A different road to brand experience

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  • Nick – suggested words around this… to prove the academic point just made by The Boston Consulting Group, TNT Post has been running a number of trials with its clients to demonstrate this offline to online effect. Normally when we run campaigns for traditional retailers our challenge is to identify their store catchments. With this brief, for the Entertainer we had to deliberately target as far away from their stores as possible to isolate the impact of their Christmas catalogue. Understandably, between 2009 and 2010 they registered an increase in sales through TheToyShop.com of 18.7% based on the fact that more people are shopping online these days. However, in the specific areas that received their 2010 catalogue they saw a remarkable 64% sales growth.
  • We firstly identify shoppers who have been exposed to the campaign in question – this is the Test Group A Control Group is then matched to the Test Group on various measures including spend on the brand, spend within the category, frequency of purchase and profiling. This means that both groups are identical in terms of shopper profile and spending habits prior to the activity and so the only difference between them is that one has been exposed to the mailing and one hasn’t. This ‘test and control’ method strips out all other factors which may affect shopping behaviour as both groups are exposed to the same elements (i.e. product price, national TV, season events etc) and is the most robust and accurate way of measuring campaign performance. We can therefore attribute any difference in sales and shopper measures to the campaign being evaluated.
  • Technology is changing our world, changing media preferences, forcing us to adapt, innovate and change. Examples of how technology forces change: Consumers want access to information on the go, in store Consumers demand convenience Consumers rely on independent information sources of their choice: the internet, blogs Digital coupons attract a better educated and more affluence consumer segment than paper coupons Rather than choosing one or the other (digital) media channel, the full mix has to be offered to cater to the communication needs of all shoppers. Consumers want to be addressed consistently and with relevant content. Essential is to choose the right underpinning technology which enables an integrated approach, meaning integration of on-line, in-store and off line, to achieve consistency which can accommodate add-ons for evolving new technology which makes the multi-channel approach easy to manage.
  • UK Customer Version (delete as applicable) Key Messages: Here is just a selection of some of the big names we work with in the retail, manufacturer and newspaper sectors. In addition to these we also handle clearing for major airport authorities processing coupons and vouchers issued to delayed customers
  • Our beliefs, LIFE EXPERIENCE and outlook are usually FUNDAMENTALLY different to that of our customers AND the world never STOPS. Its always CHANGING. So what was right last year can be VERY VERY wrong this NOW.
  • If you complete your short feedback form there is a copy of the most recently printed report – FRESH OFF THE PRESS
  • We also fully appreciate MediaVest are experts in the door drop medium, so… We will be concentrating on TNT driven innovation in the medium, how we are future proofing our channel and our service delivery promise to you.

Transcript

  • 1. A Different Road toBrand Experience
  • 2. Many thanks to our kind sponsors For supporting and taking part at this evenings event
  • 3. Today’s agenda• 16.00 – 16.30: Registration and coffee• 16.30 – 16.50: Welcome and event introduction 16.50 – 17.10: A Different Road to Brand Experience• 17.10 – 17.25: Brand Comms: Making advertising more effective                        • 17.25 – 17.45: The Rise of Couponing• 17.45 – 18.00: Refreshment break• 18.00 – 18.20: The Importance of Marketing Research                                             • 18.20 – 18.35: The Power of Big Brilliant Ideas  • 18.35 – 18.55: Augmented Reality                      • 18.55 – 19.05: In Home Sampling  • 19.05 – 19.15: Q&A  • 19.15 – 20.00: Networking - drinks and canapés to follow
  • 4. Nick WellsCEOTNT Post UK
  • 5. Firstly remember our strengths… DM & Door Drop 100% 100% TV Press 90% 85% 85% Internet 80% 74%UK Media Reach (% population) 70% Radio 61% 60% OOH 49% Facebook 50% 46% 40% 30% Twitter 20% 16% 10% Pinterest 0.3%
  • 6. Secondly remember our strengths…Source: British Marketing Survey 2008-2011
  • 7. Difference between spend and effect per channelSource: BCG Focus on the Future June 2012
  • 8. But times are changing…
  • 9. Multi-channel strategy drives above pure- play online growth (US)Source: BCG Focus on the Future June 2012
  • 10. Multi-channel customers prove to generate more revenues for each single channelSource: BCG Focus on the Future June 2012
  • 11. Entertainer Case Study To prove uplift in online sales in door dropped areas versus non door dropped areas, specific cities were chosen where there are no stores, meaning the only access to shop was online.A clean test, where online sales from 2009 in the same areas can beanalysed versus 2010 sales
  • 12. UK is the country with the largest %internet contributions to GDP in 2010
  • 13. Online retail is expected to account for23% of total retail in 2016
  • 14. 25% of people in the UK would give up sexfor the internet
  • 15. Even Google use DM!
