Типы интегрированных кампаний и их результативность
1. The customer & the orchestra
The DMA’s Integration Summit
#DMAintegration
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2. Welcome from the co-chairs
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
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3. The four models of integration
Kate Cox, Head of Strategy, Havas Media
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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
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
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
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31. Integration and hard targets
Angharad McKenzie, Head of Supporter Development, Wateraid
Mike Colling, Managing Director, MC&C
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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.
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
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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
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
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
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
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
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
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101. Understanding the content journey
Phil Adams, Planning Director, Blonde
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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
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129. Wrap up
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
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