Direct Response & Measurement
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This document outlines five key steps for an effective direct response marketing strategy: 1) Provide a compelling reason for the target audience to respond, 2) Deliver a strong call to action, 3) Implement a direct response media strategy using the appropriate channels, 4) Track and measure responses and costs to determine effectiveness, and 5) Continually test different copy, media, and strategies to optimize performance based on the results.
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Direct Response & Measurement
- 1. Declan Kelly
- 2. Direct Response & Measurement
- 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.
- 5. Compelling reason to respond
- 10. Deliver a strong call to action
- 11. Focus on the goal Call Email Register Visit Download Click Visit Order Post
- 12. Make it easy to respond
- 16. A Direct Response media strategy
- 17. A Direct Response Media strategy
- 18. Timing
- 19. What works for Direct Response Low Frequency involvement Response Position in break Detail Decisions taken on the basis of performance
- 22. Cost per…. Costs Cost per Response (CPR) Number of responses Costs Cost per Sale/Acquisition Number of Sales
- 23. Benchmarks Media Media Responses Cost Per Response Cost per Sale Cost Paper A €1,500 52 €2.88 €28.80 Paper B €3,000 112 €2.68 €40.20 Paper C €400 10 €4.00 €20.00 Establish what your acceptable CPR/CPS is
- 24. Attribution • Put structures in place to measure • Ask your customers, capture data • Unique telephone numbers, landing pages, coupon redemption, web visits • Software solutions
- 25. 140 Responses by station Cost Per Response €35 119 120 €30 €28.85 112 100 €25.57 €25 Cost per response 89 88 Responses €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
- 26. Responses Cost Per Response 8,000 60 7,000 50 6,000 Cost per response Responses 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
- 28. When you measure something you can improve it
- 30. Test, learn and optimise
- 31. Test copy
- 32. Test media
- 33. Test, learn & optimise • Take decisions based on critical data • Establish benchmarks, keep a league table
- 34. And finally… Don’t become too narrow
- 35. 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.
Editor's Notes
- 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