Recent Articles
True or False: Debunking DRTV myths

With TV being a popular medium for marketing, it’s important that marketers understand it and are not misguided by misconceptions in their TV campaigns.

To help you distinguish TV truths from illusions, here are 3 myths about DRTV: Myth #1: Only older age groups respond to TV adverts

Though young people generally do not tend to watch as much TV as older groups, findings from our recent fast.MAP study reveal that they’re the most likely to take action in response to TV adverts. Our research shows that 18-34 year olds are most likely to buy a product in response to a TV ad, whilst 35-54 year olds are most likely to research in response.

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12/04/2016
United as Europeans but divided on consent

Three cheers for a good idea- the intention to create a unified data protection framework across the European Union.

Yes the law will be the same, but inconveniently those living and reacting to it are not. fast.MAP has interviewed over 27,000 European consumers and asked them about marketing consent. The result is problematic.

Until now many companies have worked on the basis of 'it's ok to have consent statements that are not only difficult to understand but also difficult to find'. Translating the forthcoming regulation into marketing speak, it's now about 'being unambiguous and obtaining clear affirmative action'."

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12/04/2016
True or False: Debunking Email Myths

Having debunked direct mail myths, fast.MAP research shows many marketers make the same mistakes when it comes to email. Have you fallen into any of these traps in your email campaigns?

Myth #1: Older age groups aren’t as engaged with email as younger groups

It’s no secret that Millennials tend to be seen as the digital, ‘tech-savvy’ generation. This notion often results in the perception that those born before 1980s are less in tune with technology and email.

Still, findings from fast.MAP’s Fundraising Media DNA report suggests that this is not necessarily the case. Our study reveals that those aged 55 and over engage more with email than 18-34 year olds.

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05/04/2016
Consumer Consent Gaps are not cool!

Horror of horrors; thigh gaps are apparently a de rigueur subject at my 13 year old daughter’s school. Not history, maths or sport but thigh gaps! At fast.MAP we try never to even discuss thigh gaps, let alone measure them. We do, however, measure another type of gap – the “Consumer Consent Gap”.

It’s not cool or helpful to have a Consumer Consent Gap, but most brands have one. And for many, the size of your Consumer Consent Gap will be the most significant metric over the next three years.

Let me explain. While legal experts deliberate on the way EU law should be applied, one thing is very clear - the legislation requires brands to obtain “clear and affirmative consent” before they market to consumers. This important change means consumers will be more in control of the brands that market to them. Few will agree to everything.

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21/03/2016
True or False: Debunking Direct Mail Myths

We all have preconceptions and beliefs which shape our daily decisions and actions. Research can help to track-down evidence to ensure our campaigns are based on facts not misconceptions.

When it comes to marketing decisions, it is especially important to identify the origin of our information. Research can help to track-down evidence to ensure our campaigns are based on facts not misconceptions.

The wisdom of this is highlighted in research which has revealed that commonly-held assumptions about direct mail are not always accurate.

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16/02/2016
Consent marketers - be more anthropomorphic!

Gaining marketing consent goes beyond gaining trust.

Marketing conferences are full of wide-eyed marketing gurus proclaiming trust is the next big marketing thing. Without trust, they say, a brand cannot survive in the modern commercial world. With trust, they infer, everything is possible. Well I’ve got news for you; it takes more than trust.

suggest marketers should be a little more anthropomorphic (the attribution of human traits, emotions, and intentions to non-human entities) when considering concepts such as marketing consent, marketing trust and marketing relationships. Or more specifically, think about their own human relationships and consider what makes them work.

It was fast.MAP’s marketing consent research that got me thinking. We interviewed more than 2,000 consumers about brands they buy, or donate to. People were asked if they would like to continue to receive marketing from each brand and what they thought of its marketing programme.

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16/02/2016
Tuning into DRTV. How well do you know your channels?

How well do you know DRTV? See if your expectations of DRTV match research findings and discover how you can gain better insight into this channel.

