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The customer & the orchestra
The DMA’s Integration Summit
#DMAintegration
Sponsored by
Welcome from the co-chairs
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
#DMAintegration
Sponsored by
The four models of integration
Kate Cox, Head of Strategy, Havas Media
#DMAintegration
Sponsored by
The Customer and the Orchestra
From Integration to Orchestration
12th March 2013
Introducing the IPA Databank
• Built from questionnaire to IPA Effectiveness
Awards entrants
• 1,000+ examples of best practice in advertising
• Wide spectrum of marketing sectors and
expenditure
• 82questions; 252 fields
Типы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативность
“Clearly individual media can be proven to deliver
effective business results – whether a traditional TV
campaign or a social media campaign. But in this new
rich media ecosystem, the big opportunity and challenge
is to effectively connect and combine media in a
way that delivers additive results over and above this”
The void
Advertising media Web and mobile Other channels
TV Website/microsite
Directmarketing/direct
mail
Radio Online display Salespromotion
Nationalpress Search Sponsorship
Regionalpress Viral PR
Magazines Other interactive
Other(includes
couponingand
leafleting)
Outofhome/posters SMStexting
Ambient Mobileapps
Cinema
There are 20 channels recorded in the Databank
Message segment
No integration
No integration
Viral web film and
direct response communications
Halifax student banking (2009)Bounty (2005)
TV only
No integration
Message segment
Advertising-led
integration
Advertising-led integration
Hovis (2010))118 118 (2004)
Advertising-led integration
Message segment
Brand idea-led
orchestration
Brand-led orchestration
Honda (2004)
Brand-led orchestration
HSBC (2010)
Message segment
Participation-led
orchestration
Participation-led orchestration
Participation-led orchestration
Walkers (2010)E4 Skins (2007)
Message segment
No integration
Advertising-led
integration
Brand idea-led
orchestration
Participation-led
orchestration
Four models of integration and orchestration
Hard measures of
effectiveness
Softer measures of
effectiveness
Sales gain Brand fame
Customer acquisition Brand values
Market share gain Brand belief
Profit gain Brand trust
Customer retention/loyalty Brand commitment/loyalty
Market share defence Brand awareness
Reduction of price sensitivity Brand differentiation
The methodology : ‘Very Large’ effectiveness
success rate
At a topline glance: Brand led is an effective route to
business success
Effectiveness success rate of each orchestration
model (across any hard business metric)
Even at the level of the largest effects there’s one area
where participation seems to deliver
Very large business effects
67%
54%
64% 66%
And participation leads for brand effects
Effectiveness success rate of each orchestration
model (across any soft/ brand metric)
Particularly for smaller budget advertisers
Effectiveness of participation-led campaign
versus all £0-£10M
Our hypothesis
Effort required versus impact of non-users
But ‘one size doesn’t fit all’
Campaign objectives (hard metrics)
No integration works well against Sales Gains
Campaign objectives (hard metrics)
In most scenarios, advertising led against share defence
Campaign objectives (hard metrics)
In most scenarios, brand-led campaigns are the most
likely to deliver across objectives
Campaign objectives (hard metrics)
Participation led relatively well against profit gain
Campaign objectives (hard metrics)
Microsoft: marketing the technology giant
Philippa Snare, Chief Marketing Officer, Microsoft UK
Find this presentation at –
http://www.slideshare.net/SarahWright/marketing-merging-at-
m-icrosoft-cmo
#DMAintegration
Sponsored by
Integration and hard targets
Angharad McKenzie, Head of Supporter Development, Wateraid
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
www.wateraid.org
Prepared by:
Angharad McKenzie, WaterAid
Mike Colling, MC&C
www.wateraid.org
£2.45m
in
13 weeks
www.wateraid.org
The story begins...
www.wateraid.org
‘Closing the gap’
www.wateraid.org
The story develops...
www.wateraid.org
The story comes together...
www.wateraid.org
4 core elements
• Matched funding from DFID
• Restricted funding to our rural programme
in Malawi
• The chance to test continuous digital story
telling
• Time bound project
www.wateraid.org
www.wateraid.org
The vision
www.wateraid.org
.
www.wateraid.org
The perfect convergence of
Direct & Digital?
