Dma integration summit 2013 12 march

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Dma integration summit 2013 12 march

  1. 1. The customer & the orchestra The DMA’s Integration Summit #DMAintegration Sponsored by
  2. 2. Welcome from the co-chairs Cordell Burke, Creative Managing Partner, Balloon DogMark Hancock, Head of Strategy at M&C Saatchi Group/LIDA #DMAintegration Sponsored by
  3. 3. The four models of integrationKate Cox, Head of Strategy, Havas Media #DMAintegration Sponsored by
  4. 4. The Customer and the OrchestraFrom Integration to Orchestration12th March 2013
  5. 5. Introducing the IPA Databank • Built from questionnaire to IPA Effectiveness Awards entrants • 1,000+ examples of best practice in advertising • Wide spectrum of marketing sectors and expenditure • 82 questions; 252 fields
  6. 6. The void“Clearly individual media can be proven to delivereffective business results – whether a traditional TVcampaign or a social media campaign. But in this newrich media ecosystem, the big opportunity and challengeis to effectively connect and combine media in away that delivers additive results over and above this”
  7. 7. There are 20 channels recorded in the Databank Advertising media Web and mobile Other channels Direct marketing/ direct TV Website/microsite mail Radio Online display Sales promotion National press Search Sponsorship Regional press Viral PR Other (includes Magazines Other interactive couponing and leafleting) Out of home/posters SMS texting Ambient Mobile apps Cinema
  8. 8. No integration Message segment No integration
  9. 9. No integration Bounty (2005) Halifax student banking (2009) TV only Viral web film and direct response communications
  10. 10. Advertising-led integration Message segment Advertising-led integration
  11. 11. Advertising-led integration 118 118 (2004) Hovis (2010))
  12. 12. Brand-led orchestration Message segment Brand idea-led orchestration
  13. 13. Brand-led orchestration HSBC (2010) Honda (2004)
  14. 14. Participation-led orchestration Message segment Participation-led orchestration
  15. 15. Participation-led orchestration E4 Skins (2007) Walkers (2010)
  16. 16. Four models of integration and orchestration Message segment Advertising-led Brand idea-led Participation-led No integration integration orchestration orchestration
  17. 17. The methodology : ‘Very Large’ effectivenesssuccess rate Hard measures of Softer measures of effectiveness effectiveness Sales gain Brand fame Customer acquisition Brand values Market share gain Brand belief Profit gain Brand trust Customer retention/loyalty Brand commitment/loyalty Market share defence Brand awareness Reduction of price sensitivity Brand differentiation
  18. 18. At a topline glance: Brand led is an effective route tobusiness success Effectiveness success rate of each orchestration model (across any hard business metric)
  19. 19. Even at the level of the largest effects there’s one area where participation seems to deliverVery large business effects
  20. 20. And participation leads for brand effects Effectiveness success rate of each orchestration model (across any soft/ brand metric) 64% 66% 67% 54%
  21. 21. Particularly for smaller budget advertisers Effectiveness of participation-led campaign versus all £0-£10M
  22. 22. Our hypothesis Effort required versus impact of non-users
  23. 23. But ‘one size doesn’t fit all’ Campaign objectives (hard metrics)
  24. 24. No integration works well against Sales Gains Campaign objectives (hard metrics)
  25. 25. In most scenarios, advertising led against share defence Campaign objectives (hard metrics)
  26. 26. In most scenarios, brand-led campaigns are the mostlikely to deliver across objectives Campaign objectives (hard metrics)
  27. 27. Participation led relatively well against profit gain Campaign objectives (hard metrics)
