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The customer & the orchestra The DMA’s Integration Summit
#DMAintegration
Sponsored by
Welcome from the co-chairs Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
#DMAintegration
Sponsored by
The four models of integration Kate Cox, Head of Strategy, Havas Media
#DMAintegration
Sponsored by
The Customer and the Orchestra From Integration to Orchestration 12th March 2013
Introducing the IPA Databank
• Built from questionnaire to IPA Effectiveness
Awards entrants
• 1,000+ examples of best practice in advertising
• Wide spectrum of marketing sectors and
expenditure
• 82 questions; 252 fields
“Clearly individual media can be proven to deliver
effective business results – whether a traditional TV
campaign or a social media campaign. But in this new
rich media ecosystem, the big opportunity and challenge
is to effectively connect and combine media in a
way that delivers additive results over and above this”
The void
Advertising media Web and mobile Other channels
TV Website/microsite Direct marketing/ direct
Radio Online display Sales promotion
National press Search Sponsorship
Regional press Viral PR
Magazines Other interactive Other (includes
couponing and
leafleting)
Out of home/posters SMS texting
Ambient Mobile apps
Cinema
There are 20 channels recorded in the Databank
Message segment
No integration
No integration
Viral web film and direct response communications
Halifax student banking (2009)
Bounty (2005)
TV only
No integration
Message segment
Advertising-led integration
Advertising-led integration
Hovis (2010)) 118 118 (2004)
Advertising-led integration
Message segment
Brand idea-led orchestration
Brand-led orchestration
Honda (2004)
Brand-led orchestration
HSBC (2010)
Message segment
Participation-led orchestration
Participation-led orchestration
Participation-led orchestration
Walkers (2010) E4 Skins (2007)
Message segment
No integration Advertising-led
integration Brand idea-led orchestration
Participation-led orchestration
Four models of integration and orchestration
Hard measures of effectiveness
Softer measures of effectiveness
Sales gain Brand fame
Customer acquisition Brand values
Market share gain
Brand belief
Profit gain
Brand trust
Customer retention/loyalty
Brand commitment/loyalty
Market share defence
Brand awareness
Reduction of price sensitivity Brand differentiation
The methodology : ‘Very Large’ effectiveness success rate
At a topline glance: Brand led is an effective route to business success
Effectiveness success rate of each orchestration model (across any hard business metric)
Even at the level of the largest effects there’s one area where participation seems to deliver
Very large business effects
67%
54%
64% 66%
And participation leads for brand effects
Effectiveness success rate of each orchestration model (across any soft/ brand metric)
Particularly for smaller budget advertisers
Effectiveness of participation-led campaign versus all £0-£10M
Our hypothesis
Effort required versus impact of non-users
But ‘one size doesn’t fit all’
Campaign objectives (hard metrics)
No integration works well against Sales Gains
Campaign objectives (hard metrics)
In most scenarios, advertising led against share defence
Campaign objectives (hard metrics)
In most scenarios, brand-led campaigns are the most likely to deliver across objectives
Campaign objectives (hard metrics)
Participation led relatively well against profit gain
Campaign objectives (hard metrics)
Microsoft: marketing the technology giant Philippa Snare, Chief Marketing Officer, Microsoft UK
Find this presentation at – http://www.slideshare.net/SarahWright/marketing-merging-at-
m-icrosoft-cmo
#DMAintegration
Sponsored by
Integration and hard targets Angharad McKenzie, Head of Supporter Development, Wateraid
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
www.wateraid.org
Prepared by:
Angharad McKenzie, WaterAid
Mike Colling, MC&C
www.wateraid.org
£2.45m
in
13 weeks
www.wateraid.org
The story begins...
www.wateraid.org
‘Closing the gap’
www.wateraid.org
The story develops...
www.wateraid.org
The story comes together...
www.wateraid.org
4 core elements
• Matched funding from DFID
• Restricted funding to our rural programme
in Malawi
• The chance to test continuous digital story
telling
• Time bound project
www.wateraid.org
www.wateraid.org
.
www.wateraid.org
The perfect convergence of
Direct & Digital?