What do you think of DRTV as a fundraising medium? Maybe you would describe it as interesting, attention-grabbing, memorable?

While fast.MAP’s confirms these perceptions are shared by the majority of donors, the fast.MAP Fundraising Media DNA study reveals that not all assumptions about DRTV are correct.

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09/02/2016
The Consent Elevator Pitch

Just imagine what would happen if office geography dictated that every morning I, as a marketing director, shared the company elevator with a different customer.

In the ten second ascent to floor three, perhaps I’d try and convince my co-traveller to continue to receive our marketing. I wonder if I’d vary my pitch for the old lady who’d been a loyal advocate for half a century or the youth who clicked from Facebook last week.

Now imagine I’ve changed jobs. Next Monday I’ll be representing a competitor’s brand in a different lift.

Would my pitch be identical?

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15/01/2016
The Good, The Bad, The Missed Consent

Marketers, before you retrain to be accountants, teachers or, heaven forbid, data compliance officers, I have something that might cheer you up.

A melancholic mood pervades marketing departments these days because changing data volumes mean revenue plans are unlikely to impress the boss. The volume of consented marketing data is now predicted to drift downwards when most were expecting it to drift upwards.

The gloomy forecast is based on announcements from the ICO and respected experts who say the "direction of travel is towards more explict or unambigous consent". Let’s be honest here. For far too long marketers have gained legal marketing consent by either hiding the opt - out box or confusing repondents . The result has been data sets described as “legally consented”, but contain ing many responde nts who did not actually intend to consent . This game is now drawing to a close . Hence the gloom.

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17/11/2015
YOU could be a Consent Marketing Hero

Permission statements – easy! Until the need to increase opt-ins becomes crucial; then the wisest marketers can be overwhelmed, but Consent Marketing Heroes will save the day.

The sheer number of statement permutations is enough to make anyone feel queasy. Combine that with the immense financial importance of getting the right outcome and it’s not surprising some regard it as a challenge too far.

Don’t be that marketer! Step forward “Consent Marketing Hero” super-powered by a test matrix. The test matrix, when applied to the benchmarked research process, allows brands to objectively compare the performance of their own statements with others. A multi-phased research process allows a ‘test and learn’ approach which delivers insights at each phase to drive improvements in the next.

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30/10/2015
How can you increase consent? Simple, offer channel choice.

Following ICO guidelines gives you more consent, but that’s only part of the story. You must prioritise communication channels. This advice can make it easier for you to make the right decision.

I sometimes get a warm feeling when I do the right thing, especially if there is a beneficial outcome. lf you're the same, I suggest you follow the ICO guidelines on channel choice. Specifically, the requirement to offer respondents an explicit choice of channel. Pleasingly, overall consent tends to increase, which is common sense, as you are offering your customers greater flexibility.

When channel choice was added to the statement in Figure 1, consent jumped from 33% to 49%. Not only that, but attribute scores (the objective measure of how respondents react to the statement via the Benchmark)...

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13/10/2015
Speaker’s Corner: Consent rant

Here I am ranting at Speaker’s Corner on language’s positive impact on consent: “A direct marketer’s first duty is to generate enough marketing consent to enable a brand to survive”.

I’m an angry man! I’ve seen the light, but others have not. So as a last resort I visited London’s Speaker’s Corner to argue my case. It’s unfortunate it’s come to this. What I really need is help to spread the gospel, or in prosaic post-biblical lingo, “share via social media”.

Many brands are waking up with metaphorical hangovers. They’ve imbibed the sort of consent they long suspected gave health problems. Dawn is here and they face the horrific aftermath.

But rather than remaining upbeat and keeping the consent party rocking by chatting up the cool marketing kids, they dial the lawyers and hide under duvets. It will end in tears.

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06/10/2015
Size matters – Opt-in; minimise the shrinkage

If the size of your database is important , you’ ll probably want to cling to the opt - out permission statement – but the pro opt - in legislation and consumer protection tide may soon sweep away this option.

