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Final full presentation
The presentation discussed leveraging neighborhood effects in fundraising. It described different donor archetypes like "One Foot in the Grave" and "Desperate Housewives" that have preferences for certain fundraising channels like mail versus email. Segmenting donors this way allows targeting the most effective channels. Results from Comic Relief showed that increasing donor density through door drops led to 43% more fundraising miles completed with no extra marketing, indicating positive neighborhood effects.
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Final full presentation
- 1. Data protection 2013 Friday8 February #dmadata Supported by Leaping off the page: The DMA door drop conference 2013 Wednesday 19 June 2013, LBI #dmadoordrop
- 2. 9.30am Registration andbreakfast 10.00am Welcome from the Chair Mark Young, Chief Executive, The Leaflet Company 10.10am Door drops, new science and it’s appliance David Brennan, Founder, Media Native Mike Colling, Managing Director and Owner, Mike Colling & Company 10.35am Thinking inside the box Linzi Clingan, Head of Marketing, Golden Charter 11.00am Different strokes for different folks Liz Curry, CRM Manager, Comic Relief, Tim Drye, Managing Director, Data Talk 11.25am Refreshment break 11.45am Mobile visual discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale! Sam Grimley, Blippar 12.30pm Sandwich lunch 1.15pm Close of event Agenda
- 3. Welcome from the ChairMarkYoung, Chief Executive, The Leaflet Company
- 4.
- 5.
- 6. % Increase inVolume and Revenue Industry Statistics 2012
- 7. Further statistics • QuarterlyUpdates • Statistics for sectors (eg Retail, Telco) • Working with WARC
- 8. Supporting channel visibilityamongst agencies and DMA members Embedding DMA market size & Trend data into media planning tools
- 9.
- 11. Door drops, newscience and it’s appliance David Brennan, Founder, Media Native Mike Colling, Managing Director and Owner, Mike Colling & Company
- 12. Mike Colling andCompany Ltd 30 Gresse Street, London W1T 1QR Tel 020 7307 6100 Fax 020 7307 6111 www.mcand.co.uk Unaddressed mail: Turning insights into income Date: 19th June 2013 Prepared by: Mike Colling Final
- 13. PRACTICAL APPLICATION OFSCIENCE 13
- 14. MAIL IS AVALUABLE MEDIUM 14 Picture pile of gold
- 15. WHICH WOULD YOUSEND? 15 Dear Mom Wishing you a very Happy Birthday! Lots of love Danny
- 16. RULE ONE: USEVALUABLE THINGS APPROPRIATELY 16
- 17.
- 18. DEEPENS RELATIONSHIP ROOTS:ENABLES A BETTER HARVEST 18
- 19. DOOR DROP CUSTOMERSSTAY LONGER THAN THOSE FROM TV Source: MC&C client; mass market; multichannel 19
- 20. MORE REPEAT PURCHASEFROM DOOR DROP THAN WEB Source: MC&C client; mass market; multichannel 20 20
- 21. SIGNIFICANT DIFFERENCES AT5 YEAR NET INCOME Source: MC&C client; mass market; multichannel 21
- 22. RULE THREE: DON’TFERTILISE WHERE THERE'S NO SEED 22
- 23. PRE SOWN SEEDFLOURISHES WITH DOOR DROP SUPPORT 23 Source: MC&C client; regular user door drops
- 24. WITHOUT TV ONLYTHE TOP DECILES ARE EFFECTIVE 24 Source: MC&C client; regular user door drops
- 25. RULE FOUR: INVESTIN DECENT PRODUCTION (Reciprocity) Source: MC&C client; mass market; multichannel 25
- 26. RULE FIVE: ALLOWTIME FOR REGROWTH (Frequency) 26Source: MC&C client; mass market; multichannel
- 27. RULE SIX: MAKESURE YOU HARVEST ALL RESPONSE 27 Source: MC&C client; mass market; multichannel
- 28. THE APPLIANCE OFSCIENCE • Door drops are a great thing – They create unique and profitable value: by allowing you to recruit more higher value customers than other channels • BUT :Use them wisely – Think of the value you want to both create and harvest – Only invest where you can see returns – Plant seeds in cheaper media and use door drops to fertilise and harvest – Don’t just harvest, fertilise too – And don’t just slash and burn, tend for the long term An engineers view 28
- 29. PRINTED MAIL: THE SCIENCE& ITS APPLIANCE
- 30. DAVID BRENNAN -BACKGROUND •35 years in media research, marketing, strategy & content development • ITV Network • Discovery Europe • Liberty Global • Associated Newspapers • Thinkbox • Set up Media Native in 2011 • Mission – understand role of ALL media in converged, digital landscape
- 32. 3 THINGS IHAVE LEARNED... •No media channel is going to die •It’s people, not technology •It’s brands + activation
- 34. PRINTED MAIL &TELEVISION: MORE SIMILAR THAN WE MIGHT THINK...