• Multi-channel campaign
• Warm audiences contacted via DM & email
• A blog to tell the story from the ground
• Social distribution to spread the word
www.wateraid.org
What we did
– Launched Blog 18th June - Ongoing
– PR Stunt – Westfield Shopping Centre 18th June
– DM appeal(s) landed w/c 18th June
– Social & Blogger Outreach from 18th June - Ongoing
– Radio station appeals from 18th June - Ongoing
– 5 part series of emails from 24th June – Ongoing
– You-tube banners from 18th June - Onwards
– Reminder appeal(s) w/c 16th July
– Major donor/trust proposals July onwards
– Heavy social push from August onwards
– Walking event / Bestival mid September
www.wateraid.org
www.wateraid.org
Deliverables
Delivered Reach
Audio content for 27 local radio stations 2.9million listeners
Audio content for 4 national stations – Talksport,
Kerrang, Real and Jazz FM
8.6million listeners
Arrangement of a launch event – Westfield
Shopping centre
Est. 300 shoppers
Content for Press 3.8million reach
£91,990 AVE
The Big Dig Blog 26,600 unique users,
76,600 page impressions
Content for Twitter Est. 1,000,000 unique accounts
Content for Facebook 14,000 followers
A YouTube film 37,000 views
Banners for YouTube advertising 200 million impressions
A summer appeal to supporters including online
and offline elements
275,300
An appeal to Faith groups 8,600
An appeal to Community groups 45,000
Content for Events participants 60,000
Content for Bestival Event 50,000
www.wateraid.org
Our Story-tellers
www.wateraid.org
www.wateraid.org
The Characters
www.wateraid.org
The Plot
Mon 18th
June
Tues 19th
June
Wed 20th
June
Thurs 21st
June
Fri 22nd
June
Sat 23rd
June
Sun 24th
June
Opening
post
The water
source
Bokola’s
song of
pain
The
beautiful
Faith
Mr
Khombe
Story so
Far
Video Photo Video Photo Photo/Vid
Angharad Michael Nathan Michael Nathan Angharad Angharad
Mon 25th
June
Tues 26th
June
Wed 27th
June
Thurs 28th
June
Fri 29th
June
Sat 30th
June
Sun 1st
July
The
vanishing
water
sources
Village
exchange
visit
Over-
seeing
building
work
Baby
Winard
gets Sick
Children
at work
Story So
Far
Photo Video Photo Photo Photo
Angharad Boyce Boyce Michael Nathan Angharad
www.wateraid.org
www.wateraid.org
So what did we learn?
www.wateraid.org
What we found
Financial - £2.45m raised in total
• 91% of all donations, 84% of total value given offline
• DM appeals drove donations significantly
• 14% of donators gave twice or more
LAUNCH
SummerReminder
Oasis
PSMS
27-Jun
03-Jul
23-Jul
11-Sep
17-Sep
0
500
1000
1500
2000
2500
11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep
Appeals Gifts Gifts-Summer Gifts-Oasis Gifts-BigDigPSMS
www.wateraid.org
This works for existing supporters – we
didn’t crack cold
Existing
20,437
83%
New
4,281
17%
3.90%
7.00%
15.87%
22.96%
42.62%
12/BAH - Church Summer Appeal 2012
Blog
12/NAE - The Big Dig Online Activity
12/EAH - Coast Along - Individuals
12/NAG - The Big Dig SMS Radio Activity
Top recruitment sources
www.wateraid.org
Most warm supporters had given financially prior
to the Big Dig
6
6
13
16
29
34
51
94
110
208
12/NAH - Big Dig Donations - Appeal Unknown
12/BBC - Big Dig - other community organisations
12/NAG - The Big Dig SMS Radio Activity
12/BAH - Church Summer Appeal 2012
12/SUM - Summer Cash Appeal - The Big Dig
12/EAH - Coast Along - Individuals
12/OAB - Oasis Autumn
12/SMR - Big Dig Summer - Comm Inds and Events
12/NAE - The Big Dig Online Activity
12/NAI - Big Dig Premium SMS
First donation from existing supporters
19,859, 97%
578, 3%
Gifts prior to Big Dig
No gifts prior to Big Dig
Prior financial support from warm supporters
The PSMS appeal
garnered most of the first
gifts from warm
supporters.
