Data protection 2013

Friday 8 February

#dmadata

Supported by

Leaping off the page: The DMA door drop conference 2013Wednesday 19 June 2013, LBI#dmadoordrop

9.30am Registration and breakfast

 

10.00am Welcome from the ChairMark Young, Chief Executive, The Leaflet Company

 

10.10am Door drops, new science and it’s applianceDavid Brennan, Founder, Media Native

Mike Colling, Managing Director and Owner, Mike Colling & Company

 

10.35am Thinking inside the box

Linzi Clingan, Head of Marketing, Golden Charter

 

11.00am Different strokes for different folks

Liz Curry, CRM Manager, Comic Relief,

Tim Drye, Managing Director, Data Talk

11.25am Refreshment break

 

11.45am Mobile visual discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale!

Sam Grimley, Blippar

 

12.30pm Sandwich lunch

 

1.15pm Close of event

Agenda

Welcome from the Chair

Mark Young, Chief Executive, The Leaflet Company

Industry Statistics 2012

Volume

Revenue

Industry Statistics 2012

% Increase in Volume and Revenue

Industry Statistics 2012

Further statistics

• Quarterly Updates• Statistics for sectors (eg Retail, Telco)• Working with WARC

Supporting channel visibility amongst agencies and DMA members

Embedding DMA market size & Trend data into media planning tools

Environmental

Door drops, new science and it’s applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company

Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk

Unaddressed mail:Turning insights into income

Date: 19th June 2013

Prepared by: Mike Colling

Final

PRACTICAL APPLICATION OF SCIENCE

13

MAIL IS A VALUABLE MEDIUM

14

Picture pile of gold

WHICH WOULD YOU SEND?

15

Dear MomWishing you a very Happy Birthday!Lots of loveDanny

RULE ONE: USE VALUABLE THINGS APPROPRIATELY

16

RULE TWO: RECIPROCITY

17

DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST

18

DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TV

Source: MC&C client; mass market; multichannel 19

MORE REPEAT PURCHASE FROM DOOR DROP THAN WEB

Source: MC&C client; mass market; multichannel

20

20

SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOME

Source: MC&C client; mass market; multichannel 21

RULE THREE: DON’T FERTILISE WHERE THERE'S NO SEED

22

PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT

23Source: MC&C client; regular user door drops

WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE

24Source: MC&C client; regular user door drops

RULE FOUR: INVEST IN DECENT PRODUCTION

(Reciprocity)

Source: MC&C client; mass market; multichannel25

RULE FIVE: ALLOW TIME FOR REGROWTH

(Frequency)

26Source: MC&C client; mass market; multichannel

RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE

27Source: MC&C client; mass market; multichannel

THE APPLIANCE OF SCIENCE

• Door drops are a great thing

– They create unique and profitable value: by allowing you to recruit more higher 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

– Don’t just harvest, fertilise too

– And don’t just slash and burn, tend for the long term

An engineers view

28

PRINTED MAIL: THE SCIENCE & ITS APPLIANCE

DAVID BRENNAN - BACKGROUND

•35 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 in converged, digital landscape

3 THINGS I HAVE LEARNED...

•No media channel is going to die

•It’s people, not technology

•It’s brands + activation

PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...

PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...

•Pronounced ‘dead!’

•Behind closed doors

•‘Inefficient’

•Suffered from misattribution

•Work ‘implicitly’

Click-th

rough rates

Click-th

rough rates

Dwell time

Dwell time

Facebook likes

Facebook likes

UniquesUniques

ComscoreComscore

HitwiseHitwise

HitsHitsPage viewsPage views

Last click attributionLast click attribution

Viral viewsViral views

Re-tweetsRe-tweets

Twitter trendsTwitter trends

Buzz metrics

Buzz metrics

Engagement indicators

Engagement indicators

Repeat visitsRepeat visits

Bounce measuresBounce measures

Transactions

Transactions

SharesShares

•Significant insight programme•Why, how and how well print mail works

•Building towards planning tool•Exposure – Engagement – Effectiveness

•Needs to be planned like a ‘proper’ media channel

Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk

Unaddressed mail:Turning insights into income

Date: 19th June 2013

Prepared by: Mike Colling

Final

PRACTICAL APPLICATION OF SCIENCE

43

MAIL IS A VALUABLE MEDIUM

44

Picture pile of gold

WHICH WOULD YOU SEND?