  28. 28. Microsoft: marketing the technology giant Philippa Snare, Chief Marketing Officer, Microsoft UK Find this presentation at –http://www.slideshare.net/SarahWright/marketing-merging-at- m-icrosoft-cmo #DMAintegration Sponsored by
  29. 29. Integration and hard targetsAngharad McKenzie, Head of Supporter Development, Wateraid Mike Colling, Managing Director, MC&C #DMAintegration Sponsored by
  30. 30. Prepared by:Angharad McKenzie, WaterAid Mike Colling, MC&C www.wateraid.org
  31. 31. £2.45m in13 weeks www.wateraid.org
  32. 32. The story begins... www.wateraid.org
  33. 33. ‘Closing the gap’ www.wateraid.org
  34. 34. The story develops... www.wateraid.org
  35. 35. The story comes together... www.wateraid.org
  36. 36. 4 core elements• Matched funding from DFID• Restricted funding to our rural programme in Malawi• The chance to test continuous digital story telling• Time bound project www.wateraid.org
  37. 37. www.wateraid.org
  38. 38. The vision www.wateraid.org
  39. 39. . www.wateraid.org
  40. 40. The perfect convergence of Direct & Digital?• Multi-channel campaign • Warm audiences contacted via DM & email • A blog to tell the story from the ground • Social distribution to spread the word www.wateraid.org
  41. 41. What we did– Launched Blog 18th June - Ongoing– PR Stunt – Westfield Shopping Centre 18th June– DM appeal(s) landed w/c 18th June– Social & Blogger Outreach from 18th June - Ongoing– Radio station appeals from 18th June - Ongoing– 5 part series of emails from 24th June – Ongoing– You-tube banners from 18th June - Onwards– Reminder appeal(s) w/c 16th July– Major donor/trust proposals July onwards– Heavy social push from August onwards– Walking event / Bestival mid September www.wateraid.org
  42. 42. www.wateraid.org
  43. 43. DeliverablesDelivered ReachAudio content for 27 local radio stations 2.9million listenersAudio content for 4 national stations – Talksport, 8.6million listenersKerrang, Real and Jazz FMArrangement of a launch event – Westfield Est. 300 shoppersShopping centreContent for Press 3.8million reach £91,990 AVEThe Big Dig Blog 26,600 unique users, 76,600 page impressionsContent for Twitter Est. 1,000,000 unique accountsContent for Facebook 14,000 followersA YouTube film 37,000 viewsBanners for YouTube advertising 200 million impressionsA summer appeal to supporters including online 275,300and offline elementsAn appeal to Faith groups 8,600An appeal to Community groups 45,000Content for Events participants 60,000Content for Bestival Event 50,000 www.wateraid.org
  44. 44. Our Story-tellers www.wateraid.org
  45. 45. www.wateraid.org
  46. 46. The Characters www.wateraid.org
  47. 47. The PlotMon 18th Tues 19th Wed 20th Thurs 21st Fri 22nd Sat 23rd Sun 24thJune June June June June June JuneOpening The water Bokola’s The Mr Story sopost source song of beautiful Khombe Far pain FaithVideo Photo Video Photo Photo/VidAngharad Michael Nathan Michael Nathan Angharad Angharad Mon 25th Tues 26th Wed 27th Thurs 28th Fri 29th Sat 30th Sun 1stJune June June June June June JulyThe Village Over- Baby Children Story Sovanishing exchange seeing Winard at work Farwater visit building gets Sicksources workPhoto Video Photo Photo PhotoAngharad Boyce Boyce Michael Nathan www.wateraid.org Angharad
  48. 48. www.wateraid.org
  49. 49. So what did we learn? www.wateraid.org
  50. 50. What we found Financial - £2.45m raised in total • 91% of all donations, 84% of total value given offline • DM appeals drove donations significantly • 14% of donators gave twice or more2500 27-Jun20001500 03-Jul1000 23-Jul 11-Sep Summer Reminder 17-Sep 500 LAUNCH PSMS Oasis 0 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep Appeals Gifts Gifts-Summer Gifts-Oasis Gifts-BigDigPSMS www.wateraid.org