www.wateraid.org
Blog interaction – 26,652 unique users
18-
Jun
25-
Jun
02-
Jul
09-
Jul
16-
Jul
23-
Jul
30-
Jul
06-
Aug
13-
Aug
20-
Aug
27-
Aug
03-
Sep
10-
Sep
17-
Sep
Unique
Users 3,817 2,271 1,893 2,011 2,191 2,058 1,420 1,075 797 1,004 1,065 804 1,393 4,853
Page
Views 12,7328,288 6,836 6,971 5,463 5,852 3,972 3,226 2,956 3,217 2,653 2,392 3,611 8,475
Pages
per
Visit 2.67 2.77 2.74 2.71 2.49 2.3 2.23 2.38 2.83 2.52 2.1 2.33 2.01 1.54
Av Visit
Duration 2.50 2.48 2.41 2.24 2.20 1.56 1.50 1.57 2.29 2.13 2.02 2.33 2.25 1.26
www.wateraid.org
Lightbulb moment
www.wateraid.org
Valuing digital participation
• Over £300k via the blog (of the £2.45m)
• Facebook weekly reach up to 54,000
• 1m people reached via twitter
• Over 350 Instagram images, 240 posts
• PR hits on Mashable, Yahoo & blog
partners
• Thebigdig.org beat metrics for main site
www.wateraid.org
What supporters thought
• 57% thought matched giving the most part of the
appeal
• 11% cited the blog
However
• 75% said the blog gave the project credibility
• 48% claim to have visited
“The Big Dig was wonderful, better than
the Olympics”
www.wateraid.org
We will do this again
We have learned so much
Current supporters much more likely to
participate
Engaging with the “blogging community”
per se is tough
Internal integration is a must
Be flexible
Celebrate
www.wateraid.org
A happy ending…
www.wateraid.org
www.thebigdig.org
angharadmckenzie@wateraid.org
mike@mcand.co.uk
Tea and coffee
#DMAintegration
Sponsored by
Fine-tuning your marketing mix
Nick Minchin, Marketing Manager, Warner Leisure Hotels
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
Mike Colling and Company Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
Growing Revenue and ROI
The story of integrating
investment and guest journeys
Warner’s: Nick Minchin
MC&C: Mike Colling
Date: 12th March 2013
THIS MORNING
• The Backstory
• The Theory
• The Reality
• The Outcome
65
THE BACK STORY
66
THE MARKETING CHALLENGE
Reverse the trend in new guest recruitment
Source: Paddy customer retention 2010 (Warner) 67
THE THEORY
68
Audience
understanding
Understand
audience journeys
A role for
each channel
But orchestrate the
channel integration
Align investment
with audience value
Results
attribution
Source: Firm Bookers with DOB 19092011_with DOB/MC&C analysis 69
WE STARTED WITH THE DATA
Average number of bookings for active guests by average age at first booking
THOSE ENTERING RETIREMENT WILL EXPERIMENT
Source: TGI GB 2011
Q2, Index vs. UK population, 100 being the UK average 70
Average age of
someone who
expects to retire:
57
Average age of
someone who
actually retires:
64
Source: TGI 2011 Q2
Expect to retire in the next 12 months OR retired in past 12 months: 2,463,000
The gap between the averages reveals how plans for
retirement and actually retiring can take a lot longer than
12 months. This means the ‘at retirement group’ is an
audience in flux that stretches from 57 to 64
71
OUR GUESTS ARE “SOCIAL ANIMALS”
Source: TGI GB 2011 Q2
At retirement: Expect to retire in next 12 months OR retired in past 12 months,
Community involvement: Belong to or help out any community organisation
72
AND WE FIND THEM IN LOCAL COMMUNITIES
Source: penetration of Warner brochures MC&C analysis 73
GUEST JOURNEY: FROM CONTEMPLATION TO PURCHASE
KNOWLEDGE
ACTIVE RESEARCH POINT OF PURCHASECONTEMPLATION
TIME
74
MAPPING CHANNELS TO JOURNEY LANDMARKS
KNOWLEDGE
ACTIVE RESEARCH
BROCHURES / SEARCH /
RETARGETING/MAIL/EMAIL
POINT OF PURCHASE
PHONE/WEB
CONTEMPLATION
BROADCAST
MESSAGES
TIME
75
MAPPING VALUE TO GUEST JOURNEYS
Conversion to sale
76
RECOGNISING VALUE CREATED OVER LONGER TERM
Campaign One
77
AND CREATE OPTIMAL SHORT TERM JOURNEYS
Campaign Two
78
Buy
IT’S ABOUT MAXIMISING VOLUME FROM SIMILAR RETURNS
79
Net Sales Response
A CLEAR ROLE FOR EACH CHANNEL
•TV
•Targeted lead generation media: Events, brochure
panels
Long copy lead
generation
•Partnership/ Reader Offers
•Media inserts
•Door drops
•Micro targeting
•Long form DRTV
•Off the page
•DM Conversion
•Digital
Sales generation
matched to yield
80
THE TV AD
81
DOOR DROPS AND INSERTS
82
PRESS ADS
83
AND SEARCH
84
INVESTMENT TIERED TO REFLECT POTENTIAL
85
ACTIVATION INVESTMENT MICRO TARGETED
86
FOCUS ON RESPONSE
87
Change in intra channel
investment strategy
Less in TV and press display
More in classified, search,