  • 16. DSA – how it works
  • 17. DSA Postal Process UK Transport TransportCollections Inward depot Outward depot 60 Royal Mail Delivery IMC’s300 vehicles 16 Letter sorters > 125 trucks per Up to 20m 95% next day items per day day8000 clients 2 Packet sortersCollections 7 Depots Transport fleet 60 IMC’s RM delivery 97% handover quality
  • 18. Mail market by competitor R HE OT
  • 19. End to End – Why now?Clients interested Market ready Desire for alternative supplier UK is the 2nd largest postal market in terms of total Reducing reliance on Royal Mail addressed mail volume in Europe 20% Increase PRICESInternal capabilities Regulatory DSA volumes of 3.9 billion in 2011 Proven track record Z.G.P.P. VAT resolution Liverpool pilot since 2007 enables urban in sight Experience from EMN selection countries OFCOM Margin support as new pressure on DSA regulatory body
  • 20. TNT Posties
  • 21. “Rumours of my death have beengreatly exaggerated”Mark TwainGREAT direct mail and door drop isstill aboutRelevance... impact... engagement...interactivityand integration
  • 22. A different road to brand experience……..
  • 23. Let the games commence……. How well do you know your Kellogg’s cereals?......
  • 24. The Background & Challenges….. •To Re launch a brand to a different target market • Targeted to women aged 35+ •Focusing on digestive health harmony and balance •A whole shift FROM BUM TO TUM •Changing people’s taste perceptions
  • 25. Meet Jo…. What she can offer?
  • 26. Two stage is the way forward…• Day One –Drop a bag through thehouseholders door• Day Two –Householder leaves bag outsidedoor before 9am• TNT Network then deliver afull size product = 1 very happy consumer
  • 27. Also = One happy client Effective mechanic Many variants of product Meet all budgets, requirements Tailored to client and objectives objectives
  • 28. What we did• Targeting is key…..
  • 29. Joanne HigginsonComms Strategy ConsultantBrand Comms Department
  • 30. • Did it work? • Should you do it again? • Do you need to do things differently next time?© dunnhumby 2011 | confidential
  • 31. The starting point Logistical info about the The client’s ultimate business campaign, inc which postal objectives sectors have been exposed to the door-drop© dunnhumby 2011 | confidential
  • 32. We then look for the Tesco Clubcard holders amongst that group© dunnhumby 2011 | confidential
  • 33. To see if their shopping behaviour has changed since they receivedthe door drop…. ● We first look to see if it is different to what we would have expected ● And we quantify this so that we can say exactly how many sales the door drop has driven ● Then we did a little deeper in order to understand how and why shopping behaviour has changed – Are people buying more each time they visit? – Or is it just that they are buying more often? – Are people trying the product for the 1st time? – Are people being tempted back after they had abandoned the brand? ● We do all of this anonymously and comply with data-protection regulations© dunnhumby 2011 | confidential
  • 34. By doing this, we can tell 1. How many sales a campaign drove 2. How it changed consumers shopper behaviour Thus indicating: •If the campaign has been successful •How, when & where it has worked best© dunnhumby 2011 | confidential
  • 35. So did we meet Kellogg’s objectives?..... Online Exposure ROI Insight Groups
  • 36. What does the future hold for us?..... Two more campaigns this year..possibly three
  • 37. Brand Comms: Making advertising more effective September 2012© dunnhumby 2012 | confidential
  • 38. What dunnhumby Brand Comms offers We evaluate clients’ brand advertising using behavioural data ….and this enables us to advise on how to optimise & improve future campaigns.© dunnhumby 2012 | confidential
  • 39. We combine various data-sets at a household level to give a 360°view of the consumer Shopping Media Behaviour Exposure Actual shopping Campaign exposure behaviour of 17m shoppers Attitudinal & claimed media consumption “Shopper Thoughts” panel of 85k customers© dunnhumby 2012 | confidential
  • 40. To do this we use a test & control methodology as this allows us toisolate the effect that the campaign is having Step 1 – Isolate those exposed Step 2 – Build a control group Step 3 – track and evaluate to the media or campaign of shoppers matched to the changes in sales etc of the exposed group on brand and advertised product between category purchase behaviour, the 2 groups demographics and profiles Vs.    © dunnhumby 2012 | confidential
  • 41. So rather than measuring success by media currencies, we measureit according to the objectives the campaign was intended to drive Sales uplift generated Repeat purchase rates Brand switching Market share / share of New customer Trial Weight of purchase requirement Loyalty Coupon redemption Freq of purchase© dunnhumby 2012 | confidential
  • 42. 42In addition, we can tell what shifts in shopper behaviour havedriven these extra sales This woman tried Brand X for the first time (trialist) This woman gave Brand X a second chance (repeat buyer) This woman usually bought This woman already was already an whatever was on promotion but occasional buyer of Brand X but she this time she purposefully looked bought more as a result Brand X out (increased share of requirement) (increased WOP & FOP)© dunnhumby 2012 | confidential
  • 43. That means that we can give you some great insight on how yourdoor-drop or direct mail campaign has worked ● how many sales it drove ● how it changed consumer behaviour ● whether it was successful in: – driving sales uplift – bringing in trialists – reaching existing users – encouraging repeat purchase ● how many coupons were redeemed and of these: – how many were correct redemptions – how many were mis- redemptions© dunnhumby 2012 | confidential
  • 44. 44And because our analysis is flexible we can also answer the moreunusual questions that you might have Are coupon Does one creative redeemers more execution, or or less valuable message, drive than other more sales than customers? another? Would 2x Does the presence coupons in 1 of other media mailer help help make my door drive repeat drop work harder? purchase? Is one method Is one delivery of targeting mechanic more more effective effective than another? than another?© dunnhumby 2012 | confidential
  • 45. 45 To give you an example….© dunnhumby 2012 | confidential
  • 46. 46Brand X needed to halt declining sales and we could see that thedoor-drop generated an extra £53k sales This was a +17% uplift in sales from the Tesco Clubcard test group + 17% Or, an extra 6p spent per household analysed, + 6p £224,308 …which translates to a lot of money when you apply this to all targeted, regardless of whether or not they shop at Tesco…© dunnhumby 2012 | confidential All numbers reported are % incremental to Control Group
  • 47. 47Digging a little deeper, we saw that…. This was due by: ● increases in customer penetration ● increases in market share And that New Customers (trialists) were the driving force behind these gains Clear differences were also seen between the different targeting & distribution methods tested, thus giving clear direction on how future campaigns should be planned© dunnhumby 2012 | confidential
  • 48. So in summary, we can tell you 1. How many sales your door-drop or DM campaign drove (or its ROI) 2. If it achieved your objectives 3. How it changed consumer behaviour 4. What worked well & what didn’t 5. What issues you need to address going forward© dunnhumby 2012 | confidential
  • 49. If you’d like to know more, please get in touch Joanne Higginson Francesca Baker Comms Strategy Consultant Comms Strategy Consultant DL: 020 8832 7035 DL: 020 8832 7043 Joanne.Higginson@dunnhumby.com Francesca.Baker@dunnhumby.com© dunnhumby 2012 | confidential
  • 50. Thank You© dunnhumby 2012 | confidential
  • 51. Introduction to Valassis Global leading media and marketing services company 1 Founded in Europe in 1970 by AC Nielsen 2 Employ 7,000 people worldwide 3Offices in US, Canada, Mexico, Germany, Italy, Spain, Poland & the UK 4 Work with over 4,500 UK brands 5 85% of all UK coupons pass through Valassis: 8 million each week 6 Invest £150,000 in UK quality checks each year 7 35% of UK clients have worked with Valassis for 15 years or more 8
  • 52. Coupon Lifecycle
  • 53. Coupon’s are EvolvingTraditional Paper Based Coupons Digital Innovation NFC
  • 54. Shoppers increasingly use a mix of digital media to prepare the shopping tripConsumer Choice is Widening Mobile SMS Text Email Mobile Apps Social Media Website
  • 55. Near Field Communication Near Field Communication (NFC)• NFC is a short range wireless technology that exchanges data simply and securely between two electronic devices• A simple wave or touch can establish an NFC connection between 2 devices that are within 4cms of one another• NFC can be used with a variety of devices – but the main talking point at the moment is around its use in mobile phones
  • 56. More consumers are using coupons• Valassis managed 340 million coupon redemptions in 2011 - this is an increase of 22% over 2010 when the number was 277 million• Volumes have grown 40% in two years and 60% in the last 5 years• This growth has come primarily from retailer issued coupons and vouchers which grew 32% and 40% in 2010 and 2011 respectively• The GfK NOP research shows that 72% of consumers use coupons - this was an increase of 11% compared to 2011 (61%)
  • 57. 22% of people are using coupons more than they were a year agoWeighted base: 1717 adults who use coupons when supermarket shopping‘When compared to this time last year would you say you are using more, less or the same amount of coupons when you go supermarketshopping?’
