DMA Go integrated, wednesday 28 march 2012

Welcome from the chair
Patrick Collister, owner, Creative Matters

#DMAGO

Caught in the web or spinning your
story?
Melanie Howard, chair, Future Foundation

#DMAGO

Caught in the web or
spinning your story?
Melanie Howard, Chair, Future Foundation
Go Integrated, DMA
28th March 2012

5

A starting point: more media, channels and choices

6

The desired result: structure, relevance and beauty?

Unwrapping the nature of change

From Stewart Brand: Clock of the Long Now

Sociology gives primacy to values

50% now agree that a
single parent can
bring up a child as
well as a couple

Technologists drive a different vision

10

Commercially you must anticipate customer needs

Photo © Getty Images

11

Five factors from the past of integration

12

The good old days of ‘above’ and ‘below’

13

Technology drives channel proliferation

Nan June Paik: TV Buddha 1974, Techno-Buddha 1994

14

The Network Society rules

15

5 billion connected people on the planet
[Example text box to copy and resize]

16

Five facts of today’s integration challenges

17

Agility and adaptability are more vital
[Example text box to copy and resize]

18

Consumers multi-task to maximise self-fulfilment

Photo © Mixtribe

19

Mobility disrupts: media, attention, life, everything

Social media have changed the picture

32% of British women said they untag
photos of themselves that they don’t
like.

And 16% ask others to untag photos
of themselves that they don’t like.
Source: P&G Beauty & Grooming/ Future Foundation
Base: 1,479 women members of an online social network aged 15-64, UK, Germany, Italy, Spain

21

Content must engage networks of trust

22

Five forecasts for the future of integration

23

Interaction will bring negotiation into the everyday

24

Engaging people in all environments

Yahoo Bus Stop Nissan Leaf
Derby Game-like Eco-Driving
Play for your local community ranking feature

The end of inefficiency: technology that filters and
communicates for you

26

57% 44% 37%
A department store Demonstrations in a A clothes store
which offered you a supermarket where which invited me to
comfortable lounge a chef shows me displays of the latest
where you could how to prepare styles before they
take a break/relax better meals/dishes are available in the
while shopping shops

Demand for intensified experience
Source: nVision Research. Base 1,000 online respondents aged 16+, 2010, GB

Many factors will raise the question of privacy

28

Insights about the
future should
inspire creativity

Thank you and good luck!

29

From integrated to orchestrated
Richard Robinson, industry leader, Google

#DMAGO

Orchestrated Marketing

Richard Robinson
Google

The complexity of the buying process

Source: Google/TechTarget How IT buyers Search Online During the Purchase Process

Placing the value where it should be

Source: Google/TechTarget How IT buyers Search Online During the Purchase Process

Key actions
• Break down the silo’s in your marketing
organisation
• Build your marketing strategy around your
customers journey
• Measure and attribute value
• Orchestrate your marketing

Integration- ‘More than a pretty set of
Louis Vuitton Suitcases’
Joby Russell, head of marketing and communications,
Confused.com

#DMAGO

Integrated marketing is more
than a set of Louis Vuitton
luggage.
Mar 2012

Consistency is Critical

Business on top

Party down
below

Inconsistency in communications is like
having a mullet!!!!

People Don’t Live in a Single Channel

Separating comm’s strategy by channel isn’t
cool, but endemic in big departments

Multiplier Effect is Proven to Exist

Integrated Campaign
Response Brand A
Rate

!!!!! THIS IS A FAKE GRAPH !!!!!
Channel by Channel
Campaign - Brand B

Time

The People to Follow for Guidance…

TEENAGE BOYS

Comparing A Teenage Boys Approach to Getting a Girl and
Integrated Campaign Planning at Confused.com

VS

Market Segmentation

Confused.com A Teenage Boy
Recognise that certain audiences Certain girls are more likely to
are more likely to convert than convert than others.
others.

Focuses to attract this core
audience. Certain girls are not worth the
investment in time or money.
Takes steps to reduce media
wastage on poor converting
audiences.
Prepared to accept a segment
that is likely to convert,
despite not delivering the best
returns.

Image of middle class family supplied by
DailyMail.com

Insight - A Deeper Market Understanding

Branding beats emotional insights. Has quickly understood the
needs, desires and motivators of
his audience.

Brand Positioning – Owning a space in the mind

Ownership of the key Routinely re-brand and re-position
motivating factor for category. himself to establish himself as a
desirable mate.

Advertising

The role of advertising is to ensure Understand the steps a brand must
Confused.com is front of mind and go through to achieve “brand
consumers visit the site direct, not affinity” and produces a campaign
by paying Google ever increasing accordingly.
amounts of money!
Girl doesn’t know me = Awareness
Campaign

Girl is a non-rejector = Preference
Campaign

Girl hates me and my friends for
kicking a football at her in year 7 =
Branding, branding and a sprinkle of Total brand reset and time for a new
branding. agency!