door drops & inserts
Headlines
No X Factor! 50% reduction in
TV channel repertoire
Reduction in press title stable
Inserts bought on wholesaler
not TV region basis
Change in inter channel
investment strategy
RESULTS ATTRIBUTION
•Final Media Schedules
•Date / Time Stamped
Response Data – Phone
/ SMS / Online
Inputs
•Client Adjustable
Algorithm to match all
responses to all media
• Bespoke matching
profiles
Matching
•Full reporting analysis
•Bespoke based on
individual client needs
Outputs
88
INSIGHT DRIVEN BY ATTRIBUTION TOOLS
Media vehicle profitability based on all channel response
89
0
10
20
30
40
50
60
-
0.100
0.200
0.300
0.400
0.500
0.600
0.700
0.800
0.900
1.000
Online RR
Phone RR
Total ROI
Channels
ALLOWING OPTIMISATION AT SPOT LEVEL
Phone and web show differing response patterns
90
0.000
0.020
0.040
0.060
0.080
0.100
0.120
00:00 -
02:00
02:00 -
04:00
04:00 -
06:00
06:00 -
08:00
08:00 -
10:00
10:00 -
12:00
12:00 -
14:00
14:00 -
16:00
16:00 -
18:00
18:00 -
20:00
20:00 -
22:00
22:00 -
24:00
Online RR%
Phone RR%
RESULTS STRAIGHT OUT OF THE BLOCKS
More for less
91
4.1
8.1
REALITY FROM Q1 ON
Sometimes: A nice progression
92Source: Warner data/ART™
OTHER TIMES, LESS SO
Journeys and needs change
93
MOST IMPORTANTLY WE CREATED LONG TERM VALUE
New guests, who rebooked
94
Source: Warner booker data to May 2012
No of
bookings
2012 2011 Diff Growth %
1 xxxxxxx xxxxxx xxxxx 26%
2 xxxxx xxxxx xxxx 53%
3 xxxx xxxx xxx 206%
4+ xxx xxx xxx 463%
Total xxxxxx xxxxxx xxxxx 28%
Multibooking – new households
OUR LEARNING
• We have only taken one step in the integration journey.
BUT
• It has made us a lot of incremental profit.
• Insight starts with the audience:
– Understand where value can be created.
– And the journeys they take from interaction to transaction.
• But attribution is critical to success
– If you can’t map value creation to costs at each point of the journey you
will fail.
95
OUR END POSITION 2012
96
As per 31/12/2012
Excl. TV production
MIKE COLLING & COMPANY LIMITED
Any case study, creative materials, information, costs and other data contained in this document are the
property of Mike Colling & Company Limited and are supplied on a commercial in confidence basis. They may
not be used or passed to any third party without the express agreement of Mike Colling and Company Limited
Similarly, this document may not be copied or stored electronically without the express agreement of Mike
Colling and Company Limited
Disclaimer
97
A household gnome:
orchestrating brand fame
James Nester, Creative Director, OgilvyOne UK
Graham Jenks, Creative Director, OgilvyOne UK
#DMAintegration
Sponsored by
Lunch!
#DMAintegration
Sponsored by
Clear message = loud results
Peter Burns, Manager, Online Marketing, Waitrose.com
Caroline Kinsman, Manager, Customer Marketing, Waitrose.com
#DMAintegration
Sponsored by
Understanding the content journey
Phil Adams, Planning Director, Blonde
#DMAintegration
Sponsored by
Putting the customer at the centre
of a 'brand universe’
Simon Humphris, Global Client Director (adidas), iris worldwide
Michael Barrett, Board Planning Director, iris worldwide
#DMAintegration
Sponsored by
Confidential © iris 2012
Confidential © iris 2012
Seldom ‘briefed’
Often misunderstood
…But disproportionately powerful
Participation…
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Give more to get more
Brand
World
Relevance
Meaning
Value
Enhanceme
nt
enrichment
General needs &
desires
Passions &
interests
Identity &
individuality
Key
relationships
Social
connections
Cultural
events &
memes
Social
agendas
Ambitions
& aspirations
Consumer
World
Confidential © iris 2012
Identity &
individuality
Key
Relationship
s
skimmers
DIPPERS
DIVERSBrand
World
On their terms …
Multiple styles
of participation
Confidential © iris 2012
adi
Bake it into the brand
Confidential © iris 2012
Confidential © iris 2012
Ecosystems / universe
Build the universe
Confidential © iris 2012
Get participation optimising
comms
INVITATION AMPLIFICATIONINVOLVEMENT
BROADCAST
& TTL
EARNED MEDIAPARTICIPATION
PLATFORMS
NARRATIVE
CONTENT
EXPERIENCE
CHALLENGE
REWARD
Confidential © iris 2012
RefreshIgnite FuelIncite Extend
TIME
IMPACT
Plan for participation
Confidential © iris 2012
Ask yourselves 4 things…
Does it have a Purpose?
Is it Interesting?
It is Easy?
Is it Valuable?
