Direct Response & Measurement

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Declan Kelly, Clear Blue Water
Direct Response & Measurement

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  • What’s the compelling reasonHow does that stack up against your competitorsIs it strong enoughCommunicate with urgencyCall nowHave follow-on offers
  • Deadlines work. Try offers ending, book before. They add a sense of urgency and help convert impulse.
  • Example of AerLingus - A Direct Response Advertiser – Urgency, book now, offer ending.
  • You must be single minded and focus on the goals that you want from your communication
  • Use repetition, repeat the phone number, web address, order now, buy…
  • You want an action from our campaign, therefore this is different from a ‘branding’ campaign. You must plan and buy your campaign differently..
  • Know the days of the week that work best for your product and service, Finance – early in the week, leisure – end of the week, Travel start of the year. Know the times of the day that work best – Drivetime is expensive, not response orientated, avoid school runs. Hotspots are 11’s & lunchtime.
  • Broad guidelines, every campaign is unique.
  • This is the basic formula for calculating success. Advertising will get them to your shop, after that you must convert.
  • Cost per Response is the key metric you need to establish and analysie.
  • Respone Hotspots!10-11 – kit kat momentNickelodeon – Ireland’s largests babysitter – kids are occupied while mum can call/text/visit.
  • Take decisions based on critical dataEstablish benchmarks, keep a league tableMore of the good, none of the bad
  • Direct Response & Measurement

    1. 1. Declan Kelly
    2. 2. Direct Response & Measurement
    3. 3.  Compelling reason to respond 1. A strong call to action 2. A Direct Response media strategy 3. Track and measure 4. Test, learn and optimise 5.
    4. 4. Compelling reason to respond
    5. 5. Communicate the ‘why’
    6. 6. Deadlines work
    7. 7. Deliver a strong call to action
    8. 8. Focus on the goal Call Email Register Visit Download Click Visit Order Post
    9. 9. Make it easy to respond
    10. 10. A Direct Response media strategy
    11. 11. A Direct Response Media strategy
    12. 12. Timing
    13. 13. What works for Direct Response Low Frequency involvement Response Position in break Detail Decisions taken on the basis of performance
    14. 14. Track and measure
    15. 15. Cost per…. Costs Cost per Response (CPR) Number of responses Costs Cost per Sale/Acquisition Number of Sales
    16. 16. BenchmarksMedia Media Responses Cost Per Response Cost per Sale CostPaper A €1,500 52 €2.88 €28.80Paper B €3,000 112 €2.68 €40.20Paper C €400 10 €4.00 €20.00 Establish what your acceptable CPR/CPS is
    17. 17. Attribution• Put structures in place to measure• Ask your customers, capture data• Unique telephone numbers, landing pages, coupon redemption, web visits• Software solutions
    18. 18. 140 Responses by station Cost Per Response €35 119 120 €30 €28.85 112 100 €25.57 €25 Cost per response 89 88Responses €21.59 80 €20 70 70 60 €15 €10.17 €11.63 40 €10 €10.39 20 €5 0 €0 Radio 1 Radio 2 Radio 3 Radio 4 Radio 5 Radio 6
    19. 19. Responses Cost Per Response 8,000 60 7,000 50 6,000 Cost per responseResponses 40 5,000 4,000 30 3,000 20 2,000 10 1,000 0 0 6 7 8 9 10 11 12 13 14 15 16 17
    20. 20. When you measure something you canimprove it
    21. 21. Test, learn and optimise
    22. 22. Test copy
    23. 23. Test media
    24. 24. Test, learn & optimise• Take decisions based on critical data• Establish benchmarks, keep a league table
    25. 25. And finally… Don’t become too narrow
    26. 26.  Compelling reason to respond 1. A strong call to action 2. A Direct Response media strategy 3. Track and measure 4. Test, learn and optimise 5.

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