  • 58. Coupon Trends• Redemptions of retailer issued coupons and vouchers grew by 66 million to almost 230 million coupons in 2011• The reasons for this growth are: • Supermarkets are having to compete more aggressively than at any time in recent history, and especially around key seasonal peaks, such as Christmas and Easter – to do this they are using money off vouchers • Loyalty programmes continue to be popular with consumers and provide an effective vehicle for targeted own label and branded goods offers• Redemptions of manufacturer coupons are broadly stable (40m in 2011) – • in recent years there has been a significant shift to using retailer loyalty programmes as the distribution channel• Newspaper subscription coupons continue to decline (23m in 2011) • there have been peaks and troughs in the last five years. In 2009 we saw the volumes as high as 40m, almost 60% higher than the previous three years.
  • 59. Coupon Trends• The average coupon value grew from £0.90 in 2010 to £1.01 in 2011. • This average value excludes money off vouchers which can be used against total basket spend • The increase reflects the competitive environment where brands and retailers are needing to give more away in return for loyalty• Direct mail has the highest redemption rate of more than 6%, although this has declined since 2008, when it was just over 10% • This redemption rate excludes some retailer loyalty mailing schemes where the redemption rate is significantly higher due to finely tuned targeting of the offers • We suspect the decline is due to less emphasis on targeting than in previous years• Coupons and vouchers distributed through magazines and newspapers, as might be expected, given the nature of their distribution, have the lowest redemption rates of around 0.5% • This is compounded by reduction in daily newspaper sales and coverage
  • 60. Average Redemption Rates by Distribution Media
  • 61. The coupon market today - overall summary• Consumers are using more coupons • Seen in both Valassis’ redemption data and by market research - 40% growth in Valassis redemptions in three years • Consumers are looking to use coupons more than a year ago • Higher level and becoming less loyal to retailers• Consumer confidence, although relatively high, is falling for all social grades • Confidence is related to social grade - the higher the social grade, the more confident • The less affluent the group … - the less confident they are - and the more their confidence has worsened
  • 62. Coupon Trends 74% of wealthier AB shoppers plan to use money-off vouchers when Christmas shopping  Contrary to stereotypes, this research indicates that it is the wealthier AB consumers who are savvier shoppers − 74% of this demographic plan to use money-off vouchers, compared to an average of 59%  66% of AB shoppers plan to use the favoured mechanic, ‘money off product coupons’.  Over 1 in 4 (26%) of AB shoppers are looking for more promotional offers than this time last year.  42% of shoppers plan to shop in more stores to redeem all the store specific coupons and vouchers that they have − This is most prominent among the 16 – 34 age group (59%), behaviour they are likely to continue as they get older.  17% of shoppers will be more likely to use a different supermarket (i.e. not their main one), this year than at the same time last yearWeighted base: 219 adultsLatest consumer insight from Valassis – GfkNOP research findings (Fieldwork conducted 18th – 20th Nov 2011)
