Paragon
It’s another door drop!
Where do you draw the line between engagement and irritation?
How often can you communicate with a prospective customer and at what point do they start to lose patience with your brand? How do you build a conversation with your prospect to optimise frequency of contact and messaging in such a way that it prompts response and meets CPS targets? Over-hitting and’ tiring’ creative is a common issue for marketers, resulting in a perception of saturation and potentially alienating the very prospects you want to recruit.
Tri-Direct’s frequency capping tool offers clear guidance on how often you can market your products to meet campaign objectives. With the additional insight into how different creative can perform and be rotated to offer greater messaging opportunity. This refinement accompanies our modeling tool, Paragon, utilising predictive analysis to indicate the frequency with which you can communicate with your most profitable and responsive households as part of a door drop campaign.
How it worked
At its heart, frequency capping is a powerful contact strategy device. By using existing customer data supplied by the client, Tri-Direct interrogates response and conversion levels against KPI’s to inform on the level of contact required to meet CPS objectives. Through Paragon modeling, postcode sector performance is split into deciles which are further segmented into 100 sub sections using the frequency capping application. We can then deliver a programme of activity to meet CPS targets whilst enhancing performance through defined rest periods.
We have applied this advanced targeting methodology to a number of clients’ activity.
Decile 1 consists of the best performing areas generating the lowest CPS, even when targeting this audience up to 9 times per year.
Decile 3 currently drives a slightly higher CPS. To deliver the target CPS we would need to decrease the frequency element to a max. of 3 times per year. This drives an overall saving against decile 3 activity of 33%.
The further we go down the model the greater the savings by applying this methodology.
The Results
This frequency capping programme reduces CPS by ensuring that the amount of communication needed to drive performance is appropriate to each segment within the model, and most importantly is reactive to changes in business targets. In this instance, CPS has been driven down by 88% by restricting the contact within weaker performing segments.
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