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Personalised Integrated MediaTM
Innovations in Direct Marketing The Financial Services Forum18 November 2008
Daniel Finn Ryan HaylockDigital Media Consultant Marketing ManagerSony DADC Lloyds TSB
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Agenda
Changing Media LandscapeCross Media & Integrated MarketingDM complements OnlineWhat is Sony PIM?How to measure response?PIM case studies in depth
• Skandia• Lloyds TSB
Questions
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“In 1965, 80% of 18-49 year olds in the U.S.
could be reached with three 60- second TV spots…
Changing Media Landscape
Reference: Revenue Science Inc., Procter&Gamble
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– Jim StengelGlobal Marketing Officer, Procter & Gamble
…In 2002, it required 117 primetime commercials to produce the same result.”
Reference: Revenue Science Inc., Procter&Gamble
Changing Media Landscape
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digital media:•Search•SEM•SEO
digital media:•Search•SEM•SEO
PULL
physical media:•above the line•TV•print
Direct Response Marketing Landscape
digital media:•Behavioural Targeting•Email Marketing•Mobile Marketing
PUSH
physical media:•pURL•QR Code•Integrated DM
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guiding mediatarget media
TV Print Direct Mail POS Radio Online Mobile
TV
Direct Mail
POS
Radio
Online
Mobile
Cross Media Marketing
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“Integrating digital advertising and Direct Mail campaigns can increase customer spend by 25%”
Marketing Magazine, 10th June 2008
Direct Mail complements Online
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Direct Mail’s role in the New Media Landscape
Where Online is most effectiveFor communicating brief messages: 7% DM68% Online
For ease of response: 6% DM 65% Online
Where Direct Mailis most effectiveFor grabbing attention:47% DM19% Email
For encouraging someone to do something as a result of: 42% DM 15% Email
For making someone feel more valued:42% DM 7% Email
Source: Royal Mail & Quadrangle 2007
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of 'confident web users' prefer to be contacted by a combination of Direct Mail and Online advertising.
Source: Royal Mail & Quadrangle 2007
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Direct Mail and Online
Because DM and Online together create a more powerful result, we have developed Sony PIMto enable you todeliver the bestpossible integratedcampaigns
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What is Sony PIM?
New marketing solution from Royal Mail & Sony DADC
Unique and patented marketing solution
Integrates offline and online channels
Personalise and tailor the experience
Measure engagement & response in real time
B2B and B2C for all sectors
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What is Sony PIM?
You can measure your campaign in real time and get an immediate customer response
You send an impactful Direct Mail piece to your audience that contains a CD/DVD
The content is highly personalised
The disk plays your TV ad or Flash media, offering a better-than-web experience
The disk integrates to your website to complete the user journey
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On and offline engagement
High level of personalisation
Maximum stand-out and impact in the marketplace
High measurability
Cost effective
Increased response rates
Key benefits of PIM
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PIM Analytics dashboard – real time measurements
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Immediate feedback on engagement & response rates
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PIM Analytics can show geo targeting of responses
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Case Study – Skandia / Wein & Co
Client: Skandia
Objective: Inform new customer groups about “Skandia Navigator”
Campaign: cross promotion in order to generate meetings about life-insurances within the clients of Wein & Co
Personalisation: Personal DM pack with tailored incentives
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Personalised DM pack sent to all prospects
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Personalised welcome on landing page
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Cross promotion to drive response
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Pre-population of response form
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Automated offline to online
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Skandia – campaign results
12% disc online usage (engagement rate)
5% response rate (3 times higher than usual)
Increase in brand recall of 50% - 60%
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Case Study – Lloyds TSB Corporate Markets
The brief:
Integrated with the other elements of the Capabilities Campaign
Communicate with key prospects on a more personal level
Targeted at a specific audience with gatekeepers to consider
Raise awareness of our brand
Start dialogue with our prospects
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PIM Direct Marketing approach
Key elements:
Mailing pack
Follow-up email
Outbound telemarketing
Campaign details:
Mailing landed 14th – 15th April, targeted at 1,660 prospects
207 were followed-up with email
All mailed leads were followed-up with Tele-marketing
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Personalised welcome message to each prospect
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Prospects could arrange an appointment from PIM disc
Online link to book a meeting
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Follow-up Email communication
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Lloyds TSB Campaign Results
Appointments: 37 (2.2% of mailing file) Warm leads: 24 (1.5% of mailing file) Total: 61 (3.7% of mailing file) 2 live customers
One prospect liked the disk so much, they booked an appointment based on the creative execution alone
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Lloyds TSB campaign - National Marketing Awards
Short listed for the following…
Marketing Strategy of The Year Award: National Business Awards, 18 Nov
Best Direct Marketing Campaign: Financial Services Forum, 25 Nov
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Summary
Personalise your marketing to maximise impact
Integrate your offline & online channels to maximise response
Measure the engagement & response in real time
Best practice marketing with Sony PIM
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Thank you
Questions
Daniel FinnDigital Media ConsultantSony DADC
[email protected] 675 536
www.sonydadc.com/ebridge