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Good Dm

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Good examples of creative Direct Marketing: …

Good examples of creative Direct Marketing:
This research covers various examples of Good and bad direct mail including environmental, best practice, creative and data DM and good examples of DMA winners. And also some stereotype of bad DM!

The collection includes campaigns from Waitrose, VW and Virgin Trains

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  • 1. Some DM since 2007
  • 2. Examples of good DM
  • 3. When Environment becomes the key driver! Examples of EDF and British Gas
  • 4. EDF Energy Environmental DM
  • 5. Micro Generation
  • 6. Climate Balance launch 01/07 - Acorn dm Objective Launch ‘Carbon Neutral’ and raise awareness of EDF Energy’s green credentials Approach Now we can all do our bit simple everyday office objects demonstrate how businesses can reduce their CO2 emissions. The acorn pack explains the product without a weighty scientific explanation and provides the analogy that big things come from small things (DM, Press, Banners, Bill insert, Welcome Pack) Results: 617 responses – post, phone and online 619 calls to the Energy Efficiency Helpline 409 businesses signed up to Green Tariff / Contract or Climate Balance 1 customer wanting to use the acorn pack himself to send to his customers
  • 7. Bill insert – 01/07
    • Objective:
    • Increase no of Fuel Poor measures in line with targets to eradicate Fuel Poverty
    • Test CSR’s lead generation
    • Approach:
    • Update and re-brand door drop
    • Developed a visually engaging sales leaflet to make customers feel it’s easy to claim entitlements and insulate their home
  • 8.  
  • 9.
    • What makes it a good DM?
    • Innovative
    • Environmental issue – Manage to raise awareness of EDF Energy’s green credentials
    • Connect to the audience and leads to very positive results
    EDF Summary
  • 10. British Gas
  • 11. British Gas
    • OgilvyOne for British Gas drew attention to the enormous amount of energy wastage caused by old domestic boilers. An old inefficient boiler can actually increase your carbon footprint by more than a 4×4 car – and boilers represent almost 15% of the nation’s carbon emission.
    • Using this insight, OgilvyOne came up with a neat piece of DM in the shape of a rubber door wedge bearing the message “Wedge your front door open. It’ll give you a sense of how much energy your old boiler is wasting”. Press ads also appeared in newspapers such as London Lite, The Evening Standard and thelondonpaper.
  • 12. When it comes to best practice Examples of Defender Land Rover , VW and Virgin Trains
  • 13. Land Rover Defender Rough and Smooth
  • 14. Defender Rough and Smooth
  • 15. Defender Rough and Smooth
    • Agency
    • Craik Jones
    • Objectives
    • Dramatise the significant improvements to the new 2007 Land Rover Defender –
    • Improved on-road refinement and off-road prowess - both creatively and by offering an extraordinary test drive.
    • Strategy
    • The Land Rover Defender competes in the highly competitive utility sector. Although considered legendary for its off-road capability, Defender is up against keenly priced Japanese rivals such as Isuzu, Mitsubishi and Toyota, which are known to be robust, reliable, and more refined on-road.
    • Target
    • People who buy Defender have important practical needs - they're looking for a vehicle that can carry and tow things such as equipment, materials and livestock, on and off-road. They could be small business owners (farmers, foresters) who need a proper, working, no-nonsense 4x4 for their work. Or they could be people looking for the same thing for life outside work - vintage car enthusiasts or yachtsmen. Almost all are men likely to be aged 40 to 65, hands-on types, who want the best tool for the job.
    • Solution
    • 'Smoother on the road. Tougher in the rough.'
    • A simple, honest idea that demonstrates both visually and physically that new Defender is better than ever, both on and off-road.
    • The mailing reflects both the down to earth attitude of the audience and the authentic, heroic nature of Defender itself.
    • Results
    • The return on investment from this campaign was excellent, and was solely attributable to direct activity. For every pound spent we delivered an incremental £37 in profit to Land Rover. The new Defender has been widely acclaimed and is borne out by Defender increasing its sector share by 1% in 2007.
  • 16. Defender Land Rover Summary
    • What makes it a good DM?
    • Managed to demonstrate the qualities of the new Defender
    • DM created to reach to their specific target audience
    • Use of best practice has lead to excellent return on investments
  • 17. Volkswagen “The Gardener’s Friend”
  • 18. Direct Mail Pack
  • 19. Direct Response Press
  • 20. Events Data Capture
  • 21. Differentiating the Golf Plus
    • The Problem
    • The Golf Plus was launched in 2005 and has since suffered at the hands of it’s older sibling the Golf. Prospects struggle to understand the benefits of the Golf Plus and how it could enhance their active lifestyles.
    • The Solution
    • After analysing the Golf Plus customer data it was found that gardening was a key interest of the target audience. We therefore decided to use gardening to communicate the benefits of the Golf Plus.
    • This overall creative idea was a hardback book called ‘The Golf Plus book of gardener’s friends’. The book includes botanical illustrations of all the gardener’s friends who help in the garden, from the worm who creates natural soil fertilizer to the ladybird who eats aphids. The final gardener’s friend is the Golf Plus which helps by having both the space and flexibility to carry everything a gardener needs from seeds to strimmers.
    • To further develop the gardening link the Golf Plus is sponsoring several gardening events throughout summer ‘07 including Gardener’s World Live at the NEC.
    • The Gardener’s Friend creative idea developed by Proximity, has been used across Direct Mail, events collateral, including boot liners, bags and T-shirts and also determined the design of the events stand.