PPC


Reflecting campaign messaging Presence is key to conversion and
in PPC provides recall of the being present when girls are in
campaign and improves CTR. the market for a relationship can
bring fruitful rewards (or drunk).

Persistently testing and
optimising new chat up lines.

CRM


CRM plays a large part in delivering “I know you enjoyed our last date,
the Nectar message to loyal users so how about we go to the cinema
and re-activating those we thought this time?”
we’d lost.

“Can I help you with your homework
tonight?”

And the most brazen ones….

CRM is also a critical tool for “Remember to recommend me to
conversion by being linked to your friends!”
onsite behaviour.

PR / Content Creation & SEO


Amplifying the campaign through Spreading stories of sporting success.
interesting newsworthy stories/content
relating to Nectar that encourage link Embellishing how many people turned
building and press pick-up. up to their gig.

Influencing playground conversations.

Lobbying and schmoozing the girls
group of friends to generate
endorsement.

Social Media


Focussing on quality not quantity. “Projected Self” is used as a strategy
for governing Facebook policy:
Never buying fans or followers. 700 Friends – ‘Wow he’s popular’
Giving things people want, making Well selected profile image, probably
people smile and presenting black and white.
content/games/images people would
like to share with friends. Only check-in at places that seem
cool.

Post lots of photos to dominate friends
wall’s in order to maintain awareness.

Never accept friend requests from
girls too soon. Seems too eager.

Only link or like to cool content that
supports the position of the personal
brand.

Internal Communications

National Express Group A Teenage Boy

Brief your mates. The lads need to
know that the target market is yours
The need to mobilise 25,000 until you’re rejected.
consumer facing staff
Seed in key themes to your friendship
group during conversations. These in
turn will be fed back to your target
audience with added endorsement.

Measurement


Hold out regions for TV and Radio •The clothes?

Econometrics •Her friends endorsement of me?

Direct reporting from digital •My dancing?
channels
•My Vauxhall Corsa with alloy wheels?
The holy grail of path to conversion
No male can never really measure
analysis across all channels is miles
how the conversion was achieved!
away, live with it!

Key Thought to leave you with..

A great TV ad or a brilliant piece of PR can create
pandemonium across social networks – Harness it.

Mobile- your flexible friend: The
flexible integration channel for all
your marketing needs
Jo Garcia, business development director, Traction

#DMAGO

Mobile – Your flexible friend: The Flexible
Integration Channel for all your marketing needs

Jo Garcia
Business Development Director
& Vice Chair DMA Mobile Marketing Council
28th March 2012

http://www.youtube.com/watch?NR=1&feature=e
ndscreen&v=mMpfDBZ2kO0

Section 1: Drivers behind the stellar rise of
mobile usage

The stellar rise of mobile usage ‐ Influences

Photograph: Alamy

The stellar rise of mobile usage – The outcomes

53% UK Smartphone Ownership*
24.6 million – Mobile Internet Audience*
£203 million – UK Mobile Ad Spend**
Tablets 72% growth in 7 months*

Mobile visits to e‐retail sites up to 8.2%

£134.3 million Search = 66%**

*comScore Mobilens Jan 2012 **IAB/PWC March 2012

March 2012 – Month of the Mobile! (nearly!)

• 250 billionth App downloaded ‐ Apple
• Google’s Android Market Renamed Google Play
• GoMo Campaign
• Facebook Mobile Ads

Section 2: How consumers are using their
mobile devices

How consumers are using their mobile devices

40% Smartphones & 42% Tablets Dual Screening*

Tablet owners 4+ hours per week on retail sites**

£2.4m ad revenue on tablet***

24% take mobile shopping to compare prices****

54% of display advertising is in App**

*Neilsen ***IAB/PWC March 2012
**IAB MOJO Study Jan 2012 ****Google‐Our Mobile Planet

How consumers are using their mobile devices

US adults spend daily 65 minutes with
mobile vs. just 44 minutes with print
magazines & newspapers combined

10% share of adults’ media time each
day ‐ but less than 1% of ad $

eMarketer Dec 2011

Section 3: Harness the opportunities for
engagement via Mobile technology

Harness engagement opportunities via mobile technology
Target market: Astronauts & helicopter pilots

Because everyone has a helicopter!

