SMART-Drop Door Drop seminar - May 2011
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SMART-Drop Door Drop seminar - May 2011

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A summary of the presentations made during our SMART-Drop door drop seminar in which better targeting of leaflet distributions was demonstrated. This also reduces wastage and provides an improved ROI.

A summary of the presentations made during our SMART-Drop door drop seminar in which better targeting of leaflet distributions was demonstrated. This also reduces wastage and provides an improved ROI.

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  • The chain of events
  • The chain of events
  • The chain of events
  • Course Title © The Institute of Direct Marketing
  • Course Title © The Institute of Direct Marketing
  • Course Title © The Institute of Direct Marketing
  • Course Title © The Institute of Direct Marketing

SMART-Drop Door Drop seminar - May 2011 SMART-Drop Door Drop seminar - May 2011 Presentation Transcript

  • A promotion – a leaflet, envelope, sample, popped through the letterbox of carefully selected households (type and area) Remember what door drops are… Remember what door drop marketing is… It is advertising, targeted promotional advertising If good it will change consumer behaviour
  • Received Communication Channels in Terms of Recall “ The right words focus the reader’s attention on your brand by communicating a powerful, attractive big idea. That idea about your brand, helps build front-of-mind, unaided awareness. The right words that communicate this unexpected idea, give your brand a vitality and a freshness that continue well after the advertising sails into the sunset.” Source: ITV/DMA research 2010
  • Free to brand owners
    • 9 critical tips for creating successful door drop marketing in UK:
    • Tip 1 – why do it (3 key benefits: media, trade/consumer, digital)?
    • Tip 2 – internal positioning – choose right vocabulary
    • Tip 3 – targeting, who & why & where & when & how?
    • Tip 4 – what, ‘the message’, left-brain-right-brain?
    • Tip 5 – response, what do you want?
    • Tip 6 – shape, tactile
    • Tip 7 – online, new, use the leverage
    • Tip 8 – measurement, use validation, evaluate ‘intend to buy’?
    • Tip 9 – respect the environment
    • Extra free – once is not enough, strategic not tactical
    View slide
  • Average recall of door to door items 1994-2010 Prompted recall in delivered areas, all methods, all items Average sample size 184,000 interviews per year View slide
  • Creative execution Compared with other “sexier” media the amount of effort expended on door drop creative is tiny, and often lamentable
  • Creative execution Even with appallingly bad recall, readership and interest levels the clients who perpetuate these crimes against advertising still achieve a good enough return on their investment to continue year after year. Can you imagine how powerful an opportunity to talk to over 90% of your target in a single pass would be if you actually used it properly?
  • Images Door to door is a visual medium. Images have incredible power to move us, to affect us, and to speak to us.
  • Are you interested in… a targeting tool that is up to 10 times more powerful than conventional postcode sector targeting that… ...identifies and profiles clusters as small as 150 households within a postcode sector and is… … available NATIONALLY
  • SMART-Drop - the benefits
    • Target real prospects
    • Minimise wastage
    • Maximise return on investment (ROI)
    • Delivery to households that may not have otherwise been targeted
    • Optimise your door drop carbon footprint
  • How does it work?
    • Rank postal sectors within agreed target area
    • Match postcode units to existing free newspaper rounds or create bespoke solus rounds
    • Produce round ranking report
  • 20 minute drive time from ASDA stores
  • Tangerine have spent over 13 years planning and evaluating campaigns for many iconic FMCG brands
  • Background
    • FMCG brands rely on trial to grow
      • DTD can be one of the best performing media
      • Price promotions tend not to be effective trial-drivers
    • A lot of promotional investment is wasted
      • Poor targeting
      • Poor operational support
        • leading to unsatisfied demand through poor merchandising and out of stocks
    • In FMCG trade support is vital
      • To avoid the trap of relying on-going price promotions brands need to show retailers what their A&P spend is doing for a retailer & their shoppers
    • Tangerine’s FMC-G-Model™ is a specialist solution designed to support brand growth
  • Long term value
    • Over a period of years DTD has been fundamental in the growth of Lurpak; Arla Food’s primary brand
    • Chart shows sustained penetration gain – almost entirely in line with DTD investment
  • Further improvement
    • Solutions originally developed to work at Postal Sector level
    • Focus on Royal Mail as it was proven to deliver a better ROI
    • Although RM Tangerine-planned activity performed very much better, we had seen a newshare campaign that we didn’t plan produce 75% coupon mis-redemption!
    • Changes in the coupon redemption culture and processes... [driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by destroying coupons internally ] ...mean this is very unlikely to be repeated
    • This opens up the DTD media world for renewed exploration
  • Do they know THIS? A headline must promise a benefit, give news or provoke curiosity. It must also have relevance…
    • Five times as many people will read your headline, as will read your body copy.
    • Unless your headline offers a benefit, you’ve wasted 90% of your money…
  • Do they know THIS? Clarity is vital… If people find the message too daunting to read, they will not bother…
  • Do they know THIS? A promotional leaflet with a headline under the picture will pull more responses than a headline above a picture