• Multi-channel campaign
• Warm audiences contacted via DM & email
• A blog to tell the story from the ground
• Social distribution to spread the word
www.wateraid.org
What we did – Launched Blog 18th June - Ongoing
– PR Stunt – Westfield Shopping Centre 18th June
– DM appeal(s) landed w/c 18th June
– Social & Blogger Outreach from 18th June - Ongoing
– Radio station appeals from 18th June - Ongoing
– 5 part series of emails from 24th June – Ongoing
– You-tube banners from 18th June - Onwards
– Reminder appeal(s) w/c 16th July
– Major donor/trust proposals July onwards
– Heavy social push from August onwards
– Walking event / Bestival mid September
www.wateraid.org
www.wateraid.org
Deliverables Delivered Reach
Audio content for 27 local radio stations 2.9million listeners
Audio content for 4 national stations – Talksport,
Kerrang, Real and Jazz FM
8.6million listeners
Arrangement of a launch event – Westfield
Shopping centre
Est. 300 shoppers
Content for Press 3.8million reach
£91,990 AVE
The Big Dig Blog 26,600 unique users,
76,600 page impressions
Content for Twitter Est. 1,000,000 unique accounts
Content for Facebook 14,000 followers
A YouTube film 37,000 views
Banners for YouTube advertising 200 million impressions
A summer appeal to supporters including online
and offline elements
275,300
An appeal to Faith groups 8,600
An appeal to Community groups 45,000
Content for Events participants 60,000
Content for Bestival Event 50,000
www.wateraid.org
Our Story-tellers
www.wateraid.org
www.wateraid.org
The Characters
www.wateraid.org
The Plot
Mon 18th June
Tues 19th June
Wed 20th June
Thurs 21st June
Fri 22nd June
Sat 23rd June
Sun 24th June
Opening post
The water source
Bokola’s song of pain
The beautiful Faith
Mr Khombe
Story so Far
Video Photo Video Photo Photo/Vid
Angharad Michael Nathan Michael Nathan Angharad Angharad
Mon 25th June
Tues 26th June
Wed 27th June
Thurs 28th June
Fri 29th June
Sat 30th June
Sun 1st July
The vanishing water sources
Village exchange visit
Over-seeing building work
Baby Winard gets Sick
Children at work
Story So Far
Photo Video Photo Photo Photo
Angharad Boyce Boyce Michael Nathan Angharad
www.wateraid.org
So what did we learn?
www.wateraid.org
What we found Financial - £2.45m raised in total
• 91% of all donations, 84% of total value given offline
• DM appeals drove donations significantly
• 14% of donators gave twice or more
LAU
NC
H
Sum
mer
Rem
ind
er
Oas
is
PSM
S
27-Jun
03-Jul
23-Jul
11-Sep
17-Sep
0
500
1000
1500
2000
2500
11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep
Appeals Gifts Gifts-Summer Gifts-Oasis Gifts-BigDigPSMS
www.wateraid.org
This works for existing supporters – we
didn’t crack cold
Existing 20,437
83%
New 4,281 17%
3.90%
7.00%
15.87%
22.96%
42.62%
12/BAH - Church Summer Appeal 2012
Blog
12/NAE - The Big Dig Online Activity
12/EAH - Coast Along - Individuals
12/NAG - The Big Dig SMS Radio Activity
Top recruitment sources
www.wateraid.org
Most warm supporters had given financially prior
to the Big Dig
6
6
13
16
29
34
51
94
110
208
12/NAH - Big Dig Donations - Appeal Unknown
12/BBC - Big Dig - other community organisations
12/NAG - The Big Dig SMS Radio Activity
12/BAH - Church Summer Appeal 2012
12/SUM - Summer Cash Appeal - The Big Dig
12/EAH - Coast Along - Individuals
12/OAB - Oasis Autumn
12/SMR - Big Dig Summer - Comm Inds and Events
12/NAE - The Big Dig Online Activity
12/NAI - Big Dig Premium SMS
First donation from existing supporters
19,859, 97%
578, 3%
Gifts prior to Big Dig
No gifts prior to Big Dig
Prior financial support from warm supporters
The PSMS appeal
garnered most of the first
gifts from warm
supporters.