Some brands and organisations are campaigning against legal changes, but pragmatic marketers are already taking steps to minimise the threatened data shrinkage .

Opt-out does generate far more consents than opt-in Opt-out is the passive option; if respondents fail to tick a box to stop further marketing contact, they remain on the database.

But with opt-in they have to actively find and tick a box to give consent (the mechanism increasingly favoured by regulators and for codes of practice). If they don’t tick , they must be removed from the marketing/ fundraising database

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29/09/2015
BREAKING NEWS - The Three Influencing Pillars of Consent

Breaking news: Now we know - because we’ve been busy researching hundreds of those crucial permission statements - what factors most influence consent.

Super-brands from the charity, financial services and leisure sectors have tested their statements using our Consent Optimising Benchmarks and concocted every conceivable statement structure. fast.MAP diligently recorded the absolute level of consent by channel and ascertained why consent was given.

At this point I asked our gifted analysts the $1,000,000 question: “What influences consent?” They meticulously poured over data; frowned at SPSS tables; sorted their Excel columns; nodded to rap music piped though their cool headphones; and thought; and thought. We waited and watched for a sign. Last week, to our initial delight, white smoke appeared from behind their work screen, but it was the old toaster.

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22/09/2015
Permission Glue

A disabling inertia tends to overtake marketers' who resolve to improve permission statements,as they face commercial, technical and process obstacles. I am peculiar. I get excited by data permission statements, but I am self-aware enough to recognize normal people don't.

I got to wondering why so many otherwise efficient marketers who energetically develop complex marketing campaigns put off the task of updating permission statements. It is no coincidence that 75% of our clients have not changed their permission statements for more than three years before they worked with us...

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01/09/2015
Consent is good

Revenue-hungry clients tend to brief their marketing departments / agencies to do whatever is necessary to gather more opt-ins. But I suggest they ask themselves:""Do we really want to maximise consent? Consent is good. Let's assume the imaginary client is Gordon Gekko, the myopic money-focused trader, who (to only slightly misquote him) says: "The point is ladies and gentlemen,consent is good".

A view often echoed by clients who are intent on increasing permissions-to-contact. So at a time when consent is increasingly difficult to obtain, why check whether brands are truly prepared to use all and any means to maximise marketing permission?

I shall restrict my explanation to entirely commercial rather than ethical arguments; shunning motivations driven purely by desire to do the right thing rather than to make money . B ut (of course) I shall always stay on the correct side of data protection law. Constant review of fast.MAP Consent Optimising Benchmarks results has tutored the fast. MAP team in the dark art of maximising consent by creatively using astute language , appealing design and increased choice of communication channel . An uncomfortable truth. While perfecting these dark arts an uncomfortable truth was discovered - confusion can increase consent . Take a look at the attribute scores (below) for a statement deliberately created to confuse by mixing opt - in tick boxes for some media and opt - out boxes for others

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25/08/2015
Please! Database and Research you must talk!

In the local cafe two people discuss the village's future. One is a wise old man with a lifetime of local experience. He has never ventured far from the village and has little interest in the outside world, but his longevity convinces many he has seen it all and his judgement is often sought.

His adolescent granddaughter, her head hard-wired to the world's real-time news channels, is animated by the latest bulletin and the implications for their community.

He listens, but does not appreciate the insights his well-informed grand-daughter describes to him. And she is frustrated that her experienced grandfather is so unmoved by her analysis...

The grandfather is a database of deep local knowledge, while the grand - daughter is a real - time research window to the outside world . It’s a mighty shame each can’t appreciate the value the other brings to the discussion .

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18/08/2015
Permission Communism

A single permission statement is a well-meaning idea advocated by slothful marketers and ambitious administrators,but deeper thought reveals it's wrong on so many levels.Why remove a brand's competitive advantage? Permission communism! Crazy!

