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Ten Alps Media Mike Higgins Media Director

Ten Alps Media Mike Higgins Media Director. INTRODUCTION. What is Direct Response Marketing.

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Ten Alps Media Mike Higgins Media Director

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  1. Ten Alps Media Mike Higgins Media Director

  2. INTRODUCTION • 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 “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

  3. CHANGING MEDIA LANDSCAPE

  4. INTERNET • The Return Path for Everything TV PR SEO Viral Email PPC Press Outdoor Website Cinema DM Social Display IPTV Radio Door Drop

  5. RESPONSE AND TRACKING • Informed Decision Making – what should we track? Impressions, Impacts, Visits, Likes, Entries • Lead timing • Conversion timeline • Lifetime value • Environmental factors Footfall, Leads, Appointments, Sales Media Channel Media Format Time of day Media Cost Position Day of Week Media Eyeballs Message Time of Year

  6. THE RESPONSE FUNNEL • What Should be Tracked? Awareness Consideration Action Purchase Broadcast Impacts Readership Print Runs Site Views Search Results Display Impressions Leads PPC Clicks Web Visits Appointment Brochure D’load Social Follow Order / Sale

  7. RESPONSE AND TRACKING • Informed Decision Making – How do we track it? 0800 11 11 11 Text “win” to 88810 QUOTE: 1234 www.clickhere.co.uk/offer

  8. RESPONSE AND TRACKING • Informed Decision Making – Environmental

  9. RESPONSE AND TRACKING • Informed Decision Making – what we do with the information External Factors Media Channel Creative Why did it? Could it work better? Did it Work? Timing Retest or new Why did it not? Are there better options? Cost Offering

  10. ADALYSER • 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.

  11. DR IN MEDIA CHANNELS

  12. TELEVISION • 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

  13. TELEVISION • Rules for DRTV • Thinkbox have released a number of “new” rules for DRTV that should be considered:- • Weekends can be just as responsive as weekdays – particularly via the web • DR campaigns can run into later day-parts particularly for high interest categories • CB and EB can both be effective • 1st, 2nd and last in break are most responsive • Longer time lengths can work well for DR campaigns • Creative copy with compelling call to action • Full report can be viewed at http://www.thinkbox.tv/server/show/nav.1245

  14. TAKING TV FURTHER • Creative Solutions for 2012 Introducing Nik Wheatley From ITV

  15. RADIO • 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

  16. TAKING RADIO FURTHER • Creative Solutions for 2012 Introducing Janet Jones from Global Radio

  17. PRESS • 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

  18. INSERTS • Targeted and Responsive There are 2 main insert routes to market:- • Publication – national or regional, specialist or broad • 3rd Party – distributed in share schemes, catalogues, product dispatch etc • There are several different types, the main ones being:- • Loose – look for poly bagging • Bound in – additional cost, specification restrictions • Tip-ons – appears on advertising page site , sampling. • Post-its – quick and easy reminder execution

  19. DOOR DROPS • Direct to the Door • There are 3 main routes direct into the home via door drops • Newshare Distribution • Team Distribution • Royal Mail Distribution All 3 distribution methods can be use various different postcode targeting, for example Acorn

  20. DOOR DROPS – THE TARGETING • Direct to the Door • Introducing Mr Stu Pickup from The Insert Company

  21. DIRECT MAIL • Direct and Personal • The ultimate targeting tool, identifying individuals via profiling or previous purchase, building your brand data base is a powerful tool. • Internal lists, purchasers or enquirers – 90% of consumers are more likely to open mail if they are already a customer of the company • Profiled cold lists • 3rd Party share programmes • Survey results

  22. DIRECTORIES • 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 • People don’t browse directories they have a need, leads here are generally very high quality • Older age groups are still big users of the print version, but this is bound to change

  23. OUTDOOR • 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

  24. SUMMARY • By Media

  25. SUMMARY • 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:- • Consider objectives and make measurable and realistic • Understand tracking process and any influences there might be on these • Test and re-assess

  26. THANK YOU ?

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