the value of mail: what planners and marketers need to know
TRANSCRIPT
Tuesday 29 SeptemberThe Royal Society of Chemistry
@DMA_UK #dmaadmail
The value of mail: what planners and marketers need to know
Sponsored by
Welcome from the Chair
Charles Ping, Chief Executive, Fuel
@Charles_Ping @FuelUK
Sponsored by
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
TODAY – RETHINKING THE RULES FOR MAIL EXECUTION
• The value of time and place
• The value of great creative
• The value of integration 48
49
50
51
IN THE LAST FEW YEARS RM HAVE TAKEN US ON A JOURNEY
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What value does a media channel offer consumers?
What commercial value does a media
channel offer business?
The rules for execution
TODAY TO CREATE SUSTAINABLE GROWTH WE HAVE TO UNDERSTAND HOW TO CREATE VALUE FOR BOTH ADVERTISERS AND CONSUMERS IN THIS NEW WORLD
53
Value
OUR STARTING POINT IS TO UNDERSTAND THAT OFTEN THE MOST VALUABLE JOURNEYS START AND FINISH OFFLINE
54
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
AND IT IS OFFLINE THEY ARE MOST LIKELY TO PURCHASE YOU
56Source: http://www.retailresearch.org/onlineretailing.php
57
A TECHNOLOGY NOT JUST A MEDIUMA network
CreateReachSell
Listen
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?
IN A DATA RICH WORLD…
13
THE VALUE OF TIME AND PLACE
60
TIME MATTERS
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168 hours3,500+
commercial
messages/ day
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
TIME AND PLACE FUNDAMENTALLY SHAPE CONSUMER BEHAVIOUR
45% of everyday behaviours are repeated in the same location almost every day
63
MAIL GIVES US BRILLIANT ACCESS TO TIME AND PLACE
64
Moment in day
Pre-purchase
Post-purchaseLife stage
Day of the week = Message
relevance
A RECENT EXAMPLE CLOSE TO HOME USING CLASSIC TACTICS
65
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
68
GREAT CREATIVE CAN DEFINE A BRAND AND DOMINATE A CHANNEL
69
GIVING YOU COMMERCIAL ADVANTAGE
70 Source: Les Binet, Peter Field ‘The Long and Short of it” (IPA/ThinkBox)
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
THE VALUE OF INTEGRATION
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AT PRESENT ITS NOT GOOD ENOUGH
73
THE RM RESEARCH SHOWS THE POTENTIAL IMPACT OF GREAT INTEGRATION
74
WHEN TIMED RIGHT MAIL ACTIVATES CAMPAIGN MESSAGES
Source: Royal Mail Neuro-Insight 2013
AN EXAMPLE: THE SALVATION ARMY
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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
+
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
+
MAIL IN THE MEDIA MIX –
RETHINKING THE RULES
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THE OPPORTUNITY
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Realise the value of time and place
Harness the value of integration
Create great creative
THE POWER OF
Jonathan HarmanManaging Director, Royal Mail MarketReach
MAIL IN THEDIGITAL AGE
29 September 2015
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OUR BELIEFS
81
POWER OF 1 TO 1
MARKETING
WE ONLY WINWHEN MAILUSERS WIN
VALUE INPARTNERSHIP
INSIGHT PROGRAMME
82
MAIL & EMAIL
PRIVATE LIFE OF
MAILWANT TO
TALK TO ME?
THIS TIME IT’S PERSONAL
TRANSACTIONALMAIL
THE FUTURE OF MAIL
PLANNING TOOLS
83
SKILLS
84
SME GUIDES
INCENTIVES
85
FIRST TIME USER
TESTING AND INNOVATION
INCENTIVE FOR
GROWTH
WHAT NEXT?
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MEASURING IMPACT OF
DIRECT MAIL
PROGRAMMATIC
NEW PRODUCT
PRICING FOR CATALOGUES
MAILSHOTS ONLINE
MORE INSIGHT CATALOGUE CRITIQUE
WORKING WITH ROYAL MAIL
87
PLANNING DATA
INSIGHT INNOVATION
MARKETREACH
MEDIASPECIALISTS
OUR NEW MAILMEN
88
THANK YOU
89
07979 000 887
Freepost MarketReach
@jonathanharman
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
Closing comments
Charles Ping, Chief Executive, Fuel
@Charles_Ping @FuelUK
Sponsored by