Data Marketing Fmcg 26 Oct 09


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A presentation for your cleints who are interested in lead generation for FMCG products.
It includes case studies and pricing for each product type as well as 2 proposals, for a 10K budget and a 20K budget.

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Data Marketing Fmcg 26 Oct 09

  1. 1. FMCG category oct 2009
  2. 2. <ul><li>about 3d interactive (3di) </li></ul><ul><li>showcase database: The Great Australian Survey (GAS) </li></ul><ul><li>email – highly targeted media </li></ul><ul><li>lead generation </li></ul><ul><ul><li>with GAS </li></ul></ul><ul><ul><li>CPA with case study </li></ul></ul><ul><ul><li>co-registration with case study </li></ul></ul><ul><li>sampling </li></ul><ul><ul><li>case study </li></ul></ul><ul><li>sponsorship of a question </li></ul><ul><ul><li>case study </li></ul></ul><ul><li>summary </li></ul>contents
  3. 3. about 3di <ul><li>with the 3di/LMA/GAS restructure and consolidation under the Q Group, 3di becomes a </li></ul><ul><li>leader in permission marketing </li></ul><ul><li>we now have access to 5 million Australians through 25 databases, the most prominent being: </li></ul><ul><ul><li>Great Aussie Surveys (GAS) </li></ul></ul><ul><ul><li>Australia Post (FDS) </li></ul></ul><ul><ul><li>Rewards Central </li></ul></ul><ul><ul><li>Rewards Palace </li></ul></ul><ul><ul><li>Survey Choice </li></ul></ul><ul><li>these are the ideal way to purchase targeted eyeballs (traffic) and deliver conversions </li></ul><ul><li>lead generation is delivered through online offers, targeted emails, sampling questions… </li></ul>
  4. 4. <ul><li>GAS overview </li></ul><ul><li>non-incentivised database of 370,000 </li></ul><ul><li>opted-in members </li></ul><ul><li>to join, members complete a 50 question </li></ul><ul><li>survey about themselves </li></ul><ul><li>$30,000 prize drawn every 6 months </li></ul><ul><li>various lead generation options available </li></ul>showcase database: The Great Australian Survey
  5. 5. any question of the GAS lifestyle survey is available to target specific consumers email – highly targeted media = 30,000 members = 229,000 members = 28,000 members = 137,000 members = 256,000 members average email campaign is 20,000 members @ $0.28 = $5,600 + set up
  6. 6. <ul><li>collect user profile data cost-effectively </li></ul><ul><li>pay for registrations only </li></ul><ul><li>technical setup and optimisation of the registration form managed internally </li></ul><ul><li>a lead is a fully subscribed user who has left his contact details and expressed specific interest in the offer </li></ul><ul><li>lead generation is bought on a per lead basis </li></ul>lead generation
  7. 7. lead generation via CPA <ul><li>CPA lead generation - via email & onsite </li></ul><ul><li>leads can be generated for clients via email and onsite activity </li></ul><ul><li>advantages </li></ul><ul><li>ideal for time sensitive campaigns: effective way to deliver a substantial number of leads in a short period of time </li></ul><ul><li>substantial amount of information put in front of potential customers </li></ul><ul><li>allows recipients to come back to the email later </li></ul><ul><li>extensive targeting available </li></ul><ul><li>costs </li></ul><ul><li>from $2 per lead </li></ul>
  8. 8. CPA case study – Club Nutricia <ul><li>client goal </li></ul><ul><li>grow clubNUTRICIA as much as possible through a competition </li></ul><ul><li>action </li></ul><ul><li>email (see left) sent to 60K members over 7 days, targeted to females interested in pregnancy information </li></ul><ul><li>results </li></ul><ul><li>around 3,000 leads generated </li></ul>
  9. 9. sampling via email or website <ul><li>2. sampling question </li></ul><ul><li>insert a targeted sampling question to the survey </li></ul>Mail sample <ul><li>costs </li></ul><ul><li>$280 p’000 emails - bulk discounts available </li></ul><ul><li>$400 setup </li></ul><ul><li>advantage </li></ul><ul><li>reach your specific target </li></ul><ul><li>sampling via email </li></ul><ul><li>email a targeted audience and invite recipients to receive a sample by filling in their details </li></ul><ul><li>costs </li></ul><ul><li>$310 p’000 records - bulk discounts available </li></ul><ul><li>$500 setup </li></ul><ul><li>advantage </li></ul><ul><li>details of members opting in passed on to you </li></ul><ul><li>mail the sample straight away </li></ul>
