insight to innovation - new segments meet new products. audience first conference, 16 july 2014
TRANSCRIPT
![Page 1: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/1.jpg)
Insight to innovation – new segments meet new products
Jeff Gould, Senior Innovation Manager Lee Gisbourne, Data Analysis Manager
![Page 2: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/2.jpg)
Who we thought we knew…
Member
Supporter
Campaigner
Prospect
Crew
Trustee
Raffle Player
Volunteer
High Level Donor
Branch Volunteer
Guild
Regional Supporter
Trust
Rescued
Regular DonorShop Customer
Follower
Cash Supporter
Eventer
Lifeguard
Staff
Enthusiast
PledgerLapsed
Active
![Page 3: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/3.jpg)
Developing our segmentation• Clusters of like-minded Supporters
• Use it internally and externally
• Each person can only be in one segment
Five ‘RNLI Engagement clusters’, split by six ‘Life stages’:
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
![Page 4: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/4.jpg)
Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
Engaged
Regular commitment,
pragmatic support
Ad hoc commitment,
emotional support
No engagement
now, but I asked you for
something once
I was engaged …
… but you haven’t kept up with my preferences
![Page 5: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/5.jpg)
Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
![Page 6: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/6.jpg)
Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
29% 55%
16% 35%
5%
14%
8%
17%
3%
18%
1%
10%
UK pen
![Page 7: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/7.jpg)
1 Approach 2 Audiences
• 83% Awareness• 10% Penetration• Cash• Direct Mail• Long Letters• Reserved• Crew• Number of good causes
• 60% Awareness• 1% Penetration• Activity• Social / Peers• To the point• Fun• Challenge• What cause?
![Page 8: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/8.jpg)
Unique Position
• Know our income need• Could invest in new ‘Supporters’• Invest in trials• ROI not number one driver at this
point• Awareness seen as important as
short term income
![Page 9: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/9.jpg)
Our Brief
• Engage Starting Out & Settling Down lifestages• Get them to act• Include fundraising mechanism
![Page 10: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/10.jpg)
Idea Generation
Screening
Feasibility
Development
Post Evaluation
Pilot / Prototype
Launch
Innovation Process
![Page 11: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/11.jpg)
Challenge
Self interest
Cause
The Opportunity
Starting Out Settling Down
![Page 12: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/12.jpg)
Your Brief
• In a group • 15 minutes• Create a new awareness, engagement or
income generating product for your charity for the Starting Out or Settling Down lifestages
• Tell us what it is, what insight it is based on and how you would take it to market
![Page 13: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/13.jpg)
The Solution
![Page 14: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/14.jpg)
Settling Down drive performance
14
I'd be interested in finding out more
about this
It sounds credible to me
This is new and in-novative
This is relevant to me
This is an event I would like to take
part in
This would make me more likely to do-nate my time to
help fundraise for RNLI
This would make me more likely to do-
nate money to RNLI
Starting Out (Top 2 Box)
0.53 0.68 0.64 0.49 0.51 0.44 0.44
Settling Down (Top 2 Box)
0.57 0.8 0.8 0.59 0.53 0.54 0.55
Settled (Top 2 Box)
0.34 0.65 0.65 0.36 0.32 0.3 0.29
5%
15%
25%
35%
45%
55%
65%
75%
85%
Percen
tage Top
2 Box
![Page 15: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/15.jpg)
![Page 16: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/16.jpg)
![Page 17: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/17.jpg)
Lessons Learnt
• First idea is not always the best.• Research focusses your audience.• Think ahead.• Get people in the business excited.
![Page 18: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/18.jpg)
![Page 19: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/19.jpg)
![Page 20: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/20.jpg)
![Page 21: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/21.jpg)
This video was viewed 98,492 times
![Page 22: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/22.jpg)
![Page 23: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/23.jpg)
4,500 people signed up
87% new to the database
58% in the target lifestages (Starting Out & Settling Down)
![Page 24: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/24.jpg)
Quite a few blogged about it
![Page 25: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/25.jpg)
The App was downloaded over 6,500 times across iOS and Android
![Page 26: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/26.jpg)
Over 700 bottles sold
![Page 27: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/27.jpg)
307,914 microsite visits
![Page 28: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/28.jpg)
3,447 Facebook fans
![Page 29: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/29.jpg)
1,034 Twitter followers
2,035 Tweets favourited
![Page 30: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/30.jpg)
Sponsorship pledge: £400kAverage pledge: £92
![Page 31: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/31.jpg)
![Page 32: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/32.jpg)
Questions?
![Page 33: Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d53f36bb61ebee108b45b0/html5/thumbnails/33.jpg)
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk