Putting the fizz back into door drops - 14 November

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Putting the fizz back into door drops - 14 November

  1. 1. Data protection 2013 Putting the fizz back into door drops Friday 8 February Thursday 14 November 2013, DMA House #dmadoordrops #dmadata Sponsored by Supported by
  2. 2. Agenda 8.30am – Registration and breakfast 9.00am – Welcome Mark Young, Chief Executive, The Leaflet Company 9.15am – Door drop in the modern communication environment; what does data tell us Tim Drye, Managing Director, DataTalk 9.35am – Media mutation and the psychological sell Mark Palmer, Founder, Maverick Planet 9.55am – Holistic media planning Samir Patel, Associate Director, Carat Manchester 10.15am – Refreshment break 10.25am – Creating impact on the doormat Chris Arnold, Founder, Creative Orchestra 10.45am – Nuffield Health – Our door drop experience Rachel Warren, Marketing Director – Consumer Wellbeing, Nuffield Health 11.05am – Closing comments Mark Young, Chief Executive, The Leaflet Company 11.10am – Close
  3. 3. Welcome Mark Young, Chief Executive, The Leaflet Company #dmadoordrop
  4. 4. Door drop in the modern communication environment; what does data tell us Tim Drye, Managing Director, DataTalk #dmadoordrop
  5. 5. The British Consumer Index Door drops in the modern communications environment; what does data tell us? © The British Population Survey Nov 2013
  6. 6. A DATA RESERVOIR FOR MARKETERS, REFRESHED EVERY MONTH.
  7. 7. THE ONLY SOURCE OF UP TO DATE, TREND DATA COVERING: COMMUNICATION CHANNEL RECEPTIVITY COMMUNICATION CHANNEL RESPONSIVITY INFLUENCE TO PURCHASE INTENTION TO PURCHASE FINANCIAL OPTIMISM All set against a comprehensive range of demographics and geodemographics.
  8. 8. SOME FACTS ABOUT DOOR DROPS Recall, Acceptability and Influence compared to other channels
  9. 9. High levels of Impact: “The mantelpiece effect” Door Drops are recalled by more people than any other channel.
  10. 10. Consumers like “softer” channels Acceptability of a channel is a key measure. Door Drops are acceptable to more people than any other ‘non broadcast’ channel.
  11. 11. Highly Influential “paid for” media In terms of ‘Influence’ offers through the door resonate with more people than any other method of delivery.
  12. 12. It Compliments Digital The rise in email can clearly be seen, as can the plateau which tends to happen when a channel becomes more established. This is particularly true of channels that are, initially, novel then suffer from over use. The trend line shows the projected trend over the next 4 quarters.
  13. 13. It’s Comparable to Warm Direct In contrast to email, direct mail (both ‘warm’ and ‘cold’) are more mature. Interestingly, Door Drops are not suffering from the lack of ‘personalisation’ that cold male seems to be experiencing. Again the trend over the next 4 quarters seems to suggest that ‘physical’ mediums may actually be benefiting from the saturation, or indiscriminate use, of digital.
  14. 14. It works with Inserts Leaflets in Newspapers or Magazines show a very similar pattern to Door Drops.
  15. 15. Long term viability The contrast between Door Drops and Internet ads can clearly bee seen. The rise in internet ads mirroring a decline in door drops up to a point when they became more mature. Mobile is showing the classic sign of a new channel reaching the point where it ceases to be novel and becomes irritating. Looking more closely……
  16. 16. Looking More Closely at Mobile • • • • Receptivity of mobile was on the rise until about a year ago The number of people in Receipt of Mobile Marketing has trebled since 2008. The drop is even more marked when viewed against the people who recall receiving Mobile Marketing More worrying is the fact that it is the younger end that seem to be becoming less enamoured with mobile.
  17. 17. Case study: How the use of data persuaded a reluctant Marketing Director to use door drops as opposed to the ‘more modern’ digital channels... … it delivered a 150+% uplift
  18. 18. CONTACT US; Web www.bcindex.co.uk Email info@thebps.co.uk Tel – 0203 286 1981 © The British Population Survey June 2013 Back
  19. 19. Appendix/spare slides Probably not for this presentation.
