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!