 June 2013, LBI #dmadoordrop

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  • 1. Data protection 2013Friday 8 February#dmadataSupported byLeaping off the page: The DMAdoor drop conference 2013Wednesday 19 June 2013, LBI#dmadoordrop

2. 9.30am Registration and breakfast10.00am Welcome from the ChairMark Young, Chief Executive, The Leaflet Company10.10am Door drops, new science and its applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company10.35am Thinking inside the boxLinzi Clingan, Head of Marketing, Golden Charter11.00am Different strokes for different folksLiz Curry, CRM Manager, Comic Relief,Tim Drye, Managing Director, Data Talk11.25am Refreshment break11.45am Mobile visual discoverybridging the void between print and digital channels forengagement, interaction, conversion and sale!Sam Grimley, Blippar12.30pm Sandwich lunch1.15pm Close of eventAgenda 3. Welcome from theChairMark Young, Chief Executive, The Leaflet Company 4. Industry Statistics 2012Volume 5. RevenueIndustry Statistics 2012 6. % Increase in Volume and RevenueIndustry Statistics 2012 7. Further statistics Quarterly Updates Statistics for sectors (eg Retail, Telco) Working with WARC 8. Supporting channel visibility amongst agencies andDMA membersEmbedding DMA market size & Trend data into media planning tools 9. Environmental 10. Door drops, new scienceand its applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company 11. Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.ukUnaddressed mail:Turning insights into incomeDate: 19thJune 2013Prepared by: Mike CollingFinal 12. PRACTICAL APPLICATION OF SCIENCE13 13. MAIL IS A VALUABLE MEDIUM14Picture pile of gold 14. WHICH WOULD YOU SEND?15Dear MomWishing you a very Happy Birthday!Lots of loveDanny 15. RULE ONE: USE VALUABLE THINGS APPROPRIATELY16 16. RULE TWO: RECIPROCITY17 17. DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST18 18. DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TVSource: MC&C client; mass market; multichannel 19 19. MORE REPEAT PURCHASE FROM DOOR DROP THAN WEBSource: MC&C client; mass market; multichannel2020 20. SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOMESource: MC&C client; mass market; multichannel 21 21. RULE THREE: DONT FERTILISE WHERE THERES NO SEED22 22. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT23Source: MC&C client; regular user door drops 23. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE24Source: MC&C client; regular user door drops 24. RULE FOUR: INVEST IN DECENT PRODUCTION(Reciprocity)Source: MC&C client; mass market; multichannel25 25. RULE FIVE: ALLOW TIME FOR REGROWTH(Frequency)26Source: MC&C client; mass market; multichannel 26. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE27Source: MC&C client; mass market; multichannel 27. THE APPLIANCE OF SCIENCE Door drops are a great thing They create unique and profitable value: by allowing you to recruit morehigher value customers than other channels BUT :Use them wisely Think of the value you want to both create and harvest Only invest where you can see returns Plant seeds in cheaper media and use door drops to fertilise and harvest Dont just harvest, fertilise too And dont just slash and burn, tend for the long termAn engineers view28 28. PRINTED MAIL:THE SCIENCE & ITS APPLIANCE 29. DAVID BRENNAN - BACKGROUND35 years in media research, marketing, strategy &content development ITV Network Discovery Europe Liberty Global Associated Newspapers Thinkbox Set up Media Native in 2011 Mission understand role of ALL media inconverged, digital landscape 30. 3 THINGS I HAVE LEARNED...No media channel is going to dieIts people, not technologyIts brands + activation 31. PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK... 32. PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...Pronounced dead!Behind closed doorsInefficientSuffered from misattributionWork implicitly 33. Click-through ratesClick-through ratesDwell timeDwell timeFacebook likesFacebook likesUniquesUniquesComscoreComscoreHitwiseHitwiseHitsHitsPage viewsPage viewsLast click attributionLast click attributionViral viewsViral viewsRe-tweetsRe-tweetsTwitter trendsTwitter trendsBuzz metricsBuzz metricsEngagement indicatorsEngagement indicatorsRepeat visitsRepeat visitsBounce measuresBounce measuresTransactionsTransactionsSharesShares 34. Significant insight programmeWhy, how and how well print mail worksBuilding towards planning toolExposure Engagement EffectivenessNeeds to be planned like a proper media channel 35. Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.ukUnaddressed mail:Turning insights into incomeDate: 19thJune 2013Prepared by: Mike CollingFinal 36. PRACTICAL APPLICATION OF SCIENCE43 37. MAIL IS A VALUABLE MEDIUM44Picture pile of gold 38. WHICH WOULD YOU SEND?45Dear MomWishing you a very Happy Birthday!Lots of loveDanny 39. RULE ONE: USE VALUABLE THINGS APPROPRIATELY46 40. RULE TWO: RECIPROCITY47 41. DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST48 42. DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TVSource: MC&C client; mass market; multichannel 49 43. MORE REPEAT PURCHASE FROM DOOR DROP THAN WEBSource: MC&C client; mass market; multichannel5050 44. SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOMESource: MC&C client; mass market; multichannel 51 45. RULE THREE: DONT FERTILISE WHERE THERES NO SEED52 46. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT53Source: MC&C client; regular user door drops 47. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE54Source: MC&C client; regular user door drops 48. RULE FOUR: INVEST IN DECENT PRODUCTION(Reciprocity)Source: MC&C client; mass market; multichannel55 49. RULE FIVE: ALLOW TIME FOR REGROWTH(Frequency)56Source: MC&C client; mass market; multichannel 50. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE57Source: MC&C client; mass market; multichannel 51. THE APPLIANCE OF SCIENCE Door drops are a great thing They create unique and profitable value: by allowing you to recruit morehigher value customers than other channels BUT :Use them wisely Think of the value you want to both create and harvest Only invest where you can see returns Plant seeds in cheaper media and use door drops to fertilise and harvest Dont just harvest, fertilise too And dont just slash and burn, tend for the long termAn engineers view58 52. Thinking inside the boxLinzi Clingan, Head of Marketing, Golden Charter 53. Golden Charter Funeral PlansCase Study:Thinking inside the box19thJune 2013Linzi ClinganHead of Marketing 54. When its good to thinkinside the box A funeral plan fixes the cost of a funeral at todays prices saving money A funeral plan enables you to make your wishes known saving your family stress at a difficult timeThe most thoughtful decision you could make 55. The market for funeral plansSource: FPA 56. Who is Golden Charter? 57. Who is Golden Charter?Sources: FPA; Mintel 2012 58. The marketing challenge 59. The marketing challengeI dont sell plansI know my own areaPeople will alwayscome to meMarketing is tooexpensive 60. Why door drop? 61. Profiling and targeting Acorn profiling of plan holders by payment methodidentified 2 key profiles:PIF: George and Doris FMP: Wilf and VeraSettled suburbia High-rise hardshipProfiling of Funeral Directors catchment areas enabled us tomake recommendations on best sectors and creative 62. A choice of creative templates 63. Creative print solutions enabled us totarget more appropriately, while offeringchoice to the funeral directorsaround the level of response incentive 64. The results: 65. Case Study: Funeral Director X 66. 105 incremental sales (237% uplift) at Cost per Sale of