Section 4: Put joined up marketing into
practice

Mobile’s Role in Marketing & Advertising

Mobile
Mobile Customer
Marketing Service
& Advertising

Mobile
Commerce

Put joined up marketing into practice

• Mobile can work in conjunction with all business
strategies:
– Across Channels
– Seamless experience
– Consistent marketing
• Aids single view of customer
• Mobile becoming the connecting device for marketing
& consumers

British Airways – Gold DMA Awards 2011
Outdoor

Mobile used to
“start a
conversation in real
time with the
BEING London Caribbean”

V Festival – Silver DMA Awards 2011
Social Media

Bolser

Waitrose – Bronze DMA Awards 2011
Cross Media Activity

Incentivated

Tesco – Shrek Halloween Deals
Press Advertising

http://www.youtube.com/watch?v=1Pr03DeU7Zk

Shazam – Super Bowl Takeover
TV Advertising

Heineken Star Player
Dual Screening/ Triple Screening

http://www.youtube.com/watch?v=XP5yySEZub8

Topshop
In‐ Store, Social Media & Email

Summary

• Consider the breadth of the channel for your Mobile strategy
• Use the technology which suits your business objectives
• Stick with your DM principles, test, learn, apply, test, learn, apply….
• Distinct business advantage for businesses who optimise their sites
for mobile, apps can follow, if appropriate
• Clear benefit for retail & mCommerce ‐ but not just retail...
• Increased activity on the mobile internet – higher levels of
browsing & search
• Increased mobile advertising & more creative use of ad formats
• Mobile is an “always on” companion
• Consider Mobile opportunities in integrated cross channel
marketing activity

Thank you….Questions?

Contact:
Jo Garcia
Business Development Director – Traction
jo.garcia@tractionplatform.com

Questions for the panel

#DMAGO

Refreshments and networking
Please join us for tea & coffee in the lounge area

#DMAGO

Emerging print-to-mobile
technologies: Opportunities for DM &
Door-to-Door
Claire Cardosi, dealer marketing manager, Citroen UK
Simon Samuels, CEO Media, Digital Space

#DMAGO

Emerging Print to
Mobile technologies:
Opportunities for DM

Introduction : Simon Samuels - CEO, Media – Digital Space Publishing Ltd.

Case Study : Claire Cardosi - Dealer Marketing Manager – Citroën UK Ltd.

Agenda

• Introduction to Digital Space / Optima.
• Interactive DM Case Study:
“Citroën DS Line DM”
• Brief
• Print Execution
• Customer Digital Journey
• Content
• Calls to Action
• Link to CRM
• Process workflow
• Summary

DS Line DM Case Study
Name of presentation goes here

Credentials

Specialists in the marketing Experts in building the
application of smartphone capability to capture, identify
technology and developing and realise the value from
‘point and scan’ solutions. multi‐channel customer data.

FOCUS FOCUS
Developing and integrating mobile Data strategy, management,
technology support measurement & reporting

Our credentials blend strategic insight, technical experience and commercial know‐how to create a
unique combination of skills that bridge the physical and digital environments.


New Opportunities

Barcode QR Code Digital Watermark Audio Recognition Image Recognition Augmented Reality

“A whole range of emerging
technologies bridging traditional
& physical media with Digital…”


The Mobile Opportunity

ENGAGE

ON-THE-GO
better
USER
CENTRIC
push pull
Interactive media

QUICKER
CONNECT

customer
PERSONALISED
journey
channels

predict
REAL
TIME

what
consumers
want

SMARTER


DM Print to Mobile (The Process Flow)

The customer selects
smartphone app

The customer Digital or physical fulfillment for
chooses to customer. Can include;
engage with brochures, samples, products,
Print Media coupons, web, email, call back,
(DM) SMS, e vouchers, video etc.

A central data repository is created
The downloaded app on
with capability to maintain SCV with
the mobile phone reads
identified customer data. Deliverables;
encoded images, the
Behavioural •Data warehouse
business rules and content
database •Report by trigger code
to be served


Our Clients

Brands & agencies are learning how to engage people offline using mobile triggers.


Citroën Brief

• Project brief developed by Acuity on behalf of their client Citroën UK
• Acuity and Digital Space worked together to integrate print to mobile
technology into this DM campaign.
• Citroën DS Line DM invitation to be made interactive.
• Sent out to 200,000 addresses from national bought data & local dealership
lists.
• Showcase benefits & features of each model.
• Include videos, photos & product overviews.
• Explore all 3 models in the line.
• Instantly connect with corresponding local dealership.
• Register interest in a combination of calls to action.
• Send directly to Citroën’s CRM system.
• Follow up by Dealers.

Print Execution

• Managed by Citroën UK’s agency Acuity.
• Design to include consumer education & signposting.
• Each car model uniquely watermarked.
• Print run separately coded across 190+ local dealerships.
• Approx 600 watermarks across the campaign.