  • 63. Coupon Trends• 30% of consumers will shop away from their main supermarket this year, because other retailers are advertising better offers • On a similar survey before Christmas 2011, only 17% planned to ‘shop away’ at Christmas • 36% of women will shop away from their main supermarket• We appear to be seeing lower levels of loyalty, helped by, for example • ‘brand matching’ promotions • aggressive pricing in supermarkets• 9% will not change their shopping behaviour• For 6% of consumers, offers in other supermarkets make no difference
  • 64. Deal hungry consumers turn to promotions to drive down costs this Christmas  78% of shoppers will use a promotional offer when doing their grocery shopping this Christmas.  54% of shoppers will use 3 or more mechanics when doing their Christmas grocery shopping.  The favoured mechanic to drive down costs when Christmas grocery shopping was ‘money off product coupons’, with 65% of shoppers planning to use these.Weighted base: 991 adultsLatest consumer insight from Valassis – GfkNOP research findings (Fieldwork conducted 18th – 20th Nov 2011)
  • 65. In summary Almost 1 in 5 shoppers (18%) are worried about how much money they will spend on their Christmas grocery shopping 78% of shoppers will use a promotional offer when doing their Christmas grocery shopping The favoured mechanic was ‘money off products coupons’ − 65% of shoppers plan to use them when doing their Christmas grocery shopping Wealthy AB consumers use vouchers more than the average consumer, 79% versus an average of 59%As a result......... Worryingly for retailers, only 8% of shoppers would remain loyal to their supermarket of choice if others retailers were offering better discounts at Christmas.Latest consumer insight from Valassis – GfkNOP research findings (Fieldwork conducted 18th – 20th Nov 2011)
  • 66. Multi Coupon Mailing Example
  • 67. Barcode StructureBar Code Make Up Issuer Number Campaign Number Coupon Value
  • 68. Pin Codes Barcodes EAN13 PIN Codes
  • 69. You’re in good company at Valassis
  • 70. Thank you
  • 71. Coffee break…The next session starts at 18.00pm
  • 72. How marketing insight prior to a samplingcampaign can enhance the look, feel and overallresponse David Cole , Managing Director david.cole@@fastmap.com www.fastmap.comCCB Fastmap Ltd3 rd Floor, Colonial Building59-61 Hatton GardenLondon EC1N 8LS0207 242 0702www.ccbfastmap.com
  • 73. Agenda Introduction Why test How its done Case studies
  • 74. Who are fast.MAP? fast.MAP are specialists in using online research for the Direct Marketing sector. We help marketers dramatically improve the performance of their marketing through effective insight
  • 75. Strong Alliances with Trade Bodies
  • 76. DMA White Paper Tracking Studies
  • 77. Research is widely reported
  • 78. The Importance of Testing – Richard BensonThere are only two rules in direct marketing.Rule 1: test everything. Rule 2: Refer to Rule 1 Secrets of Successful Direct Mail, 1989
  • 79. Why do we Marketers get it wrong?