45

Dear MomWishing you a very Happy Birthday!Lots of loveDanny

RULE ONE: USE VALUABLE THINGS APPROPRIATELY

46

RULE TWO: RECIPROCITY

47

DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST

48

DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TV

Source: MC&C client; mass market; multichannel 49

MORE REPEAT PURCHASE FROM DOOR DROP THAN WEB

Source: MC&C client; mass market; multichannel

50

50

SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOME

Source: MC&C client; mass market; multichannel 51

RULE THREE: DON’T FERTILISE WHERE THERE'S NO SEED

52

PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT

53Source: MC&C client; regular user door drops

WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE

54Source: MC&C client; regular user door drops

RULE FOUR: INVEST IN DECENT PRODUCTION

(Reciprocity)

Source: MC&C client; mass market; multichannel55

RULE FIVE: ALLOW TIME FOR REGROWTH

(Frequency)

56Source: MC&C client; mass market; multichannel

RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE

57Source: MC&C client; mass market; multichannel

THE APPLIANCE OF SCIENCE

• Door drops are a great thing

– They create unique and profitable value: by allowing you to recruit more higher 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

– Don’t just harvest, fertilise too

– And don’t just slash and burn, tend for the long term

An engineers view

58

Thinking inside the box

Linzi Clingan, Head of Marketing, Golden Charter

Golden Charter Funeral Plans

Case Study: Thinking ‘inside’ the box

19th June 2013

Linzi ClinganHead of Marketing

When it’s good to think inside the box…

• A funeral plan fixes the cost of a funeral at today’s prices – saving money

• A funeral plan enables you to make your wishes known – saving your family stress at a difficult time

“The most thoughtful decision you could make”

The market for funeral plans

Source: FPA

Who is Golden Charter?

Who is Golden Charter?

Sources: FPA; Mintel 2012

The marketing challenge

The marketing challenge

I don’t ‘sell’ plans

I know my own area

People will always come to me

Marketing is too expensive

Why door drop?

Profiling and targeting• Acorn profiling of plan holders by payment method

identified 2 key profiles: PIF: ‘George and Doris’ FMP: ‘Wilf and Vera’

‘Settled suburbia’ ‘High-rise hardship’Profiling of Funeral Directors’ catchment areas enabled us to

make recommendations on best sectors and creative

A choice of creative templates

Creative print solutions enabled us to target more appropriately, while offering

choice to the funeral directors around the level of response incentive

The results:

Case Study: Funeral Director X

105 incremental sales (237% uplift) at Cost per Sale of <£80

Case Study: Funeral Director X

National Door Drop Activity

© Golden Charter Funeral Plans

Targeted Royal Mail Door drop media delivers a 20% lower Cost per Sale than other offline media

National Door Drop Activity

National Door Drop Activity

• 130gsm is 20% more responsive than 115gsmLesson 3:

• Frequency versus index:Lesson 4 - in progress:

Initial signs indicate that dropping to the highest indexing sectors for the 2nd or 3rd time is more

responsive than dropping to lower indexing sectors for the first time

Thank you

Questions?

Different strokes for different folks

Liz Curry, CRM Manager, Comic ReliefTim Drye, Managing Director, Data Talk

Leveraging The Neighbourhood Effect

by Liz Curry, Comic Relief, and Tim Drye, Streetwise Analytics

One Foot in the GraveHouseholds aged 41 plus, tend to be married with children who have flown the nest. Working professionals or retired who own their own home. A relative preference for Warm Mail.

Desperate HousewivesLikely to be married and aged over 40 with children in detached housing. High social grade/income/living standards.A relative preference for Warm Email.

My FamilyMiddle-aged with children at home or who have left home. Dad working whilst mum more likely to work in a clerical position.A relative preference for Warm Mail.

HollyoakersAged 18-35 well educated white collar workers. Likely to be renting with flatmates/partner, high disposable income.A relative preference for Internet and Social Media.

Coronation StreetersMiddle-aged with lowest household income, likely to live in council housing/terraces. Blue collar workers.A relative preference for TV advertising.

FriendsMainly early thirties high-ish social grade with children. Reasonably affluent.A relative preference for Warm Email.

Keeping Up AppearancesOwner/occupiers, they are older and married, not high social grade/education, likely to be retired.A relative preference for Warm Mail.

ShamelessIn their early 30s, large households with lots of children, low social grade/education/income.A relative preference for Warm SMS.

Fundraisers’ Effect on Donors

Donor Density

43% increases in Milers with no extra marketing spend!

Manchester Mile Entries supported by The Royal Mail Door Drop

3 Week Long Uplift

0

2

4

6

8

10

12

14

16

18

Date

Dai

ly R

esp

on

se R

ate

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Up

lift

No Door Drop Door Drop Uplift

Warm Mail “activates” Door Drop

1093

64

153

0

50

100

150

200

WarmMailOnly

DoorDropOnly

WarmMail &DoorDrop

ROI

6.73.7

16.3

0

4

8

12

16

20

WarmMailOnly

DoorDropOnly

WarmMail &DoorDrop

Relative Value Generated

Local Newspaper distribution with leafletsSupported by TNTpost and Trinity Mirror

Birmingham Mile Entries

Solus distribution in BelfastSupported by Royal Mail Door Drop

Refreshment Break

Mobile visual discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale!Sam Grimley, Blippar

Closing comments from Chair

Networking Lunch

DMA Awards

What difference have you made?The 2013 DMA Awards will open for entries on 4 July and close on 6 September.

For more information email amelia.bingham@dma.org.uk or phone 020 7291 3353

Visit www.dmaawards.org.uk to see a list of categories.