Print Execution


Print Execution

Making mobile marketing count

Print Education

Making mobile marketing count

Print Signposting & Icons


Scanning The Artwork


Digital Overlays


Customer Digital Journey


Photo Gallery Slideshow (x8 per model)


Product / Event Overview


Consumer Journey


Videos (x3 per model)


Video


Calls to Action

• Call local dealership immediately.
• Arrange a call back.
• Register interest in attending a DS Discovery Day.
• Order a DS model specific brochure.
• Book a test drive.
• State expected exchange period.
• Submit preferences to CRM


Call Now


“Get in Touch”


Preferred Model


Calls to Action


Book a Test Drive


Data Entry Form


Send to CRM


Dealership Follow Up


Summary
•Customer can further discover & explore the DS Line.

•Watch videos, view photos & learn more through their mobile.

•Instantly connect to their local dealership.

•Call now, register interest in events, request call backs, order
brochures, book test drives.

•Customer engagement data by sales zone, by dealer plugged directly
into CRM.

•Framework foundations which can be applied to future DM and other
print media activities.

•Whole range of new digital opportunities to engage with customers
through DM.


The power of brand activation: Miller
Beer leads the way
Richard Dutton, business development director, Arc UK

#DMAGO

The Power of Brand Activation

Go Integrated, 28.03.12

What I would like to cover today

• What is Brand Activation

• How does it work

• How to approach a campaign

• What good looks like

‘Creating consumer engagement along the path to purchase in order
to activate a sale – this could be in-store, on-line, direct or face to
face

Brand Activation can therefore include any of these disciplines; shopper
marketing, digital, direct, experiential and sponsorship activation’

We believe….

• Good brand activation drives sales.
Great brand activation also builds brands.

But the best kind of activation moves shoppers—
emotionally and behaviorally.

3

Everything we do, begins and ends
with shoppers in mind.

4

Shoppers have different need states
depending on the category.

There are typical shopper archetypes

Multichannel Shopper Archetypes*

Bargain Hunting Exploratory

Opportunistic
Adventurer
15% / 113
Strategic Savvy
Saver Passionista
29% / 135 14% / 98

Low Price Premium

Dollar Quality
Defaulter Devotee
13% / 84 16% / 74
Efficient
Sprinter
13% / 93
List Driven Habitual

Percent: Heavy Multichannel Shoppers
Index: Heavy Multichannel Shoppers / Total Shoppers
* Overall shopper archetypes are based on overall attitudes towards shopping

Need states often have overlapping motivations
caring
designer badge good service
confidence
be fashionable
make a be the envy
statement of others
exclusivity
make style
popular
affordable
make style authenticity
express your accessible best sales
personal style for less good neighbor
have the
latest look
not cheap well-known
no limits stuff
always thrill of
reliability
something new a deal familiarity
best prices
options solutions
comfort
no get what
sacrifice predictable
i expect
no guilt
never know what choice
thrill of want vs. hassle-free
you might find
a hunt need always there

surprise exactly
treat yourself
feel what i need
impulse basics
smart
easy to
navigate

sense of
accomplishment everything
i need

stimulation routine effortless
success
purchase

excitement & joy get shopping efficient
done

Inside the store, communication must be tailored by
zone
Service Zone

Destination Zone
Service

Impulse Zone

Transition Zone

Understanding the shopper journey is critical

DURABLES

The important thing to remember is that none of
this counts if we don’t deliver a memorable and
powerful brand experience to the shopper

The Experience

on-line

in-store

over their phones

& via underground events

one-to-one

& with their entire social network

So what does this look like in practice?

Our brief from Miller

• Miller Genuine Draft was loosing relevance with and
needed to recruit 18-24 year olds in its key market,
Scotland.

• The brief was to re-connect Miller Genuine Draft with
this audience and re-enforce its position as a genuinely
different premium beer. In particular, to appeal to
opinion leading young adults.

Solution
• ‘The Mill’ was conceived to appeal to these image-
builders and it worked on two levels:
– 1: We created unique, weekly gigs in Edinburgh and
Glasgow, showcasing emerging Scottish bands.
– 2. The Mill became the content for our communication

• The events and music were seeded via multiple
touchpoints - online, via Bluetooth, through QR codes on
posters, underground takeovers, cinema ads and other
media only available to those in the know.

emotionally

rationally

measurably

To sum it all up…
We must move effectively
people…

Workshops
Both Debi Bester and Bob Moody did not use slides.
Unfortunately Patrick Collister’s presentation was too big to
include but please contact events@dma.org.uk if you would like
it.
Please see below for Tim Drye and Liz Curry’s presentation

#DMAGO

Stimulating an
Infectious Brand
Extending the reach of the
Sainsbury’s Sport Relief Mile 2012
Integrated Campaign

Outline
• Already an Integrated Campaign:
– But the “Promise” needs to work smarter
• Integrated Insight and Analysis:
– Balances database, research, external and internal
information
• Integrated Testing:
– Small scale tests with maximum insight and rapid
turnaround.