  51. 51. This works for existing supporters – we didn’t crack cold Top recruitment sources New 4,281 12/NAG - The Big Dig SMS Radio Activity 42.62% 17% 12/EAH - Coast Along - Individuals 22.96% 12/NAE - The Big Dig Online Activity 15.87% Existing 20,437 83% Blog 7.00% 12/BAH - Church Summer Appeal 2012 3.90% www.wateraid.org
  52. 52. Most warm supporters had given financially prior to the Big Dig Prior financial support from warm supporters The PSMS appeal No gifts prior to Big Dig 578, 3% garnered most of the first gifts from warm Gifts prior to Big Dig 19,859, 97% supporters. First donation from existing supporters 12/NAI - Big Dig Premium SMS 208 12/NAE - The Big Dig Online Activity 110 12/SMR - Big Dig Summer - Comm Inds and Events 94 12/OAB - Oasis Autumn 51 12/EAH - Coast Along - Individuals 34 12/SUM - Summer Cash Appeal - The Big Dig 29 12/BAH - Church Summer Appeal 2012 16 12/NAG - The Big Dig SMS Radio Activity 13 12/BBC - Big Dig - other community organisations 6 12/NAH - Big Dig Donations - Appeal Unknown 6 www.wateraid.org
  53. 53. Blog interaction – 26,652 unique users 18- 25- 02- 09- 16- 23- 30- 06- 13- 20- 27- 03- 10- 17- Jun Jun Jul Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep SepUniqueUsers 3,817 2,271 1,893 2,011 2,191 2,058 1,420 1,075 797 1,004 1,065 804 1,393 4,853PageViews 12,732 8,288 6,836 6,971 5,463 5,852 3,972 3,226 2,956 3,217 2,653 2,392 3,611 8,475Pages per Visit 2.67 2.77 2.74 2.71 2.49 2.3 2.23 2.38 2.83 2.52 2.1 2.33 2.01 1.54Av VisitDuration 2.50 2.48 2.41 2.24 2.20 1.56 1.50 1.57 2.29 2.13 2.02 2.33 2.25 1.26 www.wateraid.org
  54. 54. Lightbulb moment www.wateraid.org
  55. 55. Valuing digital participation• Over £300k via the blog (of the £2.45m)• Facebook weekly reach up to 54,000• 1m people reached via twitter• Over 350 Instagram images, 240 posts• PR hits on Mashable, Yahoo & blog partners• Thebigdig.org beat metrics for main site www.wateraid.org
  56. 56. What supporters thought• 57% thought matched giving the most part of the appeal• 11% cited the blog “The Big Dig was wonderful, better than the Olympics”However• 75% said the blog gave the project credibility• 48% claim to have visited www.wateraid.org
  57. 57. We will do this againWe have learned so much Current supporters much more likely to participate Engaging with the “blogging community” per se is tough Internal integration is a must Be flexible Celebrate www.wateraid.org
  58. 58. A happy ending… www.wateraid.org
  59. 59. www.thebigdig.organgharadmckenzie@wateraid.org mike@mcand.co.uk www.wateraid.org
  60. 60. Tea and coffee #DMAintegrationSponsored by
  61. 61. Fine-tuning your marketing mixNick Minchin, Marketing Manager, Warner Leisure Hotels Mike Colling, Managing Director, MC&C #DMAintegration Sponsored by
  62. 62. Growing Revenue and ROI The story of integrating investment and guest journeys Warner’s: Nick Minchin MC&C: Mike Colling Date: 12th March 2013Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk
  63. 63. THIS MORNING• The Backstory• The Theory• The Reality• The Outcome 65
  64. 64. THE BACK STORY 66
  65. 65. THE MARKETING CHALLENGEReverse the trend in new guest recruitment Source: Paddy customer retention 2010 (Warner) 67
  66. 66. THE THEORY Audience understanding Results Understand audience journeys attribution A role for Align investment each channel with audience value But orchestrate the channel integration 68
  67. 67. WE STARTED WITH THE DATAAverage number of bookings for active guests by average age at first booking Source: Firm Bookers with DOB 19092011_with DOB/MC&C analysis 69
  68. 68. THOSE ENTERING RETIREMENT WILL EXPERIMENT Source: TGI GB 2011 Q2, Index vs. UK population, 100 being the UK average 70
  69. 69. The gap between the averages reveals how plans for retirement and actually retiring can take a lot longer than 12 months. This means the ‘at retirement group’ is an audience in flux that stretches from 57 to 64 Average age ofAverage age of someone whosomeone who actually retires:expects to retire: 6457 Source: TGI 2011 Q2 Expect to retire in the next 12 months OR retired in past 12 months: 2,463,000 71
