the value of mail: what planners and marketers need to know
TRANSCRIPT
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Tuesday 29 SeptemberThe Royal Society of Chemistry
@DMA_UK #dmaadmail
The value of mail: what planners and marketers need to know
Sponsored by
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Welcome from the Chair
Charles Ping, Chief Executive, Fuel
@Charles_Ping @FuelUK
Sponsored by
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Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk
Mail in the media mix: Rethinking the rules of execution
Author: Jamie CreganDate: 27th SeptemberContact: [email protected] / 020 7307
6108
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TODAY – RETHINKING THE RULES FOR MAIL EXECUTION
• The value of time and place
• The value of great creative
• The value of integration 48
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IN THE LAST FEW YEARS RM HAVE TAKEN US ON A JOURNEY
52
What value does a media channel offer consumers?
What commercial value does a media
channel offer business?
The rules for execution
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TODAY TO CREATE SUSTAINABLE GROWTH WE HAVE TO UNDERSTAND HOW TO CREATE VALUE FOR BOTH ADVERTISERS AND CONSUMERS IN THIS NEW WORLD
53
Value
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OUR STARTING POINT IS TO UNDERSTAND THAT OFTEN THE MOST VALUABLE JOURNEYS START AND FINISH OFFLINE
54
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IT IS IN THE OFFLINE WORLD PEOPLE ARE MOST LIKELY START A RELATIONSHIP WITH YOU
55
83% of media consumption is
offline
Source: Touchpoints 2014 * Media consumption defined as TV, Radio, Cinema or Press consumption, Social networking, YouTube excludes Outdoor media
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AND IT IS OFFLINE THEY ARE MOST LIKELY TO PURCHASE YOU
56Source: http://www.retailresearch.org/onlineretailing.php
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57
A TECHNOLOGY NOT JUST A MEDIUMA network
CreateReachSell
Listen
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THE OPPORTUNITY NOW
58
What value does a media channel offer consumers?
What commercial value does a media
channel offer business?
Re-thinking the rules for execution?
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IN A DATA RICH WORLD…
13
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THE VALUE OF TIME AND PLACE
60
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TIME MATTERS
61
168 hours3,500+
commercial
messages/ day
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SO DOES PLACE - IT IS IN THE HOME THEY ARE MOST LIKELY TO RESEARCH YOU
62
77% of time researching products online
is in the home and only 20% of this is
done alone
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TIME AND PLACE FUNDAMENTALLY SHAPE CONSUMER BEHAVIOUR
45% of everyday behaviours are repeated in the same location almost every day
63
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MAIL GIVES US BRILLIANT ACCESS TO TIME AND PLACE
64
Moment in day
Pre-purchase
Post-purchaseLife stage
Day of the week = Message
relevance
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A RECENT EXAMPLE CLOSE TO HOME USING CLASSIC TACTICS
65
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AND AN AREA RIPE FOR EXPERIMENTATION
£
Level of content engagement
determines re-contact investment and messaging
Offline and online media drive people to
the website
Profiling of audience type from website source determines
re-contact investment and
messaging
Cost per contact media are selected on basis of investment
potential – we can match cookie to address and so mail the most valuable prospects and donors
The journeys created can have multiple outcome goals
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THE VALUE OF GREAT CREATIVE
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GREAT CREATIVE CAN DEFINE A BRAND AND DOMINATE A CHANNEL
69
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GIVING YOU COMMERCIAL ADVANTAGE
70 Source: Les Binet, Peter Field ‘The Long and Short of it” (IPA/ThinkBox)
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IT’S THE SAME FOR MAIL Invest in quality mail production and reciprocate commercial value
71
Media
cost
Produ
ction
cost
Total
cost
Respon
se rat
eInc
ome ROI
£0 £20 £40 £60 £80
£100 £120
Control pack Small pack
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THE VALUE OF INTEGRATION
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AT PRESENT ITS NOT GOOD ENOUGH
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THE RM RESEARCH SHOWS THE POTENTIAL IMPACT OF GREAT INTEGRATION
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WHEN TIMED RIGHT MAIL ACTIVATES CAMPAIGN MESSAGES
Source: Royal Mail Neuro-Insight 2013
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AN EXAMPLE: THE SALVATION ARMY
76
2007 2012 -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
£-
£500,000
£1,000,000
£1,500,000
£2,000,000
£2,500,000
£3,000,000
£3,500,000
£4,000,000
Cold Mail volume
Cold mail income
(Vol
ume
000)
£
Revenue growth maintained with volume growth
Source: MC&C / Salvation Army 2014
+
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AN EXAMPLE: GROWTH FROM MAIL AND TV
77
2008 2009 2010 2011 20120
50000100000150000200000250000
From 100k to 217k donations from cold activity
(Don
atio
ns)
Source: MC&C / Salvation Army 2014
+
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MAIL IN THE MEDIA MIX –
RETHINKING THE RULES
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THE OPPORTUNITY
79
Realise the value of time and place
Harness the value of integration
Create great creative
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THE POWER OF
Jonathan HarmanManaging Director, Royal Mail MarketReach
MAIL IN THEDIGITAL AGE
29 September 2015
80
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OUR BELIEFS
81
POWER OF 1 TO 1
MARKETING
WE ONLY WINWHEN MAILUSERS WIN
VALUE INPARTNERSHIP
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INSIGHT PROGRAMME
82
MAIL & EMAIL
PRIVATE LIFE OF
MAILWANT TO
TALK TO ME?
THIS TIME IT’S PERSONAL
TRANSACTIONALMAIL
THE FUTURE OF MAIL
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PLANNING TOOLS
83
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SKILLS
84
SME GUIDES
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INCENTIVES
85
FIRST TIME USER
TESTING AND INNOVATION
INCENTIVE FOR
GROWTH
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WHAT NEXT?
86
MEASURING IMPACT OF
DIRECT MAIL
PROGRAMMATIC
NEW PRODUCT
PRICING FOR CATALOGUES
MAILSHOTS ONLINE
MORE INSIGHT CATALOGUE CRITIQUE
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WORKING WITH ROYAL MAIL
87
PLANNING DATA
INSIGHT INNOVATION
MARKETREACH
MEDIASPECIALISTS
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OUR NEW MAILMEN
88
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THANK YOU
89
07979 000 887
Freepost MarketReach
@jonathanharman
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Panel discussion
Gavin Hilton, Strategy Partner, VCCPme@gavinhilton @VCCPme
Jamie Cregan, Research & Planning Director, MC&C@MCandC
Jonathan Harman, Managing Director, Royal Mail MarketReach@jonathanharman @MarketReachUK
Sponsored by
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Closing comments
Charles Ping, Chief Executive, Fuel
@Charles_Ping @FuelUK
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