Presentation to Direct Marketing Association West in Bristol on 5th November 2008

1. See Sony PIM in action
Personalised Integrated Marketing
DMA West 5th November 2008
Daniel Finn
Digital Media Consultant
Sony DADC

2. Agenda
• Marketing landscape
• Cross Media Marketing
• What is Sony PIM?
• PIM Case Studies
• Google
• Mercedes
• Tottenham Hotspur
• PIM measuring success in real time

3. Media reach - then
“In 1965, 80% of
18-49 year olds in the U.S.
could be reached with three 60-
second TV spots…
Reference: Revenue Science Inc., Procter&Gamble

4. Media reach - now
…In 2002, it required 117
primetime commercials to
produce the same result.”
– Jim Stengel
Global Marketing Officer, Procter & Gamble
Reference: Revenue Science Inc., Procter&Gamble

5. Direct Response Marketing Landscape
PULL PUSH
digital media:
digital media:
digital media: •Behavioural Targeting
•Search
•Search •Email Marketing
•SEM
•SEM •Mobile Marketing
•SEO
•SEO
physical media: physical media:
•above the line •pURL
•TV •QR Code
•print •Integrated DM

6. Cross Media Marketing
guiding media Direct
TV Print POS Radio Online Mobile
target media Mail
TV
Print
Direct Mail
POS
Radio
Online
Mobile

7. Power of DM and Digital
“While there are significant benefits
to optimising across digital
channels, the big win comes
through making on and offline
channels work together.”
– Mike Nutley
Marketing Week: Interactive

8. DM as lead – Digital as follower
I am more likely to click on an
54% agree
online advert if I have already
received something from the
company in the post
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

9. Digital as lead – DM as follower
I am more likely to read mail from
a company if I have already seen 56% agree
advertising for the company
online
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

10. DM & Digital as partner channels
I am more likely to remember
69% agree
something if it is
communicated to me by post
and online
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

11. What is Sony PIM?
• Unique and patented marketing solution
• Integrates offline and online channels
• Personalise and tailor the experience
• Measure engagement & response in real
time

12. Google – case study
• Promote Google AdWords
• SME target audience
• Objective
• Increase awareness in this segment
• Acquisition of AdWords clients
• Campaign features
• Digital voucher
• Google AdWords eLearning course

13. Personalised & interactive DM

14. Personalised Offline Landing page

15. eLearning course

16. Engaging & relevant content

17. Digital voucher to drive online response

18. Seamless offline to online

19. Google – campaign performance
quot;The eBridge campaign was an unmitigated
success for us! eBridge has given us a way to
explain complex products like Google AdWords
creatively and so acquire new customers.
Confirmed by the initial success we have
planned further campaigns with eBridge within
a very short time frame.quot;
- Katharina Friedrich
Product Marketing Manager Google Germany

20. Case Study - Mercedes
• New CLC Coupe launch
• Reach younger demographic
• Engaging content
• Car racing game
• Objective
• Generate test drives
• Integrate all marketing channels
• Outdoor / press / DM / Web

21. Personalised DM to individual contact

22. Virtual test drive experience

23. Virtual test drive experience

24. Take the real test drive experience

25. Microsite for campaign

26. Mercedes – campaign outcome
• Campaign ongoing
• 75% who have engaged have gone on to
test drive
• Viral marketing – offline & online

27. Case Study – Tottenham Hotspur
• Membership / season ticket renewal
program
• Objective
• Promote upgrade packages
• Increase use of online channel for
signup
• Integrated DM campaign
• 7 segments by membership grade
• Tailored content and incentives

28. Personalised to each supporter

29. Personalised offline landing page

30. Engaging and interactive content

31. Cross promote partners and sponsors

32. Tottenham Hotspur – campaign outcome
• 60K mailed
• Online signup increased from 30% in
2007 to 65% in 2008
• 6K upgraded their package
• Follow up welcome campaigns launched

33. PIM measure success in real time

34. PIM online analytics dashboard

35. Immediate feedback on response

36. Geo Targeting your respondents

37. Customised analytics and tracking

38. Thank you
Questions
Daniel Finn
Digital Media Consultant
Sony DADC
Daniel.finn@sonydadc.com
07872 675 536
www.sonydadc.com/ebridge