STRATEGYCREATIVEMEDIADIGITALPR
Ten Alps MediaMike Higgins
Media Director
INTEGRATED MARKETING
What is Direct Response Marketing
“Direct-Response Marketing is a type of marketing designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements.[1] This form of marketing is differentiated from other marketing approaches, primarily because there are no intermediaries such as retailers between the buyer and seller, and therefore the buyer must contact the seller directly to purchase products or services. Direct-response marketing is delivered through a wide variety of media, including DRTV, radio, mail, print advertising, telemarketing, catalogues, and the Internet” – Wikipedia
INTRODUCTION
“You know, in the advertising community today, there are two worlds — your world of direct response advertising, and that other world, the world of general advertising.
These two worlds are on a collision course. You direct response people know what kind of advertising works and what doesn’t work. You know it to a dollar. The general advertising people don’t know.” - David Olgivy
INTEGRATED MARKETING
CHANGING MEDIA LANDSCAPE
INTEGRATED MARKETING
The Return Path for Everything
INTERNET
Website
SEOPPC
Display
IPTV
Social
Viral Email
TV
Press
Cinema
Radio
PR
Outdoor
DM
Door Drop
INTEGRATED MARKETING
Informed Decision Making – what should we track?
RESPONSE AND TRACKING
Media Channel
Footfall, Leads, Appointments, Sales
Position
Time of day
Day of Week
Time of YearMessage
Media Cost
Media Format
Media Eyeballs
Impressions, Impacts, Visits, Likes, Entries
•Lead timing
•Conversion timeline
•Lifetime value
•Environmental factors
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What Should be Tracked?
THE RESPONSE FUNNEL
Order / Sale
Awareness Consideration PurchaseAction
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Informed Decision Making – How do we track it?
RESPONSE AND TRACKING
www.clickhere.co.uk/offer
0800 11 11 11Text “win” to 88810
QUOTE: 1234
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Informed Decision Making – Environmental
RESPONSE AND TRACKING
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External Factors
Timing
Informed Decision Making – what we do with the information
RESPONSE AND TRACKING
Did it Work?
Why did it not?
Why did it?
Creative
Media Channel
Cost
Offering
Are there better
options?
Could it work
better?Retest or
new
INTEGRATED MARKETING
Broadcast and On-line tracking
One solution to understanding the on-line effect of off-
line advertising is via software tools. Ten Alps have
invested in a bespoke piece of software which looks to
overlay the visits to a website against a TV or Radio
schedule and look for statistical correlations between
spots and web visits.
ADALYSER
INTEGRATED MARKETING
DR IN MEDIA CHANNELS
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What Works
The world of TV is changing, time lapse viewing, hundreds of different channels and PVR’s to name a few, but there are
methods to maximise your return from a DR strategy:-
•Reduced costs – less fashionable day-parts
•Targeted channels
•Smaller rating spots
•Web link - special relationship between TV and online – up to 64% surf while watching TV
•A clear call to action and easy return path
•Consider call handling capabilities and plan accordingly
TELEVISION
INTEGRATED MARKETING
Rules for DRTV
Thinkbox have released a number of “new” rules for DRTV that should be considered:-
1. Weekends can be just as responsive as weekdays – particularly via the web
2. DR campaigns can run into later day-parts particularly for high interest categories
3. CB and EB can both be effective
4. 1st, 2nd and last in break are most responsive
5. Longer time lengths can work well for DR campaigns
6. Creative copy with compelling call to action
Full report can be viewed at http://www.thinkbox.tv/server/show/nav.1245
TELEVISION
INTEGRATED MARKETING
Creative Solutions for 2012
TAKING TV FURTHER
Introducing Nik Wheatley From ITV
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Response through awareness
Nearly 75% of all Radio ads contain some form of response mechanism, but how do you improve response?
• Memorable numbers
• Tell caller the call is free
• Strong offer – call to action
• Establish with at least 4 OTH
• Spread campaign to include evenings and weekends
• Use of different second lengths
RADIO
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Creative Solutions for 2012
TAKING RADIO FURTHER
Introducing Janet Jones from Global Radio
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Position is King
Shorter lead times and comparatively low entry costs makes press an easy starting point for any DR campaign.
• Right context – supported by editorial if possible
• Frequency – be there when people are ready to respond
• Size vs. cost efficiency
• Long Copy - readers respond to more information
• Test copy alternatives
• Day of week, time of year
• Reactive messaging, fast results
PRESS
INTEGRATED MARKETING
Targeted and Responsive
There are 2 main insert routes to market:-
1. Publication – national or regional, specialist or broad
2. 3rd Party – distributed in share schemes, catalogues, product dispatch etc
There are several different types, the main ones being:-
1. Loose – look for poly bagging
2. Bound in – additional cost, specification restrictions
3. Tip-ons – appears on advertising page site , sampling.
4. Post-its – quick and easy reminder execution
INSERTS
INTEGRATED MARKETING
Direct to the Door
There are 3 main routes direct into the home via door drops
1. Newshare Distribution
2. Team Distribution
3. Royal Mail Distribution
All 3 distribution methods can be use various different postcode targeting, for example Acorn
DOOR DROPS
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Direct to the Door
Introducing Mr Stu Pickup from The Insert Company
DOOR DROPS – THE TARGETING
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Direct and Personal
The ultimate targeting tool, identifying individuals via profiling or previous purchase, building your brand data base is a
powerful tool.
1.Internal lists, purchasers or enquirers – 90% of consumers are more likely to open mail if they are already a customer
of the company
2.Profiled cold lists
3.3rd Party share programmes
4.Survey results
DIRECT MAIL
INTEGRATED MARKETING
The Paper Search Engine
From a regional listings point of view, whether online or via the
traditional paper method, directories still generate thousands
of searches a day
1.People don’t browse directories they have a need, leads here
are generally very high quality
2.Older age groups are still big users of the print version, but
this is bound to change
DIRECTORIES
INTEGRATED MARKETING
Mass Media with a Response?
Not traditionally seen as a direct response medium, research proving the DR case for outdoor is very thin on the ground,
although some of the more modern techniques may well change this.
•QR Codes
•Text short codes
•Proximity Marketing
• Wireless
• Bluetooth
• NFC – Near Field Communications
OUTDOOR
INTEGRATED MARKETING
By Media
SUMMARY
INTEGRATED MARKETING
Direct Response is Alive and Kicking – but changing
At any level of direct response the key is to understand your objectives and how you are going to measure and track
against these:-
1.Consider objectives and make measurable and realistic
2.Understand tracking process and any influences there might be on these
3.Test and re-assess
SUMMARY
INTEGRATED MARKETING
THANK YOU
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