Consider the concept of share of wallet (the idea that a customer has limited spending power). This cash limit forces him/her to decide which products or services to buy. Some brands will win others will lose.

The new marketing battleground is consent. It's competitive,ruthless and volatile. Indeed it displays all the market forces of a bazaar or city trading floor; except the currency is not money, but permission to market.

There is a limited amount of permission around particularly among some profiles, for example, 70% of over - 55s provide consent less than 20% of the time – and overall, the level of permission is declining.

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11/08/2015
Consent is Power

When I worked as head of database marketing, at The Telegraph 15 years ago, we held huge meetings around its splendid polished board room table. The team and I felt popular. The great and the good certainly wanted their say about the database.

I wondered why we attracted so much interest. Organisations are driven by targets. There are managers and targets for sales, products, channels and cost. Data is the enabler, the oxygen that allows the managers to hit their targets. So I suppose, it’s easy to understand why the great and good took a healthy interest in the database. Data is power.

Marketing consent used to be an annoying legal chore that bluntly excluded 5% of the database. No managers were interested in it because it could neither increase nor diminish power. But times have changed, consumers know they have choices and this and legal pressures is fuelling a move towards more explicit consent. Brands can no longer play “hide the opt-out statement” because consent is not passive. It has implications and decisions are required.

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14/06/2015
Wake up and smell the consent!

Imagine the most financially-important marketing campaign of the year, the success of which affects every other campaign the brand undertakes for years to come. Then picture the passion the creative team, marketing director, analysts and CEO would show to every part of the project.

No lack of creative effort, agency expertise, analytical process, consumer testing or insight would be spared to guarantee success, because if it didn’t work the downstream impact would be hideous.

Now contrast this with the way brands develop permission statements. Consider the lack of creativity, analysis and testing for this ‘legal chore’. Most senior marketers (69% - source fast.MAP 2015 Data Elephant post-event surveys) do not even know the level of consent achieved by their current permission statement. More than likely, it’s remained the same for years - a single message which is meant to encompass every type of customer and prospect. And probably, the creative team agency were never involved and do not regard it as pa rt of its job. The CEO’s overriding interest is that the statement be legally compliant. And it’s always been like this . Indeed, in my former life as a client I would discreetly hide the opt - out statement to achieve higher levels of consent by making it more difficult for people to opt - out. The last thing brands wanted was to broadcast to consumers the option of opting - out of marketing. Back then, it was a game of hide and seek , rather than a marketing challenge. How times have changed!

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07/06/2015
How good is your gut instinct? Can you spot the winning permission statement?

Proposed new EU legislation threatens to set targeted marketin g back by more than two decades by replacing the current passive opt - out rule on permission to contact with stringent opt - in rules. Such a change could spell instant death to third - party data collection companies and an end to prospect - driven direct marketing. And without third - party data much of today’s direct marketing could not take place.

The majority of marketers did not initially grasp the m agnitude of this seemingly small change fr om an opt - out to opt - in regime until the tenth wave of the annual fast. MAP Marketing - GAP tracking study revealed that only 6% of current prospects and customers would...

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30/06/2015
Back to basics of consent: Age + Gender

At first glance, it appears that males and females provide marketing consent at similar rates.

But when you dig deeper, the situation becomes more complex. Surprise, surprise, males are different from females! Before my 12 year old daughter accuses me of sexism; I promise I will stick to the facts - which sometimes keeps me out of trouble.When females give their consent for a company to market to them their most important reasons are a belief their data will be safe and that they have choice in the type of consent they give.

But when males give consent their most important reasons are a process which is both honest and trustworthy.

This is neither the time nor place to draw any broader conclusions about the expectations either males or females might have in other situations, but it is the ideal place to consider the impact this has when a brand is trying to persuade someone to consent to ma rketing. I use the word “persuade” deliberately because this is a marketing process and as marketers we need to engage with it: Wake up and smell the consent. As a marketer, I conclude different messages should be sent to males and females

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22/06/2015
Detached arrogance about creativity

If the marketer is doomed to play piggy-in-the-middle between creatives and clients, it’s far less stressful (and more profitable for the brand) if he can prove his points.

