This document summarizes a presentation on customer acquisition strategies. It discusses key findings from research on how consumers prefer to be contacted by companies compared to how marketers currently engage consumers. There is a preference gap shown between these two. The presentation also shares results from a fantasy football marketing campaign that engaged fans by tapping into the insight that many fans will select players for their fantasy team that are not actually on the real team they support. This campaign helped drive significant growth in registrations and engagement through leveraging an understanding of fan behaviors. The document concludes with a panel discussion on effective acquisition strategies.

1. Thursday 15 October
Ham Yard Hotel
@DMA_UK #cab2015
Taking the lead: customer acquisition
barometer 2015

2. Welcome
Chris Combemale, CEO, DMA Group
@DMA_UK
In partnership with

3. Introduction from the Chair
Caroline Worboys, DMA Group Board Member
In partnership with

4. Research results
Paul Seabrook, Managing Director, Beautiful Insights
@beautinsights
Thomas Ridley-Siegert, Research Manager, DMA
@DMA_UK
In partnership with

5. Why acquisition?

6. • Nearly 7000 views on the DMA website
• 400 views of the focus group video
Last year’s report

7. “The first step in exceeding customer's expectations is to know
those expectations” – Roy H. Williams
Why do it again?

8. How did we do it?
Focus Group
Marketers
Consumers

9. The findings…

10. The Preference Gap

11. Email is the most used
consumer acquisition
channel
Marketers

12. Audience participation

13. 74%
28%
21%
15% 13%
60%
40%
11% 10% 9%
84%
78%
59% 56% 56%
0
10
20
30
40
50
60
70
80
90
100
email
post
face-to-face
Text/SMS
Phone(mobile)
email
post
phone(landline)
Face-to-face
Phone(mobile)
Email
Website(own)
Socialmedia
(organic)
Directmail
Face-to-face
Companies they have a
relationship with
by companies they don’t
have a relationship with
Marketers
MarketersConsumers

14. 12% 12% 13% 14% 15%
4% 7% 8% 9% 10%
84%
78%
59% 56% 56%
0
10
20
30
40
50
60
70
80
90
100
Apps
Phone(landline)
SocialMedia
Phone(mobile)
Text/SMS
apps
Text/SMS
SocialMedia
Phone(mobile)
Face-to-face
Email
Website(own)
Socialmedia(organic)
Directmail
Face-to-face
Companies they have a
relationship with
by companies they don’t
have a relationship with
Marketers
MarketersConsumers

15. Focus Groups Focus Group

16. The Data Gap

17. Consumers are willing to share information via email Consumers

18. ConsumersConsumers will share info for loyalty
schemes but not for exclusive content

19. Budget is the largest challenge to consumer acquisition Marketers

20. Focus Groups Focus Group

21. Tripling in marketers not conducting audits Marketers

22. Marketers acknowledge that acquisition will become harder
Marketers

23. The Effectiveness Gap

24. Most/least trusted channels for data sharing
Consumers

25. The Quality Gap

26. Marketers

27. 57%
13%
27%
3%
61%
9%
27%
3%
51%
19%
27%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
acquisition retention split equally other
2015 B2B
Acquisition remains a priority for next year Marketers

28. 42%
33%
10%
5%
10%
53%
24%
8%
4%
11%
24%
48%
13%
6%
8%
0%
10%
20%
30%
40%
50%
60%
Quality of leads Cost per
acquisition
Quantity of
leads
Cost per lead Other
2015 B2B B2C
B2B target quality of leads, B2C target cost-per-acquisition
Marketers

29. 47%
35%
11%
8%
47%
40%
8%
4%
48%
25%
16%
13%
0%
10%
20%
30%
40%
50%
60%
improving quantity
of leads
improving quality of
leads
reducing cost per
acquisition
Other
2015 B2B B2C
BUT, next year both prioritise improving quantity of leads
Marketers

30. The Expertise Gap

31. 66%
6%
28%
71%
6%
23%
59%
6%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in-house outsourced split
2015 B2B B2C
Majority of customer acquisition is conducted in-house
Marketers

32. 64%
8%
28%
69%
8%
23%
57%
8%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in-house outsourced split
2015 B2B B2C
Similar acquisition plan for next year too Marketers

33. Focus Groups
Focus Group

34. Focus Group

35. Focus Group

36. IT’S NOT CHEATING
WHEN IT’S YOUR
DREAM TEAM
2014/15 acquisition campaign

37. Introduction
Greg Halfacre
Audience development manager, The Sun
@greghalfacre
Mike Maxwell
Associate strategy director, Wunderman
@mjmaxwell

38. What are we going to talk about
• Introduce fantasy football and Dream
Team
• Provide an overview of insights
• How we used our insights to create a
relationship
• Results

39. Competitors

40. The challenge
Get 600k people to provide
payment details to play
fantasy football

41. Audience

42. Our audience
• Young
• Football mad
• Loves winding up his mates
• Mobile first and digitally minded
• Competitive

43. Chairmen

44. High rollers

45. Managers

46. What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation

47. Football fans cheat on
their team

48. 56% Arsenal fans
picked a Spurs
player

49. 92% of Palace fans
had no Palace
players

50. 76% of Chelsea
fans picked a Spurs
player

51. What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation

53. Direct Mail

55. What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation

57. Influencers

58. Results
95k
15k
636k
24% + target
3% + target
6% + target

59. What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation

60. THANKS

61. Panel discussion
Mike Maxwell, Associate Strategy Director, Wunderman
@WundermanUK
Greg Halfacre, Audience Development Manager, News UK
@NewsUK
Andrew Colwell, Head of Strategy, The Media Octopus
@themediaoctopus
Mark Wright, VP Marketing, Travelers
In partnership with

62. Closing comments
Caroline Worboys, DMA Group Board Member
In partnership with