  • 80. Marketing GAP What shoppers do, and what marketers think that they do. Misunderstanding the ever changing attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to go one way, rather than another
  • 81. Marketing GAP Why do we Marketers get it wrong? What shoppers do, and•Skilled in marketing technique what marketers think that they do. •Understand the brand Misunderstanding the ever changing attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to•go one way, rather than another Different demographics/outlook •Ever changing environment
  • 82. Released October 3rd …
  • 83. Some truths from this year’s GAP report
  • 84. Marketers get it wrong …….2012 fast.MAP GAP Report30% under- estimation
  • 85. Marketers get it wrong …….2012 fast.MAP GAP Report 34% under- estimation
  • 86. Marketers get it wrong …….2012 fast.MAP GAP Report 57% under- estimation
  • 87. Marketers get it wrong …….2012 fast.MAP GAP Report 57% under- estimation
  • 88. Marketers get it wrong …….2012 fast.MAP GAP Report 283% OVER-estimation
  • 89. Decisions marketers have to make Variable Audience Offer IncentiveEndorsementOuter envelope PSPayment term
  • 90. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 Incentive 4Endorsement 3Outer envelope 3 PS 4Payment term 4
  • 91. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4Endorsement 3Outer envelope 3 PS 4Payment term 4
  • 92. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3Outer envelope 3 PS 4Payment term 4
  • 93. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3 240Outer envelope 3 PS 4Payment term 4
  • 94. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3 240Outer envelope 3 PS 4Payment term 4
  • 95. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3 240Outer envelope 3 720 PS 4 2880Payment term
  • 96. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3 240Outer envelope 3 720 PS 4 2880Payment term 4 11,520
  • 97. Traditional D.M. Testing Control GO LIVE ; INVOLVE CONSUMERS
  • 98. Traditional D.M. Testing Control Control 100 days£25k to £35k GO LIVE ; INVOLVE CONSUMERS
  • 99. What does a traditional Door Drop test tell you ?1 Gross response - which pack/leaflet wins ? Y
  • 100. What does a traditional Door Drop test tell you ?1 Gross response - which pack/leaflet wins ? Y2 What is the profile of respondents? N3 What ask level / price would have worked the best? N4 Which is the second favourite pack? N5 Is the branding “on message”? N6 How could the “winner” be improved? N7 Which creative will attract continuous givers? N8 Quantify the negative impact of powerful creative. N9 At what stage in the process did respondents loose interest? N Envelope, Letter, Offer…10 Do different creatives require different channels? N
  • 101. The result of traditional testing …….. One pack fits all Not cost effective to segment Control pack is very difficult to beat Few tests a year ( 2 or 3 ) Many new initiatives fail Limited innovation Therefore off line DM as a channel is not as effective as it might be.
  • 102. Chris Combemale Executive Director DMA“The lengthy time is takes to learn and the costof live testing has a negative impact on theeffectiveness off line Direct Marketing.The advent of the internet (and specifically panel based research)means it is no longer necessary to wait months to discover whichcreative approach, envelope or incentive will work best.............. Chris Combemale
  • 103. fast.MAP vs. Traditional Test – 2 creatives Cost Time Offline c£30k 100 days Online c£3k 10 days• 1/10th of Cost• 1/10th of the Time• 10 x the Insight
  • 104. What can you test research?
  • 105. Examples of how it works…
  • 106. Testing Outer Envelope Headlines
  • 107. Testing Outer Envelope Headlines
  • 108. Attitudes and Experiences Question 1 Volume PercentI consider myself a property entrepreneur and actively invest 145 5%in different properties for financial gainWhilst I have not invested in property before (other than the 1,170 37%property I live in) I could be interested in learning moreI never have or wish to invest in property for financial gain 1,882 59%Overall 3,197 100%
  • 109. Mail Pack Creative
  • 110. Current Outer Envelope Headline – NOT the favourite. Please indicate which of the following headlines would motivate you to open the envelopeLearn the secrets of successful property investmentGet the inside story on becoming a successfully property investorEver thought the people making money out of property know something youdon’t? We’ll tell you what it isTake the first step in becoming a property millionaire Become a property millionaire 10%Become an expert property investorMake a mint in property
  • 111. Current Outer Envelope Headline – NOT the favourite.Please indicate which of the following headlines would motivate you to open the envelope Learn the secrets of successful property investment 24% Get the inside story on becoming a successfully property investor 19% Ever thought the people making money out of property know something you 18% don’t? We’ll tell you what it is Take the first step in becoming a property millionaire 13% Become a property millionaire 10% Become an expert property investor 9% Make a mint in property 6%
  • 112. Result Learn the secrets of successful property investment 52% increase in response
  • 113. Incentive Testing
  • 114. Incentive testing
  • 115. Incentive testing
  • 116. £15 M&S Vouchers 1. Everybodys Grandparents 45%30% 40% 35% 30% 25% 6. Unknown 2. Comfortable People 20% 15% 10% 5% 0%25% 5. Stretched People 3. Deal Seekers 4. Nice People Organic Hotel Green/Organic Vouchers £15 M&S Vouchers Green Box None
  • 117. £30 M&S Vouchers The following incentives were randomly shown to the remaining panellists 1. Everybodys Grandparents 45% 40%28% 30% 35% 30% 25% 6. Unknown 2. Comfortable People 20% 15% 10% 5% 0% 5. Stretched People 3. Deal Seekers 42% 25% 4. Nice People Organic Hotel Green/Organic Vouchers £30 M&S Vouchers Green Box None
  • 118. Pre-testing sample response… Major cereal brand were planning to distribute free products sample delivered to consumer’s doorstep. Primary objective of research is to evaluate the preferred product so that sampling volumes could be planned.