Sport Relief Introduction
• Sport Relief Video Introduction

TV & Radio Build Up
• Sport Relief TV Trailer

Email – Mailing Pack Templates

HOW CAN THE “PROMISE” WORK
HARDER?

The Comic Relief Promise
Operating Income and Expenditure statement

In order to run itself in a professional and effective way Comic Relief incurs
necessary costs. Raising funds, making grants and organisational overheads cost
real money.
Despite these costs, Comic Relief is still able to promise that for every pound the
charity gets directly from the public, a pound goes to help transform the lives of
people living with poverty and social injustice. If Sport Relief raises £50 million,
Comic Relief will spend at least £50 million doing just that.
It can make this promise because its operating budget is covered in cash or in
kind from all types of supporters like corporate sponsors and donors, suppliers,
generous individuals and government (including Gift Aid) as well as from
investment income and interest.

Merge insights from a database and research

INTEGRATED INSIGHT

“…Brands only
exist in the mind
of the
consumer…”

John Hegerty

Integrated Insight

Historic Database
Behaviour

Segmentation
Combined Grassroots UK Communication
Directory

Current Communication
Research:
From the British Marketing
Survey Monthly Tracking Study
1. Acceptablility of charity communications form
localised hotspots.

2. Openness to health communications shows
clustering too.

3. Is Sport Relief characterised by an overlap of
interest in charity and health?

4. These groups over the last four years have shown
an openness to context based and localised
communications especially door‐drop. Current BMS
Tracking Study

From the Database:
Historical Comic Relief
Campaign Insights

1. Campaign Participation consists of many small
informal “groups” rather than individuals.

2. A Committed supporter, a high value sponsored
participant. generates nearly six times as much donor
activity around them.
‐ nearly three times as many donors in
their locality
‐ contributing nearly twice as much

3. Registered teams typically live close together:
‐ over 60% live within 500m
‐ teams have a tendency to be stretched
out along streets

• Youtube trailer of the
movie:‐ The Joneses

• (http://www.youtube.com/
watch?v=5Nsiek4Rcz8)

A Softer Side to the Jonses

UK wide Communication
Segmentation:
Channel Spectrum
1.Characterises UK Consumer appetite for
communications into 2 axes:
I. Levels of digital engagement
o From no digital access to fully immersed.
II. Preferred communication medium
o Context based (e.g. TV, Newspapers, Internet ….)
o Location based (e.g. Door drop, posters ….)
o Direct (e.g. Email, SMS, Mail, Telephone …. )

2. Team “Captains” demonstrate the ability to influence
and have a tendency to be digitally immersed and open to
all three media types.

3. Team “Members” are less commercially engaged
online and have a tendency to be open to non‐direct
channels, context based and especially location based
mechanisms.

4. Previous history of Comic Relief activity is a key
stimulus to involvement.

4. Generate a Comic Relief
Grassroots Directory:
Combine Channel Spectrum and
Comic Relief database behaviour
to focus localised activity
1.Utilise a modelling method that preserves dispersed
neighbourhood relationships.
I. L1 Mimimisation.

2. Combine the framework sued to build Channel
Spectrum with Comic Relief historic behaviour.

3.Convince “digital advocates” that a mere “physical
leaflet” might work.
4.Select target locations for a Postcode Sector based
test campaign.
5.Implement a novel (for Comic Relief) leaflet
campaign to “fertilise” team members participation
around the Manchester Flagship mile
Combined Grassroots
Directory

Integrated Insight

Current Research

Segmentation
Combined Grassroots UK Communication
Directory

Convince “digital advocates” about “physical relevance” efficiently

AN INTEGRATED TEST CAMPAIGN

A Constrained Integrated Test
• Constraints:
– Minimise the initial volume of the test door drop
campaign
– Minimise the size of the control cells eliminated
from conventional warm communications
– Execute early in the campaign when responses
low to allow control cells to re‐enter comms.
– Deliver a rapid interpretation to facilitate a roll
out.

Two outcomes to test
• Increase the online sign‐up rate for
participation in the Manchester Sainsbury’s
Flagship Mile.
– A mechanism to monitor offline communications
that drive online behaviour.
• Post campaign identify increased levels of
donation, due to door drop inclusion.
– A mechanism for socialising/normalising
participation in a local group activity.

Integrated Communications
• Identify the combined effects of:
– Warm email and mail
– Location based posters and door drops.
• To facilitate the activation driven by TV and Radio
exposure.
– BT Challenges (David Walliams, Helen Skelton, John
Bishop, ….)
– The Great British Sport Relief Bake Off
– Let’s Dance for Sport Relief
– Sport Relief does Glee
– ….

