SlideShare uma empresa Scribd logo
1 de 32
Baixar para ler offline
Personalised Integrated MediaTM

Innovations in Direct Marketing
The Financial Services Forum
18 November 2008

Daniel Finn                       Ryan Haylock
Digital Media Consultant          Marketing Manager
Sony DADC                         Lloyds TSB
Agenda



   Changing Media Landscape
   Cross Media & Integrated Marketing
   DM complements Online
   What is Sony PIM?
   How to measure response?
   PIM case studies in depth
     • Skandia
     • Lloyds TSB
   Questions
Changing Media Landscape




            “In 1965, 80% of
       18-49 year olds in the U.S.
     could be reached with three 60-
           second TV spots…



                           Reference: Revenue Science Inc., Procter&Gamble
Changing Media Landscape




         …In 2002, it required 117
         primetime commercials to
         produce the same result.”
                                                  – Jim Stengel
                           Global Marketing Officer, Procter & Gamble




                                                Reference: Revenue Science Inc., Procter&Gamble
Direct Response Marketing Landscape



                   PULL       PUSH



                                       digital media:
 digital media:
  digital media:                       •Behavioural Targeting
 •Search
  •Search                              •Email Marketing
 •SEM
  •SEM                                 •Mobile Marketing
 •SEO
  •SEO
         physical media:       physical media:
         •above the line       •pURL
         •TV                   •QR Code
         •print                •Integrated DM
Cross Media Marketing


 guiding media                Direct
                 TV   Print            POS   Radio Online Mobile
  target media                 Mail
      TV

     Print

 Direct Mail
     POS

    Radio

    Online
    Mobile
Direct Mail complements Online


“Integrating digital advertising and Direct Mail campaigns can
increase customer spend by 25%”


Marketing Magazine, 10th June 2008
Direct Mail’s role in the New Media Landscape


  Where Online              Where Direct Mail
  is most effective         is most effective
  For communicating brief   For grabbing attention:
  messages:                 47% DM
  7% DM                     19% Email
  68% Online

                            For encouraging someone to do
                            something as a result of:
                            42% DM
                            15% Email

  For ease of response:     For making someone feel more
  6% DM                     valued:
  65% Online                42% DM
                            7% Email
                                              Source: Royal Mail & Quadrangle 2007
of 'confident web users' prefer to be
contacted by a combination of Direct
Mail and Online advertising.




                     Source: Royal Mail & Quadrangle 2007
Direct Mail and Online

 Because DM and Online together create a more powerful result, we
 have developed Sony PIM
 to enable you to
 deliver the best
 possible integrated
 campaigns
What is Sony PIM?


    New marketing solution from Royal Mail & Sony DADC

    Unique and patented marketing solution

    Integrates offline and online channels

    Personalise and tailor the experience

    Measure engagement & response in real time

    B2B and B2C for all sectors
What is Sony PIM?


  You send an impactful Direct Mail piece to
  your audience that contains a CD/DVD


  The content is highly personalised


  The disk plays your TV ad or Flash media,
  offering a better-than-web experience

  The disk integrates to your website to
  complete the user journey

  You can measure your campaign in real
  time and get an immediate customer
  response
Key benefits of PIM


  On and offline engagement

  High level of personalisation

  Maximum stand-out and impact in the marketplace

  High measurability

  Cost effective

  Increased response rates
PIM Analytics dashboard – real time measurements
Immediate feedback on engagement & response rates
PIM Analytics can show geo targeting of responses
Case Study – Skandia / Wein & Co


    Client:          Skandia

    Objective:       Inform new customer groups about
                      “Skandia Navigator”


    Campaign:        cross promotion in order to generate
                      meetings about life-insurances within the
                      clients of Wein & Co


    Personalisation: Personal DM pack with tailored incentives
Personalised DM pack sent to all prospects
Personalised welcome on landing page
Cross promotion to drive response
Pre-population of response form
Automated offline to online
Skandia – campaign results