  • 119. Are you the main decision maker when it comes to yourfamily shopping?
  • 120. Who do you live with?
  • 121. What brands of breakfast cereal do you regularly buy for yourfamily?
  • 122. If major cereal brand provided a free sample delivered to your home,which of these two cereals would you most want? Existing Product 39% New Product
  • 123. If major cereal brand provided a free sample delivered to your home,which of these two cereals would you most want? Vs. Gender New Product Existing Product
  • 124. If major cereal brand provided a free sample delivered to your home,which of these two cereals would you most want? Vs. Age New Product Existing Product
  • 125. If major cereal brand provided a free sample delivered to your home,which of these two cereals would you most want? Vs. Household Structure New Product Existing Product
  • 126. Existing NewProduct Product
  • 127. Please let us know whether you agree or disagree with the following statements? COMPARISON Existing New Product ProductI have seen this product advertised on TV recently 37%Other members of my family or household would be interested in this 50% 24%I chose this because clusters appeal to me 51%I selected this for me 54% 51%I would like to try this 64% 58%I like the colours and images on the box 65% 65%The flavour appeals to me 65% 55%I think the product looks tasty 70%I chose this because flakes appeal to me 46%I think the product is healthy 56%I like cereals with fruit combinations 49%
  • 128. Results• Able to advise which product to stock• Significant additional insight
  • 129. Typical project schedule / timing – it’s fast…….. Task Week Timing Project sign-off / Order confirmation 0 approved Draft script prepared 2 Script approved (no more amends) Week 1 1 Test link created and approved 1.5 (rapidly) Survey live (for one week) 0.5 Online reporting available 1 Results review conference call / Analysis Week 2 2 briefing Survey closed 2 Analysis undertaken 4 Week 3 Analysis amends 1
  • 130. Final thoughts…
  • 131. The Importance of Testing – Richard BensonThere are only two rules in direct marketing.Rule 1: test everything. Rule 2: Refer to Rule 1 Secrets of Successful Direct Mail, 1989
  • 132. Chris Combemale Executive Director DMA“The lengthy time is takes to learn and the costof live testing has a negative impact on theeffectiveness off line Direct Marketing.The advent of the internet (and specifically panel based research)means it is no longer necessary to wait months to discover whichcreative approach, envelope or incentive will work best.............. Chris Combemale May 2011
  • 133. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80Endorsement 3 240Outer envelope 3 720 PS 4 2880Payment term 4 11,520
  • 134. Online research vs. Traditional Test (example – 2 creatives) Cost Time Offline £30k 100 days Online £3k 10 days• 1 / 10th of cost• 1 / 10th of the Time• 10 x the Insight
  • 135. Thank you
  • 136. In Home Sampling
  • 137. Keeping the Consumer, Brand and Retailer Happy
  • 138. Fresh Minds Research 2011 Which of the following types of free samples and offers are you happy to have delivered to you through your letterbox? Redeemable coupons for discounts at local shops and supermarkets 86% Free samples of household products 83% Buy one get one free offers for local shops and supermarkets 78% Free samples of new food or drink products 77% Free samples of hygiene and beauty products 76% Free samples of sweets and chocolate 72% Do not wish to receive any type of unaddressed comms. 7% 0% 20% 40% 60% 80% 100%
  • 139. Door drop vouchers/coupons save consumers money and encourage trial Allows me to try new things Money off coupons are a great way toWhy do you like to receive door or get money off which provides an incentive to save on shopping bills when you are on a tight budget.drop vouchers/coupons? purchase. Female, 35-44 yrs . Female, 55-64 yrsMoney-off vouchers/coupons are rated very I like to try new things if Ipositively by UK adults. can received a discount then that’s better. I like having free samples and money- off vouchers through my door, mailA money off voucher/coupon saves Male, 45-54 yrs that is put to good use and not justconsumers money something very important chucked away.for those with tight budgets. It also provides .consumers with an incentive to try Lets me try new products and saves me money in the Female, 25-34 yrssomething new. current economic climate. Female, 55-64 yrsDoor drop vouchers/coupons are considered I prefer this because I can look at it ata practical monetary offering, which if my leisure, either use the coupons orunwanted is not a problem – can either be Opportunity to either save pass them on to somebody who might, then recycle the leaflet in thedisposed of or passed onto a friend. money on known product, or try something new at no bin provided. or little cost. Female, 35-44 yrs Male, 65-74 yrs [Base door drop voucher/coupon=1,197]