Confidential © iris 2012
There’s more than one way to do it …
Confidential © iris 2012
Harness the momentum of the moment
Confidential © iris 2012
Harness the momentum of the moment
Confidential © iris 2012
Confidential © iris 2012
Harness the interest in co-creation
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Harness interest in new technologies
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Participation baked in to the Brand
Driving the mix Not a bolt on
Planning for momentum & longer tails
If there’s no point There’s no point
Principles apply Execution must vary
Skimmers & Dippers as well as Divers
Confidential © iris 2012
‘Integration’ is just a means to an end
…
Brand
World
Relevance
Meaning
Value
Enhanceme
nt
enrichment
General needs &
desires
Passions &
interests
Identity &
individuality
Key
relationships
Social
connections
Cultural
events &
memes
Social
agendas
Ambitions
& aspirations
Consumer
World
Confidential © iris 2012
THANK YOU.
Wrap up
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
#DMAintegration
Sponsored by

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Типы интегрированных кампаний и их результативность

  • 1. The customer & the orchestra The DMA’s Integration Summit #DMAintegration Sponsored by
  • 2. Welcome from the co-chairs Cordell Burke, Creative Managing Partner, Balloon Dog Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA #DMAintegration Sponsored by
  • 3. The four models of integration Kate Cox, Head of Strategy, Havas Media #DMAintegration Sponsored by
  • 4. The Customer and the Orchestra From Integration to Orchestration 12th March 2013
  • 5. Introducing the IPA Databank • Built from questionnaire to IPA Effectiveness Awards entrants • 1,000+ examples of best practice in advertising • Wide spectrum of marketing sectors and expenditure • 82questions; 252 fields
  • 8. “Clearly individual media can be proven to deliver effective business results – whether a traditional TV campaign or a social media campaign. But in this new rich media ecosystem, the big opportunity and challenge is to effectively connect and combine media in a way that delivers additive results over and above this” The void
  • 9. Advertising media Web and mobile Other channels TV Website/microsite Directmarketing/direct mail Radio Online display Salespromotion Nationalpress Search Sponsorship Regionalpress Viral PR Magazines Other interactive Other(includes couponingand leafleting) Outofhome/posters SMStexting Ambient Mobileapps Cinema There are 20 channels recorded in the Databank
  • 11. Viral web film and direct response communications Halifax student banking (2009)Bounty (2005) TV only No integration
  • 13. Hovis (2010))118 118 (2004) Advertising-led integration
  • 18. Message segment No integration Advertising-led integration Brand idea-led orchestration Participation-led orchestration Four models of integration and orchestration
  • 19. Hard measures of effectiveness Softer measures of effectiveness Sales gain Brand fame Customer acquisition Brand values Market share gain Brand belief Profit gain Brand trust Customer retention/loyalty Brand commitment/loyalty Market share defence Brand awareness Reduction of price sensitivity Brand differentiation The methodology : ‘Very Large’ effectiveness success rate
  • 20. At a topline glance: Brand led is an effective route to business success Effectiveness success rate of each orchestration model (across any hard business metric)
  • 21. Even at the level of the largest effects there’s one area where participation seems to deliver Very large business effects
  • 22. 67% 54% 64% 66% And participation leads for brand effects Effectiveness success rate of each orchestration model (across any soft/ brand metric)
  • 23. Particularly for smaller budget advertisers Effectiveness of participation-led campaign versus all £0-£10M
  • 24. Our hypothesis Effort required versus impact of non-users
  • 25. But ‘one size doesn’t fit all’ Campaign objectives (hard metrics)
  • 26. No integration works well against Sales Gains Campaign objectives (hard metrics)
  • 27. In most scenarios, advertising led against share defence Campaign objectives (hard metrics)
  • 28. In most scenarios, brand-led campaigns are the most likely to deliver across objectives Campaign objectives (hard metrics)