        12% disc online usage (engagement rate)
        5% response rate (3 times higher than usual)
        Increase in brand recall of 50% - 60%
Case Study – Lloyds TSB Corporate Markets




The brief:
Integrated with the other elements of the Capabilities Campaign
Communicate with key prospects on a more personal level
Targeted at a specific audience with gatekeepers to consider
Raise awareness of our brand
Start dialogue with our prospects
PIM Direct Marketing approach


Key elements:
Mailing pack
Follow-up email
Outbound telemarketing


Campaign details:
Mailing landed 14th – 15th April, targeted at 1,660
 prospects
207 were followed-up with email
All mailed leads were followed-up with Tele-marketing
Personalised welcome message to each prospect
Prospects could arrange an appointment from PIM disc




                                                       Online link
                                                       to book a
                                                       meeting
Follow-up Email communication
Lloyds TSB Campaign Results



 Appointments: 37 (2.2% of mailing file)
 Warm leads: 24 (1.5% of mailing file)
 Total: 61 (3.7% of mailing file)
 2 live customers



One prospect liked the disk so much, they booked
an appointment based on the creative execution
alone
Lloyds TSB campaign - National Marketing Awards



    Short listed for the following…


     Marketing Strategy of The Year Award:
      National Business Awards, 18 Nov


     Best Direct Marketing Campaign: Financial
      Services Forum, 25 Nov
Summary


   Personalise your marketing to maximise impact

   Integrate your offline & online channels to
    maximise response

   Measure the engagement & response in real time

   Best practice marketing with Sony PIM
Thank you


  Questions


  Daniel Finn
  Digital Media Consultant
  Sony DADC

  Daniel.finn@sonydadc.com
  07872 675 536

  www.sonydadc.com/ebridge

Mais conteúdo relacionado

Mais procurados

India Digital Marketing Report 2019
India Digital Marketing Report 2019India Digital Marketing Report 2019
India Digital Marketing Report 2019Monika Prasad
 
Toyota Case Study - LIVE MARKETING
Toyota Case Study - LIVE MARKETINGToyota Case Study - LIVE MARKETING
Toyota Case Study - LIVE MARKETINGDani Lunsford
 
Ultimate guide to offline marketing
Ultimate guide to offline marketingUltimate guide to offline marketing
Ultimate guide to offline marketingAndrew Nicholas
 
Digital marketing playbook
Digital marketing playbookDigital marketing playbook
Digital marketing playbookAdCMO
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
 
Strategic e-Marketing
Strategic e-MarketingStrategic e-Marketing
Strategic e-MarketingPhi Jack
 
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesReady, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
 
Turnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingTurnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingGleanster Research
 
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
 
Digital Marketing Trends
Digital Marketing TrendsDigital Marketing Trends
Digital Marketing TrendsNayan Rambhiya
 
Intela Media Overview
Intela Media OverviewIntela Media Overview
Intela Media OverviewAmy Foster
 
Digital Customer Journey
Digital Customer JourneyDigital Customer Journey
Digital Customer JourneyPanos Ladas
 
Top 10 ways_to_improve
Top 10 ways_to_improveTop 10 ways_to_improve
Top 10 ways_to_improveC.Y Wong
 
Crm the road to crm riches accenture
Crm the road to crm riches accentureCrm the road to crm riches accenture
Crm the road to crm riches accentureMarcus Vannini
 
Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!UserEngage
 
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...Julia Grosman
 
20 internet marketing trend 2009
20 internet marketing trend 200920 internet marketing trend 2009
20 internet marketing trend 2009PROACTIVE BRAND
 

Mais procurados (18)

India Digital Marketing Report 2019
India Digital Marketing Report 2019India Digital Marketing Report 2019
India Digital Marketing Report 2019
 
Toyota Case Study - LIVE MARKETING
Toyota Case Study - LIVE MARKETINGToyota Case Study - LIVE MARKETING
Toyota Case Study - LIVE MARKETING
 
Ultimate guide to offline marketing
Ultimate guide to offline marketingUltimate guide to offline marketing
Ultimate guide to offline marketing
 