    • All data captured through the events prospecting programme is fed back into the Database, as are updated customer details received from responses to the direct mail pack.
    • Result
    • We received a 24% response rate with a mailing to the first 1,800 owners, and the conversion rate for events was highly successful at 1.2%
  • 22. Virgin Trains
  • 23. Virgin Trains
  • 24. Virgin Trains
      • Agency
      • Craik Jones
      • Objectives
      • To give travel agents yet another reason to recommend  Virgin Trains to their customers (i.e. travellers) in addition to great value fares.
      •   Virgin Trains are better for the atmosphere than cars or domestic planes.Virgin Trains’ green credentials needed to be highlighted in a very unique way to grab the attention of travel agents – since their desks are all too often bombarded with mail.
      • Strategy
      • Dramatise that Virgin Trains are better for the atmosphere than cars or domestic flights – since Virgin Trains emit up to 76% less CO2.
      • In addition, create a direct mail piece that’s as environmentally-friendly as possible, in order to support Virgin Trains’ green credentials.
      • Solution
      • We wrote a letter with the very air Virgin trains wishes to protect, and sent it out to travel agency managers. By ‘printing’ each word ‘in air’, we quickly focused our target audience on the most important reason to recommend Virgin trains - the atmosphere. As agents would have to look at the air in order to read each word, (thanks to laser-cutting), they’ll easily recall the most important reason to recommend Virgin trains to their customers in the future, in addition, of course, to great value fares.
      • Results
      • The world of the travel trade agent is frenetic with a plethora of companies vying for their attention. Our innovative approach to this campaign has enabled us to ensure that Virgin Trains’ green credentials have cut through the noise and stood out on their cluttered desks. For the team at Virgin Trains this has meant easier, more constructive conversations with their key trade contacts.
  • 25. Virgin Trains
    • What makes it a Good DM?
    • Creativity
    • DM promoted the Environmental benefits of using Virgin trains
    • Good research and insight and a good connection to their audience
  • 26. When Data is used to its best! Example of Boots Advantage card
  • 27. BOOTS Loyalty Card DM
  • 28.  
  • 29. Boots advantage card
    • Objectives
    • "The objective is to reward customers to keep them coming back into the store and also to get them to buy in areas where they aren't already buying," says Ian Scholey, senior analyst and associate director at 5One. "We needed to work out which products they have most affinity with and how much we have to incentivise them to continue shopping."
    • Solutions
    • Boots' quarterly coupon mailings to cardholders, sent with the co-operation of Boots suppliers, typically selected the retailer's highest value customers, missing the opportunity to grow spend from the majority of the customer base. This left millions of cardholders, many with a high potential for Boots, receiving very little communication from the health and beauty retailer.
    • A new way of selecting customers was called for. Early in September, Craik Jones and retail analytics company 5One began work creating a targeting system that could identify potential customer spend across categories, brands and individual products. The solution needed to identify a person's potential to buy brands and make the offer selections.
      • About Boots Advantage card
    • Advantage card launched in 1997 (Annual Report 2006)
    • Operating margin picked up strongly towards the end of the year thanks to better stock management arising from new investment, improved buying in part because of merger synergies, and more targeted marketing programmes thanks to smarter use of the Advantage Card.
    • In 2006, 4% the return on our Advantage loyalty card, explaining why around half the women in the UK now have one (Annual Report 2006)
    • 2 million new Advantage Card holders recruited in the year (Annual Report 2006)
    • Advantage Card is used in around 70% of BTC sales. (Annual Report 2006)
    • Using one of the most rewarding loyalty cards, and also taking advantage of our many price promotions, Boots prices are lower than many non-Boots shoppers think and are now very competitive with our rivals. (Annual Report 2006)
    • 15 million We issued 2m new Advantage Cards to take the number of active users to nearly 15m (Annual Report 2006)
  • 30. Boots advantage card DM summary
    • What makes it a Good DM?
    • Boots advantage card is the best loyalty programme in the UK
    • Excellent Data which enable Boots to send personal DM and personalised information/promotion packs.
  • 31. When it comes to creativity! Example of Cisco
  • 32. Cisco
    • Brief
    • To create and produce a 70/80s wooden school desk, containing a 12 page booklet and stationary items, to promote going "back to school" and how CISCO could help. This direct mail pack was sent to all the school governors and heads of local authorities. 
    • Solution
    • We created the 70's/ 80's wooden school desk by printing the outer and inner covers, matt laminating and mounting them onto cardboard and engineering the mounted sheets into shape to make the item look as authentic as possible. The hinges of the box proved to be the biggest challenge as we had to make sure they were adhered strongly enough to appear flush and mimic real hinges. Although each box required extensive hand finishing, the end project was completed and mailed on time.
    • Results
    • The end result fulfilled the brief and in fact the client is so pleased they are now putting the campaign forward for various design and DM awards. 
    • It is incredibly authentic, so well done to the production team for its painstaking cardboard recreation of one of those disgusting old desks with disused ink wells. As you open it, you almost expect to hear the familiar creak of the hinges... Inside the cardboard desk, which is as highly finished as the exterior, you even get a pencil, a metal sharpener and a faithfully distressed ruler (how did they do that?)...
                                                                                                                                                   
