Direct Mail and Doordrop working together
Donna Wilcox
Introduction to our Doordrop Media team
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Our dedicated Doordrop team helps brands connect with consumers in their homes
Experts in applying insights and data analytics to target households that fit specific geo-demographic profiles
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Our Intelligent Doordrop approach maximises our clients’ media investment
We create efficient and targeted campaigns to reach households at a postcode sector level Use in-house and external data sources to profile most valuable households to reach
Experienced account management team offer 360° service from brief to evaluation We target, plan, deliver and measure Doordrop activity
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Our Insight & Planning team is at the heart of Intelligent Doordrop
Data Analytics
Campaign planning
Evaluate Success
Appraise the value of consumers reached, and feed insights into future planning
Use a combination of the latest data sources to profile most valuable consumers
Develop a Doordrop strategy to deliver against campaign objectives
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Working with Royal Mail to deliver value to our doordrop clients
Work with major advertisers who invest in significant Royal Mail doordrop media volume
Developed bespoke Royal Mail systems in-house A recognised doordrop affiliate of Royal Mail and work in partnership to support the media channel
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Integrating Direct Mail
and Doordrop Media for stronger results
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Doordrop and Direct Mail are cost-effective acquisition channels
Source: MC&C analysis
Source: TGI Q3 2015 *Includes all addressed mail not including Personal Mail, **seen/read at least 5 unaddressed items per week
Doordrop and Direct Mail both offer national reach and a tangible experience, delivering response This results in a unique combination of cost-effective acquisition and scalability People who see regular Doordrop and Direct Mail are more likely to take action
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Direct Mail and Doordrop work harder when planned together
Complimentary channels
Integrated approach
Stronger results
Analysis shows Doordrop builds brand awareness and ‘warms up’ the target audience prior to receive a timely Direct Mail follow up piece
Direct Mail and Doordrop Media are geographically based, offer a physical brand connection and are both highly targeted
Synchronise Doordrop and Direct Mail activity to create an effective campaign Limit wastage by flighting activity for greater impact
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Our Insight and Planning team optimise Doordrop and Direct Mail activity
Advice on target audiences, geography and flighting of activity Drive stronger results with efficient integrated campaigns Deliver cost-savings Full evaluation of campaign success and insights for future planning Use of multiple data sources and access to mailing lists, if required
Added Value Services
Map key:
Direct Mail: individual householder
Doordrop coverage: postcode sector c.2,500 households
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Analysis shows Doordrop and Direct Mail deliver higher responses when combined
Direct Mail Response Example
Analysis across multiple industry sectors to understand the impact of Doordrop on Direct Mail activity Evidence shows Doordrop have a greater impact on response versus Direct Mail alone This approach works for acquisition campaigns - when the Doordrop and Direct Mail piece align in terms of creative, messaging and offer. Our evaluation is based on Test and Control methodology; • Test: Households exposed to DM and Doordrop • Control: Similar size and profile of Test households but only exposed to DM • Impact of other media is equal across Test and Control
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Home Improvement Sector Post Doordrop online visits increased by 30% contributing to higher response overall
40%
The average increase in Direct Mail response rates, pre to post Doordrop campaign for a leading retail client
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Source: Internal Whistl pre-post campaign data analysis
Finance Sector Creative and offer were aligned on both Doordrop and Direct Mail
38%
The average increase in response rates when DM & Doordrop were combined for a financial services client
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Source: Internal Whistl pre-post campaign data analysis
Telecoms Sector Analysis shows optimum flighting between Doordrop and DM is between 1-4 weeks depending on offer
25%
The average increase in sales uplift when DM & Doordrop were combined for a major telecoms client
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Source: Internal Whistl pre-post campaign data analysis
Charity Sector Example of negative impact and wastage when Doordrop and DM not planned together
212% The average reduction in Direct Mail response rates when Doordrop Media lands in the same week
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Source: Internal Whistl pre-post campaign data analysis
Thank You
Donna Wilcox Account Manager
Mobile: 07538 317 971 Email: donna.wilcox@whistl.co.uk
www.whistl.co.uk
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