TBDA - SMART-Drop presentation

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SMART-Drop marketing

using targeted direct promotional

advertising leaflets

to specific household types

around specific priority outlets

© 2012 Tel: 01483 20 20 55 e: [email protected]

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Summary - why do it?

• 3 key benefits of Smart-Drop for today’s

marketing mix strategy

– Strengthens the media plan; how?

– Pushes trade-marketing and

consumer-marketing together; how?

– Drives digital connection; how?


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Benefits…

1. Strengthens the media plan – targeted mass marketing method of distributing

advertising creative / the big idea proposition, to target UK households.. to build

awareness and intrigue… if you have big multi million pound budgets, it’s a key

part of your multi media, multi channel approach to your market…

… if you haven’t then this is the priority, your secret weapon

(it’s so cost effective)

2. Pushes trade-marketing and consumer-marketing together - gets your brand

message into target market households in key retail outlet catchment areas, drives

retail traffic & brand sales, whether penetration & trial, or purchase frequency…

without having to discount at point of sale, because of the promotional advertising …

if you do that around 500-1000 key retail outlets, you’ve cracked the UK.

3. Drives digital connection – promotional leaflet is tangible, nice to read, invites

the reader to a web experience, encourages opt in to

a) email for brand newscasts and b) social media involvement (share it/WOM)

…see New Covent Garden Soup examples to follow


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4 key questions (challenges)?

1. How are you adding value to your price platform

to strengthen your competitive edge?

2. How are you promoting new interest and sales at

normal price, in both regional and account sweet

spots?

3. How are you building residual revenue from

promotional advertising?

4. How are you influencing the customer journey

through joined up marketing that builds your

opted in customer database for future low cost

interaction?


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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

Source: ITV/DMA research 2010


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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


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Traditional Postcode Sector Targeting


Targeting (red) by traditional post code sector of 2.5-3K hholds

provides an overall index for each of those sectors (OK for

large superstores, not typical Iceland stores)

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SMART-Drop Targeting


SMART-Drop targeting (red) provides far greater selectivity

(average 150-200 target household ‘clusters’)

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the reality is that Smart-Drop is the only marketing medium left where you fully control the targeting to achieve mass awareness amongst your target consumers for response and sales


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Free to brand owners

10 critical tips for creating successful door drop marketing:

• 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 (shaped leaflets, up to 6 x more response)

• Tip 7 – online, new, use the leverage (e.g. QR codes)

• Tip 8 – measure TOTAL sales (up to 8 x voucher % response)

• Tip 9 – brief the supply chain to minimise ‘out of stocks’

• Tip 10 – respect the environment (recycled or sustainable paper)

• Extra free – once is not enough, strategic not tactical


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Objective – to drive sustainable sales

growth in key stockists (increase hhold

pen/trial & purchase frequency).

Activity - Promotional advertising

leaflets were door-dropped to

households targeted through Mosaic

profiling and postal sector ranking in

catchment areas of test Waitrose

stores. Different voucher

combinations & leaflet quantities were

tested (1 x 30p, 2 x 30p, 1 x 50p, 2 x

50p: 10-20K leaflets per store). Total

sales were measured in test stores

versus control stores for the both the

promotional period and a significant

post promotional period to measure

residual sales.

Results – varied by store from 8.3%-

54.3% growth in the promotional

period and, more importantly, 16%-

50.3% in the residual period. This is

very successful. The brand now has a

powerful promotional formula to drive

sales growth during the year.

"TBDA delivered an

extremely effective

campaign, which was well

targeted, planned and

implemented. Moreover,

an identification of key

learnings combined with

a thorough cost benefit

analysis has enabled us to

plan for future activity with

a high degree of

confidence as to its

success.“

Nick Munby, Marketing

Manager, Daniels Chilled

Foods

Year 1-

Waitrose


Proven by NCGS Management

Accountants to create net extra profit

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Emotive copy, 2 x time release vouchers for purchase

urgency, digital online link – all 10 tips encapsulated

Year 2 - Waitrose

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Year 3 – Sainsburys

(in Tesco catchment areas!)


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Other fmcg case studies

• Two coupon values were tested, 50p off and a free jar (like a free sample). There were sales

uplifts versus the control stores of between 16% and 270% over run rate

• There was a 32% increase in Amoy sales in the 3 TV regions compared to the total

country.

• Door-drop leaflets were distributed together with single serve samples. In one area we

tested TV (broadcast advertising) with Door-drop leaflets (direct advertising) and in another

area Door-drop leaflets alone. The former generated an extra 28% sales, the

latter an extra 26% sales versus the ‘control’ stores,


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Consumers still want traditional dm too


353

marketers

1140

adults

TBDA - SMART-Drop presentation

Business

Transcript of TBDA - SMART-Drop presentation