- 35. PRINTED MAIL &TELEVISION: MORE SIMILAR THAN WE MIGHT THINK... •Pronounced ‘dead!’ •Behind closed doors •‘Inefficient’ •Suffered from misattribution •Work ‘implicitly’
- 40. Click-through rates Click-through rates Dwelltime Dwell time Facebook likes Facebook likes UniquesUniques ComscoreComscore HitwiseHitwise HitsHitsPage views Page views Last click attribution Last click attribution Viral views Viral views Re-tweetsRe-tweets Twitter trendsTwitter trends Buzz metrics Buzz metrics Engagement indicators Engagement indicators Repeat visitsRepeat visits Bounce measuresBounce measures Transactions Transactions SharesShares
- 41. •Significant insight programme •Why,how and how well print mail works •Building towards planning tool •Exposure – Engagement – Effectiveness •Needs to be planned like a ‘proper’ media channel
- 42. Mike Colling andCompany Ltd 30 Gresse Street, London W1T 1QR Tel 020 7307 6100 Fax 020 7307 6111 www.mcand.co.uk Unaddressed mail: Turning insights into income Date: 19th June 2013 Prepared by: Mike Colling Final
- 43. PRACTICAL APPLICATION OFSCIENCE 43
- 44. MAIL IS AVALUABLE MEDIUM 44 Picture pile of gold
- 45. WHICH WOULD YOUSEND? 45 Dear Mom Wishing you a very Happy Birthday! Lots of love Danny
- 46. RULE ONE: USEVALUABLE THINGS APPROPRIATELY 46
- 47.
- 48. DEEPENS RELATIONSHIP ROOTS:ENABLES A BETTER HARVEST 48
- 49. DOOR DROP CUSTOMERSSTAY LONGER THAN THOSE FROM TV Source: MC&C client; mass market; multichannel 49
- 50. MORE REPEAT PURCHASEFROM DOOR DROP THAN WEB Source: MC&C client; mass market; multichannel 50 50
- 51. SIGNIFICANT DIFFERENCES AT5 YEAR NET INCOME Source: MC&C client; mass market; multichannel 51
- 52. RULE THREE: DON’TFERTILISE WHERE THERE'S NO SEED 52
- 53. PRE SOWN SEEDFLOURISHES WITH DOOR DROP SUPPORT 53 Source: MC&C client; regular user door drops
- 54. WITHOUT TV ONLYTHE TOP DECILES ARE EFFECTIVE 54 Source: MC&C client; regular user door drops
- 55. RULE FOUR: INVESTIN DECENT PRODUCTION (Reciprocity) Source: MC&C client; mass market; multichannel 55
- 56. RULE FIVE: ALLOWTIME FOR REGROWTH (Frequency) 56Source: MC&C client; mass market; multichannel
- 57. RULE SIX: MAKESURE YOU HARVEST ALL RESPONSE 57 Source: MC&C client; mass market; multichannel
- 58. THE APPLIANCE OFSCIENCE • Door drops are a great thing – They create unique and profitable value: by allowing you to recruit more higher value customers than other channels • BUT :Use them wisely – Think of the value you want to both create and harvest – Only invest where you can see returns – Plant seeds in cheaper media and use door drops to fertilise and harvest – Don’t just harvest, fertilise too – And don’t just slash and burn, tend for the long term An engineers view 58
- 59. Thinking inside thebox Linzi Clingan, Head of Marketing, Golden Charter
- 60. Golden Charter FuneralPlans Case Study: Thinking ‘inside’ the box 19th June 2013 Linzi Clingan Head of Marketing
- 61. When it’s goodto think inside the box… • A funeral plan fixes the cost of a funeral at today’s prices – saving money • A funeral plan enables you to make your wishes known – saving your family stress at a difficult time “The most thoughtful decision you could make”
- 62. The market forfuneral plans Source: FPA
- 63. Who is GoldenCharter?
- 64. Who is GoldenCharter? Sources: FPA; Mintel 2012
- 65.
- 66. The marketing challenge Idon’t ‘sell’ plans I know my own area People will always come to me Marketing is too expensive
- 67.
- 68. Profiling and targeting •Acorn profiling of plan holders by payment method identified 2 key profiles: PIF: ‘George and Doris’ FMP: ‘Wilf and Vera’ ‘Settled suburbia’ ‘High-rise hardship’ Profiling of Funeral Directors’ catchment areas enabled us to make recommendations on best sectors and creative
- 69. A choice ofcreative templates
- 70. Creative print solutionsenabled us to target more appropriately, while offering choice to the funeral directors around the level of response incentive
- 71.