  • 29. Participation led relatively well against profit gain Campaign objectives (hard metrics)
  • 30. Microsoft: marketing the technology giant Philippa Snare, Chief Marketing Officer, Microsoft UK Find this presentation at – http://www.slideshare.net/SarahWright/marketing-merging-at- m-icrosoft-cmo #DMAintegration Sponsored by
  • 31. Integration and hard targets Angharad McKenzie, Head of Supporter Development, Wateraid Mike Colling, Managing Director, MC&C #DMAintegration Sponsored by
  • 38. www.wateraid.org 4 core elements • Matched funding from DFID • Restricted funding to our rural programme in Malawi • The chance to test continuous digital story telling • Time bound project
  • 42. www.wateraid.org The perfect convergence of Direct & Digital? • Multi-channel campaign • Warm audiences contacted via DM & email • A blog to tell the story from the ground • Social distribution to spread the word
  • 43. www.wateraid.org What we did – Launched Blog 18th June - Ongoing – PR Stunt – Westfield Shopping Centre 18th June – DM appeal(s) landed w/c 18th June – Social & Blogger Outreach from 18th June - Ongoing – Radio station appeals from 18th June - Ongoing – 5 part series of emails from 24th June – Ongoing – You-tube banners from 18th June - Onwards – Reminder appeal(s) w/c 16th July – Major donor/trust proposals July onwards – Heavy social push from August onwards – Walking event / Bestival mid September
  • 45. www.wateraid.org Deliverables Delivered Reach Audio content for 27 local radio stations 2.9million listeners Audio content for 4 national stations – Talksport, Kerrang, Real and Jazz FM 8.6million listeners Arrangement of a launch event – Westfield Shopping centre Est. 300 shoppers Content for Press 3.8million reach £91,990 AVE The Big Dig Blog 26,600 unique users, 76,600 page impressions Content for Twitter Est. 1,000,000 unique accounts Content for Facebook 14,000 followers A YouTube film 37,000 views Banners for YouTube advertising 200 million impressions A summer appeal to supporters including online and offline elements 275,300 An appeal to Faith groups 8,600 An appeal to Community groups 45,000 Content for Events participants 60,000 Content for Bestival Event 50,000
  • 49. www.wateraid.org The Plot Mon 18th June Tues 19th June Wed 20th June Thurs 21st June Fri 22nd June Sat 23rd June Sun 24th June Opening post The water source Bokola’s song of pain The beautiful Faith Mr Khombe Story so Far Video Photo Video Photo Photo/Vid Angharad Michael Nathan Michael Nathan Angharad Angharad Mon 25th June Tues 26th June Wed 27th June Thurs 28th June Fri 29th June Sat 30th June Sun 1st July The vanishing water sources Village exchange visit Over- seeing building work Baby Winard gets Sick Children at work Story So Far Photo Video Photo Photo Photo Angharad Boyce Boyce Michael Nathan Angharad
  • 52. www.wateraid.org What we found Financial - £2.45m raised in total • 91% of all donations, 84% of total value given offline • DM appeals drove donations significantly • 14% of donators gave twice or more LAUNCH SummerReminder Oasis PSMS 27-Jun 03-Jul 23-Jul 11-Sep 17-Sep 0 500 1000 1500 2000 2500 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep Appeals Gifts Gifts-Summer Gifts-Oasis Gifts-BigDigPSMS
  • 53. www.wateraid.org This works for existing supporters – we didn’t crack cold Existing 20,437 83% New 4,281 17% 3.90% 7.00% 15.87% 22.96% 42.62% 12/BAH - Church Summer Appeal 2012 Blog 12/NAE - The Big Dig Online Activity 12/EAH - Coast Along - Individuals 12/NAG - The Big Dig SMS Radio Activity Top recruitment sources
  • 54. www.wateraid.org Most warm supporters had given financially prior to the Big Dig 6 6 13 16 29 34 51 94 110 208 12/NAH - Big Dig Donations - Appeal Unknown 12/BBC - Big Dig - other community organisations 12/NAG - The Big Dig SMS Radio Activity 12/BAH - Church Summer Appeal 2012 12/SUM - Summer Cash Appeal - The Big Dig 12/EAH - Coast Along - Individuals 12/OAB - Oasis Autumn 12/SMR - Big Dig Summer - Comm Inds and Events 12/NAE - The Big Dig Online Activity 12/NAI - Big Dig Premium SMS First donation from existing supporters 19,859, 97% 578, 3% Gifts prior to Big Dig No gifts prior to Big Dig Prior financial support from warm supporters The PSMS appeal garnered most of the first gifts from warm supporters.