Digital marketing playbook
Digital marketing playbookDigital marketing playbook
Digital marketing playbook
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
 
Strategic e-Marketing
Strategic e-MarketingStrategic e-Marketing
Strategic e-Marketing
 
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesReady, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
 
Turnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingTurnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized Marketing
 
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
 
Digital Marketing Trends
Digital Marketing TrendsDigital Marketing Trends
Digital Marketing Trends
 
Intela Media Overview
Intela Media OverviewIntela Media Overview
Intela Media Overview
 
4 ways conventional sales vs digital sales
4 ways conventional sales vs digital sales4 ways conventional sales vs digital sales
4 ways conventional sales vs digital sales
 
Digital Customer Journey
Digital Customer JourneyDigital Customer Journey
Digital Customer Journey
 
Top 10 ways_to_improve
Top 10 ways_to_improveTop 10 ways_to_improve
Top 10 ways_to_improve
 
Crm the road to crm riches accenture
Crm the road to crm riches accentureCrm the road to crm riches accenture
Crm the road to crm riches accenture
 
Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!
 
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...
Greg Stuart - Multi-Touch Attribution: Marketing Measurement’s Holy Grail or ...
 
20 internet marketing trend 2009
20 internet marketing trend 200920 internet marketing trend 2009
20 internet marketing trend 2009
 

Destaque

Lloyds Bank fraud guidance
Lloyds Bank fraud guidanceLloyds Bank fraud guidance
Lloyds Bank fraud guidanceDavid Atkinson
 
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...aniedenthal
 
ND16: Nick Williams, Lloyds Banking Group
ND16: Nick Williams, Lloyds Banking Group ND16: Nick Williams, Lloyds Banking Group
ND16: Nick Williams, Lloyds Banking Group Digital Leaders
 
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016Saqhib Ali MBA ACCA
 
BMR Advisors - Anti-Money Laundering Compliance
BMR Advisors - Anti-Money Laundering ComplianceBMR Advisors - Anti-Money Laundering Compliance
BMR Advisors - Anti-Money Laundering ComplianceAbhishek Bali
 
Lloyds banking group theoretical approach
Lloyds banking group  theoretical approachLloyds banking group  theoretical approach
Lloyds banking group theoretical approachMilagros Ponce Pacheco
 
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...MongoDB
 
Callcredit's Fraud Summit 2016 - Anti-money laundering stream
Callcredit's Fraud Summit 2016 - Anti-money laundering streamCallcredit's Fraud Summit 2016 - Anti-money laundering stream
Callcredit's Fraud Summit 2016 - Anti-money laundering streamCallcredit123
 
Operational innovations in AML/CFT compliance processes and financial inclus...
Operational innovations in AML/CFT  compliance processes and financial inclus...Operational innovations in AML/CFT  compliance processes and financial inclus...
Operational innovations in AML/CFT compliance processes and financial inclus...CGAP
 
Creating a Modern Data Architecture for Digital Transformation
Creating a Modern Data Architecture for Digital TransformationCreating a Modern Data Architecture for Digital Transformation
Creating a Modern Data Architecture for Digital TransformationMongoDB
 
Anti-Money Laundering (AML) Risk Assessment Process
Anti-Money Laundering (AML) Risk Assessment ProcessAnti-Money Laundering (AML) Risk Assessment Process
Anti-Money Laundering (AML) Risk Assessment Processaccenture
 

Destaque (12)

Lloyds Bank fraud guidance
Lloyds Bank fraud guidanceLloyds Bank fraud guidance
Lloyds Bank fraud guidance
 
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...
Scottish Widows, CRM Executive Customer Panel Presentation - Oracle OpenWorld...
 
