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Innovations In Direct Marketing - 18 November 2008
 

Innovations In Direct Marketing - 18 November 2008

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Presentation to Financial Services Forum in London 18 November 2008

Presentation to Financial Services Forum in London 18 November 2008

Best practice financial case studies on Personalised Integrated Marketing

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    Innovations In Direct Marketing - 18 November 2008 Innovations In Direct Marketing - 18 November 2008 Presentation Transcript

    • 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