  20. 20. Data sourced from The British Population Survey, the largest up to date survey of consumers available. Monthly Monthly data collection means that it is up to date trend able, and facilitates period to period comparisons. Monthly Face to Face All data is collected by between 6,000 and 8,000 face to face, in home, interviews per month. Face to face means that it reaches the entire population not just those ‘on line’ . Wide Ranging Data covers both individuals and households. From demographics to internet access and use via communication channel preferences, intention to purchase, influences to purchase and Financial Mood. Plus geodemographics from Acorn, Cameo, Censation, Mosaic, Personicx, P2 and OAC. Customisable Custom data sets can be built using whatever combination of variables required and/or adding additional variables or data points. Custom sets can be exclusive ‘White Label’ products. © The British Population Survey June 2013
  21. 21. Insight Pre packaged data sets Focus Data Sets - Accessible data providing insight and trends. Either 'off the shelf' or custom built. Future proof; insights can be linked to customer and prospect data. Adding to existing research and insights such as On Line Surveys and TGI. • • • • Available for download in Excel Pivot Table format Convenient and inexpensive Updated every quarter Robust and flexible Custom Data Sets • • • Pick ‘n’ Mix from the entire BCI database Select time period required for trending Flexible output formats Bespoke Data Sets • • • Pick ‘n’ Mix from the entire BCI database Add additional variables either as one off or regular tracking Flexible output formats Enhancement Data Sets • • • © The British Population Survey June 2013 Adding to existing research and tools eg. TGI Verifying other insight sources e.g.. On Line Surveys Bridging other insight sources into customer and prospect data
  22. 22. Integration Segment Intelligence The Intelligence Suite: Detailed profiling from email, telephone or postcode lists plus the up to date make up of your customer and prospect segment. The Research Data Bridge: Generating greater value from existing research by integrating it into customer and prospect data. • • • • Detailed segment profiles Segments coded with full BCI data set Fully analysable Data enhancement Email Intelligence • • • Detailed profiles from email lists Can be integrated with customer and prospect data Links to and informs customer and prospect segments Telephone Intelligence • • • Detailed profiles from telephone number lists Can be integrated with customer and prospect data Links to and informs customer and prospect segments Postcode Intelligence • • • Detailed profiles from postcode lists Can be integrated with customer and prospect data Links to and informs customer and prospect segments Research Data Bridge • • © The British Population Survey June 2013 • Integrating syndicated research data (e.g. TGI) into customer and prospect data Integrating commissioned research data (existing or new) into customer and prospect data Enhancing existing research with BCI variables
  23. 23. Action Customer Database/SCV • • • Data Integration incorporating focus or Intelligence data into 'production systems' such as the marketing database, single customer view or campaign selection and management systems. Data enhancement with any mix of BCI variables Additional segmentations; comms channel, influences, purchase, mood…… Regular refreshes Prospect Scoring • • • Addition of propensity scores for channel, influence and purchase Link propensity scores to campaign selection systems Refine scores in light of actual results Production System Integration • • • Link to campaign management systems Incorporate propensity scores into campaign selection More intelligent ‘control’ cells © The British Population Survey June 2013
  24. 24. Built in Segmentation Tools By building in segmentation tools we can look at the data by segment and, we can look at the up to date composition of those segments. The data can also be used as a ‘Segment Translation Tool’. For organisations with their own segmentation we can, using our ‘Segment Intelligence’ product code the data with their own segment codes. This then links the data directly to their customers and prospects. © The British Population Survey June 2013 Acorn Cameo Acorn Censation 2013 Affluence 2013 Mosaic Personicx GEO Mosaic Lifestage Group Acorn Health OAC Super Group Tree Lifestage Mosaic Financial Segment Mosaic Public Sector Category Acorn Education P2 Affluence Group Branch Cluster Sub Group
  25. 25. A DATA RESERVOIR FOR MARKETERS, REFRESHED EVERY MONTH. Every month BCI talks to consumers to understand their world. • • • • • How they like to be communicated with Who they want to communicate with them What influences them to buy What they are likely to buy Their Financial Optimism All against a background of detailed facts about their world. Plus 11 different geodemographic segmentations such as ; Acorn, Cameo, Censation, Mosaic, Personicx , P2 and OAC.
  26. 26. Adding more knowledge to what you know already. Existing Research Data Target Profile E.g.. Media consumption Interests, attitudes etc. E.g.. Communication channel preference, likely to purchase, influences to purchase etc. Profile against combined data set © The British Population Survey June 2013 BCI Database
  27. 27. Some Projects • Internet Survey interpreting, verification and weighting. Leveraging the benefit available from the internet survey channel. • Circles of Friends © The British Population Survey June 2013
  28. 28. THE ONLY SOURCE OF DATA COVERING WHO: RECEIVES HAS RESPONDED TO WILL RESPOND TO AND FIND IT ACCEPTABLE TO RECEIVE DOOR DROPS COMPARED TO 22 OTHER CHANNELS
  29. 29. Media mutation and the psychological sell Mark Palmer, Founder, Maverick Planet NOT AVAILABLE #dmadoordrop
  30. 30. Holistic media planning Samir Patel, Associate Director, Carat Manchester http://www.slideshare.net/SarahWright/sam ir-patel-dma-putting-the-fizz-back-intodoor-drops #dmadoordrop
  31. 31. Refreshment break
  32. 32. Creating impact on the doormat Chris Arnold, Founder, Creative Orchestra #dmadoordrop
  33. 33. Chris Arnold www.creativeorchestra.com www.comobi2.com
  34. 34. Creating Impact on the doormat. Applying inspiration & innovation to improve response and effectiveness.
