Declan Kelly

Direct Response & Measurement

1. Compelling reason to respond

2. A strong call to action

3. A Direct Response media strategy

4. Track and measure

5. Test, learn and optimise

1

Compelling reason to respond

Communicate the ‘why’

Deadlines work

2

Deliver a strong call to action

Focus on the goalCall

Register

Download

Visit

PostOrder

Click

Visit

Email

Make it easy to respond

3

A Direct Response media strategy

A Direct Response Media strategy

Timing

What works for Direct Response

FrequencyLow

involvement

Position in break Detail

Response

Decisions taken on the basis of performance

4

Track and measure

Cost per….

Costs

Number of responsesCost per Response (CPR)

Costs

Number of Sales

Cost per Sale/Acquisition

Benchmarks

Media Media Cost

Responses Cost Per Response Cost per Sale

Paper A €1,500 52 €2.88 €28.80

Paper B €3,000 112 €2.68 €40.20

Paper C €400 10 €4.00 €20.00

Establish what your acceptable CPR/CPS is

Attribution

• Put structures in place to measure

• Ask your customers, capture data

• Unique telephone numbers, landing pages, coupon redemption, web visits

• Software solutions

Radio 1 Radio 2 Radio 3 Radio 4 Radio 5 Radio 60

20

40

60

80

100

120

140

€0

€5

€10

€15

€20

€25

€30

€35

119

89

70 70

112

88

€25.57

€28.85

€21.59

€10.17 €11.63

€10.39

Responses by station Cost Per Response

Resp

on

ses

Cost p

er re

sp

on

se

6 7 8 9 10 11 12 13 14 15 16 170

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

0

10

20

30

40

50

60

Responses Cost Per Response

Resp

on

ses

Cost p

er re

sp

on

se

When you measure something you can improve it

5

Test, learn and optimise

Test copy

Save €20

20% off..vs

Test media

Test, learn & optimise

• Take decisions based on critical data• Establish benchmarks, keep a league table

Don’t become too narrow

And finally…

1. Compelling reason to respond

2. A strong call to action

3. A Direct Response media strategy

4. Track and measure

5. Test, learn and optimise