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  • 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.
  • Any questions?
  • Transcript

    • 1. Data protection 2013Friday 8 February#dmadataSupported byLeaping off the page: The DMAdoor drop conference 2013Wednesday 19 June 2013, LBI#dmadoordrop
    • 2. 9.30am Registration and breakfast10.00am Welcome from the ChairMark Young, Chief Executive, The Leaflet Company10.10am Door drops, new science and it’s applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company10.35am Thinking inside the boxLinzi Clingan, Head of Marketing, Golden Charter11.00am Different strokes for different folksLiz Curry, CRM Manager, Comic Relief,Tim Drye, Managing Director, Data Talk11.25am Refreshment break11.45am Mobile visual discovery…bridging the void between print and digital channels forengagement, interaction, conversion and sale!Sam Grimley, Blippar12.30pm Sandwich lunch1.15pm Close of eventAgenda
    • 3. Welcome from theChairMark Young, Chief Executive, The Leaflet Company
    • 4. Industry Statistics 2012Volume
    • 5. RevenueIndustry Statistics 2012
    • 6. % Increase in Volume and RevenueIndustry Statistics 2012
    • 7. Further statistics• Quarterly Updates• Statistics for sectors (eg Retail, Telco)• Working with WARC
    • 8. Supporting channel visibility amongst agencies andDMA membersEmbedding DMA market size & Trend data into media planning tools
    • 9. Environmental
    • 10. Door drops, new scienceand it’s applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company
    • 11. Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.ukUnaddressed mail:Turning insights into incomeDate: 19thJune 2013Prepared by: Mike CollingFinal
    • 12. PRACTICAL APPLICATION OF SCIENCE13
    • 13. MAIL IS A VALUABLE MEDIUM14Picture pile of gold
    • 14. WHICH WOULD YOU SEND?15Dear MomWishing you a very Happy Birthday!Lots of loveDanny
    • 15. RULE ONE: USE VALUABLE THINGS APPROPRIATELY16
    • 16. RULE TWO: RECIPROCITY17
    • 17. DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST18
    • 18. DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TVSource: MC&C client; mass market; multichannel 19
    • 19. MORE REPEAT PURCHASE FROM DOOR DROP THAN WEBSource: MC&C client; mass market; multichannel2020
    • 20. SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOMESource: MC&C client; mass market; multichannel 21
    • 21. RULE THREE: DON’T FERTILISE WHERE THERES NO SEED22
    • 22. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT23Source: MC&C client; regular user door drops
    • 23. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE24Source: MC&C client; regular user door drops
    • 24. RULE FOUR: INVEST IN DECENT PRODUCTION(Reciprocity)Source: MC&C client; mass market; multichannel25
    • 25. RULE FIVE: ALLOW TIME FOR REGROWTH(Frequency)26Source: MC&C client; mass market; multichannel
    • 26. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE27Source: MC&C client; mass market; multichannel
    • 27. THE APPLIANCE OF SCIENCE• Door drops are a great thing– They create unique and profitable value: by allowing you to recruit morehigher 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 termAn engineers view28
    • 28. PRINTED MAIL:THE SCIENCE & ITS APPLIANCE
    • 29. 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 inconverged, digital landscape
    • 30. 3 THINGS I HAVE LEARNED...•No media channel is going to die•It’s people, not technology•It’s brands + activation
    • 31. PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...
    • 32. PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...•Pronounced ‘dead!’•Behind closed doors•‘Inefficient’•Suffered from misattribution•Work ‘implicitly’
    • 33. Click-through ratesClick-through ratesDwell timeDwell timeFacebook likesFacebook likesUniquesUniquesComscoreComscoreHitwiseHitwiseHitsHitsPage viewsPage viewsLast click attributionLast click attributionViral viewsViral viewsRe-tweetsRe-tweetsTwitter trendsTwitter trendsBuzz metricsBuzz metricsEngagement indicatorsEngagement indicatorsRepeat visitsRepeat visitsBounce measuresBounce measuresTransactionsTransactionsSharesShares
    • 34. •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
    • 35. Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.ukUnaddressed mail:Turning insights into incomeDate: 19thJune 2013Prepared by: Mike CollingFinal
    • 36. PRACTICAL APPLICATION OF SCIENCE43
    • 37. MAIL IS A VALUABLE MEDIUM44Picture pile of gold
    • 38. WHICH WOULD YOU SEND?45Dear MomWishing you a very Happy Birthday!Lots of loveDanny
    • 39. RULE ONE: USE VALUABLE THINGS APPROPRIATELY46
    • 40. RULE TWO: RECIPROCITY47
    • 41. DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST48
    • 42. DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TVSource: MC&C client; mass market; multichannel 49
    • 43. MORE REPEAT PURCHASE FROM DOOR DROP THAN WEBSource: MC&C client; mass market; multichannel5050
    • 44. SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOMESource: MC&C client; mass market; multichannel 51
    • 45. RULE THREE: DON’T FERTILISE WHERE THERES NO SEED52
    • 46. PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT53Source: MC&C client; regular user door drops
    • 47. WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE54Source: MC&C client; regular user door drops
    • 48. RULE FOUR: INVEST IN DECENT PRODUCTION(Reciprocity)Source: MC&C client; mass market; multichannel55
    • 49. RULE FIVE: ALLOW TIME FOR REGROWTH(Frequency)56Source: MC&C client; mass market; multichannel
    • 50. RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE57Source: MC&C client; mass market; multichannel
    • 51. THE APPLIANCE OF SCIENCE• Door drops are a great thing– They create unique and profitable value: by allowing you to recruit morehigher 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 termAn engineers view58
    • 52. Thinking inside the boxLinzi Clingan, Head of Marketing, Golden Charter
    • 53. Golden Charter Funeral PlansCase Study:Thinking ‘inside’ the box19thJune 2013Linzi ClinganHead of Marketing
    • 54. When it’s good to thinkinside 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”
    • 55. The market for funeral plansSource: FPA
    • 56. Who is Golden Charter?
