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Final full presentation
1. 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
2. 9.30am Registration and breakfast
10.00am Welcome from the Chair
Mark Young, Chief Executive, The Leaflet Company
10.10am Door drops, new science and it’s appliance
David 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
11. Door drops, new science
and it’s appliance
David Brennan, Founder, Media Native
Mike Colling, Managing Director and Owner, Mike Colling & Company
12. Mike Colling and Company Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
Unaddressed mail:
Turning insights into income
Date: 19th
June 2013
Prepared by: Mike Colling
Final
23. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT
23
Source: MC&C client; regular user door drops
24. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE
24
Source: MC&C client; regular user door drops
25. RULE FOUR: INVEST IN DECENT PRODUCTION
(Reciprocity)
Source: MC&C client; mass market; multichannel
25
26. RULE FIVE: ALLOW TIME FOR REGROWTH
(Frequency)
26Source: MC&C client; mass market; multichannel
27. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE
27
Source: MC&C client; mass market; multichannel
28. 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
30. 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
31.
32. 3 THINGS I HAVE LEARNED...
•No media channel is going to die
•It’s people, not technology
•It’s brands + activation
33.
34. PRINTED MAIL & TELEVISION:
MORE SIMILAR THAN WE MIGHT THINK...
35. PRINTED MAIL & TELEVISION:
MORE SIMILAR THAN WE MIGHT THINK...
•Pronounced ‘dead!’
•Behind closed doors
•‘Inefficient’
•Suffered from misattribution
•Work ‘implicitly’
41. •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
42. Mike Colling and Company Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
Unaddressed mail:
Turning insights into income
Date: 19th
June 2013
Prepared by: Mike Colling
Final
53. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT
53
Source: MC&C client; regular user door drops
54. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE
54
Source: MC&C client; regular user door drops
55. RULE FOUR: INVEST IN DECENT PRODUCTION
(Reciprocity)
Source: MC&C client; mass market; multichannel
55
56. RULE FIVE: ALLOW TIME FOR REGROWTH
(Frequency)
56Source: MC&C client; mass market; multichannel
57. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE
57
Source: MC&C client; mass market; multichannel
58. 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
60. Golden Charter Funeral Plans
Case Study:
Thinking ‘inside’ the box
19th
June 2013
Linzi Clingan
Head of Marketing
61. 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”
68. 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
70. Creative print solutions enabled us to
target more appropriately, while offering
choice to the funeral directors
around the level of response incentive
76. National Door Drop Activity
• 130gsm is 20% more
responsive than 115gsm
Lesson 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
83. One Foot in the Grave
Households 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.
84. Desperate Housewives
Likely to be married and aged over 40 with children in detached housing.
High social grade/income/living standards.
A relative preference for Warm Email.
85. My Family
Middle-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.
86. Hollyoakers
Aged 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.
87. Coronation Streeters
Middle-aged with lowest household income, likely to live in council
housing/terraces. Blue collar workers.
A relative preference for TV advertising.
88. Friends
Mainly early thirties high-ish social grade with children. Reasonably
affluent.
A relative preference for Warm Email.
89. Keeping Up Appearances
Owner/occupiers, they are older and married, not high social
grade/education, likely to be retired.
A relative preference for Warm Mail.
90. Shameless
In their early 30s, large households with lots of children, low social
grade/education/income.
A relative preference for Warm SMS.
98. 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
DailyResponseRate
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Uplift
No Door Drop Door Drop Uplift
99. Warm Mail “activates” Door Drop
1093
64
153
0
50
100
150
200
Warm
Mail
Only
Door
Drop
Only
Warm
Mail &
Door
Drop
ROI
6.7
3.7
16.3
0
4
8
12
16
20
Warm
Mail
Only
Door
Drop
Only
Warm
Mail &
Door
Drop
Relative Value Generated
105. Mobile visual discovery…bridging
the void between print and digital
channels for engagement,
interaction, conversion and sale!
Sam Grimley, Blippar
108. 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.
Notas do Editor
Musicmagpie.com have only used TV advertising in the last 3 years and the resulting spike patterns are clear to see
Musicmagpie.com have only used TV advertising in the last 3 years and the resulting spike patterns are clear to see
2011, 400,000 over 50s policies sold 90% to cover funeral costs
GC 1 in 8 compared to 1 in 2 or in in 4. When look at what FDs sell directly, 1 in 14 – 7% ratio
1 in 5 plans – so already quite active.
Hello. Thank you very much for inviting us here this afternoon to talk to you. Tim and I are going to run through an award-winning project to show you how an analysis of Comic Relief’s in-house data warehouse led to us introducing a new marketing test for Sport Relief 2012.