www.wateraid.org
Blog interaction – 26,652 unique users
18-
Jun
25-
Jun
02-
Jul
09-
Jul
16-
Jul
23-
Jul
30-
Jul
06-
Aug
13-
Aug
20-
Aug
27-
Aug
03-
Sep
10-
Sep
17-
Sep
Unique
Users 3,817 2,271 1,893 2,011 2,191 2,058 1,420 1,075 797 1,004 1,065 804 1,393 4,853
Page
Views 12,732 8,288 6,836 6,971 5,463 5,852 3,972 3,226 2,956 3,217 2,653 2,392 3,611 8,475
Pages
per
Visit 2.67 2.77 2.74 2.71 2.49 2.3 2.23 2.38 2.83 2.52 2.1 2.33 2.01 1.54
Av Visit
Duration 2.50 2.48 2.41 2.24 2.20 1.56 1.50 1.57 2.29 2.13 2.02 2.33 2.25 1.26
www.wateraid.org
Lightbulb moment
www.wateraid.org
Valuing digital participation
• Over £300k via the blog (of the £2.45m)
• Facebook weekly reach up to 54,000
• 1m people reached via twitter
• Over 350 Instagram images, 240 posts
• PR hits on Mashable, Yahoo & blog
partners
• Thebigdig.org beat metrics for main site
www.wateraid.org
What supporters thought • 57% thought matched giving the most part of the
appeal
• 11% cited the blog
However
• 75% said the blog gave the project credibility
• 48% claim to have visited
“The Big Dig was wonderful, better than
the Olympics”
www.wateraid.org
We will do this again
We have learned so much
Current supporters much more likely to
participate
Engaging with the “blogging community”
per se is tough
Internal integration is a must
Be flexible
Celebrate
www.wateraid.org
www.thebigdig.org
angharadmckenzie@wateraid.org
mike@mcand.co.uk
Tea and coffee
#DMAintegration
Sponsored by
Fine-tuning your marketing mix Nick Minchin, Marketing Manager, Warner Leisure Hotels
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
Mike Colling and Company Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
Growing Revenue and ROI
The story of integrating investment and guest journeys
Warner’s: Nick Minchin
MC&C: Mike Colling
Date: 12th
March 2013
THIS MORNING
• The Backstory
• The Theory
• The Reality
• The Outcome
65
THE BACK STORY
66
THE MARKETING CHALLENGE
Reverse the trend in new guest recruitment
Source: Paddy customer retention 2010 (Warner) 67
THE THEORY
68
Audience
understanding
Understand
audience journeys
A role for
each channel
But orchestrate the
channel integration
Align investment
with audience value
Results
attribution
Source: Firm Bookers with DOB 19092011_with DOB/MC&C analysis 69
WE STARTED WITH THE DATA
Average number of bookings for active guests by average age at first booking
THOSE ENTERING RETIREMENT WILL EXPERIMENT
Source: TGI GB 2011 Q2, Index vs. UK population, 100 being the UK average 70
Average age of someone who expects to retire: 57
Average age of someone who actually retires: 64
Source: TGI 2011 Q2 Expect to retire in the next 12 months OR retired in past 12 months: 2,463,000
The gap between the averages reveals how plans for retirement and actually retiring can take a lot longer than
12 months. This means the ‘at retirement group’ is an audience in flux that stretches from 57 to 64
71
OUR GUESTS ARE “SOCIAL ANIMALS”