  • 33. Examples of DMA Gold winners 2007 Examples of Waitrose and Fiat
  • 34. Waitrose Agency Kitcatt Nohr Alexander Shaw Objectives To create an Easter campaign that would inspire cooks and avoid cliches such as fluffy bunnies. Target Waitrose’s target audience knew that it offered good quality lamb, spring vegetables and chocolate. Instead the campaign focused on fish and wine areas the supermarket felt were under used. Solution The mailing went to customers who had previously provided contact details to Waitrose, with segmentation based on how warm they were. The segments ranged from extremely warm, such as Partnership card holders or Waitrose Direct shoppers, to cold, such as contest entrants. Different levels of savings and offers in the cover letter were sent accordingly. The Easter DM pack showed the best way to cook fish and match appropriate wines. It also contained a recipe book. Results Average sales uplift was 1.3 per cent versus a control group of branches not supported by the mail pack, representing incremental sales of £2.5m and marginal profit of £400,000. the uplift was 73 per cent, compared with Easter in a new way. “ It was beautifully executed and embodied the Waitrose brand in every aspect. It had quality copywriting and a proposition with comprehensive results that is well worthy of its gold award ”
  • 35. Fiat Financial Services (DMA Gold 2007)
    • “ Unexpected work as it did not shout that is was a financial mailing!”
    • Agency
    • Arc Worldwide
    • Objectives
    • To promote Fiat financial services.
    • Its promotion included a nought per cent finance option for 3 years on selected models. Focusing on the detail of such a deal could be dull, but agency Arc Worldwide promoted the fun things you could do with the savings.
    • Target
    • Fiat customers are often younger than those of other car marques and are comfortable with deferred payments.
    • Solution
    • One of British summertime’s treats in an ice cream from a van, and if you have spare cash you might get one with a Flake. The agency sent customers a flake to show that they wouldn’t have to scrimp over summer. The mailing list of 80,000 was mainly previous Fiat purchasers, including those who had taken a finance agreement and those whose current vehicle was approaching end of warranty, as well as cold data.
    • Results
    • The response rate for a test drive was 11 per cent and of those who received a pack, 425 people went on to buy a new car during the promotional period. Based on average profit of £425,000.
    “ Intriguing, innovative and tactile, with positive results”
  • 36. Examples of Bad DM
  • 37. Examples of Credit Cards/ Mortgages DM
  • 38. Credit Cards/ Mortgages
    • What make them bad DM?
    • A new report says that most UK consumers prefer to seek out their credit card offers rather than receiving unsolicited direct mail offering them deals.
    • Megan Bramlette, from Cardbeat, said: "British credit card holders are more inclined to acquire a card advertised through passive, untargeted channels such as a general card brochure or an Internet form than through pre-approved mail solicitations.“
    • Data: The decline in response rates and ROI on high-volume mailings has led some brands to rethink their strategy. Some are changing how they buy data, committing to taking a particular volume over a longer period (Brand Republic Nov 07)
    • People tend to choose their own deals rather than using DM promoting credit cards.
    • Lack of data and research lead to no connection with the audience.
    A lack of Data
  • 39. Capital One Example of DM sent out to encourage buy a credit card
  • 40. First Direct
    • Mailing promoting First Direct Mortgages
    • Mailing offering promotion on Loan rates
    • Prize draw if applying before a certain date
  • 41. Pizza Hut
  • 42. Example Pizza Hut DM
  • 43. Example of Pizza Hut DM
    • What makes it a bad DM
    • No Data, No target. So no connection with the audience
    • To many mailings printed – Not cost effective
    • Too much information on the mailing
    • No creative

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