We split our supporters into Fundraisers (people who hold cake sales, sit in baths of baked beans, etc)
and Donors (people who phone up on the night, or sponsor their friends)
The income we get from fundraisers is far higher, per capita, than that we get from donors, so, in order to get bang for buck, we concentrate our marketing resources on fundraisers.
Streetwise Analytics came into update our in-house segmentation to make it work more effectively at a household level. These are our segments. At the same time they were able to predict the channel preference of each segment, ie the way that segment preferred to be contacted, using data from the British Marketing Survey Channel Spectrum to provide insight into those marketing preferences. You can see the preference for the channel that they prefer to be contacted by at the bottom of each slide. It’s worth saying that the names of these segments reflect the characters in the programme, not the people who are watching it.
When looking at our data Tim noticed an interesting effect. The Killer Fact: Where there was a fundraiser in a local area, donors within a 400 yard radius were three times as likely to donate to us, and gave twice as much - a multiplier effect of 6
We looked at the demographics of those areas and this was not a function of the wealth of that area, in fact the effect was highest in those areas that weren't particularly wealthy but more community minded. We decided to look at people who signed up for the Sport Relief mile and see if the effect was the same. It was. But interestingly, instead of the pattern of sign-ups being a blob (the epidemiological analogy being a bacterial infection on the jelly in a petri dish) they were more linear in nature, suggesting that they might be based along roads - therefore it seemed likely that these people were neighbours
So, how were we going to use this idea? Marketing spend was very tight. We had to get 40% more mile sign-ups than Sport Relief 2010 on the same budget that we had for that campaign. We needed a low cost solution.
The linear nature of the relationship between team leaders and their team members gave us the idea of trying a door drop campaign to encourage people to enter the mile. The objective of the leaflet would be to encourage people to go online and sign up to take part in the Sainsbury's Sport Relief Mile in Manchester. So it was an offline mechanic driving people online - a tricky ask...
Comic Relief has not done door drops in the past. This is partly because our Marketing Director sees digital communications as the future and is sceptical about ROI on printed materials (although we have proof that fundraisers raise more if they have received a fundraising kit v going online), and partly because the model of our business doesn't naturally lend itself to it - we don't tend to encourage regular giving.
These findings made us re-evaluate, and her scepticism worked in our favour. She agreed to let us do a test in Manchester (her home town), and we were able to make that test very rigorous.
Tim built us a tool that would help us to capitalise on the "Neighbourhood effect“ – we call it the Grass Roots Directory. We could use it to identify people who had a high propensity to sign up to the mile (because they were based in hot spots around people who'd taken part in the past), and also based on their channel preferences. We identified that leaders of teams tend to be recruited by direct channels whereas the participants are more open to softer forms of communication. He indentified postcodes in Manchester and Birmingham that were very similar in terms of socio-demographics, customer behaviour and channel preference. We then chose one area in Manchester where we should make the drops, and a further two (one in Manchester and another in Birmingham) to act as control groups who would not receive leaflets. Some postcode sectors (8) were also excluded from any other direct communication (ie DMs, emails, or packs - we also tried to avoid poster sites) and so were only subjected to the ambient noise of the campaign. The leaflet drop was made at the beginning of February (about a week after the launch of the Sport Relief Campaign).
The initial results were surprisingly good. We had a significant uplift over the control groups, but even more interestingly the leaflets seem to do the job of fixing the brand into the public's consciousness - the mantlepiece effect. Even after the leaflets have finished dropping there was a greater rise in mile entry signs-ups in the active area when Let's Dance for Comic Relief was showing on the Saturday night than in the control groups.
This chart shows that warm mail works incredibly well for our warm supporters – traditionally this would have been where we stopped, leaving the TV to do the acquisition of donors. The door drop on its own, without the warm supporters effect, encouraged mile sign-ups (which was what we wanted it to do), but didn’t generate extra donations sufficient to cover its cost. However, when the supporters were stimulated by the warm mail, it activates extra acivity from the neighbouring donors. Wonderfully, this is consistent with the original findings of donors being stimulated by fundraisers!
We were lucky to get the promise of an inclusion of a leaflet with a local newspaper in Birmingham in the last weeks of the 12 week Sport Relief campaign. Again we used the grass roots segmentation tool to choose the areas with people who had the highest propensity to sign up for a mile. But here the effect was heightened as we were able to select people whose channel preference was local media
It worked, so we thought we'd roll it out to another flagship city and test the hypothesis further. So we did another door drop in Belfast. This time we concentrated on those groups of people who had the highest propensity to respond, and didn't bother diluting the test with people who had a lower propensity to respond. In this city the uplift was 600% above the control group
So, we've proved that neighbourliness is alive and well and living in Britain (not just in Australia). We've also tested and proved a tool that will help us to target our marketing more effectively in the future. We can use it to identify hotspots of activity to focus our marketing on very specific areas - at a local level - to given messages to people in the way they like to receive them.