Source: TGI GB 2011 Q2 At retirement: Expect to retire in next 12 months OR retired in past 12 months,
Community involvement: Belong to or help out any community organisation 72
AND WE FIND THEM IN LOCAL COMMUNITIES
Source: penetration of Warner brochures MC&C analysis 73
GUEST JOURNEY: FROM CONTEMPLATION TO PURCHASE
KNOWLEDGE
ACTIVE RESEARCH
POINT OF PURCHASE
CONTEMPLATION
TIME
74
MAPPING CHANNELS TO JOURNEY LANDMARKS
KNOWLEDGE
ACTIVE RESEARCH BROCHURES / SEARCH /
RETARGETING/MAIL/EMAIL
POINT OF PURCHASE PHONE/WEB
CONTEMPLATION BROADCAST MESSAGES
TIME
75
MAPPING VALUE TO GUEST JOURNEYS
Conversion to sale
76
RECOGNISING VALUE CREATED OVER LONGER TERM
Campaign One
77
AND CREATE OPTIMAL SHORT TERM JOURNEYS
Campaign Two
78
Buy
IT’S ABOUT MAXIMISING VOLUME FROM SIMILAR RETURNS
79
Net Sales Response
A CLEAR ROLE FOR EACH CHANNEL
•TV
•Targeted lead generation media: Events, brochure
panels
Long copy lead
generation
•Partnership/ Reader Offers
•Media inserts
•Door drops
•Micro targeting
•Long form DRTV
•Off the page
•DM Conversion
•Digital
Sales generation
matched to yield
80
THE TV AD
81
DOOR DROPS AND INSERTS
82
PRESS ADS
83
AND SEARCH
84
INVESTMENT TIERED TO REFLECT POTENTIAL
85
ACTIVATION INVESTMENT MICRO TARGETED
86
FOCUS ON RESPONSE
87
Change in intra channel investment strategy
Less in TV and press display
More in classified, search, door drops & inserts
Headlines
No X Factor! 50% reduction in TV channel repertoire
Reduction in press title stable
Inserts bought on wholesaler not TV region basis
Change in inter channel investment strategy
RESULTS ATTRIBUTION
•Final Media Schedules
•Date / Time Stamped
Response Data – Phone
/ SMS / Online
Inputs
•Client Adjustable
Algorithm to match all
responses to all media
• Bespoke matching
profiles
Matching
•Full reporting analysis
•Bespoke based on
individual client needs
Outputs
88
INSIGHT DRIVEN BY ATTRIBUTION TOOLS
Media vehicle profitability based on all channel response
89
0
10
20
30
40
50
60
-
0.100
0.200
0.300
0.400
0.500
0.600
0.700
0.800
0.900
1.000
Online RR
Phone RR
Total ROI
Channels
ALLOWING OPTIMISATION AT SPOT LEVEL
Phone and web show differing response patterns
90
0.000
0.020
0.040
0.060
0.080
0.100
0.120
00:00 -
02:00
02:00 -
04:00
04:00 -
06:00
06:00 -
08:00
08:00 -
10:00
10:00 -
12:00
12:00 -
14:00
14:00 -
16:00
16:00 -
18:00
18:00 -
20:00
20:00 -
22:00
22:00 -
24:00
Online RR%
Phone RR%
RESULTS STRAIGHT OUT OF THE BLOCKS
More for less
91
4.1
8.1
REALITY FROM Q1 ON
Sometimes: A nice progression
92 Source: Warner data/ART™
OTHER TIMES, LESS SO
Journeys and needs change
93
MOST IMPORTANTLY WE CREATED LONG TERM VALUE
New guests, who rebooked
94
Source: Warner booker data to May 2012
No of bookings
2012 2011 Diff Growth %
1 xxxxxxx xxxxxx xxxxx 26%
2 xxxxx xxxxx xxxx 53%
3 xxxx xxxx xxx 206%
4+ xxx xxx xxx 463%
Total xxxxxx xxxxxx xxxxx 28%
Multibooking – new households
OUR LEARNING
• We have only taken one step in the integration journey.