ND16: Nick Williams, Lloyds Banking Group
ND16: Nick Williams, Lloyds Banking Group ND16: Nick Williams, Lloyds Banking Group
ND16: Nick Williams, Lloyds Banking Group
 
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016
Public Final Saqhib Ali Lloyds Banking Group presentations widescreen 2016
 
BMR Advisors - Anti-Money Laundering Compliance
BMR Advisors - Anti-Money Laundering ComplianceBMR Advisors - Anti-Money Laundering Compliance
BMR Advisors - Anti-Money Laundering Compliance
 
Lloyds banking group theoretical approach
Lloyds banking group  theoretical approachLloyds banking group  theoretical approach
Lloyds banking group theoretical approach
 
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...
MongoDB Days UK: Building an Enterprise Data Fabric at Royal Bank of Scotland...
 
Callcredit's Fraud Summit 2016 - Anti-money laundering stream
Callcredit's Fraud Summit 2016 - Anti-money laundering streamCallcredit's Fraud Summit 2016 - Anti-money laundering stream
Callcredit's Fraud Summit 2016 - Anti-money laundering stream
 
Operational innovations in AML/CFT compliance processes and financial inclus...
Operational innovations in AML/CFT  compliance processes and financial inclus...Operational innovations in AML/CFT  compliance processes and financial inclus...
Operational innovations in AML/CFT compliance processes and financial inclus...
 
NAT-16-133 AML Benchmarking-FINAL
NAT-16-133 AML Benchmarking-FINALNAT-16-133 AML Benchmarking-FINAL
NAT-16-133 AML Benchmarking-FINAL
 
Creating a Modern Data Architecture for Digital Transformation
Creating a Modern Data Architecture for Digital TransformationCreating a Modern Data Architecture for Digital Transformation
Creating a Modern Data Architecture for Digital Transformation
 
Anti-Money Laundering (AML) Risk Assessment Process
Anti-Money Laundering (AML) Risk Assessment ProcessAnti-Money Laundering (AML) Risk Assessment Process
Anti-Money Laundering (AML) Risk Assessment Process
 

Semelhante a Innovations In Direct Marketing - 18 November 2008

Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing SolutionsSony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutionsdanielfinn
 
How the social media is impacting marketing communication and the next market...
How the social media is impacting marketing communication and the next market...How the social media is impacting marketing communication and the next market...
How the social media is impacting marketing communication and the next market...Pol Navarro
 
Dagnecy_StrategyDocument_SHORT
Dagnecy_StrategyDocument_SHORTDagnecy_StrategyDocument_SHORT
Dagnecy_StrategyDocument_SHORTMatej Klepec
 
Creativity In Direct Marketing
Creativity In Direct MarketingCreativity In Direct Marketing
Creativity In Direct MarketingPhillip Smith
 
How Cross-Channel Personalization Impacted Results for HP
How Cross-Channel Personalization Impacted Results for HPHow Cross-Channel Personalization Impacted Results for HP
How Cross-Channel Personalization Impacted Results for HPVivastream
 
Linkedin Prentation Pdf2
Linkedin Prentation   Pdf2Linkedin Prentation   Pdf2
Linkedin Prentation Pdf2guest0f7a5ee
 
Dma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt finalDma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt finalStrongView
 
Ultimate Email Marketing: Big Brands Square Off
Ultimate Email Marketing: Big Brands Square OffUltimate Email Marketing: Big Brands Square Off
Ultimate Email Marketing: Big Brands Square OffVivastream
 
How to Triple your growth?
How to Triple your growth?How to Triple your growth?
How to Triple your growth?Lander Janssens
 
Abia Direct Marketing Presentation Final
Abia   Direct Marketing Presentation   FinalAbia   Direct Marketing Presentation   Final
Abia Direct Marketing Presentation Finalwtyson1
 
Argyle CMO ThinkTank Boston
Argyle CMO ThinkTank BostonArgyle CMO ThinkTank Boston
Argyle CMO ThinkTank BostonMediaMath
 
CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. KUKU Babatunde
 
Generator Marketing - A Bit About Us
Generator Marketing - A Bit About UsGenerator Marketing - A Bit About Us
Generator Marketing - A Bit About UsChris Small
 
ForbesInsights_QuantcastReport
ForbesInsights_QuantcastReportForbesInsights_QuantcastReport
ForbesInsights_QuantcastReportMarina Feldman
 
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...mindfire.agency
 

Semelhante a Innovations In Direct Marketing - 18 November 2008 (20)

Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing SolutionsSony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
 
How the social media is impacting marketing communication and the next market...
How the social media is impacting marketing communication and the next market...How the social media is impacting marketing communication and the next market...
How the social media is impacting marketing communication and the next market...
 