My earliest exposure to marketing’s creative process occurred when I was precariously placed between two alpha - females in a 1990 direct marketing agency. As account executive, I was sandwiched between a dogmatic creative director who paid the wages and a demanding client with hands on the purse strings.

The creative director wa nted a blue advert; the client are done . The creative director though t red would mimic The Economist . The client disagreed. I was troubled, powerless (possessing neither the seniority nor personality to affect the outcome) and trapped between two forces of nature. I guessed then my career lay outside a creative agency and presumed there was a better way to negotiate creativity rather than personality and purse strings . The next 20 years became a cathartic reaction to that challenge ; trying to shed objective light - let’ s call it research and analysis - into the creative process . Stripping back creative output to its component parts to understand what works, what doesn’t and for whom?

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04/08/2015
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Incisive research to help clients make better business decisions and maximise ROI fast.MAP is an insight partner that continuously connects clients in real-time with their customers The combined experience of our Directors spans many industries, disciplines and methodologies and the solutions we provide can be executed within the business. Industry expertise: Financial, Automotive, Travel/Transport, Charity, Marketing Communications, Media, IT/Technology, Retail, Pharmaceutical, Travel/Transport, FMCG and more Methodologies: Quantitative: online, telephone and face to face; Qualitative: in-depth interviews and online focus groups Our aim is to help clients to: • Improve Marketing Effectiveness: • Branding Studies • Concept Testing • Message/Copy Testing - ads (TV, Press), leaflets, direct mail • Understand Markets: • Demand Estimation and Sizing/Audits • Market Segmentation and Pricing • Competitor Analysis • Understand Consumers: • Attitude and Usage Research • Customer Profiling • Customer Loyalty and Satisfaction • fast.MAP offer 3 types of services: • Reports - produce and share industry specific/topical reports • Bespoke research projects tailored to solve specific business or marketing challenges • Products - as experts in the field of marketing communications we have developed and tested series of - off the shelf - marketing assessment products and solutions About Us Enable better decision making with real-time market insight... Test bold, creative ideas Gain fast, accurate feedback about new concepts Minimise risk Explore new customer segments fast.MAP helps to enhance clients' decision-making by using real-time online, fast quantitative and qualitative research to deliver incisive market insights. fast.MAP applies and develops new technology to provide outstanding value-for-money, using its team of experienced senior marketers with real-world experience of working on major consumer brands. What We Do 'Fast, accurate and cost effective research results...' fast.MAP are a market research agency. Primarily we service the marketing communication communities, both clients and agencies, specialising in using online, real-time research to support the direct response industries. The speed, accuracy and cost effectiveness of the medium means that clients can use research at the planning stage to maximise the effectiveness of campaigns. There are more adults available online now than via the telephone. As a research medium the internet is very effective and brings many benefits over other forms of research. Digital is the international language of choice for today's consumers. Our highly profiled and responsive online panel is used to carry out quantitative online interviews as well as online focus groups. Both methodologies are often used in combination in order to create deep and continuous conversations, more natural and richer than when these traditional research methods are used in isolation, leading to greater insight and fast, cost effective solutions. Our popular and tested "Zoom" methodology enables clients to carry out 1,000 online interviews and deep dive during online focus groups with respondents who gave specific survey answers cost effectively and quickly. The additional "Zoom" online focus groups can be organised very quickly without adding to the quantitative survey timelines. Products We work with many different sectors and through our in-depth knowledge and understanding of clients' needs have developed a range of products and services. These are designed to meet specific needs that we know exist, but we always listen to our clients' first to gain a deeper understanding of the project and what is required. Please choose a product: • 360° Direct Marketing Campaign Support Toolkit o creativeTesting.MAP o campaignRescue.MAP o packOptimise.MAP • fast.MAP Omnibus • fast.TRACK • charity.MAP • service.MAP • Campaign Appraisal • Creative Pre-testing • Agency Pitch Support White Papers Welcome to our free online research lab Current Downloads: • White paper: Financial Services Tracker 2012 • White paper: Marketing Gap 2011 • White paper: Digital Tracker August 2011 • White paper: Involve Millenium 2011 • White paper: Annual Data Tracking Study 2011 • White paper: Charity Direct Mail Feb 2011 • White paper: Charity Direct Mail Top Tips • White paper: IOF Summary of Research Findings • White paper: Digital Tracking Study May 2010 • White paper: DMA Sustainability Tracking Study March 2010 • White paper: Marketing Gap Report 2009 • White paper: DMA Financial Services Tracker 3 – December 2009 • White paper: DMA Financial Services Tracker 2 – August 2009 • White paper: DMA Financial Services Tracker 1 – December 2008 • White paper: The disparity between consumer beliefs and marketers' presumptions • White paper: Nine out of ten people would switch to a more environment-friendly brand • White paper: New research reveals the gap between consumer motivation and marketers’ presumptions • White paper: How to use online research to win business pitches • White paper: How can online research help Direct Marketing? The Senior Team 'Experienced and client focused...' The shareholders and directors of fast.MAP have all held senior marketing positions in a client environment. It’s this experience that enables us to have complete empathy with our clients and your needs. David Cole – Managing Director and Co-founder David has 25 years of experience in the marketing industry. David has a Business Degree, a CIM diploma and the BDMA Diploma in Direct Marketing. He has worked in marketing agencies, a database bureau and was Head of Database Marketing at The Telegraph Group. Whilst at The Telegraph, David launched the UK’s first newspaper reader panel, and went on to co-found CCB providing online research to a wide range of high profile clients. David is widely quoted in the media as pioneering a practical straightforward and cost effective use of online research. Paul Seabrook – Board Director, Head of Research and Co-founder Formerly Head of Research for CCB, Paul brings a wealth of both client side and agency experience having work at senior levels within the automotive industry for 15 years. Paul has a Business Studies degree and a post-graduate diploma in Marketing from the CIM. Anne Massey – Marketing Anne has worked as a research analyst, writer and public relations practitioner in the marketing industry for more than 20 years; specialising in writing about management, databases, lists and market research. She has also worked as a designer, writer and editor in both the consumer and business press sectors, including as special reports editor of Campaign and Marketing magazines, launch editor and then features editor of Auto Express, editorial director of The North London Post Group and The Richmond & Kingston Advertiser Series and editor of Sales Promotion, Direct Response, Adline, DM Week and Computers in Sales and Marketing. PR clients have included The Daily Telegraph, the EDMA, Sybase, Brann and Valassis. Tony Coad Tony has a London Business School MBA and a 25-year career in the direct response industry, establishing EMAP Direct Response in 1983, starting NDL International (now part of Acxiom’s lifestyle data company) in 1985, and joining the Board of The Daily Telegraph in 1994, where he built the highly profitable data-driven ventures. Founder of the DMA (UK) and its first deputy Chairman, and deputy chairman of the European Direct Marketing Association. In 1999, he was elected an Honorary Lifetime Fellow of the Institute of Direct Marketing. In November 2003, readers of UK’s Precision Marketing magazine voted him one of the ten most influential individuals in UK Direct Marketing over the last 15 years. Tony is not involved in day to day business. Case Studies • Major oil company global pitch Major oil company global pitch. The Challenge: Our client, a multinational integrated marketing communications agency were pitching for an oil company’s global petrol and diesel consumer marketing account. A key part of the strategy was to be able to demonstrate how the agency could develop a global strategy but also reflect and account for, the individual local markets specific needs. What we did: Using online research we surveyed 200 diesel drivers in the following markets: • Germany • France • Spain • Italy • Austria • Switzerland • Netherlands • Poland • Hungary • Czech Republic • Slovakia • Greece • Turkey • UK CCB fast.MAP handled all translations required so the client just had to sign off the English script. The survey was despatched within 48 hours of the script sign off and needed to remain open for 4 days to achieve the required sample size. As this was a quantitative project, there was no need to translate the results back to English as these were all available to view as