  35. 35. “Minds are like parachutes. They perform better when open.”
  36. 36. The alternative to creativity: 1. Carpet bombing
  37. 37. Great for retail, coupons, samples.. for being dull.
  38. 38. The alternative to creativity: 2.Repetition
  39. 39. The alternative to creativity: 2.Repetition What’s on the back of this note? Time to bet!
  40. 40. A creative letterbox deserves something creative
  41. 41. The secret of making Door drops work…
  42. 42. Dooh!
  43. 43. oCor!
  44. 44. kWow!
  45. 45. be different to get a reaction
  46. 46. “No one buys from a dull salesman.”
  47. 47. “A bad door drop can kill a £6m brand campaign for just 60p”
  48. 48. “ If you follow conventional thinking, all you’ll ever be is conventional”
  49. 49. “Don’t follow the rules, write them.” Henry Ford
  50. 50. Print & technology
  51. 51. Connecting with mobile - Print & technology mix - NFC Clear Channel NFC poster sites
  52. 52. Print & technology mix - NFC
  53. 53. Technology becomes the print! Hotel Room in Holland designed by Antoine Peters
  54. 54. Laser cutting
  55. 55. And just when you thought it was all about the future…
  56. 56. One foot in the past
  57. 57. BOOK SALES R Rising Big and traditional media is back on the rise…
  58. 58. “Very soon paper will be a thing of the past.”
  59. 59. “Very soon paper will be a thing of the past.”
  60. 60. The‘Numeric Society’ Do we put too much emphasis on numbers? On vacuous data, costs and big numbers?
  61. 61. Are we too busy trying to do things on the cheap that we don’t do any decent marketing anymore? (cost vs investment - vote)
  62. 62. 48,345 Likes
  63. 63. 48,345 Likes
  64. 64. 48,345 Lies?
  65. 65. “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” Einstein
  66. 66. “Don’t make the measurable important make the important measurable.” Big Data & The Numeric Society
  67. 67. “Don’t make the measurable important make the important measurable.” Big Data & The Numeric Society
  68. 68. Good door drops deliver response and sales.
  69. 69. Back to basics… the female consumer
  70. 70. “Despite my 30 years of research into the feminine soul I have not been able to answer the great question that has never been answered. Sigmund Freud
  71. 71. “Despite my 30 years of research into the feminine soul I have not been able to answer the great question that has never been answered. What does a woman want?” Sigmund Freud
  72. 72. 85% of consumer purchases
  73. 73. 91% of women think marketers don’t understand them Nielsen
  74. 74. 86% of marketers think both brands & agencies DON’T understand female consumers Marketing Week: Are advertisers turning off men and women? Aug 2012
  75. 75. Women spread the word more. 10x more than men. WOM: 90% is in real word, 10% online
  76. 76. 91% of women hate ‘pink wash’
  77. 77. Ding Dong! Using the seductive power of creativity to grab attention and sell
  78. 78. Putting the creativity back into door drops… why? 1.Impact 2.Engagement 3.Response 4.Sales
  79. 79. Consumers ‘think’ and ‘feel’
  80. 80. Rational ------------------------------ Emotive
  81. 81. ‘Imagination is more important than knowledge” Albert Einstein. “
  82. 82. An idea worth £5 billion pa $93bn - HANS RAUSING
  83. 83. Why are so many door drops so bland and uncreative?
  84. 84. LAZY
  85. 85. FEAR “It’s easier to remove the corners than sharpen them”
  86. 86. The corporate culture
  87. 87. Dinosaur culture 24 layers?
  88. 88. The entrepreneurial culture 3 layers?
  89. 89. the Mafia
  90. 90. Push the boundaries. “If it wasn’t for those that used imagination, had the balls to defy the conventional and take risks, we’d still be living in caves.”