  70. 70. OUR GUESTS ARE “SOCIAL ANIMALS” Source: TGI GB 2011 Q2 At retirement: Expect to retire in next 12 months OR retired in past 12 months, 72 Community involvement: Belong to or help out any community organisation
  71. 71. AND WE FIND THEM IN LOCAL COMMUNITIES Source: penetration of Warner brochures MC&C analysis 73
  72. 72. GUEST JOURNEY: FROM CONTEMPLATION TO PURCHASE CONTEMPLATION ACTIVE RESEARCH POINT OF PURCHASE TIME KNOWLEDGE 74
  73. 73. MAPPING CHANNELS TO JOURNEY LANDMARKS CONTEMPLATION ACTIVE RESEARCH POINT OF PURCHASE BROADCAST BROCHURES / SEARCH / PHONE/WEB MESSAGES RETARGETING/MAIL/EMAIL TIME KNOWLEDGE 75
  74. 74. MAPPING VALUE TO GUEST JOURNEYSConversion to sale 76
  75. 75. RECOGNISING VALUE CREATED OVER LONGER TERMCampaign One 77
  76. 76. AND CREATE OPTIMAL SHORT TERM JOURNEYSCampaign Two Buy 78
  77. 77. IT’S ABOUT MAXIMISING VOLUME FROM SIMILAR RETURNSNet Sales Response 79
  78. 78. A CLEAR ROLE FOR EACH CHANNEL Long copy lead •TV •Targeted lead generation media: Events, brochure generation panels •Partnership/ Reader Offers •Media inserts Sales generation •Door drops •Micro targeting matched to yield •Long form DRTV •Off the page •DM Conversion •Digital 80
  79. 79. THE TV AD 81
  80. 80. DOOR DROPS AND INSERTS 82
  81. 81. PRESS ADS 83
  82. 82. AND SEARCH 84
  83. 83. INVESTMENT TIERED TO REFLECT POTENTIAL 85
  84. 84. ACTIVATION INVESTMENT MICRO TARGETED 86
  85. 85. FOCUS ON RESPONSEHeadlines Change in intra channel Change in inter channel investment strategy investment strategy Less in TV and press display No X Factor! 50% reduction in TV channel repertoire More in classified, search, Reduction in press title stable door drops & inserts Inserts bought on wholesaler not TV region basis 87
  86. 86. RESULTS ATTRIBUTION Matching•Final Media Schedules •Full reporting analysis •Client Adjustable•Date / Time Stamped •Bespoke based on Algorithm to match all Response Data – Phone individual client needs responses to all media / SMS / Online • Bespoke matching profiles Inputs Outputs 88
  87. 87. INSIGHT DRIVEN BY ATTRIBUTION TOOLS Media vehicle profitability based on all channel response1.000 600.900 500.8000.700 400.600 Online RR0.500 30 Phone RR Total ROI0.400 200.3000.200 100.100 - 0 Channels 89
  88. 88. ALLOWING OPTIMISATION AT SPOT LEVELPhone and web show differing response patterns0.1200.1000.0800.060 Online RR% Phone RR%0.0400.0200.000 00:00 - 02:00 - 04:00 - 06:00 - 08:00 - 10:00 - 12:00 - 14:00 - 16:00 - 18:00 - 20:00 - 22:00 - 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 24:00 90
  89. 89. RESULTS STRAIGHT OUT OF THE BLOCKSMore for less 8.1 4.1 91
  90. 90. REALITY FROM Q1 ONSometimes: A nice progression Source: Warner data/ART™ 92
  91. 91. OTHER TIMES, LESS SOJourneys and needs change 93
  92. 92. MOST IMPORTANTLY WE CREATED LONG TERM VALUENew guests, who rebooked Multibooking – new households No of 2012 2011 Diff Growth % bookings 1 xxxxxxx xxxxxx xxxxx 26% 2 xxxxx xxxxx xxxx 53% 3 xxxx xxxx xxx 206% 4+ xxx xxx xxx 463% Total xxxxxx xxxxxx xxxxx 28% Source: Warner booker data to May 2012 94
  93. 93. OUR LEARNING• We have only taken one step in the integration journey.BUT• It has made us a lot of incremental profit.• Insight starts with the audience: – Understand where value can be created. – And the journeys they take from interaction to transaction.• But attribution is critical to success – If you can’t map value creation to costs at each point of the journey you will fail. 95
  94. 94. OUR END POSITION 2012 As per 31/12/2012 Excl. TV production 96
