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