Investment in The Coconut Industry by Nancy Cheruiyot
Mobilising print media: new paths to purchase
1. Data protection 2013
Friday 8 February
#dmadata
Supported by
Mobilising print media: new
paths to purchase
Thursday 19 June 2014, DMA House
#dmamobileprint
2. 8.30am Registration and breakfast
9.00am Welcome from the Chair
Virginie Kan, Head of supporter acquisition and marketing, Action Aid
9.10am Using consumer insights to improve your marketing decisions
Danny Thompson, Head of product marketing, Experian
9.30am Clique Sales Platform: The transactional print opportunity for publishers
Simon Samuels, VP commercial director, Clique Sales Platform
9.50am The Monarch Mountains – Using AR to elevate DM with an experience hungry audience
Michael Nelson, Group account director, WDMP
10.10am Increasing your smart response to traditional media
Alan Beesley, Managing director, Yoozup
10.30am Q&A
Danny Thompson, Head of product marketing, Experian
Simon Samuels, VP commercial director, Clique Sales Platform
Michael Nelson, Group account director, WDMP
Alan Beesley, Managing Director, Yoozup
Laurence Mifsud, Media agency channels director EMEA, PowaTag
11.00am Closing comments from chair
Virginie Kan, Head of supporter acquisition and marketing, Action Aid
11.10am End
Agenda
15. Highlighting the current focus on the
platform and not just the magazine as
a showcase to the platform
Simon Samuels, VP commercial director, Clique Sales Platform
#dmamobileprint
16. The Monarch Mountains – using AR to
elevate DM with an experience hungry
audience
Michael Nelson, Group account director, WDMP
Follow the link to access the video from the presentation
http://vimeo.com/74360296
#dmamobileprint
17. Increasing your smart response to
traditional media
Alan Beesley, Managing director, Yoozap
#dmamobileprint
19. Context
• The Brits love their mobile devices
– 80% check device within 15 mins of waking
– 65% own a Smartphone
– 40% own a tablet
– 61% use them to research or buy
• However
– 70% of commercial activity still happens in the
real world
Source: Google Trends, IPOS Mori
20. Interactive response is rising
In response to advertising
– 11% of adults scanned a QR code (5% LY)
– 13% downloaded an app (6% LY)
– 20% went online to buy (14% LY )
For out of home media
– Customers are 32% more likely to buy from an
advert if it has an instant purchase mechanism
such as short URL or QR code
Source: Interactive Europe, Kantar media
21. The offline/online opportunity
• Trial and error defines the last 3 years for consumers,
agencies and marketers
– Discovery, novelty and distraction
• The next generation of “trans-media” campaigns
must be
– Relevant (direct and to the point)
– Responsive (device agnostic)
– Transactional (reward the interaction)
Source: Millward Brown, Google trends
22. YooZap direct response
• A device friendly page with text, images, video, forms
and a purchase or donation facility that can be
amended 24/7.
• Sells products or accept donations by Card, PayPal or
Direct Debit in 26 currencies.
• No consumer app required. Every page is dynamically
optimised for any smartphone, tablet or PC.
• Add a custom URL, NFC Tag or QR Code to a flyer,
letter, poster, magazine or webpage to ensure the
optimal supporter experience.
• Every advert and it’s location is measurable with our
detailed analytics.
Note: PayPal have 18 million active accounts in the UK alone and offer a
fixed 1.4% +20p per transaction processing charge for charities and NGO. Example Direct
Response page
23. The moment the advert is seen
A customer spots an advert
1. Enter the URL, touch NFC or scan a QR
2. View text, images and video
3. Give, Buy, Save, Share or Subscribe.
Carry on with the day….
24. Easy to use campaign creation wizard
PUBLISH
PAYMENT
VISUALS
TEXT
27. Case Study – Sparks “Bakes for Bumps”
Digital response mechanic
• Registration form
• Donation page
• National advertising on
train and tube posters
and flyers
• DM packs sent to all
subscribers with
additional digital
donation mechanics
28. Supporters Card and donation page
• Every supporter given a secure way to accept
payments. With the money going direct to
Sparks, instantly.
• The branded landing pages were adapted
during the campaign.
• Donation in 3 clicks with instant Gift aid
mandate.
• Automatically captured the donator and
supporters name, address and email.
• Branded receipts and thank you emails were
automatically sent for every signup and
donation.
• Supporters unique URL’s available for
sponsorship forms, shirts etc. Example Payment
Terminal
29. Put simply… 3 Steps to increased response
Step 2Step 1 Step 3
30. Maximising your smart response
• Include digital response as
standard on all offline media
• Offer multiple response options
– URL, QR, NFC
• Tell customers what to do
– “type, scan, touch”
• Tell them what they’ll get
– “to buy, to give, to register, to
enter”
• Deliver a responsive landing page
• Enable responders to transact in
less than 3 clicks
32. Q&A
Danny Thompson, Head of product marketing, Experian
Simon Samuels, VP commercial director, Clique Sales Platform
Michael Nelson, Group account director, WDMP
Alan Beesley, Managing director, Yoozup
Laurance Mifsud, Media agency channels director EMEA, PowaTag
#dmamobileprint
33. Closing comments from chair
Virginie Kan, Head of supporter acquisition and marketing,
Action Aid
#dmamobileprint
35. Upcoming events
Introduction to data protection (Manchester) –
1 July 2014 – Book now
Data works: connecting the data dots –
17 July 2014 – Register now
A TV dinner (Manchester) –
15 July 2014 – Register now
ZEDTalk 1: Creativity and ideas –
24 July 2014 – Register now
