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SMART-Drop marketing
using targeted direct promotional
advertising leaflets
to specific household types
around specific priority outlets
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Summary - why do it?
• 3 key benefits of Smart-Drop for today’s
marketing mix strategy
– Strengthens the media plan; how?
– Pushes trade-marketing and
consumer-marketing together; how?
– Drives digital connection; how?
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Benefits…
1. Strengthens the media plan – targeted mass marketing method of distributing
advertising creative / the big idea proposition, to target UK households.. to build
awareness and intrigue… if you have big multi million pound budgets, it’s a key
part of your multi media, multi channel approach to your market…
… if you haven’t then this is the priority, your secret weapon
(it’s so cost effective)
2. Pushes trade-marketing and consumer-marketing together - gets your brand
message into target market households in key retail outlet catchment areas, drives
retail traffic & brand sales, whether penetration & trial, or purchase frequency…
without having to discount at point of sale, because of the promotional advertising …
if you do that around 500-1000 key retail outlets, you’ve cracked the UK.
3. Drives digital connection – promotional leaflet is tangible, nice to read, invites
the reader to a web experience, encourages opt in to
a) email for brand newscasts and b) social media involvement (share it/WOM)
…see New Covent Garden Soup examples to follow
© 2012 Tel: 01483 20 20 55 e: [email protected]
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4 key questions (challenges)?
1. How are you adding value to your price platform
to strengthen your competitive edge?
2. How are you promoting new interest and sales at
normal price, in both regional and account sweet
spots?
3. How are you building residual revenue from
promotional advertising?
4. How are you influencing the customer journey
through joined up marketing that builds your
opted in customer database for future low cost
interaction?
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Received Communication
Channels in Terms of Recall
33%
36%
40%
51%
51%
59%
60%
88%
Radio
Internet ads
Posters
Mail Direct
Newspaper/magazine ads
TV ads
Mail to occupier
Leaflets through door
Source: ITV/DMA research 2010
© 2012 Tel: 01483 20 20 55 e: [email protected]
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A promotion – a leaflet, envelope, sample,
popped through the letterbox of carefully
selected households (type and area)
Remember what door drops are…
Remember what door drop marketing is…
It is advertising, targeted promotional advertising
If good,
it will change consumer behaviour
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Traditional Postcode Sector Targeting
© 2012 Tel: 01483 20 20 55 e: [email protected]
Targeting (red) by traditional post code sector of 2.5-3K hholds
provides an overall index for each of those sectors (OK for
large superstores, not typical Iceland stores)
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SMART-Drop Targeting
© 2012 Tel: 01483 20 20 55 e: [email protected]
SMART-Drop targeting (red) provides far greater selectivity
(average 150-200 target household ‘clusters’)
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the reality is that Smart-Drop is the only marketing medium left where you fully control the targeting to achieve mass awareness amongst your target consumers for response and sales
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Free to brand owners
10 critical tips for creating successful door drop marketing:
• Tip 1 – why do it (3 key benefits: media, trade/consumer, digital)
• Tip 2 – internal positioning – choose right vocabulary
• Tip 3 – targeting, who & why & where & when & how?
• Tip 4 – what, ‘the message’, left-brain-right-brain?
• Tip 5 – response, what do you want?
• Tip 6 – shape, tactile (shaped leaflets, up to 6 x more response)
• Tip 7 – online, new, use the leverage (e.g. QR codes)
• Tip 8 – measure TOTAL sales (up to 8 x voucher % response)
• Tip 9 – brief the supply chain to minimise ‘out of stocks’
• Tip 10 – respect the environment (recycled or sustainable paper)
• Extra free – once is not enough, strategic not tactical
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Objective – to drive sustainable sales
growth in key stockists (increase hhold
pen/trial & purchase frequency).
Activity - Promotional advertising
leaflets were door-dropped to
households targeted through Mosaic
profiling and postal sector ranking in
catchment areas of test Waitrose
stores. Different voucher
combinations & leaflet quantities were
tested (1 x 30p, 2 x 30p, 1 x 50p, 2 x
50p: 10-20K leaflets per store). Total
sales were measured in test stores
versus control stores for the both the
promotional period and a significant
post promotional period to measure
residual sales.
Results – varied by store from 8.3%-
54.3% growth in the promotional
period and, more importantly, 16%-
50.3% in the residual period. This is
very successful. The brand now has a
powerful promotional formula to drive
sales growth during the year.
"TBDA delivered an
extremely effective
campaign, which was well
targeted, planned and
implemented. Moreover,
an identification of key
learnings combined with
a thorough cost benefit
analysis has enabled us to
plan for future activity with
a high degree of
confidence as to its
success.“
Nick Munby, Marketing
Manager, Daniels Chilled
Foods
Year 1-
Waitrose
© 2012 Tel: 01483 20 20 55 e: [email protected]
Proven by NCGS Management
Accountants to create net extra profit
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Emotive copy, 2 x time release vouchers for purchase
urgency, digital online link – all 10 tips encapsulated
Year 2 - Waitrose
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Year 3 – Sainsburys
(in Tesco catchment areas!)
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Other fmcg case studies
• Two coupon values were tested, 50p off and a free jar (like a free sample). There were sales
uplifts versus the control stores of between 16% and 270% over run rate
• There was a 32% increase in Amoy sales in the 3 TV regions compared to the total
country.
• Door-drop leaflets were distributed together with single serve samples. In one area we
tested TV (broadcast advertising) with Door-drop leaflets (direct advertising) and in another
area Door-drop leaflets alone. The former generated an extra 28% sales, the
latter an extra 26% sales versus the ‘control’ stores,
© 2012 Tel: 01483 20 20 55 e: [email protected]
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Consumers still want traditional dm too
© 2012 Tel: 01483 20 20 55 e: [email protected]
353
marketers
1140
adults