Private and Confidential
Digital Printing Opportunities for Direct Marketing Martin Barrett 22nd February 2006 Digital Printing opportunities for Direct Marketing
• Introductions • Market Overview • Analogue versus Digital printing • Data Considerations • Opportunities for One to One communication
• Case studies Introductions Introduction to Ogilvy
• Ogilvy an agency group of 442 offices in 106 countries with over 10,000 people working on some of the worlds best know brands.
• Based in London’s Canary Wharf, OgilvyOne UK has a staff of approximately 180 people whose skill sets include strategic consultancy, traditional DM, direct response TV / radio and interactive marketing across multiple channels including web, email, SMS and PDA. Introduction to Martin Barrett
• Martin has 25 years experience covering all aspects of International Direct Marketing Operations. From early roles in print production companies to Head of Production at Blaze B2B producing DECdirect catalogues across EMEA, on to Advertising Operations Director - Europe for Franklin Mint, where he was responsible for media and direct mail purchasing and production.
• In early 2000 Martin joined OgilvyOne London as Project Director working on major campaigns for clients including BBC TV Licensing, BT, Amex and currently on global campaigns for SAP and DHL. Market Overview Overview
• Today’s technology allows us communication with prospects on a 1to1 basis. • Communication pieces are not based on a blanket method - they are based on an intelligent dialogue/relationship.
Suspects Prospects Customers Retention Service
• People are more aware of DM practices. • It’s not enough to have the ‘shiniest envelope’ • In the wired world, it’s about the right time, right place, right message - ignorance is no excuse. • With a communications strategy - it’s about understanding the customer and their profile. Advertising Market Share
• For the first half of 2005: – TV: 23.6% – Press display: 21.7% – Press-classified: 19.5% – Direct mail: 13.5% – Directories: 6.5% – Internet: 5.8% – Outdoor: 5.1% – Radio: 3.6% – Cinema: 0.8% Source: Internet statistics compendium 2005 Direct Mail – Key Statistics
• 5,418 million items were mailed in 2004 (-0.4% on 2003) • These were split between 78% (4,221 million items) consumer mailings and 22% (1,197 million items) business mailings • The overall volume of Direct Mail has increased by 87% in the last 10 years • £2,468.63 million was spent on Direct Mail advertising in 2004 • Direct Mail expenditure has increased by 118% in the last 10 years • In 2004 Direct Mail expenditure was split between postage £1,021.21 million and production £1,446.79 million • It is estimated that consumer Direct Mail generates over £27 billion worth of business every year (+0.9% on the previous year) • For every £1 spent £14 is generated Source: Direct Mail Information Service Analogue versus Digital Printing Analogue versus Digital Printing
Advantages – Analogue Advantages – Digital • Print many copies quickly • Minimal press set-up and inexpensively • Low waste and • Litho and gravure are environmental impact capable of very high • Non-contact printing means resolution less image distortion • Screen printing can print • Each impression can be opaque inks unique • Established and stable • Allows a high level of technology personalisation Data Considerations Data Considerations
With digital printing a high level of personalisation is now possible for Direct and transactional mail:
• Addressing • Salutations • Tailored content and messaging Data Considerations • To leverage the latest personalisation technology it requires data to be clean and complete. Examples of potential issues are; – Fields not delimited correctly eg cannot tell where a person’s account number starts and their date of birth ends – Fields not being populated eg. personalising a birthday card ‘Happy Birthday Martin’ but data does not include forenames eg Mr Barrett – Lack of rules as to what should be screened out from personalisation eg if the saving on a product is only £0.02 don’t declare it Data Considerations – potential issues
– Incorrect calculations – Data in the wrong files-mailing the wrong message to the wrong audiences – Data not being cleaned of goneaways – Data not being processed though name and address hygiene to make it deliverable – Data not being put through sensitive/swear word checking Sample data - comma delimited Sample data - Microsoft Excel Opportunities for One to One communication Single Customer View / Rules Engine
Single Customer View/ Rules engine
COMMUNICATION Data Sources ACTIVITIES Info Gathering 1 campaigns -Scheduled 2 4 3 Campaigns -Tactical campaigns
CHANNELS CCCCall •Responses Centre Sales •Sales etc Force Web Site
Mail CRM Infrastructure Processes KEY Proces s Files Channels
Client Campaigns, Product Launches, maintenance info, etc Contact strategy Ogilvy Business rules Create Campaign Rules Plan FormatFormat Receive Extracts Format Formatforfor Single Apply Formatfor • control forchannel channel Customer Rules Contact forchannel • clean channelchannel • merge etc…. View
Mail - personalised e-mail - personalised Web eCRM - personalised Call centre
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
4 3 2 1 Content 3rd Party/partners • Info gathering campaigns Private and Confidential
Case Study BT Business Case study – BT Business
Business Plan Review Background • The Business Plan Review is a highly personalised document which goes out to customers of Business Plan. • It allows customers to see their spending to date, their call volumes and their saving under the Business Plan Scheme
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The BT Business Plan Review • The review includes information on customer’s spend from the billing system and presents it back in such a way that they can see the benefits of taking up a particular spend commitment plan • This will include; – Confirmation of when they took up the plan – The actual telephone lines which are included as part of the plan – Their spend to date – Their saving in actual pounds and expressed as a percentage – Volume of calls via destination (local, national,mobile, international etc) – Length of calls via destination (local, national,mobile, international etc) – The latter two being expressed as pie charts – Each of the reviews are accompanied by a personalised letter signed by the appropriate business manager Case study – BT Business Variable driven by data values, percentages calculated – shown as pie charts
3 packages
Look-up table of up to 50 numbers
Variable plus specific rules calculation Variable signatures Case study – BT Business
Tech Spec • Highly personalised to each and every customer. • 10,000 – 20,000 per month • Over 50 data fields per customer, driven from complex BT data • Hand matched and hand enclosed. Private and Confidential
Case study SmithKline Beecham – Committed Quitters
The NiQuitinCQ Stop Smoking Plan Day One Day Three Day Ten
Enrolled on to programme Diary Trifold One
Week Ten Week Six Week Two
Programme Congratulations Step Down Continuation Call Letter Booklet Trifold Two Regional Solution 11 languages, 10 countries
Production Hub Holland & Ireland Call Centre and DP in Ireland In Summary
• One to One is part of our and our clients marketing and campaign mix • Digital Print is central to this strategy • Differential approach • Faster, more effective marketing messages Questions??
If you think of any later…..
Martin Barrett OgilvyOne 020 7566 7159 [email protected]