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Putting the fizz back into door drops - 14 November
1. Data protection 2013
Putting the fizz back into
door drops
Friday 8 February
Thursday 14 November 2013, DMA House
#dmadoordrops
#dmadata
Sponsored by Supported by
2. Agenda
8.30am – Registration and breakfast
9.00am – Welcome
Mark Young, Chief Executive, The Leaflet Company
9.15am – Door drop in the modern communication environment; what does data tell us
Tim Drye, Managing Director, DataTalk
9.35am – Media mutation and the psychological sell
Mark Palmer, Founder, Maverick Planet
9.55am – Holistic media planning
Samir Patel, Associate Director, Carat Manchester
10.15am – Refreshment break
10.25am – Creating impact on the doormat
Chris Arnold, Founder, Creative Orchestra
10.45am – Nuffield Health – Our door drop experience
Rachel Warren, Marketing Director – Consumer Wellbeing, Nuffield Health
11.05am – Closing comments
Mark Young, Chief Executive, The Leaflet Company
11.10am – Close
7. THE ONLY SOURCE OF UP TO DATE, TREND DATA
COVERING:
COMMUNICATION CHANNEL RECEPTIVITY
COMMUNICATION CHANNEL RESPONSIVITY
INFLUENCE TO PURCHASE
INTENTION TO PURCHASE
FINANCIAL OPTIMISM
All set against a comprehensive range of demographics and geodemographics.
8. SOME FACTS ABOUT DOOR DROPS
Recall, Acceptability and Influence compared to other channels
9. High levels
of Impact:
“The mantelpiece
effect”
Door Drops are
recalled by more
people than any
other channel.
11. Highly Influential
“paid for” media
In terms of
‘Influence’ offers
through the door
resonate with more
people than any
other method of
delivery.
12. It Compliments
Digital
The rise in email can
clearly be seen, as can
the plateau which tends
to happen when a
channel becomes more
established.
This is particularly true of
channels that are,
initially, novel then suffer
from over use.
The trend line shows the
projected trend over the
next 4 quarters.
13. It’s Comparable
to Warm Direct
In contrast to email, direct
mail (both ‘warm’ and
‘cold’) are more mature.
Interestingly, Door Drops
are not suffering from the
lack of ‘personalisation’
that cold male seems to be
experiencing.
Again the trend over the
next 4 quarters seems to
suggest that ‘physical’
mediums may actually be
benefiting from the
saturation, or
indiscriminate use, of
digital.
15. Long term
viability
The contrast between
Door Drops and Internet
ads can clearly bee seen.
The rise in internet ads
mirroring a decline in door
drops up to a point when
they became more mature.
Mobile is showing the
classic sign of a new
channel reaching the point
where it ceases to be novel
and becomes irritating.
Looking more closely……
16. Looking More Closely at
Mobile
•
•
•
•
Receptivity of mobile was on
the rise until about a year ago
The number of people in
Receipt of Mobile Marketing
has trebled since 2008.
The drop is even more
marked when viewed against
the people who recall
receiving Mobile Marketing
More worrying is the fact that
it is the younger end that
seem to be becoming less
enamoured with mobile.
17. Case study:
How the use of data
persuaded a reluctant
Marketing Director to use door
drops as opposed to the ‘more
modern’ digital channels...
… it delivered a 150+% uplift
25. A DATA RESERVOIR FOR MARKETERS,
REFRESHED EVERY MONTH.
Every month BCI talks to consumers to understand their world.
•
•
•
•
•
How they like to be communicated with
Who they want to communicate with them
What influences them to buy
What they are likely to buy
Their Financial Optimism
All against a background of detailed facts about their world.
Plus
11 different geodemographic segmentations such as ; Acorn, Cameo,
Censation, Mosaic, Personicx , P2 and OAC.
28. THE ONLY SOURCE OF DATA COVERING
WHO:
RECEIVES
HAS RESPONDED TO
WILL RESPOND TO
AND FIND IT ACCEPTABLE TO RECEIVE
DOOR DROPS
COMPARED TO 22 OTHER CHANNELS
29. Media mutation and the
psychological sell
Mark Palmer, Founder, Maverick Planet
NOT AVAILABLE
#dmadoordrop
30. Holistic media planning
Samir Patel, Associate Director, Carat
Manchester
http://www.slideshare.net/SarahWright/sam
ir-patel-dma-putting-the-fizz-back-intodoor-drops
#dmadoordrop
82. “The intuitive mind is a
sacred gift and the rational
mind is a faithful servant.
We have created a society
that honors the servant and
has forgotten the gift.”
Einstein
88. “Despite my 30 years of research
into the feminine soul
I have not been able to answer the great question
that has never been answered.
Sigmund Freud
89. “Despite my 30 years of research
into the feminine soul
I have not been able to answer the great question
that has never been answered.
What does a woman want?”
Sigmund Freud
92. 86% of marketers
think both
brands & agencies
DON’T
understand female
consumers
Marketing Week: Are advertisers turning off men and women? Aug 2012
111. Push the boundaries.
“If it wasn’t for those that used imagination, had the balls to defy the conventional
and take risks, we’d still be living in caves.”
121. Background
• Started in customer insight
and moved into marketing
• Undertook Econometrics
project at Somerfield to
understand media efficiency
• Responsible for delivering
over 2.5bn Door Drop items
during career so far!
125. Challenges at Nuffield
•
•
•
•
•
•
Brand awareness was low
Brand consideration was non existent
Pressure to hit lead generation targets
Trying to run 65 local marketing campaigns from one team
Fiercely competitive market
Major challenge to improve brand AND increase footfall on a
small budget
• Budget was being spent on radio, Regional Press (Metro etc)
and Outdoor media
126. Testing Door Drop
• Econometric modelling identified activity that was not
effective (radio, press)
• Decision was taken to test Door Drop owing to its ability to
target very specific areas – for Nuffield this is key as we don’t
have national coverage
• Results of the first test were beyond our expectation - 1000’s
of leads generated
• Very positive feedback from internal stakeholders and Club
Managers
• But…. we needed to improve efficiency even further
127. Nuffield joiner & enquiry data
TLC used site name and customer postcode
132. Implementation
Royal Mail:
Newshare:
•The domain of the DR advertiser •Delivered with Freesheet
newspapers.
• Currently maximum of 6 items
all non-competing. 52 weeks a
•The domain of the retailer.
year.
•No limit on no of items / no non•Strong standout
competing rule.
•Can employ Round Level
targeting for DR clients.
• Reduced coverage
Team:
•Independent team delivery
•Predominantly used by Retail or
FMCG.
•Very short leadtimes / can offer
Solus service
133. High Interest
Prompted recall 73% for grocery and retailers
Cut through can be achieved via newshare and team
Royal Mail needed for coverage
135. The Outcome
• Accurate bespoke catchments for every club – minimal
wastage
• Helpful for other media
• Effective planning has achieved effective results…..
136. Results to date
• Media budget reduced by
25%
• Improved brand awareness by
5%
• Brand consideration has
doubled
• Lead generation 27%
turnaround
137. Frustratations
•
•
•
•
•
Door Drop is a client led medium
Have to challenge media agencies to consider it
Media recommendations typically prioritise TV, radio, press and outdoor
Door Drop is rarely considered or recommended
But….in an ever changing media landscape, it remains as intrustive as
ever!