- 72. Case Study: FuneralDirector X
- 73. 105 incremental sales(237% uplift) at Cost per Sale of <£80 Case Study: Funeral Director X
- 74. National Door DropActivity © Golden Charter Funeral Plans Targeted Royal Mail Door drop media delivers a 20% lower Cost per Sale than other offline media
- 75. National Door DropActivity
- 76. National Door DropActivity • 130gsm is 20% more responsive than 115gsm Lesson 3: • Frequency versus index:Lesson 4 - in progress: Initial signs indicate that dropping to the highest indexing sectors for the 2nd or 3rd time is more responsive than dropping to lower indexing sectors for the first time
- 77.
- 78. Different strokes for differentfolks Liz Curry, CRM Manager, Comic Relief Tim Drye, Managing Director, Data Talk
- 79. Leveraging The Neighbourhood Effect byLiz Curry, Comic Relief, and Tim Drye, Streetwise Analytics
- 83. One Foot inthe Grave Households aged 41 plus, tend to be married with children who have flown the nest. Working professionals or retired who own their own home. A relative preference for Warm Mail.
- 84. Desperate Housewives Likely tobe married and aged over 40 with children in detached housing. High social grade/income/living standards. A relative preference for Warm Email.
- 85. My Family Middle-aged withchildren at home or who have left home. Dad working whilst mum more likely to work in a clerical position. A relative preference for Warm Mail.
- 86. Hollyoakers Aged 18-35 welleducated white collar workers. Likely to be renting with flatmates/partner, high disposable income. A relative preference for Internet and Social Media.
- 87. Coronation Streeters Middle-aged withlowest household income, likely to live in council housing/terraces. Blue collar workers. A relative preference for TV advertising.
- 88. Friends Mainly early thirtieshigh-ish social grade with children. Reasonably affluent. A relative preference for Warm Email.
- 89. Keeping Up Appearances Owner/occupiers,they are older and married, not high social grade/education, likely to be retired. A relative preference for Warm Mail.
- 90. Shameless In their early30s, large households with lots of children, low social grade/education/income. A relative preference for Warm SMS.
- 91. Fundraisers’ Effect onDonors
- 92.
- 93. 43% increases inMilers with no extra marketing spend!
- 98. Manchester Mile Entries supportedby The Royal Mail Door Drop 3 Week Long Uplift 0 2 4 6 8 10 12 14 16 18 Date DailyResponseRate -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Uplift No Door Drop Door Drop Uplift
- 99. Warm Mail “activates”Door Drop 1093 64 153 0 50 100 150 200 Warm Mail Only Door Drop Only Warm Mail & Door Drop ROI 6.7 3.7 16.3 0 4 8 12 16 20 Warm Mail Only Door Drop Only Warm Mail & Door Drop Relative Value Generated
- 100. Local Newspaper distribution withleaflets Supported by TNTpost and Trinity Mirror Birmingham Mile Entries
- 101. Solus distribution in Belfast Supportedby Royal Mail Door Drop
- 104.
- 105. Mobile visual discovery…bridging thevoid between print and digital channels for engagement, interaction, conversion and sale! Sam Grimley, Blippar
- 106.
- 107.
- 108. DMA Awards What differencehave you made? The 2013 DMA Awards will open for entries on 4 July and close on 6 September. For more information email amelia.bingham@dma.org.uk or phone 020 7291 3353 Visit www.dmaawards.org.uk to see a list of categories.
Editor's Notes
- #37 Musicmagpie.com have only used TV advertising in the last 3 years and the resulting spike patterns are clear to see
- #38 Musicmagpie.com have only used TV advertising in the last 3 years and the resulting spike patterns are clear to see
- #65 2011, 400,000 over 50s policies sold 90% to cover funeral costs
- #66 GC 1 in 8 compared to 1 in 2 or in in 4. When look at what FDs sell directly, 1 in 14 – 7% ratio
- #73 1 in 5 plans – so already quite active.
- #80 Hello. Thank you very much for inviting us here this afternoon to talk to you. Tim and I are going to run through an award-winning project to show you how an analysis of Comic Relief’s in-house data warehouse led to us introducing a new marketing test for Sport Relief 2012.
- #81 We split our supporters into Fundraisers (people who hold cake sales, sit in baths of baked beans, etc)
- #82 and Donors (people who phone up on the night, or sponsor their friends)
- #83 The income we get from fundraisers is far higher, per capita, than that we get from donors, so, in order to get bang for buck, we concentrate our marketing resources on fundraisers.