  • 140. Door drop free samples are enjoyed by UK adults; offering a great way to tryfamiliar or new products It’s nice to be able to try Because it is a nice gesture, everyone Why do you like to receive door something out for free before you decide to buy it.. enjoys receiving something free, especially me because I am a student drop free samples? Female, 54-64 yrs and I dont always have a lot of money. . Female, 18-24 yrs Having the chance to try products before you Id rather a free sample buy is appreciated by consumers; both an posted to me than given enjoyable and convenient experience. out on the street. As it is a free item you can try it at home and if it is not to your liking then Male, 25-34 yrs no harm or cost has been undertaken UK adults enjoy having the opportunity to try by you. familiar or new products at no expense to them. This is viewed positively at the moment A free sample gives me a . chance to try something where household budgets might be tighter new without buying it at the Male, 35-44 yrs than usual. risk of not liking it. Male, 45-54 yrs Encourages me to try something new If respondents do not personally want the that I would not normally try. I (like free sample, many say they will pass it onto a Its a pleasant surprise and many others) am currently on a tight budget, and shop carefully. friend; thus it is not considered a waste of if its something i cant use ill pass it on to someone time or an annoyance. else. Female, 35-44 yrs Female, 55-64 yrs [Base door drop free samples=1,257]
  • 141. When asked what the best thing respondents have ever received through theirmail box, answers mainly included... Door drop free samples Door drop money off coupons and offers A large proportion of UK adults state the best thing they Money off vouchers are also popular: have received through their letter box are free samples: 2 for 1 restaurant vouchers or discounts Chocolates and sweets Money off restaurants Cereal Discounts off takeaways Coffee Discounts and offers for local supermarkets Pet food Stationary Beauty products Household products A free sample of tea. It was a Sample of Sanex shower gel. I Meal for two at local restaurant Buy one get two free offers on completely different type than I have bought it ever since! in Malvern where we had a items I like, plus useful usually drink, and we really wonderful meal. information about future offers enjoyed it. or reductions. Male, 25-34 yrs Female, 35-44 yrs Male, 55-64 yrs Male, 25-34 yrs [Base=2,008]
  • 142. The Shopper Marketing Mix Has the pendulum swung too far?Mismatch between where shopping decisionsare made and allocation of promotional budget
  • 143. Between one third and half of purchasing decisions are made prior to leaving homeSource: Brainjuicer / Valassis research June 2007
  • 144. 81% of consumers will open a promotion which comes through the letterboxSource: Brainjuicer / Valassis research June 2007
  • 145. Brand Equity Greater latitude to build brand equity with the consumer vs
  • 146. Or to put it another way…A noisy promotional environment…. ….. or your undivided attention vs
  • 147. Supporting the Retailer Asda shoppers Sainsburys shoppers Tesco shoppers
  • 148. Summary
  • 149. Direct Marketing Supplier of the Year 2010, 2011 & 2012The COGS – in association with Promotional Marketing and The Institute of Promotional Marketing Gold DMA Award 2011 – Best Customer Acquisition Silver DMA Award 2011 – Best Use of Door Drops 2012 – TNT Post elected to Presidency of European Letterbox Marketing Association
  • 150. Thank you… … to all of today’s speakers: Nick Wells, TNT Post Jo Hyland, TNT Post Beth Armstrong, Kellogg’s Joanne Higginson, Dunnhumby Ian Steen, Valassis David Cole, Fast.map Duncan Slater, Origin Creative (APS Group) Stephen Shaw, Blippar Mark Davies, TNT Post
  • 151. Please join us for drinks & Canapés courtesy ofPlease hand all completed evaluation forms to the registration desk.