BUT
• It has made us a lot of incremental profit.
• Insight starts with the audience:
– Understand where value can be created.
– And the journeys they take from interaction to transaction.
• But attribution is critical to success
– If you can’t map value creation to costs at each point of the journey you
will fail.
95
OUR END POSITION 2012
96
As per 31/12/2012 Excl. TV production
MIKE COLLING & COMPANY LIMITED
Any case study, creative materials, information, costs and other data contained in this document are the
property of Mike Colling & Company Limited and are supplied on a commercial in confidence basis. They may
not be used or passed to any third party without the express agreement of Mike Colling and Company Limited
Similarly, this document may not be copied or stored electronically without the express agreement of Mike
Colling and Company Limited
Disclaimer
97
A household gnome:
orchestrating brand fame James Nester, Creative Director, OgilvyOne UK Graham Jenks, Creative Director, OgilvyOne UK
#DMAintegration
Sponsored by
Lunch!
#DMAintegration
Sponsored by
Clear message = loud results Peter Burns, Manager, Online Marketing, Waitrose.com
Caroline Kinsman, Manager, Customer Marketing, Waitrose.com
#DMAintegration
Sponsored by
Understanding the content journey Phil Adams, Planning Director, Blonde
#DMAintegration
Sponsored by
Putting the customer at the centre of a 'brand universe’
Simon Humphris, Global Client Director (adidas), iris worldwide Michael Barrett, Board Planning Director, iris worldwide
#DMAintegration
Sponsored by
Confidential © iris 2012
Confidential © iris 2012
Seldom ‘briefed’
Often misunderstood
…But disproportionately powerful
Participation…
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Give more to get more
Brand
World
Relevance
Meaning
Value
Enhanceme
nt
enrichment
General needs &
desires
Passions &
interests
Identity &
individuality
Key
relationships
Social
connections
Cultural
events &
memes
Social
agendas
Ambitions
& aspirations
Consumer
World
Confidential © iris 2012
Identity &
individuality
Key
Relationship
s
skimmers
DIPPERS
DIVERS Brand
World
On their terms …
Multiple styles
of participation
Confidential © iris 2012
adi
Bake it into the brand
Confidential © iris 2012
Confidential © iris 2012
Ecosystems / universe
Build the universe
Confidential © iris 2012
Get participation optimising comms
INVITATION AMPLIFICATION INVOLVEMENT
BROADCAST
& TTL
EARNED MEDIA PARTICIPATION
PLATFORMS
NARRATIVE CONTENT
EXPERIENCE CHALLENGE
REWARD
Confidential © iris 2012
Refresh Ignite Fuel Incite Extend
TIME
IMPACT
Plan for participation
Confidential © iris 2012
Ask yourselves 4 things…
Does it have a Purpose?
Is it Interesting?
It is Easy?
Is it Valuable?
Confidential © iris 2012
There’s more than one way to do it …
Confidential © iris 2012
Harness the momentum of the moment
Confidential © iris 2012
Harness the momentum of the moment
Confidential © iris 2012
Confidential © iris 2012
Harness the interest in co-creation
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Harness interest in new technologies
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Confidential © iris 2012
Participation baked in to the Brand
Driving the mix Not a bolt on
Planning for momentum & longer tails
If there’s no point There’s no point
Principles apply Execution must vary
Skimmers & Dippers as well as Divers
Confidential © iris 2012
‘Integration’ is just a means to an end …
Brand
World
Relevance
Meaning
Value
Enhanceme
nt
enrichment
General needs &
desires
Passions &
interests
Identity &
individuality
Key
relationships
Social
connections
Cultural
events &
memes
Social
agendas
Ambitions
& aspirations
Consumer
World
Confidential © iris 2012
THANK YOU.
Wrap up
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
#DMAintegration
Sponsored by
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