RichardPerry_IntegrationofTargetedDirectmailinCampaigns

8/18/2019 RichardPerry_IntegrationofTargetedDirectmailinCampaigns

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Intuitive Relevancy & Other Animals…2013


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Welcome to Founded

We opened for business in January 2012.

Now, we are 30 people strong.

And we’re here to move people.


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Our promise

to move people


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Our approach to

Direct Marketing –

Intuitive Relevancy


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In other words….

Make it Bloody

Obvious


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Again, It’s all about…

Relevancy through personalisation……

What is personalisation

Personalisation involves using

technology to accommodate the

differences between individuals.

Personalisation Hygiene:

Data, transactions, processes,

habits, events, discounts,

messaging, recommendations,

offers, interaction.

You

Relevancy

Relation-ships

Proximity

Uniqueness Convenience

Behaviour

Psych-ology


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Creating ‘Intuitive Relevancy’

Choice Architecture

Goal Dilution Priming Bias Habitual Actions

CognitiveDissonance

Chunking Price Perception Follow the Herd

PluralisticIgnorance

ScarcityPerception

Spotlight Effect Now > Future

Planning vs.Impulse

Prospect Theory

Framing Bias

Loss Aversion

Relevancy


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Relevancy in action…..

Zipcar case study


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• Insert consumer video


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Campaign Objectives

For Zip for Business:

• Acquire 60k new customers

•

Turn interest into sign-ups

• Drive up usage mid week – especially in the B2B/SME market

• Setup a detailed CRM framework


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Key Insights

People fear the unknown. But relevance counters that.

Safety Inconvenience Unfamiliarity Fear

(London Driving)

Reliability Cost Small Print Hidden Charges

Pre-set

Impressions

Habit Complexity Hassle


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Key Insights

Audience Barriers Message Media Channel

All non-members Brand – personality/communityfeel Comprehension

Cost - Looking for the ‘catch’Habit

Make a stand against Urbanitiswith Zipcar - ‘Pay-as-you drive’car hire /car network without

any catches.

- All inclusive- No scary small print- Only pay for what you use

Roadside six-sheets. TaxipanelsPR

Business literatureFacebook page

Website

All Convenience – availability

Safety – general (habit)

A safe way home, just one click

away

Zipcar-owned Roadside

Furniture (with QR code andapp unlock symbol)

All

Business

Convenience – availability

Familiarity - fear of theunknown

Stuck? Click here to find andbook your nearest Zipcar

E..g. hyper-tactical messagingStuck? Eurostar staff aren’t.

They’ve used Zipcar

QR code six-sheets at ‘hubpoints’ (airports, stations)

Eurostar terminal leaflets todeparting Eurostar passengers

All non-members Familiarity – fear of the

unknown

Zipcar, the pay-as-you-drive car

hire that gets Londoner’s vote.(e.g. Jude Law, Stephen Fry

etc)

PR, roadside six-sheets, taxi

panels

All Cost All-inclusive pay-as-you drivecar hire – see how it compares(price comparisons)

Tube cards, DigitalWebsite calculator


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Key Insights

Audience Barriers Message Media Channel All Fear of London Driving The Zipcar ‘Knowledge’ booklet In London business bookstores

Give away at ‘hub points’Free - in every Zipcar and

ZipvanEmailable version to members

All – especiallybusiness

Reliability – needguaranteed cars

We guarantee your car will bethere waiting for you (or we’ll giveyou £x)

Business literatureWebsitePR (as part of bigger story)

Business Reliability – needguaranteed cars

Late again for that meeting? AddZipcar to your travel portfolio andwe guarantee you’ll never be late

again. But don’t just take our wordfor it!see how our members rate

us on our website

Business literatureWebsite

Business Impressions- carcondition, branding andband

Convenience

Need to make the rightimpression? Just the car youneed, only a click away

-

From Audis to VWs, clean and

ready-to-go with one click of anapp

Business literatureWebsite


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Zipcar

Plug the leaky bucket

Smart targeting

Hyper-local targeting

Direct approach

Test Learn

CRM

The Strategy – Intuitive Relevancy


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DM Piece

The Campaign Rhythm

Test + Learn

Follow up eDM

Start-up trigger

Zip Calculator

Print-readyInfographic

PURLs

Personalised Outdoor Poster

Ready to post

Phase 1 Phase 2


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Zipcar in the UK

Relevancy in Action


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Greater London

all companies)

228,775 businesses

Within proximity 500m)

of a Zipcar

148,414 businesses

With email address

59,396 businesses

Senior Decision Maker

40,612 businesses

“Zipcar Potential”

industries

+ 2-50 employees

20,654

businesses

Source: e-location

Definition:“Zipcar potential” industries

1. Hand-selected market sectors

to include any company thatwould need to carry objects tomeetings.

2. Analysis of key market

sectors from Zipcar forbusiness database todetermine additional

sectors to target.

Geo Relevance


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Lead Creative Approach


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Creating Intuitive Relevancy

Via Personaslied DM

Personalised Address Plate

Calculated individual distance

per recipient’s location

Outside cover

Front

Company

Name

Personalised URLs


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Creating Intuitive Relevancy

Via Personalised DM

Estimated savings

per recipient +

Available Zipcar

Every Zipcar

within proximity

Inside spread

Map showing

exact location

of Zipcars

Distance +

Mileage

Personalised URLs


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Zipcar in the UK

Direct Roll Out:

Campion ‘v’ Challenger


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Phase 1

DM

Phase 2

eDM

Initial 10,000 test and learn campaign

Phase 3

Follow up eDM

Campaign Plan

Brand

Location

Framing


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10,000 unique and relevant pieces of content


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Results

• DM response rate to website – average 4.82

– Response range 3.62 – 6.14

– Route 2 (locality) outperformed Route 1& 3 by 63%

• Website transactions conversion rate – 9%

•

Increase in .com/business unique visitors by 14% week-on-week

• eDM caused 24% uplift in average Wednesday traffic

• Annual estimated revenue from acquist ions 6:1 ROI


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Results and implications on Phase 2

Circa 1,000 uniques to website – 11% response level.1.2% transactional response rate based on.

Primary need to: improve conversion.


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The Zipcar Calculator


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Infographic

Ready to post


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Final Thought

The more you practice, the

luckier you get.


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thank you

[email protected]

44 7710122650

Twitter: @richjperry

Slides: slideshare.net/founded

Documents

RichardPerry_IntegrationofTargetedDirectmailinCampaigns