Dagnecy_StrategyDocument_SHORT
Dagnecy_StrategyDocument_SHORTDagnecy_StrategyDocument_SHORT
Dagnecy_StrategyDocument_SHORT
 
Creativity In Direct Marketing
Creativity In Direct MarketingCreativity In Direct Marketing
Creativity In Direct Marketing
 
How Cross-Channel Personalization Impacted Results for HP
How Cross-Channel Personalization Impacted Results for HPHow Cross-Channel Personalization Impacted Results for HP
How Cross-Channel Personalization Impacted Results for HP
 
2009 PODi AppForum
2009 PODi AppForum 2009 PODi AppForum
2009 PODi AppForum
 
Linkedin Prentation Pdf2
Linkedin Prentation   Pdf2Linkedin Prentation   Pdf2
Linkedin Prentation Pdf2
 
Creds 030409
Creds 030409Creds 030409
Creds 030409
 
Latest Trends in Digital Marketing
Latest Trends in Digital MarketingLatest Trends in Digital Marketing
Latest Trends in Digital Marketing
 
Dma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt finalDma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt final
 
Ultimate Email Marketing: Big Brands Square Off
Ultimate Email Marketing: Big Brands Square OffUltimate Email Marketing: Big Brands Square Off
Ultimate Email Marketing: Big Brands Square Off
 
How to Triple your growth?
How to Triple your growth?How to Triple your growth?
How to Triple your growth?
 
Abia Direct Marketing Presentation Final
Abia   Direct Marketing Presentation   FinalAbia   Direct Marketing Presentation   Final
Abia Direct Marketing Presentation Final
 
Argyle CMO ThinkTank Boston
Argyle CMO ThinkTank BostonArgyle CMO ThinkTank Boston
Argyle CMO ThinkTank Boston
 
CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners.
 
311382
311382311382
311382
 
Mix Digital Marketing Agency Credentials
Mix Digital Marketing Agency CredentialsMix Digital Marketing Agency Credentials
Mix Digital Marketing Agency Credentials
 
Generator Marketing - A Bit About Us
Generator Marketing - A Bit About UsGenerator Marketing - A Bit About Us
Generator Marketing - A Bit About Us
 
ForbesInsights_QuantcastReport
ForbesInsights_QuantcastReportForbesInsights_QuantcastReport
ForbesInsights_QuantcastReport
 
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Mu...
 

Último

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 

Último (20)