charts online in real-time. What happened: Our client was able to establish the different needs of the local markets and how these would need to be integrated into the overall global strategy, specifically in the area of sales promotion. Ultimately the agency won the account. The end client specifically mentioned in it’s feedback to non-successful agencies that the winning agency had researched it’s propositions and understood how the campaign would need to be adapted to local markets’ needs. • UK Charity – Beating the Banker Your chance to hear our research based tips on direct mail Start your day at the Institute of Fundraising direct marketing & fundraising conference with a wealth of new knowledge and top tips for improving your direct mail ROI. Fundraising in the current economic climate is more challenging than ever and the most effective way of maximising marketing budgets is to put the work into campaign planning – creative testing, ensuring data is well targeted and messages are delivered in a timely manner. ONEPOST, W8Data and fast.MAP have been working hard to find out what consumers really think about charity direct mail. Questioning a representative sample of the UK, via an online survey, we have discovered what is more likely to make them respond and what turns them off. As experts in the field of direct mail – creative testing, data cleansing, postal savings and environmental issues – ONEPOST, W8Data and fast.MAP will then discuss the findings and offer you top tips for implementing the research results as a way to improve your direct mail ROI. Date: Monday 21st February 2011 Time: 9.15 -10.00am Venue: Plaisterers Hall, London, EC2Y 5JU Breakfast included! Agenda: 9.15 am: Research presentation. Rafal Gajdamowicz, fast.MAP, with detail research findings on: • Meeting your environmental responsibilities • Data - it’s a quality issue • Effective use of your creative budget • The values of testing and targeting 9.40 am: Panel discussion with Rafal Gajdamowicz, fast.MAP , Will Anthes, W8Data, Graham Cooper, ONEPOST and Stephen Pidgeon, Tangible Response (chair) 10.00 am: Close To book your place: Online: Click here to book online Phone: David on 020 7242 0702 Email: david.cole@fastmap.com Please note: We would like to join us as our guest to attend the research presentation that precludes the IoF Direct Marketing & Fundraising Conference. If you wish to attend the full conference please visit The Institute of Fundraising for conference programme, delegate rates and booking. • Car Company - Price test and business case justification Car Company: Product Development – Price test and business case justification The challenge: A car company had developed an aftersales package designed to build loyalty from both vehicle and service customers. A number of business case scenarios had been produced based on different price assumptions and different loyalty impact rates. Quantitative research was required to justify these assumptions and test for price elasticity at the proposed price points. Importantly, it had to be established if the product was seen as a genuine demonstration of the brand’s values and not just as a marketing offer. What we did: Build a sample of car owners within a certain segment of the car market. Three price points were shown to the sample in isolation rather than asking the entire sample which of 3 prices would they like to pay. This quantified the demand at 3 different price levels. Additionally, certain attitudinal statements about the product were asked. What happened: The business plan assumptions about likely take up rate were quantified and within the range of scenarios proposed. The middle price of the 3 however, only saw an indicated 2% drop in demand which was more than outweighed by the extra income that would be generated (by £xm). Additionally, at the middle price, car owners perceived the offer to be less of a marketing trick and more credible. It was also established that there was a correlation between ultimate vehicle loyalty and the amount of contact the customer had with the dealer network. This enabled the client to accurately forecast the uplift in loyalty and future vehicle sales which was instrumental in getting the product approved by the European board. • Major direct insurance company agency pitch Major direct insurance company agency pitch The challenge: Our client was on the pitch list of a very high profile brief for an insurance company. The brief was based around driving response and integration with the overall brand strategy. However the agency had an issue with an area of the brief that they wanted to challenge. The client had said that multi-product advertising was required and that this would get the best return on investment. What we did: Built a survey that was designed to gain further insight into the consumer’s decision making process, but also show some creative with multi-product offerings. The idea was to see what the recall was of the