- #84 Streetwise Analytics came into update our in-house segmentation to make it work more effectively at a household level. These are our segments. At the same time they were able to predict the channel preference of each segment, ie the way that segment preferred to be contacted, using data from the British Marketing Survey Channel Spectrum to provide insight into those marketing preferences. You can see the preference for the channel that they prefer to be contacted by at the bottom of each slide. It’s worth saying that the names of these segments reflect the characters in the programme, not the people who are watching it.
- #92 When looking at our data Tim noticed an interesting effect. The Killer Fact: Where there was a fundraiser in a local area, donors within a 400 yard radius were three times as likely to donate to us, and gave twice as much - a multiplier effect of 6
- #93 We looked at the demographics of those areas and this was not a function of the wealth of that area, in fact the effect was highest in those areas that weren't particularly wealthy but more community minded. We decided to look at people who signed up for the Sport Relief mile and see if the effect was the same. It was. But interestingly, instead of the pattern of sign-ups being a blob (the epidemiological analogy being a bacterial infection on the jelly in a petri dish) they were more linear in nature, suggesting that they might be based along roads - therefore it seemed likely that these people were neighbours
- #94 So, how were we going to use this idea? Marketing spend was very tight. We had to get 40% more mile sign-ups than Sport Relief 2010 on the same budget that we had for that campaign. We needed a low cost solution.
- #95 The linear nature of the relationship between team leaders and their team members gave us the idea of trying a door drop campaign to encourage people to enter the mile. The objective of the leaflet would be to encourage people to go online and sign up to take part in the Sainsbury's Sport Relief Mile in Manchester. So it was an offline mechanic driving people online - a tricky ask...
- #96 Comic Relief has not done door drops in the past. This is partly because our Marketing Director sees digital communications as the future and is sceptical about ROI on printed materials (although we have proof that fundraisers raise more if they have received a fundraising kit v going online), and partly because the model of our business doesn't naturally lend itself to it - we don't tend to encourage regular giving.
- #97 These findings made us re-evaluate, and her scepticism worked in our favour. She agreed to let us do a test in Manchester (her home town), and we were able to make that test very rigorous.
- #98 Tim built us a tool that would help us to capitalise on the "Neighbourhood effect“ – we call it the Grass Roots Directory. We could use it to identify people who had a high propensity to sign up to the mile (because they were based in hot spots around people who'd taken part in the past), and also based on their channel preferences. We identified that leaders of teams tend to be recruited by direct channels whereas the participants are more open to softer forms of communication. He indentified postcodes in Manchester and Birmingham that were very similar in terms of socio-demographics, customer behaviour and channel preference. We then chose one area in Manchester where we should make the drops, and a further two (one in Manchester and another in Birmingham) to act as control groups who would not receive leaflets. Some postcode sectors (8) were also excluded from any other direct communication (ie DMs, emails, or packs - we also tried to avoid poster sites) and so were only subjected to the ambient noise of the campaign. The leaflet drop was made at the beginning of February (about a week after the launch of the Sport Relief Campaign).
- #99 The initial results were surprisingly good. We had a significant uplift over the control groups, but even more interestingly the leaflets seem to do the job of fixing the brand into the public's consciousness - the mantlepiece effect. Even after the leaflets have finished dropping there was a greater rise in mile entry signs-ups in the active area when Let's Dance for Comic Relief was showing on the Saturday night than in the control groups.
- #100 This chart shows that warm mail works incredibly well for our warm supporters – traditionally this would have been where we stopped, leaving the TV to do the acquisition of donors. The door drop on its own, without the warm supporters effect, encouraged mile sign-ups (which was what we wanted it to do), but didn’t generate extra donations sufficient to cover its cost. However, when the supporters were stimulated by the warm mail, it activates extra acivity from the neighbouring donors. Wonderfully, this is consistent with the original findings of donors being stimulated by fundraisers!
- #101 We were lucky to get the promise of an inclusion of a leaflet with a local newspaper in Birmingham in the last weeks of the 12 week Sport Relief campaign. Again we used the grass roots segmentation tool to choose the areas with people who had the highest propensity to sign up for a mile. But here the effect was heightened as we were able to select people whose channel preference was local media
- #102 It worked, so we thought we'd roll it out to another flagship city and test the hypothesis further. So we did another door drop in Belfast. This time we concentrated on those groups of people who had the highest propensity to respond, and didn't bother diluting the test with people who had a lower propensity to respond. In this city the uplift was 600% above the control group
- #103 So, we've proved that neighbourliness is alive and well and living in Britain (not just in Australia). We've also tested and proved a tool that will help us to target our marketing more effectively in the future. We can use it to identify hotspots of activity to focus our marketing on very specific areas - at a local level - to given messages to people in the way they like to receive them.
- #104 Any questions?