    • 57. Who is Golden Charter?Sources: FPA; Mintel 2012
    • 58. The marketing challenge
    • 59. The marketing challengeI don’t ‘sell’ plansI know my own areaPeople will alwayscome to meMarketing is tooexpensive
    • 60. Why door drop?
    • 61. Profiling and targeting• Acorn profiling of plan holders by payment methodidentified 2 key profiles:PIF: ‘George and Doris’ FMP: ‘Wilf and Vera’‘Settled suburbia’ ‘High-rise hardship’Profiling of Funeral Directors’ catchment areas enabled us tomake recommendations on best sectors and creative
    • 62. A choice of creative templates
    • 63. Creative print solutions enabled us totarget more appropriately, while offeringchoice to the funeral directorsaround the level of response incentive
    • 64. The results:
    • 65. Case Study: Funeral Director X
    • 66. 105 incremental sales (237% uplift) at Cost per Sale of <£80Case Study: Funeral Director X
    • 67. National Door Drop Activity© Golden Charter Funeral PlansTargeted Royal Mail Door drop media delivers a 20%lower Cost per Sale than other offline media
    • 68. National Door Drop Activity
    • 69. National Door Drop Activity• 130gsm is 20% moreresponsive than 115gsmLesson 3:• Frequency versus index:Lesson 4 -in progress:Initial signs indicate that dropping to the highestindexing sectors for the 2ndor 3rdtime is moreresponsive than dropping to lower indexingsectors for the first time
    • 70. Thank youQuestions?
    • 71. Different strokes fordifferent folksLiz Curry, CRM Manager, Comic ReliefTim Drye, Managing Director, Data Talk
    • 72. LeveragingThe Neighbourhood Effectby Liz Curry, Comic Relief, and TimDrye, Streetwise Analytics
    • 73. One Foot in the GraveHouseholds aged 41 plus, tend to be married with children who haveflown the nest. Working professionals or retired who own their ownhome.A relative preference for Warm Mail.
    • 74. Desperate HousewivesLikely to be married and aged over 40 with children in detached housing.High social grade/income/living standards.A relative preference for Warm Email.
    • 75. My FamilyMiddle-aged with children at home or who have left home. Dad workingwhilst mum more likely to work in a clerical position.A relative preference for Warm Mail.
    • 76. HollyoakersAged 18-35 well educated white collar workers. Likely to be renting withflatmates/partner, high disposable income.A relative preference for Internet and Social Media.
    • 77. Coronation StreetersMiddle-aged with lowest household income, likely to live in councilhousing/terraces. Blue collar workers.A relative preference for TV advertising.
    • 78. FriendsMainly early thirties high-ish social grade with children. Reasonablyaffluent.A relative preference for Warm Email.
    • 79. Keeping Up AppearancesOwner/occupiers, they are older and married, not high socialgrade/education, likely to be retired.A relative preference for Warm Mail.
    • 80. ShamelessIn their early 30s, large households with lots of children, low socialgrade/education/income.A relative preference for Warm SMS.
    • 81. Fundraisers’ Effect on Donors
    • 82. Donor Density
    • 83. 43% increases in Milers with no extramarketing spend!
    • 84. Manchester Mile Entriessupported by The Royal Mail Door Drop3 Week Long Uplift024681012141618DateDailyResponseRate-10.00%0.00%10.00%20.00%30.00%40.00%50.00%60.00%UpliftNo Door Drop Door Drop Uplift
    • 85. Warm Mail “activates” Door Drop109364153050100150200WarmMailOnlyDoorDropOnlyWarmMail &DoorDropROI6.73.716.3048121620WarmMailOnlyDoorDropOnlyWarmMail &DoorDropRelative Value Generated
    • 86. Local Newspaperdistribution with leafletsSupported byTNTpost and Trinity MirrorBirmingham Mile Entries
    • 87. Solus distribution inBelfastSupported byRoyal Mail Door Drop
    • 88. Refreshment Break
    • 89. Mobile visual discovery…bridgingthe void between print and digitalchannels for engagement,interaction, conversion and sale!Sam Grimley, Blippar
    • 90. Closing commentsfrom Chair
    • 91. Networking Lunch
    • 92. DMA AwardsWhat difference have you made?The 2013 DMA Awards will open for entries on 4July and close on 6 September.For more information emailamelia.bingham@dma.org.uk or phone 020 72913353Visit www.dmaawards.org.uk to see a list ofcategories.

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