  • 55. www.wateraid.org Blog interaction – 26,652 unique users 18- Jun 25- Jun 02- Jul 09- Jul 16- Jul 23- Jul 30- Jul 06- Aug 13- Aug 20- Aug 27- Aug 03- Sep 10- Sep 17- Sep Unique Users 3,817 2,271 1,893 2,011 2,191 2,058 1,420 1,075 797 1,004 1,065 804 1,393 4,853 Page Views 12,7328,288 6,836 6,971 5,463 5,852 3,972 3,226 2,956 3,217 2,653 2,392 3,611 8,475 Pages per Visit 2.67 2.77 2.74 2.71 2.49 2.3 2.23 2.38 2.83 2.52 2.1 2.33 2.01 1.54 Av Visit Duration 2.50 2.48 2.41 2.24 2.20 1.56 1.50 1.57 2.29 2.13 2.02 2.33 2.25 1.26
  • 57. www.wateraid.org Valuing digital participation • Over £300k via the blog (of the £2.45m) • Facebook weekly reach up to 54,000 • 1m people reached via twitter • Over 350 Instagram images, 240 posts • PR hits on Mashable, Yahoo & blog partners • Thebigdig.org beat metrics for main site
  • 58. www.wateraid.org What supporters thought • 57% thought matched giving the most part of the appeal • 11% cited the blog However • 75% said the blog gave the project credibility • 48% claim to have visited “The Big Dig was wonderful, better than the Olympics”
  • 59. www.wateraid.org We will do this again We have learned so much Current supporters much more likely to participate Engaging with the “blogging community” per se is tough Internal integration is a must Be flexible Celebrate
  • 63. Fine-tuning your marketing mix Nick Minchin, Marketing Manager, Warner Leisure Hotels Mike Colling, Managing Director, MC&C #DMAintegration Sponsored by
  • 64. Mike Colling and Company Ltd 30 Gresse Street, London W1T 1QR Tel 020 7307 6100 Fax 020 7307 6111 www.mcand.co.uk Growing Revenue and ROI The story of integrating investment and guest journeys Warner’s: Nick Minchin MC&C: Mike Colling Date: 12th March 2013
  • 65. THIS MORNING • The Backstory • The Theory • The Reality • The Outcome 65
  • 67. THE MARKETING CHALLENGE Reverse the trend in new guest recruitment Source: Paddy customer retention 2010 (Warner) 67
  • 68. THE THEORY 68 Audience understanding Understand audience journeys A role for each channel But orchestrate the channel integration Align investment with audience value Results attribution
  • 69. Source: Firm Bookers with DOB 19092011_with DOB/MC&C analysis 69 WE STARTED WITH THE DATA Average number of bookings for active guests by average age at first booking
  • 70. THOSE ENTERING RETIREMENT WILL EXPERIMENT Source: TGI GB 2011 Q2, Index vs. UK population, 100 being the UK average 70
  • 71. Average age of someone who expects to retire: 57 Average age of someone who actually retires: 64 Source: TGI 2011 Q2 Expect to retire in the next 12 months OR retired in past 12 months: 2,463,000 The gap between the averages reveals how plans for retirement and actually retiring can take a lot longer than 12 months. This means the ‘at retirement group’ is an audience in flux that stretches from 57 to 64 71
  • 72. OUR GUESTS ARE “SOCIAL ANIMALS” Source: TGI GB 2011 Q2 At retirement: Expect to retire in next 12 months OR retired in past 12 months, Community involvement: Belong to or help out any community organisation 72
  • 73. AND WE FIND THEM IN LOCAL COMMUNITIES Source: penetration of Warner brochures MC&C analysis 73
  • 74. GUEST JOURNEY: FROM CONTEMPLATION TO PURCHASE KNOWLEDGE ACTIVE RESEARCH POINT OF PURCHASECONTEMPLATION TIME 74
  • 75. MAPPING CHANNELS TO JOURNEY LANDMARKS KNOWLEDGE ACTIVE RESEARCH BROCHURES / SEARCH / RETARGETING/MAIL/EMAIL POINT OF PURCHASE PHONE/WEB CONTEMPLATION BROADCAST MESSAGES TIME 75
  • 76. MAPPING VALUE TO GUEST JOURNEYS Conversion to sale 76
  • 77. RECOGNISING VALUE CREATED OVER LONGER TERM Campaign One 77
  • 78. AND CREATE OPTIMAL SHORT TERM JOURNEYS Campaign Two 78 Buy
  • 79. IT’S ABOUT MAXIMISING VOLUME FROM SIMILAR RETURNS 79 Net Sales Response
  • 80. A CLEAR ROLE FOR EACH CHANNEL •TV •Targeted lead generation media: Events, brochure panels Long copy lead generation •Partnership/ Reader Offers •Media inserts •Door drops •Micro targeting •Long form DRTV •Off the page •DM Conversion •Digital Sales generation matched to yield 80
  • 82. DOOR DROPS AND INSERTS 82
  • 85. INVESTMENT TIERED TO REFLECT POTENTIAL 85
  • 87. FOCUS ON RESPONSE 87 Change in intra channel investment strategy Less in TV and press display More in classified, search, door drops & inserts Headlines No X Factor! 50% reduction in TV channel repertoire Reduction in press title stable Inserts bought on wholesaler not TV region basis Change in inter channel investment strategy
  • 88. RESULTS ATTRIBUTION •Final Media Schedules •Date / Time Stamped Response Data – Phone / SMS / Online Inputs •Client Adjustable Algorithm to match all responses to all media • Bespoke matching profiles Matching •Full reporting analysis •Bespoke based on individual client needs Outputs 88
