Blockbuster Controls (and how they got that way) Dennis Lonergan, Eidolon Communications @eidolonnyc Moira Kavanagh Crosby, MKDM @mkdm Luke Franklin, ASPCA @aspca Krissy Conway, NPCA @npca #AtTheBridge
Jun 29, 2015
Blockbuster Controls (and how they got that way) Dennis Lonergan, Eidolon Communications @eidolonnyc
Moira Kavanagh Crosby, MKDM @mkdm
Luke Franklin, ASPCA @aspca
Krissy Conway, NPCA @npca
#AtTheBridge
Blockbuster Ingredients
Blockbuster Ingredients
Offers
“Premia”
Impact
• visual
• emotional
• restrained
Action
Relevance
Message
Metrics
Blockbuster Offers
CTRAD: $.41
CTRAD: $.39
CTRAD: $.37
CTRAD $.31
Blockbuster Premiums
Blockbuster Impact (Emotional)
Blockbuster Visual
Impact
Blockbuster Visual
Restraint
Blockbuster Action
Blockbuster Relevance
Blockbuster Message
Reality Check
Reality Check
Smart Production
Reality Check
Audience Selection
Reality Check
Cost/Donor
Reality Check
Website Integration
ASPCA Voucher Package - Original
History • Tested Jan 2007 • Rolled out as Co-
Control late 2007 • Initial tests showed
this package to bring in a higher average gift and a higher response rate.
History • By Mid-2009, we began
testing different formats as results started to plateau
• This iteration tested ASPCA animals
ASPCA Animal Voucher
History • This iteration
tested Voucher Offer w/ ASPCA animals with a slightly higher ask string.
Feed Offer Voucher – Number of Animals
History • This iteration
tested Voucher Offer w/ ASPCA animals
Feed Offer Voucher – Length of Time
History • This iteration
tested Sarah McLachlan in the creative.
• Each of these had multiple variations.
• Ultimately, Sarah was the winning package.
Sarah Voucher
ASPCA Voucher Package - Current
History • In use since
early 2012 • 36 iterations
tested to reach this point.
• Since January 2007, mailed more than 55MM pieces.
Key Learnings • Test each element that
makes cost-effective sense.
• Back Test to ensure you don’t stray too far from spirit of original package.
• All ideas are good ideas, with budget in mind.
• Never stop testing a control.
• Ideal scenario is to be able to rest packages as well.
• Test new packages as well.
ASPCA Voucher Package - Current
NPCA’s Mission – To Protect and Enhance America’s
National Park System for Present and Future
Generations
Moira Kavanagh Crosby
MKDM
mkdmc.com
#AtTheBridge
Dennis Lonergan
Eidolon Communications
eidolonnyc.com
Thank you!