Case Control Study
• Prior to the campaign:
– Characterise Postcode Sectors by Channel Spectrum
demographics, Sport Relief Previous Campaigns.
– Generate pairs of similar Postcode Sectors in
Manchester, with a match in Birmingham.
– Select one to receive Door Drop leaflets the other not,
up to a distribution of 100K.
– Select eight Postcode sectors, in Birmingham and
Manchester to exclude from warm communications,
half of those in Manchester excluded from Door Drop.

Initial Peak, with ongoing
enhancement

Initial Peek, on‐going
enhancement
• During early campaigning:
– Initial peak of nearly 400% index (397) over the
case controlled cells.
– Ongoing growth in enhancement, a month later,
nearly 150% index (147) enhancing an overall
increase in registration of over 300%
– Further leafleting rolled‐out:
• Belfast (solus)
• Birmingham (newspaper)

Roll Out Campaigns
Local Newspaper Distribution
Solus Distribution RM Door Drop with Trinity Mirror (TNT Post)

Roll‐out Results
• Apply the Grassroots Directory to the
selection of locations
• Identify how the mode of delivery might
impact on the effectiveness of the
communication
• Assess how the timing of the delivery can
effect the impact of the communication

Solus distribution in
Belfast
Supported by
Royal Mail Door Drop

Local Newspaper
distribution with leaflets
Supported by
TNTpost and Trinity Mirror

Record breaking Night of TV Total

Still to come?

• Activated Online Registration and
Participation.
– First week plus Third week bounce.
• Are donations infectious?,
– grown sponsorship and donation rates?.
• Watch this space.

Outline
• Already an Integrated Campaign:
– But the “Promise” needs to work smarter
– Engaging with the Brand
• Integrated Insight and Analysis:
– Balances database analysis, research insight,
– external and internal information
• Integrated Testing:
– Case‐Control tests
– Small scale with maximum insight and rapid turnaround.
• Activated the “Infectiousness” of the Brand

Contact Information
• British Marketing Survey:
– www.thebps.co.uk
• Channel Spectrum:
– www.channelspectrum.co.uk
• Streetwise Analytics:
– www.streetwise‐analytics.co.uk

Lunch
Please join us for lunch in the lounge area

#DMAGO

Welcome from the chair
Shaun Bailey, managing director, Jacob Bailey

#DMAGO

TomTom break free: Working with
social media across channels
departments and disciplines
Roger Warner, managing director, Content and Motion

Please follow this link to Roger’s presentation
http://www.slideshare.net/SarahWright/tomtom-break-free-
working-with-social-media-across-channels-departments-
and-disciplines

#DMAGO

Right channel touching: How
channel choice impacts Orange’s
marketing ROI
Josephine Lung, senior decision manager, Everything
Everywhere
Tim Watson, owner, Zettasphere

#DMAGO

The Global SaaS Leader in Relationship Marketing

Orange
Multi-product, multi-channel
promotion

28th March 2012
Tim Watson
Jo Lung

www.emailvision.com

Acknowledgement :Zephyris at Wikipedia

www.emailvision.com

Campaign objectives

● Regular communication with the PAYM base (every 2-3
months)
● Communicate multiple offers in one large scale
communication, getting more messages to the customer
without increasing campaigns
● Achieve a positive ROI through x-sell and longer term
impact on loyalty and survival.
● Increase perception of value.
● Drive awareness of products and services available
● Focus on multimedia products

www.emailvision.com

Many cross sell offers to promote

Public Wifi
access

Photo bundle

Roaming bundle
Broadband

www.emailvision.com

Diverse customer base

Photo acknowledgement: tim166

www.emailvision.com

Multiple Sales channels

www.emailvision.com

Channel choice

● Bill insert ● SMS
● eBill ● Direct Mail
● Email ● Telesales
● MMS

www.emailvision.com

Segmentation solar system
Sociable
Socialites

Digital Tribe
Chatty Spenders

Youth
Good Lifers

Balancing Families Tech
Tech
Cautious Savvy

Maximisers
PAYM Pragmatics

PAYG Pragmatics

Basic Communicators

Bubble =
Segment
Size
Introvert

www.emailvision.com

Segment definition

Socialites Maximisers
Carefree & Gregarious Ambitious & Active

•Spontaneous and carefree, often flitting between jobs for •Hard working and career focused, often struggling with
example work/ life balance
•Love their phones as a communication device and being •Internet central to their lives, both for entertainment but
tempted to Smartphones by services such as social also juggling their busy lives
networking and BBM
•But also love a gadget for the ‘cool factor’ and relatively
•Extrovert creatures who love to be in constant contact early adopters
with their mates

