MIGS_2011: The Blockbuster is Dead. Long Live the Blockbuster!!
Blockbuster Controls (and how they got that way) - Bridge Conference 2013
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Transcript of Blockbuster Controls (and how they got that way) - Bridge Conference 2013
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Blockbuster Controls (and how they got that way) Dennis Lonergan, Eidolon Communications @eidolonnyc
Moira Kavanagh Crosby, MKDM @mkdm
Luke Franklin, ASPCA @aspca
Krissy Conway, NPCA @npca
#AtTheBridge
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Blockbuster Ingredients
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Blockbuster Ingredients
Offers
“Premia”
Impact
• visual
• emotional
• restrained
Action
Relevance
Message
Metrics
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Blockbuster Offers
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CTRAD: $.41
CTRAD: $.39
CTRAD: $.37
CTRAD $.31
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Blockbuster Premiums
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Blockbuster Impact (Emotional)
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Blockbuster Visual
Impact
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Blockbuster Visual
Restraint
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Blockbuster Action
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Blockbuster Relevance
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Blockbuster Message
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Reality Check
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Reality Check
Smart Production
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Reality Check
Audience Selection
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Reality Check
Cost/Donor
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Reality Check
Website Integration
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ASPCA Voucher Package - Original
History • Tested Jan 2007 • Rolled out as Co-
Control late 2007 • Initial tests showed
this package to bring in a higher average gift and a higher response rate.
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History • By Mid-2009, we began
testing different formats as results started to plateau
• This iteration tested ASPCA animals
ASPCA Animal Voucher
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History • This iteration
tested Voucher Offer w/ ASPCA animals with a slightly higher ask string.
Feed Offer Voucher – Number of Animals
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History • This iteration
tested Voucher Offer w/ ASPCA animals
Feed Offer Voucher – Length of Time
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History • This iteration
tested Sarah McLachlan in the creative.
• Each of these had multiple variations.
• Ultimately, Sarah was the winning package.
Sarah Voucher
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ASPCA Voucher Package - Current
History • In use since
early 2012 • 36 iterations
tested to reach this point.
• Since January 2007, mailed more than 55MM pieces.
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Key Learnings • Test each element that
makes cost-effective sense.
• Back Test to ensure you don’t stray too far from spirit of original package.
• All ideas are good ideas, with budget in mind.
• Never stop testing a control.
• Ideal scenario is to be able to rest packages as well.
• Test new packages as well.
ASPCA Voucher Package - Current
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NPCA’s Mission – To Protect and Enhance America’s
National Park System for Present and Future
Generations
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Moira Kavanagh Crosby
MKDM
mkdmc.com
#AtTheBridge
Dennis Lonergan
Eidolon Communications
eidolonnyc.com
Thank you!