This document outlines a presentation about Sony's Personalised Integrated Media (PIM) marketing solution. PIM allows companies to integrate offline direct mail marketing with online marketing campaigns. It involves sending a personalized direct mail package containing a CD/DVD that can play video ads and link to a customized website. Case studies showed that campaigns using PIM increased response rates, brand recall, and led to new customers. PIM also provides real-time analytics on campaign engagement and response.
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
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
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
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