SMART-Drop Door Drop seminar - May 2011
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A summary of the presentations made during our SMART-Drop door drop seminar in which better targeting of leaflet distributions was demonstrated. This also reduces wastage and provides an improved ROI.
Transcript of SMART-Drop Door Drop seminar - May 2011
SMART-DROP Seminar – May 2011
A résumé of the recent door drop seminar held in London, aimed at demonstrating new targeting capabilities within
the industry
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
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
“The right words focus the reader’s attention on your brand by communicating a powerful,attractive big idea.That idea about your brand, helps build front-of-mind, unaided awareness. The right wordsthat communicate this unexpected idea, give your brand a vitality and a freshness thatcontinue well after the advertising sails into the sunset.”
Source: ITV/DMA research 2010
Free to brand owners
9 critical tips for creating successful door drop marketing in UK:
•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•Tip 7 – online, new, use the leverage•Tip 8 – measurement, use validation, evaluate ‘intend to buy’?•Tip 9 – respect the environment•Extra free – once is not enough, strategic not tactical
Average recall of door to door items 1994-2010Average recall of door to door items 1994-2010
85.0%
78.5%81.7%
76.8%74.4% 75.2%
71.9%75.2%
68.5% 68.6%66.6%
59.6%
64.4% 63.6%66.3% 67.2% 67.5%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Prompted recall in delivered areas, all methods, all itemsPrompted recall in delivered areas, all methods, all items
Average sample size 184,000 interviews per year
Creative execution
Compared with other “sexier” mediathe amount of effort expended on door drop
creative is tiny, and often lamentable
Creative execution
Even with appallingly bad recall, readership and interest levelsthe clients who perpetuate these crimes against advertising still achieve
a good enough return on their investment to continue year after year.
Can you imagine how powerful an opportunity to talk to over 90% of your target in a single pass would be if you actually used it properly?
Images
Door to door is a visual medium.
Images have incredible power to move us, to affect us,and to speak to us.
SMAR
T-D
rop
Smarter targeting = better results
Are you interested in…
a targeting tool that is up to 10 times more powerful than conventional postcode sector targeting that…
...identifies and profiles clusters as small as 150 households within a postcode sector and is…
…available NATIONALLY
SMAR
T-D
rop
Smarter targeting = better results
SMART-Drop - the benefits
Target real prospects
Minimise wastage
Maximise return on investment (ROI)
Delivery to households that may not have otherwise been targeted
Optimise your door drop carbon footprint
SMAR
T-D
rop
Smarter targeting = better results
How does it work?
• Rank postal sectors within agreed target area
• Match postcode units to existing free newspaper rounds or create bespoke solus rounds
• Produce round ranking report
SMAR
T-D
rop
Smarter targeting = better results
Delivery Round RankingNewsquest Rounds Ranked By an Index of Mosaic 2009 Types A01, A02, A03, A04, B05, B07, B08,
B09, B10, C11, F24, F28, G31, K48, K49, N60, O61, O62, O63.
Round Number Postal Sector
Del Points that are Chosen Mosaic Round Total
Round Penetration UK Penetration Index
027R35 SN12 6 143 143 100.00% 23.71% 422
103R06 SN 1 4 106 108 98.15% 23.71% 414
104R05 SN 1 3 256 264 96.97% 23.71% 409
130R11 SN 5 5 140 146 95.89% 23.71% 404
107R01 SN 2 2 187 261 71.65% 23.71% 302
027R09 SN12 7 98 222 44.14% 23.71% 186
032R14 BA12 8 41 94 43.62% 23.71% 184
020R17 BA14 7 72 177 40.68% 23.71% 172
031R31 BA12 9 59 148 39.86% 23.71% 168
126R07 SN 3 4 85 220 38.64% 23.71% 163
126R02 SN 3 4 43 128 33.59% 23.71% 142
126R08 SN 3 4 86 283 30.39% 23.71% 128
030R33 BA13 3 38 127 29.92% 23.71% 126
028R02 BA11 2 60 202 29.70% 23.71% 125
SMAR
T-D
rop
Smarter targeting = better results
20 minute drive time from ASDA stores
Copyright © 2010 Tangerine TCVC Limited, all rights reservedtanger ine: d a t a -d r ive n s h o p p e r -m a r k e t in g s o lu t io n s
w w w . t anger ine -c vc . c o m
Tangerine have spent over 13 years planning and evaluating campaigns for many iconic FMCG brands
Copyright © 2010 Tangerine TCVC Limited, all rights reservedtanger ine: d a t a -d r ive n s h o p p e r -m a r k e t in g s o lu t io n s
w w w . t anger ine -c vc . c o m
Background
• FMCG brands rely on trial to grow– DTD can be one of the best performing media– Price promotions tend not to be effective trial-drivers
• A lot of promotional investment is wasted– Poor targeting– Poor operational support
• leading to unsatisfied demand through poor merchandising and out of stocks
• In FMCG trade support is vital– To avoid the trap of relying on-going price promotions brands need to show
retailers what their A&P spend is doing for a retailer & their shoppers
• Tangerine’s FMC-G-Model™ is a specialist solution designed to support brand growth
FMC-G-Model™
Copyright © 2010 Tangerine TCVC Limited, all rights reservedtanger ine: d a t a -d r ive n s h o p p e r -m a r k e t in g s o lu t io n s
w w w . t anger ine -c vc . c o m
Long term value
• Over a period of years DTD has been fundamental in the growth of Lurpak; Arla Food’s primary brand
• Chart shows sustained penetration gain – almost entirely in line with DTD investment
Copyright © 2010 Tangerine TCVC Limited, all rights reservedtanger ine: d a t a -d r ive n s h o p p e r -m a r k e t in g s o lu t io n s
w w w . t anger ine -c vc . c o m
Further improvement
• Solutions originally developed to work at Postal Sector level
• Focus on Royal Mail as it was proven to deliver a better ROI
• Although RM Tangerine-planned activity performed very much better, we had seen a newshare campaign that we didn’t plan produce 75% coupon mis-redemption!
• Changes in the coupon redemption culture and processes... [driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by destroying coupons internally ] ...mean this is very unlikely to be repeated
• This opens up the DTD media world for renewed exploration
Do they know THIS?
A headline must promise a benefit, give news or provoke
curiosity.
It must also have relevance…
Five times as many people will read your headline, as will read your body copy.
Unless your headline offers a benefit, you’ve wasted 90%
of your money…
Do they know THIS?
Clarity is vital…
If people find the message too daunting to read, they will not
bother…
Do they know THIS?
A promotional leaflet with a headline under the picture
will pull more responses than a headline above a picture
SMART-DROP Smarter targeting = better results
For more details, please visit www.smart-drop.co.uk or call on 01992 637333.
