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We've all struggled to come up with the "New Workhorses" that will keep our acquisition programs humming along. But developing new control packages is becoming more difficult than ever. Maybe it's time to take a closer look at current champions, and analyze why and how they got that way. What they started out as, how they were refined, and what makes them the perennial and unbeatable winners they are. Presented by: Dennis Lonergan, Eidolon Communications Moira Kavanagh Crosby, MKDM Luke Franklin, ASPCA Krissy Conway, NPCA
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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!
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