  95. 95. MIKE COLLING & COMPANY LIMITEDDisclaimerAny case study, creative materials, information, costs and other data contained in this document are theproperty of Mike Colling & Company Limited and are supplied on a commercial in confidence basis. They maynot be used or passed to any third party without the express agreement of Mike Colling and Company LimitedSimilarly, this document may not be copied or stored electronically without the express agreement of MikeColling and Company Limited 97
  96. 96. A household gnome: orchestrating brand fameJames Nester, Creative Director, OgilvyOne UKGraham Jenks, Creative Director, OgilvyOne UK #DMAintegration Sponsored by
  97. 97. Lunch! #DMAintegrationSponsored by
  98. 98. Clear message = loud results Peter Burns, Manager, Online Marketing, Waitrose.comCaroline Kinsman, Manager, Customer Marketing, Waitrose.com #DMAintegration Sponsored by
  99. 99. Understanding the content journey Phil Adams, Planning Director, Blonde #DMAintegration Sponsored by
  100. 100. Putting the customer at the centre of a brand universe’Simon Humphris, Global Client Director (adidas), iris worldwide Michael Barrett, Board Planning Director, iris worldwide #DMAintegration Sponsored by
  101. 101. Confidential © iris 2012
  102. 102. Participation… Seldom ‘briefed’ Often misunderstood …But disproportionately powerful Confidential © iris 2012
  103. 103. Confidential © iris 2012
  104. 104. Confidential © iris 2012
  105. 105. Give more to get more General needs & desires Ambitions & aspirations Passions & interests Relevance Meaning Social ConsumerBrand agendas Identity & individualityWorld Value World Enhanceme Cultural nt Key events & relationships memes enrichment Social connections Confidential © iris 2012
  106. 106. On their terms … skimmers Multiple styles of participation DIPPERSBrand DIVERSWorld Identity & individuality Key Relationship s Confidential © iris 2012
  107. 107. adi Bake it into the brandConfidential © iris 2012
  108. 108. Confidential © iris 2012
  109. 109. Build the universe Ecosystems / universe Confidential © iris 2012
  110. 110. Get participation optimisingcommsINVITATION INVOLVEMENT AMPLIFICATION BROADCAST PARTICIPATION EARNED MEDIA & TTL PLATFORMS NARRATIVE CONTENT EXPERIENCE CHALLENGE REWARD Confidential © iris 2012
  111. 111. Plan for participationIMPACT TIME Incite Ignite Fuel Extend Refresh Confidential © iris 2012
  112. 112. Ask yourselves 4 things… Does it have a Purpose? Is it Interesting? It is Easy? Is it Valuable? Confidential © iris 2012
  113. 113. There’s more than one way to do it … Confidential © iris 2012
  114. 114. Harness the momentum of the moment Confidential © iris 2012
  115. 115. Harness the momentum of the momentConfidential © iris 2012
  116. 116. Confidential © iris 2012
  117. 117. Harness the interest in co-creation Confidential © iris 2012
  118. 118. Confidential © iris 2012
  119. 119. Confidential © iris 2012
  120. 120. Harness interest in new technologies Confidential © iris 2012
  121. 121. Confidential © iris 2012
  122. 122. Confidential © iris 2012
  123. 123. Confidential © iris 2012
  124. 124. Participation baked in to the Brand Driving the mix Not a bolt on Planning for momentum & longer tails If there’s no point There’s no point Principles apply Execution must vary Skimmers & Dippers as well as DiversConfidential © iris 2012
  125. 125. ‘Integration’ is just a means to an end… General needs & desires Ambitions & aspirations Passions & interests Relevance Meaning Social ConsumerBrand agendas Identity & individualityWorld Value World Enhanceme Cultural nt Key events & relationships memes enrichment Social connections Confidential © iris 2012
  126. 126. THANK YOU. Confidential © iris 2012
  127. 127. Wrap up Cordell Burke, Creative Managing Partner, Balloon DogMark Hancock, Head of Strategy at M&C Saatchi Group/LIDA #DMAintegration Sponsored by

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