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Harvesting
<<Fields of Gold>>
for
Presented by
David O’Sullivan, Director, Ignition – integrated ideas people
Sean Collins, Head of CRM, Musgrave MRPI
2010 - Blood in the Emerald Aisles…
 For FMCG brands the ‘how much?’ question meant immediately that price was
the weapon of choice and brand position were up for grabs... When everyone
competed on Price, this made inroads into the Brand... Bye-bye brand equity
 The consumer, whilst in the market for VALUE, was faced on occasion with choice
paralysis. If seduced by price alone this sometimes meant that what they opted
for in the end wasn’t quality and was neither locally or nationally sourced.
 There was a need for an emotional differential based on genuine and trustworthy
‘shared value motives’ which SuperValu developed through
Real Rewards...
Whilst brands are not in a position to change the country, there was a vacuum of
sorts that they could fill, which was perhaps be to their long-term advantage in
making themselves ‘at home’ with Irish families and develop and bed-down
future post-crash Loyalty
 So what is Loyalty?
 Loyalty by its nature is a higher human emotion and is more complex than
is given credited for by marketers. The word itself in a marketing context is
invested with meaning, but in all but a few cases is lost in translation and
should be called what it actually is: a Retention or Reward program, where a
financially based benefit is linked to customer purchase.
 Real life long loyalty to a brand is based not just on money, or reward, but
where shared values exist between the customer and the fundamentals of
what a brand is offering and promising. It is fundamental and personal
 Shared values could be anything from; technical excellence, peerless
customer service, in-depth customer knowledge, altruistic or ethical
product support or community based initiatives.
21st Century Loyalty... Cupboard Love?
In the relationship between retailer and customer, the
honeymoon is over and the relationship has been clearly
defined for both parties.
They each know their roles and they both know what’s
expected of them. Whether it’s an equal relationship is
questionable, but it’s definitely an open relationship as far as
consumers are concerned.
Within the grocery retail market, shoppers are increasingly
promiscuous and it is now commonplace for people to have at
least two reward/loyalty or maybe more.
<< Pushing the Envelope
to share the values >>
Loving Data from the 1st Date, means loving the customer for ever
Addressing the quality of your Data isn’t exactly
up there with swimming with Dolphins...
It’s is the marketing equivalent of
joining a gym, starting a diet
and giving up cigarettes
...All at once
Direct Mail… SuperValu’s Stealth Weapon
In the best sense of Direct Marketing, Real Rewards direct mail campaigns were
  Accountable  Measurable  Trackable  Traceable
 Key to their role was to be an effective marketing stealth weapon that maintained the strategic initiative with
SuperValu at a time of intense market competition and intense consumer expectation.
Those consumers were targeted and the offers developed from data-mining and analysis of previous and projected
purchase behaviour and current competitor activity.
This resulted in highly personalised, data segmented and targeted campaigns that delivered 2D (now 19 digit)
barcoded spend-related Vouchers, with money off Coupons. This was sent directly to the consumer in an
uncompetitive environment (their homes), where engaging copy could do the talking and close the sale.
This was achieved without Competing Retailer Brands having any knowledge of
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The Volume of people mailed
The Target profile(s) of the consumers
The level of money off values in the Voucher offering
The spend required to use the Vouchers
Competitors could only react late and not with the full picture about the size of the activity and what financial or marketing
resources they should use to counter it. They were therefore reactive rather than strategic
Data + Marketing = Database Marketing
 If marketers continue to let IT manage the data, long-term this is a flawed
strategy because it ignores one key truth which is that data is, of itself, a creative
element, beginning with the developing multi-dimensional profile of customers
we can select to target, right through to the translation of this information into a
direct and believable communication with an engaged audience.
 This isn’t junk mail, or junk anything, but the way products or brands can talk to
consumers through a channel that has been specifically tailored to the customer
and to address their needs, personally.
 Data should be at the creative centre of a DM campaign and if properly
developed, maintained and analysed, can be a treasure trove of potent ideas
that bring brands closer to customers as individuals for a more long term,
profitable relationship.
 The key creative enhancement of data lies in the endless possibilities for
personalisation and the developing rapport and brand loyalty it builds with
customers.
Using Data as a Creative Element
 If we think of design as a static visual creative element, the combination of data,
copy and personalisation are the active creative elements that change for each
individual, delivering the brand’s overall message and tone of voice, but tweaked
with different customer specific information held in data fields.
 Letter to ‘do all the talking’ as a vehicle to connect and involve Real Reward
shoppers in value voucher offerings through a high degree of variable alphanumeric data, within a simply tailored and highly personalised letter format.
 Letters harnessed the potent and powerful impact of conversational copy with
the data, in a template format originating from each Local Store/Manager, that
welcomed, engaged & incentivized each type of Real Rewards shopper.
 So what does this active creative say about a brand? It’s real impact is how it
conveys a brand’s unspoken expertise, the knowledge it has about the consumer
when high level personalisation dovetails with copy and the manner in which an
offer or promotion is delivered in a conversational tone to each person, that
makes them want to buy.
Managing the Superquinn changeover
Showing the Love...personally
Welcome Back to better shopping!
A Big THANK
YOU
Offer & Competition in
mailing insert
Why Direct Mail as a medium?
If we were to invent Direct Mail as a medium today that could…
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Communicate directly with a pre-selected target audience
Deliver an individually tailored, personalised sales message to them
At a time of your choosing,
Without competitor knowledge
At a place where the consumer is at their most receptive
In an environment without distractions
…The question is whether people on LinkedIn would start asking
if this medium was dead or suggest it was no longer relevant?...
No Junk Mail… More Direct Mail, More Loyalty!
 Over the last few years direct mail has really got its house in order and become
more streamlined in its approach. Campaigns are now more strategic, more
focused and are more integrated with other channels. The reason people are
receiving less mail is not because this is a less effective medium, but paradoxically
because it has reacted to what he market needs.
 It is now much better at targeting potential customers because of an increased
emphasis on data and the ability to segment different layers of shopper types.
Consequently, there’s less junk, more sales, more loyalty and even better ROI.
 It’s the brand delivering its C.V., and highlighting its understanding of the
customers’ needs in a manner and tone that suggests something more solid,
trustworthy and less fleeting than other channels...
 It is the segmentation provided by customer insights, targeted within regular value
lead, personalised and relevant communication, that engenders Loyalty over time.
Thank you for listening!