1. The customer & the orchestra
The DMA’s Integration Summit
#DMAintegration
Sponsored by
2. 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
3. The four models of integration
Kate Cox, Head of Strategy, Havas Media
#DMAintegration
Sponsored by
4. The Customer and the Orchestra
From Integration to Orchestration
12th March 2013
5. 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
6.
7.
8. The void
“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”
9. There are 20 channels recorded in the Databank
Advertising media Web and mobile Other channels
Direct marketing/ direct
TV Website/microsite mail
Radio Online display Sales promotion
National press Search Sponsorship
Regional press Viral PR
Other (includes
Magazines Other interactive couponing and
leafleting)
Out of home/posters SMS texting
Ambient Mobile apps
Cinema
18. Four models of integration and orchestration
Message segment
Advertising-led Brand idea-led Participation-led
No integration
integration orchestration orchestration
19. The methodology : ‘Very Large’ effectiveness
success rate
Hard measures of Softer measures of
effectiveness 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
20. 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)
21. Even at the level of the largest effects there’s one area
where participation seems to deliver
Very large business effects
22. And participation leads for brand effects
Effectiveness success rate of each orchestration
model (across any soft/ brand metric)
64% 66% 67%
54%
23. Particularly for smaller budget advertisers
Effectiveness of participation-led campaign
versus all £0-£10M
24. Our hypothesis
Effort required versus impact of non-users
25. But ‘one size doesn’t fit all’
Campaign objectives (hard metrics)
26. No integration works well against Sales Gains
Campaign objectives (hard metrics)
27. In most scenarios, advertising led against share defence
Campaign objectives (hard metrics)
28. In most scenarios, brand-led campaigns are the most
likely to deliver across objectives
Campaign objectives (hard metrics)
30. 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
31. Integration and hard targets
Angharad McKenzie, Head of Supporter Development, Wateraid
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
38. 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
42. 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
43. 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
45. Deliverables
Delivered Reach
Audio content for 27 local radio stations 2.9million listeners
Audio content for 4 national stations – Talksport, 8.6million listeners
Kerrang, Real and Jazz FM
Arrangement of a launch event – Westfield Est. 300 shoppers
Shopping centre
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 275,300
and offline elements
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
49. The Plot
Mon 18th Tues 19th Wed 20th Thurs 21st Fri 22nd Sat 23rd Sun 24th
June June June June June June June
Opening The water Bokola’s The Mr Story so
post source song of beautiful Khombe Far
pain Faith
Video Photo Video Photo Photo/Vid
Angharad Michael Nathan Michael Nathan Angharad Angharad
Mon 25th Tues 26th Wed 27th Thurs 28th Fri 29th Sat 30th Sun 1st
June June June June June June July
The Village Over- Baby Children Story So
vanishing exchange seeing Winard at work Far
water visit building gets Sick
sources work
Photo Video Photo Photo Photo
Angharad Boyce Boyce Michael Nathan www.wateraid.org
Angharad
52. 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
2500
27-Jun
2000
1500
03-Jul
1000
23-Jul
11-Sep
Summer Reminder
17-Sep
500
LAUNCH
PSMS
Oasis
0
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
53. This works for existing supporters – we
didn’t crack cold
Top recruitment sources
New
4,281 12/NAG - The Big Dig SMS Radio Activity 42.62%
17%
12/EAH - Coast Along - Individuals 22.96%
12/NAE - The Big Dig Online Activity 15.87%
Existing
20,437
83%
Blog 7.00%
12/BAH - Church Summer Appeal 2012 3.90%
www.wateraid.org
54. Most warm supporters had given financially prior
to the Big Dig
Prior financial support from warm supporters
The PSMS appeal No gifts prior to Big Dig 578, 3%
garnered most of the first
gifts from warm Gifts prior to Big Dig 19,859, 97%
supporters.