  • 89. INSIGHT DRIVEN BY ATTRIBUTION TOOLS Media vehicle profitability based on all channel response 89 0 10 20 30 40 50 60 - 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800 0.900 1.000 Online RR Phone RR Total ROI Channels
  • 90. ALLOWING OPTIMISATION AT SPOT LEVEL Phone and web show differing response patterns 90 0.000 0.020 0.040 0.060 0.080 0.100 0.120 00:00 - 02:00 02:00 - 04:00 04:00 - 06:00 06:00 - 08:00 08:00 - 10:00 10:00 - 12:00 12:00 - 14:00 14:00 - 16:00 16:00 - 18:00 18:00 - 20:00 20:00 - 22:00 22:00 - 24:00 Online RR% Phone RR%
  • 91. RESULTS STRAIGHT OUT OF THE BLOCKS More for less 91 4.1 8.1
  • 92. REALITY FROM Q1 ON Sometimes: A nice progression 92Source: Warner data/ART™
  • 93. OTHER TIMES, LESS SO Journeys and needs change 93
  • 94. MOST IMPORTANTLY WE CREATED LONG TERM VALUE New guests, who rebooked 94 Source: Warner booker data to May 2012 No of bookings 2012 2011 Diff Growth % 1 xxxxxxx xxxxxx xxxxx 26% 2 xxxxx xxxxx xxxx 53% 3 xxxx xxxx xxx 206% 4+ xxx xxx xxx 463% Total xxxxxx xxxxxx xxxxx 28% Multibooking – new households
  • 95. OUR LEARNING • We have only taken one step in the integration journey. BUT • It has made us a lot of incremental profit. • Insight starts with the audience: – Understand where value can be created. – And the journeys they take from interaction to transaction. • But attribution is critical to success – If you can’t map value creation to costs at each point of the journey you will fail. 95
  • 96. OUR END POSITION 2012 96 As per 31/12/2012 Excl. TV production
  • 97. MIKE COLLING & COMPANY LIMITED Any case study, creative materials, information, costs and other data contained in this document are the property of Mike Colling & Company Limited and are supplied on a commercial in confidence basis. They may not be used or passed to any third party without the express agreement of Mike Colling and Company Limited Similarly, this document may not be copied or stored electronically without the express agreement of Mike Colling and Company Limited Disclaimer 97
  • 98. A household gnome: orchestrating brand fame James Nester, Creative Director, OgilvyOne UK Graham Jenks, Creative Director, OgilvyOne UK #DMAintegration Sponsored by
  • 100. Clear message = loud results Peter Burns, Manager, Online Marketing, Waitrose.com Caroline Kinsman, Manager, Customer Marketing, Waitrose.com #DMAintegration Sponsored by
  • 101. Understanding the content journey Phil Adams, Planning Director, Blonde #DMAintegration Sponsored by
  • 102. Putting the customer at the centre of a 'brand universe’ Simon Humphris, Global Client Director (adidas), iris worldwide Michael Barrett, Board Planning Director, iris worldwide #DMAintegration Sponsored by
  • 104. Confidential © iris 2012 Seldom ‘briefed’ Often misunderstood …But disproportionately powerful Participation…
  • 107. Confidential © iris 2012 Give more to get more Brand World Relevance Meaning Value Enhanceme nt enrichment General needs & desires Passions & interests Identity & individuality Key relationships Social connections Cultural events & memes Social agendas Ambitions & aspirations Consumer World
  • 108. Confidential © iris 2012 Identity & individuality Key Relationship s skimmers DIPPERS DIVERSBrand World On their terms … Multiple styles of participation
  • 109. Confidential © iris 2012 adi Bake it into the brand
  • 111. Confidential © iris 2012 Ecosystems / universe Build the universe
  • 112. Confidential © iris 2012 Get participation optimising comms INVITATION AMPLIFICATIONINVOLVEMENT BROADCAST & TTL EARNED MEDIAPARTICIPATION PLATFORMS NARRATIVE CONTENT EXPERIENCE CHALLENGE REWARD
  • 113. Confidential © iris 2012 RefreshIgnite FuelIncite Extend TIME IMPACT Plan for participation
  • 114. Confidential © iris 2012 Ask yourselves 4 things… Does it have a Purpose? Is it Interesting? It is Easy? Is it Valuable?
  • 115. Confidential © iris 2012 There’s more than one way to do it …
  • 116. Confidential © iris 2012 Harness the momentum of the moment
  • 117. Confidential © iris 2012 Harness the momentum of the moment
  • 119. Confidential © iris 2012 Harness the interest in co-creation
  • 122. Confidential © iris 2012 Harness interest in new technologies
  • 126. Confidential © iris 2012 Participation baked in to the Brand Driving the mix Not a bolt on Planning for momentum & longer tails If there’s no point There’s no point Principles apply Execution must vary Skimmers & Dippers as well as Divers
  • 127. Confidential © iris 2012 ‘Integration’ is just a means to an end … Brand World Relevance Meaning Value Enhanceme nt enrichment General needs & desires Passions & interests Identity & individuality Key relationships Social connections Cultural events & memes Social agendas Ambitions & aspirations Consumer World
  • 128. Confidential © iris 2012 THANK YOU.
  • 129. Wrap up Cordell Burke, Creative Managing Partner, Balloon Dog Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA #DMAintegration Sponsored by