insurance categories that were being advertised. Included in the pre-coded list were some red-herrings along with the actual products featured, but now not on display to the panellists. What happened: Insights were uncovered which demonstrated the different decision making steps that people went through for different types of products. Additionally it was proven that recall in the multi-product ads was limited which could potentially have an adverse affect on return on marketing investment. This enabled the client to successfully demonstrate their “don’t make assumptions, but learn” mentality which ultimately played a part in them winning the pitch. • B2B new business pitch B2B new business pitch The challenge: The client was pitching for a global IT account and wanted to add some innovation to their presentation by understanding where Corporate Social Responsibility (CSR) fits into their markets’ agenda. However their client’s market is blue chip companies and the insight needed to come from the decision makers, i.e. board directors. What we did: Using bespoke b2b data we obtained 48 completed surveys within 3 working days. The survey was an in-depth look at how strategically CSR was integrated and also how IT providers were currently adding value / what the market wanted. What happened: To get the views of 48 board directors from this profile of organisation through other research mediums could have cost tens of thousands of pounds and taken weeks. With the tight timescale of a pitch, the end client was very impressed that this level of insight had been achieved. They won the account. • UK Christian homeless charity UK Christian homeless charity The challenge: A very limited overall project budget demanded that the research be very cost-effective and action-orientated. Research was used as part of the launch of a new donation product, to develop a powerful, relevant creative treatment that - it was assumed - would appeal to a new target audience. It was necessary to review the pricing strategy, to discover whether the £10 donation requested had been set at the correct sum. The research also had to determine what data and media needed to be used to best reach the required new audience. How CCB fast.MAP achieved this: CCB fast.MAP worked with the head of fundraising to develop a survey which included four different creative executions and three different donation request levels. The underlying profile data allowed the client to examine reaction to not only creative treatment and donation level results, but also to further analyse the demographic profile of respondents. What happened: The process identified a new target audience. The main difference was age. More importantly, CCB fast.MAP analysts also identified big differences in the profiles of those supporting each of the two favoured creative treatments. Significant differences in both gender and newspaper media consumption were revealed in those who preferred each of the treatments. At this stage, intelligent routing was deployed within the survey, to explore price elasticity. A mailing pack was developed using the most popular creative treatment as the lead pack and the second favourite in the support material. A split test on targeting was undertaken (older traditional profile v. the newly-discovered profile) and the pack was mailed to 40,000 prospects, with half going to the new younger profile. The return on investment from the new younger profile was three times better than that from the traditional profile. And there was an added benefit from this group from which a higher proportion responded to the gift aid scheme. For more information, please contact info@fastmap.com Our Panel 'Accuracy of results is our priority...' Gain access to over 200,000 profiled individuals We know clients make key decisions based on the results of the research projects they run with us and this is why they need to have 100% confidence in the information we provide. Using our extensive direct marketing experience, we recruit our panel from a wide range of sources to ensure a representative sample of UK adults. Our panel comprises profiled individuals, none of whom is allowed to join voluntarily. This helps to ensure quality and accuracy. The panel is constantly refreshed and is growing. We have empirical evidence of the accuracy of our panel which our client teams are more than happy to show to you. All our panel members complete an in-depth survey when they join. This enables us to use deeper analysis to add colour to research results so clients get maximum value from their projects. Profiling can be carried out at a basic age and gender level or using more in-depth demographic and lifestyle variables. We can also use geo-demographic profiling tools to link research results with campaign targeting. Contact Us Let's talk! To talk to the online research experts, email or phone us or simply complete the form below.
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