iPhone Pragmatics
Overlapping solar segments Thorough & Methodical

•Relatively affluent segment who are focused on quality
and reliability
•Specific segment targeted due to the large base and
•Stick to traditional brands who they feel won’t let them
specific Orange package offers
down
•Love the Internet as a reference / information resource
and many now tempted by ‘useful’ mobile services e.g.
navigation

www.emailvision.com

Right touching

www.emailvision.com

Cells used

Bill insert iPhone
Maximisers
Pragmatics
Socialites
eBill iPhone
Maximisers
Pragmatics
Socialites
Email iPhone
Maximisers
Pragmatics
Socialites
MMS iPhone
Maximisers

www.emailvision.com

Bill insert - front

Pragmatics
Socialites

www.emailvision.com

Bill insert - rear

Pragmatics
Socialites

www.emailvision.com

eBill

www.emailvision.com

MMS

Pragmatics Socialites iPhone

www.emailvision.com

Email - iPhone

www.emailvision.com

Email - Socialites

www.emailvision.com

Measuring success – the big picture

Churn
ARPU
Average revenue
uplift per user

Customer service

www.emailvision.com

Solution - holdout groups

Multi-product
campaign

Campaign groups Campaign impact

Holdout groups Holdout no multi-
(for each segment) product campaigns

3 months 3 months

www.emailvision.com

ROI per contact

Revenue uplift – Customer service costs + Churn benefit

Count of customers in campaign group

www.emailvision.com

ROI by segment

www.emailvision.com

ROI by Channel

www.emailvision.com

Two simple lessons

● Market using bill inserts

● Don’t market to Maximisers

www.emailvision.com

ROI drill down

www.emailvision.com

Tests repeated following quarter

October multi-product campaign

www.emailvision.com

Another way to skin the cat

Orange pay monthly Animal packages

www.emailvision.com

Relative results by Animal

www.emailvision.com

Takeaways

Look deeper than Right touch the
summary channel

Sometimes say
nothing?

The difference
True marketing
between profit
impact
and loss

www.emailvision.com

Questions

Let’s Connect
Tim Watson
Twitter
@tawatson

LinkedIn
http://uk.linkedin.com/in/tawatson

Jo Lung
LinkedIn
http://uk.linkedin.com/pub/josephine-
lung/1/281/516

www.emailvision.com

Some of our 3000 + clients

www.emailvision.com

Menzies digital marketing: Mazda
client multiplatform customer
communications case study from
Redwood
Sarah Clegg, managing director, Menzies Digital Marketing
Janine Goldblatt, senior account director, Redwood
Nik Berg, global editor, Redwood

#DMAGO

INNOVATIVE CONSUMER ENGAGEMENT
MAKING AN IMPACT EVERY DAY

EXCLUSIVE UK PARTNER OF THE MARKET
LEADING DIGITAL PUBLISHING PLATFORM

Create award winning e‐zines and compelling
interactive communications
Incorporate personalization, tailored branding
and e‐commerce onto PC, tablet or mobile
Fully supported with creative, production and
consultancy services

A SELECTION OF RECENT CLIENTS…

‘How much response goes online?’
Recent joint research by the inserts
and door drop councils
CJ Court, managing director, All response media
Mark Davies, managing director, TNT Post (Doordrops)

#DMAGO

2011 Research Project

CJ: Managing Director - All Response Media
Mark Davies: Managing Director – TNT Post DoorDrop Media

Response rates declining

Consumers increasingly embracing the
internet

Measurement vital to understanding value

(still) Feel print medium only partially judged

Previous research in 2009: variety of clients
using just loose inserts
◦ Toy retailers, cosmetic surgery, charity,

% of measured response online = 52%

Range was 24% to 76%

Expected factors had an influence
◦ Target audience, product advertised, media title

2011- Insert Council collaborated with Door
Drop Council to include door drops

Clients from wider range of sectors:
◦ Charity, Finance & Retail

Timing: April - Jun 2011

Volume: 3m items

5 clients

11 titles / distribution methods

Excluding the retail client the average %
response to go online has risen….

250,000 A4, 2pp leaflets
Distributed via Newshare
Mosaic targeting (from existing customers)
Overlaid on town catchments

Results:

80% of sales in-store
20% of sales online

90% of online sales from new customers

Upmarket charity that
appeals to older, more
male donors

800k inserts in both
national press and
lifestyle titles

Results:

59% of donations online

Similar to average %
across all activity

Cancer insurance product:
New to UK market

650k inserts in national
press and lifestyle titles

300k door drop /
Newshare

Results:

83% of response was online
All of door drop response was online

23% of all response was “Search Engine”

250k via Royal Mail door drop, 250k via
Newshare
Used customer profiles to target relevant
Financial ACORN Types

Results:

50% of leads were online
50% leads offline

27% of leads were converted to sale

Campaign similar to previous research
500k inserts across national and lifestyle
titles

Results:

Online response was 32% (up from 27% in
previous research)
◦ NB 3 response routes: Phone, coupon and web

Still affected by type of title
◦ Mass market TV title: 10%
◦ Mid market Sun: 29%
◦ Mid / upmarket Sat: 54%

Ave.