First donation from existing supporters
12/NAI - Big Dig Premium SMS 208
12/NAE - The Big Dig Online Activity 110
12/SMR - Big Dig Summer - Comm Inds and Events 94
12/OAB - Oasis Autumn 51
12/EAH - Coast Along - Individuals 34
12/SUM - Summer Cash Appeal - The Big Dig 29
12/BAH - Church Summer Appeal 2012 16
12/NAG - The Big Dig SMS Radio Activity 13
12/BBC - Big Dig - other community organisations 6
12/NAH - Big Dig Donations - Appeal Unknown 6
www.wateraid.org
57. 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
58. What supporters thought
• 57% thought matched giving the most part of the
appeal
• 11% cited the blog
“The Big Dig was wonderful, better than
the Olympics”
However
• 75% said the blog gave the project credibility
• 48% claim to have visited
www.wateraid.org
59. 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
63. Fine-tuning your marketing mix
Nick Minchin, Marketing Manager, Warner Leisure Hotels
Mike Colling, Managing Director, MC&C
#DMAintegration
Sponsored by
64. Growing Revenue and ROI
The story of integrating
investment and guest journeys
Warner’s: Nick Minchin
MC&C: Mike Colling
Date: 12th March 2013
Mike Colling and Company Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
65. THIS MORNING
• The Backstory
• The Theory
• The Reality
• The Outcome
65
68. THE THEORY
Audience
understanding
Results Understand
audience journeys
attribution
A role for
Align investment each channel
with audience value
But orchestrate the
channel integration
68
69. WE STARTED WITH THE DATA
Average number of bookings for active guests by average age at first booking
Source: Firm Bookers with DOB 19092011_with DOB/MC&C analysis 69
70. THOSE ENTERING RETIREMENT WILL EXPERIMENT
Source: TGI GB 2011
Q2, Index vs. UK population, 100 being the UK average 70
71. 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
Average age of
Average age of someone who
someone who actually retires:
expects to retire: 64
57
Source: TGI 2011 Q2
Expect to retire in the next 12 months OR retired in past 12 months: 2,463,000 71
72. 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, 72
Community involvement: Belong to or help out any community organisation
73. AND WE FIND THEM IN LOCAL COMMUNITIES
Source: penetration of Warner brochures MC&C analysis 73
74. GUEST JOURNEY: FROM CONTEMPLATION TO PURCHASE
CONTEMPLATION ACTIVE RESEARCH POINT OF PURCHASE
TIME
KNOWLEDGE
74
75. MAPPING CHANNELS TO JOURNEY LANDMARKS
CONTEMPLATION ACTIVE RESEARCH POINT OF PURCHASE
BROADCAST BROCHURES / SEARCH / PHONE/WEB
MESSAGES RETARGETING/MAIL/EMAIL
TIME
KNOWLEDGE
75
80. A CLEAR ROLE FOR EACH CHANNEL
Long copy lead •TV
•Targeted lead generation media: Events, brochure
generation panels
•Partnership/ Reader Offers
•Media inserts
Sales generation •Door drops
•Micro targeting
matched to yield
•Long form DRTV
•Off the page
•DM Conversion
•Digital
80
87. FOCUS ON RESPONSE
Headlines
Change in intra channel Change in inter channel
investment strategy investment strategy
Less in TV and press display No X Factor! 50% reduction in
TV channel repertoire
More in classified, search, Reduction in press title stable
door drops & inserts
Inserts bought on wholesaler
not TV region basis
87
88. RESULTS ATTRIBUTION
Matching
•Final Media Schedules •Full reporting analysis
•Client Adjustable
•Date / Time Stamped •Bespoke based on
Algorithm to match all
Response Data – Phone individual client needs
responses to all media
/ SMS / Online
• Bespoke matching
profiles
Inputs Outputs
88
89. INSIGHT DRIVEN BY ATTRIBUTION TOOLS
Media vehicle profitability based on all channel response
1.000 60
0.900
50
0.800
0.700
40
0.600
Online RR
0.500 30 Phone RR
Total ROI
0.400
20
0.300
0.200
10
0.100
- 0
Channels
89
94. MOST IMPORTANTLY WE CREATED LONG TERM VALUE
New guests, who rebooked
Multibooking – new households
No of
2012 2011 Diff Growth %
bookings
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%
Source: Warner booker data to May 2012
94
95. 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
97. MIKE COLLING & COMPANY LIMITED
Disclaimer
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
97
98. A household gnome:
orchestrating brand fame
James Nester, Creative Director, OgilvyOne UK
Graham Jenks, Creative Director, OgilvyOne UK
#DMAintegration
Sponsored by
101. Understanding the content journey
Phil Adams, Planning Director, Blonde
#DMAintegration
Sponsored by
102. 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
129. Wrap up
Cordell Burke, Creative Managing Partner, Balloon Dog
Mark Hancock, Head of Strategy at M&C Saatchi Group/LIDA
#DMAintegration
Sponsored by