  10. 10. <ul><li>client goal </li></ul><ul><li>get as many members as possible to try a sample of the new Lipton Green Tea </li></ul><ul><li>action </li></ul><ul><li>email (see left) sent to 100K members over 7 days, targeted to main grocery buyers </li></ul><ul><li>results </li></ul><ul><li>client results </li></ul><ul><li>over 12,000 samples required </li></ul>sampling case study - Lipton Medium Selected Open Rate Click Through Rate email 34.9% 17.8%
  11. 11. <ul><li>co-registration </li></ul><ul><li>question added to the survey filled in by new members </li></ul><ul><li>question shown to existing members via mini-surveys and on the website </li></ul><ul><li>name of the client must appear (Privacy laws) </li></ul><ul><li>all contact details of members opting-in are passed back to the client </li></ul><ul><li>advantages </li></ul><ul><li>advanced targeting available </li></ul><ul><li>leads are acquired on an on-going basis </li></ul><ul><li>question to remain active as long as the client desires </li></ul><ul><li>clients set a monthly budget based on responses </li></ul><ul><li>costs </li></ul><ul><li>from $1.50 p’ email record </li></ul><ul><li>from $3 p’ postal record </li></ul><ul><li>from $5 p’ telemarketing record </li></ul><ul><li>$500 setup </li></ul>lead generation via co-registration Would you like to join the HotelClub membership program which offers up to 60% off hotel rates worldwide? You will automatically go into the draw to win a ski trip to Japan. Yes No
  12. 12. <ul><li>client goal </li></ul><ul><li>grow the Expedia databases in Australia and New Zealand </li></ul><ul><li>action </li></ul><ul><li>question stayed live 18 months </li></ul><ul><li>targeted to Australian and New Zealand members interested in travel </li></ul><ul><li>client results </li></ul><ul><li>over 40,000 leads collected </li></ul>co-registration case study - Expedia Medium Selected Impressions/month Leads/month co-registration 15,000 to 24,000 4,500 (average) Want to be the first to hear about great deals on hotels, flights and more? Tick here to join the e-newsletter. Yes No
  13. 13. <ul><li>lead generation via sponsoring a question </li></ul><ul><li>question added to the survey filled in by new members </li></ul><ul><li>it appears as any other question to members </li></ul><ul><li>data is collected from respondents </li></ul><ul><li>tele + postal details can be supplied to client </li></ul><ul><li>email to be sent via GAS for Privacy reasons (client’s name is not cited so this is not considered as opt-in) </li></ul><ul><li>advantages </li></ul><ul><li>chose who will see the question - advanced targeting </li></ul><ul><li>ask a generic question without naming your brand </li></ul><ul><li>exclusive use of the data generated </li></ul><ul><li>costs </li></ul><ul><li>$310 p’000 email records </li></ul><ul><li>$310 p’000 postal records </li></ul><ul><li>$495 p’000 telemarketing records </li></ul><ul><li>$1,000 setup </li></ul>sponsorship of a question
  14. 14. sponsorship of a question case study – Sanitarium <ul><li>client goal </li></ul><ul><li>get as many people to join the challenge </li></ul><ul><li>action </li></ul><ul><li>Vegie Delights setup the below question within the GAS survey, everyone joining was exposed </li></ul><ul><li>results </li></ul><ul><li>email (see left) sent to members answering NO </li></ul>Medium Selected Open Rate Click Through Rate email 29.4% 56.8%
  15. 15. Proposal for a 10K budget 1 – Sampling question 1,800 postal leads @ $3 = $5,400 2 - Sponsored question 12,000 emails @ 31c = $3,720 + setup = $880 TOTAL = $10,000 summary Proposal for a 20K budget 1– Co-registration question 4,500 email leads @ $1.50 = $6,750 2 – Sponsored question 10,000 postal records @ 31c = $3,100 3 – CPA online exposure and emails 4,635 leads @ $ 2 = $9,270 + setup = $880 TOTAL = $20,000
  16. 16. sms “info” to: 0413 154 784 [email_address]