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 

Innovations In Direct Marketing - 18 November 2008

  • 1. Personalised Integrated MediaTM Innovations in Direct Marketing The Financial Services Forum 18 November 2008 Daniel Finn Ryan Haylock Digital Media Consultant Marketing Manager Sony DADC Lloyds TSB
  • 2. Agenda  Changing Media Landscape  Cross Media & Integrated Marketing  DM complements Online  What is Sony PIM?  How to measure response?  PIM case studies in depth • Skandia • Lloyds TSB  Questions
  • 3. Changing Media Landscape “In 1965, 80% of 18-49 year olds in the U.S. could be reached with three 60- second TV spots… Reference: Revenue Science Inc., Procter&Gamble
  • 4. Changing Media Landscape …In 2002, it required 117 primetime commercials to produce the same result.” – Jim Stengel Global Marketing Officer, Procter & Gamble Reference: Revenue Science Inc., Procter&Gamble
  • 5. Direct Response Marketing Landscape PULL PUSH digital media: digital media: digital media: •Behavioural Targeting •Search •Search •Email Marketing •SEM •SEM •Mobile Marketing •SEO •SEO physical media: physical media: •above the line •pURL •TV •QR Code •print •Integrated DM
  • 6. Cross Media Marketing guiding media Direct TV Print POS Radio Online Mobile target media Mail TV Print Direct Mail POS Radio Online Mobile
  • 7. Direct Mail complements Online “Integrating digital advertising and Direct Mail campaigns can increase customer spend by 25%” Marketing Magazine, 10th June 2008
  • 8. Direct Mail’s role in the New Media Landscape Where Online Where Direct Mail is most effective is most effective For communicating brief For grabbing attention: messages: 47% DM 7% DM 19% Email 68% Online For encouraging someone to do something as a result of: 42% DM 15% Email For ease of response: For making someone feel more 6% DM valued: 65% Online 42% DM 7% Email Source: Royal Mail & Quadrangle 2007
  • 9. of 'confident web users' prefer to be contacted by a combination of Direct Mail and Online advertising. Source: Royal Mail & Quadrangle 2007
  • 10. Direct Mail and Online Because DM and Online together create a more powerful result, we have developed Sony PIM to enable you to deliver the best possible integrated campaigns
  • 11. What is Sony PIM?  New marketing solution from Royal Mail & Sony DADC  Unique and patented marketing solution  Integrates offline and online channels  Personalise and tailor the experience  Measure engagement & response in real time  B2B and B2C for all sectors
  • 12. What is Sony PIM? You send an impactful Direct Mail piece to your audience that contains a CD/DVD The content is highly personalised The disk plays your TV ad or Flash media, offering a better-than-web experience The disk integrates to your website to complete the user journey You can measure your campaign in real time and get an immediate customer response
  • 13. Key benefits of PIM On and offline engagement High level of personalisation Maximum stand-out and impact in the marketplace High measurability Cost effective Increased response rates
  • 14. PIM Analytics dashboard – real time measurements
  • 15. Immediate feedback on engagement & response rates
  • 16. PIM Analytics can show geo targeting of responses
  • 17. Case Study – Skandia / Wein & Co  Client: Skandia  Objective: Inform new customer groups about “Skandia Navigator”  Campaign: cross promotion in order to generate meetings about life-insurances within the clients of Wein & Co  Personalisation: Personal DM pack with tailored incentives
  • 18. Personalised DM pack sent to all prospects
  • 19. Personalised welcome on landing page
  • 20. Cross promotion to drive response
  • 23. Skandia – campaign results  12% disc online usage (engagement rate)  5% response rate (3 times higher than usual)  Increase in brand recall of 50% - 60%
  • 24. Case Study – Lloyds TSB Corporate Markets The brief: Integrated with the other elements of the Capabilities Campaign Communicate with key prospects on a more personal level Targeted at a specific audience with gatekeepers to consider Raise awareness of our brand Start dialogue with our prospects
  • 25. PIM Direct Marketing approach Key elements: Mailing pack Follow-up email Outbound telemarketing Campaign details: Mailing landed 14th – 15th April, targeted at 1,660 prospects 207 were followed-up with email All mailed leads were followed-up with Tele-marketing
  • 26. Personalised welcome message to each prospect
  • 27. Prospects could arrange an appointment from PIM disc Online link to book a meeting
  • 29. Lloyds TSB Campaign Results  Appointments: 37 (2.2% of mailing file)  Warm leads: 24 (1.5% of mailing file)  Total: 61 (3.7% of mailing file)  2 live customers One prospect liked the disk so much, they booked an appointment based on the creative execution alone
  • 30. Lloyds TSB campaign - National Marketing Awards Short listed for the following…  Marketing Strategy of The Year Award: National Business Awards, 18 Nov  Best Direct Marketing Campaign: Financial Services Forum, 25 Nov
  • 31. Summary  Personalise your marketing to maximise impact  Integrate your offline & online channels to maximise response  Measure the engagement & response in real time  Best practice marketing with Sony PIM
  • 32. Thank you Questions Daniel Finn Digital Media Consultant Sony DADC Daniel.finn@sonydadc.com 07872 675 536 www.sonydadc.com/ebridge