Personalised Integrated MediaTM

Innovations in Direct Marketing The Financial Services Forum18 November 2008

Daniel Finn Ryan HaylockDigital Media Consultant Marketing ManagerSony DADC Lloyds TSB

Agenda

Changing Media LandscapeCross Media & Integrated MarketingDM complements OnlineWhat is Sony PIM?How to measure response?PIM case studies in depth

• Skandia• Lloyds TSB

Questions

“In 1965, 80% of 18-49 year olds in the U.S.

could be reached with three 60- second TV spots…

Changing Media Landscape

Reference: Revenue Science Inc., Procter&Gamble

– Jim StengelGlobal Marketing Officer, Procter & Gamble

…In 2002, it required 117 primetime commercials to produce the same result.”

Reference: Revenue Science Inc., Procter&Gamble

Changing Media Landscape

digital media:•Search•SEM•SEO

digital media:•Search•SEM•SEO

PULL

physical media:•above the line•TV•print

Direct Response Marketing Landscape

digital media:•Behavioural Targeting•Email Marketing•Mobile Marketing

PUSH

physical media:•pURL•QR Code•Integrated DM

guiding mediatarget media

TV Print Direct Mail POS Radio Online Mobile

TV

Print

Direct Mail

POS

Radio

Online

Mobile

Cross Media Marketing

“Integrating digital advertising and Direct Mail campaigns can increase customer spend by 25%”

Marketing Magazine, 10th June 2008

Direct Mail complements Online

Direct Mail’s role in the New Media Landscape

Where Online is most effectiveFor communicating brief messages: 7% DM68% Online

For ease of response: 6% DM 65% Online

Where Direct Mailis most effectiveFor grabbing attention:47% DM19% Email

For encouraging someone to do something as a result of: 42% DM 15% Email

For making someone feel more valued:42% DM 7% Email

Source: Royal Mail & Quadrangle 2007

of 'confident web users' prefer to be contacted by a combination of Direct Mail and Online advertising.

Source: Royal Mail & Quadrangle 2007

Direct Mail and Online

Because DM and Online together create a more powerful result, we have developed Sony PIMto enable you todeliver the bestpossible integratedcampaigns

What is Sony PIM?

New marketing solution from Royal Mail & Sony DADC

Unique and patented marketing solution

Integrates offline and online channels

Personalise and tailor the experience

Measure engagement & response in real time

B2B and B2C for all sectors

What is Sony PIM?

You can measure your campaign in real time and get an immediate customer response

You send an impactful Direct Mail piece to your audience that contains a CD/DVD

The content is highly personalised

The disk plays your TV ad or Flash media, offering a better-than-web experience

The disk integrates to your website to complete the user journey

On and offline engagement

High level of personalisation

Maximum stand-out and impact in the marketplace

High measurability

Cost effective

Increased response rates

Key benefits of PIM

PIM Analytics dashboard – real time measurements

Immediate feedback on engagement & response rates

PIM Analytics can show geo targeting of responses

Case Study – Skandia / Wein & Co

Client: Skandia

Objective: Inform new customer groups about “Skandia Navigator”

Campaign: cross promotion in order to generate meetings about life-insurances within the clients of Wein & Co

Personalisation: Personal DM pack with tailored incentives

Personalised DM pack sent to all prospects

Personalised welcome on landing page

Cross promotion to drive response

Pre-population of response form

Automated offline to online

Skandia – campaign results

12% disc online usage (engagement rate)

5% response rate (3 times higher than usual)

Increase in brand recall of 50% - 60%

Case Study – Lloyds TSB Corporate Markets

The brief:

Integrated with the other elements of the Capabilities Campaign

Communicate with key prospects on a more personal level

Targeted at a specific audience with gatekeepers to consider

Raise awareness of our brand

Start dialogue with our prospects

PIM Direct Marketing approach

Key elements:

Mailing pack

Follow-up email

Outbound telemarketing

Campaign details:

Mailing landed 14th – 15th April, targeted at 1,660 prospects

207 were followed-up with email

All mailed leads were followed-up with Tele-marketing

Personalised welcome message to each prospect

Prospects could arrange an appointment from PIM disc

Online link to book a meeting

Follow-up Email communication

Lloyds TSB Campaign Results

Appointments: 37 (2.2% of mailing file) Warm leads: 24 (1.5% of mailing file) Total: 61 (3.7% of mailing file) 2 live customers

One prospect liked the disk so much, they booked an appointment based on the creative execution alone

Lloyds TSB campaign - National Marketing Awards

Short listed for the following…

Marketing Strategy of The Year Award: National Business Awards, 18 Nov

Best Direct Marketing Campaign: Financial Services Forum, 25 Nov

Summary

Personalise your marketing to maximise impact

Integrate your offline & online channels to maximise response

Measure the engagement & response in real time

Best practice marketing with Sony PIM

Thank you

Questions

Daniel FinnDigital Media ConsultantSony DADC

Daniel.finn@sonydadc.com07872 675 536

www.sonydadc.com/ebridge