  91. 91. “ Everything is impossible until someone makes it possible.” 4 minute mile
  92. 92. Don’t keep doing things the same way. Challenge. Change. Explore. Be brave…
  93. 93. “If you aren’t fun having then you’re not doing things right.”
  94. 94. “If creativity was good enough for God, who are we to disagree?” (God out shopping)
  95. 95. THANK YOU Chris Arnold m: 07778 05 66 86 www.creativeorchestra.com www.comobi2.com
  96. 96. Nuffield Health – Our door drop experience Rachel Warren, Marketing Director – Consumer Wellbeing, Nuffield Health #dmadoordrop
  97. 97. Nuffield Health Our Door Drop Experience 14th November 2013
  98. 98. Contents • Background • About Nuffield • Our Door Drop experience • Conclusion
  99. 99. Background • Started in customer insight and moved into marketing • Undertook Econometrics project at Somerfield to understand media efficiency • Responsible for delivering over 2.5bn Door Drop items during career so far!
  100. 100. Contents • Background • About Nuffield • Nuffield - our Door Drop experience • Conclusion
  101. 101. About Nuffield • Leading Healthcare Charity - Hospitals Clinical services Corporate gyms Consumer gyms- 65 Centres • £70m Group profit
  102. 102. Contents • Background • About Nuffield • Our Door Drop experience • Conclusion
  103. 103. Challenges at Nuffield • • • • • • Brand awareness was low Brand consideration was non existent Pressure to hit lead generation targets Trying to run 65 local marketing campaigns from one team Fiercely competitive market Major challenge to improve brand AND increase footfall on a small budget • Budget was being spent on radio, Regional Press (Metro etc) and Outdoor media
  104. 104. Testing Door Drop • Econometric modelling identified activity that was not effective (radio, press) • Decision was taken to test Door Drop owing to its ability to target very specific areas – for Nuffield this is key as we don’t have national coverage • Results of the first test were beyond our expectation - 1000’s of leads generated • Very positive feedback from internal stakeholders and Club Managers • But…. we needed to improve efficiency even further
  105. 105. Nuffield joiner & enquiry data TLC used site name and customer postcode
  106. 106. Acorn profile output Acorn types selected for Nuffield target
  107. 107. Drive Time Decay - Aberdeen 2500 100.0 2000 80.0 1500 60.0 1000 40.0 500 20.0 0 0.0 10 20 30 40 50 60 70 80 DriveTime Bands 90 100 110 120 Cumulative % 120.0 Frequency 3000 Band Range Frequency 10 20 30 40 50 60 70 80 90 100 110 120 2641 388 178 91 41 23 12 5 6 1 2 6 Cum % 75.7 86.8 91.9 94.5 95.7 96.3 96.7 96.8 97.0 97.0 97.1 97.2
  108. 108. Final bespoke catchment - Aberdeen Target overlaid and cut back to sectors which index at 100+ only
  109. 109. Final recommended catchment Aberdeen
  110. 110. Implementation Royal Mail: Newshare: •The domain of the DR advertiser •Delivered with Freesheet newspapers. • Currently maximum of 6 items all non-competing. 52 weeks a •The domain of the retailer. year. •No limit on no of items / no non•Strong standout competing rule. •Can employ Round Level targeting for DR clients. • Reduced coverage Team: •Independent team delivery •Predominantly used by Retail or FMCG. •Very short leadtimes / can offer Solus service
  111. 111. High Interest Prompted recall 73% for grocery and retailers Cut through can be achieved via newshare and team Royal Mail needed for coverage
  112. 112. Low Interest Prompted recall 21% for Direct Response Royal Mail needed to achieve cut through and standout
  113. 113. The Outcome • Accurate bespoke catchments for every club – minimal wastage • Helpful for other media • Effective planning has achieved effective results…..
  114. 114. Results to date • Media budget reduced by 25% • Improved brand awareness by 5% • Brand consideration has doubled • Lead generation 27% turnaround
  115. 115. Frustratations • • • • • Door Drop is a client led medium Have to challenge media agencies to consider it Media recommendations typically prioritise TV, radio, press and outdoor Door Drop is rarely considered or recommended But….in an ever changing media landscape, it remains as intrustive as ever!
  116. 116. Contents • Background • About Nuffield • Our Door Drop experience • Conclusion
  117. 117. Three is the magic number! Targeting  Delivery/Implementation Creative/Offer
  118. 118. http://www.youtube.com/watch?v=lbfJBPkE0cg
  119. 119. Closing comments Mark Young, Chief Executive, The Leaflet Company #dmadoordrop
  120. 120. Thank you to The Leaflet Company for sponsoring today’s event!

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