%
Response 20% 59% 83% 50% 32% 56%
online

Online response is increasing

Online response range: 20-83%
◦ “Personal” sectors are higher (as previous)
◦ Retail still had 20% online – and new customers!

Other factors affect % response online
◦ Product being promoted
◦ The number of response channels
◦ The readership demographics
◦ The online usage of that readership

Coupons are still a chosen channel

Importance of phone

But increasingly web

With added new technologies….

Vital that response data is measured correctly

Online response is significant

Measurement is more vital than ever

New technology can make measurement
easier and more accurate

New response channels can bring new
customers

The Power of Print can work with the internet

A lot – so we had better measure it!

cj@allresponsemedia.com
mark.davies@tntpost.co.uk

Award winning integration
Vanessa Preece, head of customer recruitment, Very.co.uk
Sarah Rogers, consumer engagement manger, Tourism Ireland
Ian Bates, creative director, Indicia

#DMAGO

Nick and Sam’s Ireland Roadtrip story

Media strategy

“A couple from Bath touring Ireland
for a week. Where should they go?
#irelandroadtrip”
“Absolutely loving Nick and Sam
on #irelandroadtrip. Superb banter”
“Wow! Just found your site.
Sooo jealous. Always wanted
to visit Ireland. Too many ideas!”

© Indicia 2012

Media strategy

“This looks like fun. I will be keeping
up with your progress. Enjoy it!”
“Loving the videos. Brings it all to
life. More please!”
“I have always wanted to visit
Ireland. You have made the idea
come to life”

© Indicia 2012

Media strategy

“Visit Killorglin in County Kerry
where they crown a goat as
king in August and have a
fantastic fair”

© Indicia 2012

Results

Engagement:
50,919 visitors to the campaign page
48,652 movie viewers
11,497 Facebookers and Tweeters interacted
19,531 competition entrants

© Indicia 2012

Results

Intent to travel:
5,342 brochures downloaded or requested
4,951 TripPlanner actions
Cost-effectiveness:
£1.24 average cost per response
275% uplift from inserts (compared to 2009-10)

© Indicia 2012

Judges comments

“A 21st-century solution to a direct marketing
problem that’s been with us for decades –
a truly interactive and evolving campaign.”

© Indicia 2012

Measurement

Engagement
Driving to datacapture

Interaction
Rewarded with relevant dynamic content

Sales
Prove this was a viable market for the brand

© Indicia 2012

Media strategy

“Sneak preview of
new babyworld
comp to launch on
13 October –
Very’s new range
Work it Baby!”

© Indicia 2012

Media strategy

“Online fashion retailer Very are launching a
super-stylish mum, baby and toddler campaign
on October 13 entitled Work It Baby.
The centrepiece is a fun-filled film showcasing
an array of fabulous fashion for mums-to-be,
new mums, babies and toddlers from Very’s
huge online store.
You can get a sneak preview as the teaser film
goes live today at justworkitbaby.co.uk.”

© Indicia 2012

Results

Engagement and interaction:
121,319 microsite visits
52,743 clicks to product pages
49,358 customer leads
25,915 video views

© Indicia 2012

Results

Sales:
4,795 customers (92% credit customers)
Almost 11,000 products sold
£3.4m predicted lifetime value to the brand
Effectiveness:
£154 AOV from email

© Indicia 2012

Judges comments

“A truly rounded direct marketing campaign.
A worthy Grand Prix winner, and a great
exemplar of how direct marketing is as
relevant today as in any other decade.”

© Indicia 2012

Future campaigns

How we plan campaigns has changed forever
You might not sell everything
Creative and data united
Don’t forget the media you create
The impact of the emotional story

© Indicia 2012

One’s to ponder

The role content plays in a direct campaigns
The inbox challenge and awareness
Making mail work cost-effectively
Organisational change

© Indicia 2012

Finally

“… we know how to construct the body, but
the real trick is knowing how to run blood
through the veins.”

Bill Bernbach

© Indicia 2012

Closing comments from the chair
Shaun Bailey, managing director, Jacob Bailey

#DMAGO

Thank you for attending
We look forward to seeing you at future DMA events!

Please visit www.dma.org.uk/event-listing for more information on
upcoming events

DMA Go integrated, wednesday 28 march 2012

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