Two months ago our newsletter highlighted the potential risk to response from a summer of partying. We warned that the Jubilee, Euros and Olympics could prove significantly more interesting for UK consumers than the allure of many marketing messages.
As I write this on the Thursday after the Jubilee it seems we were right. We have taken a selection of results, across a range of sectors, from retail to media owners, from travel to charities.
Three big learning’s emerge.
Firstly- the scale was about what we expected. It varied by client, but ranged from 30% to 50% decline in response across the weekend.
Secondly- the impact was very short lived. The down turn didn’t really happen until Monday. Saturday and Sunday saw some short fall, but very limited compared with Monday & Tuesday when the whole world seemed to be out to lunch. Wednesday we saw evidence of hangovers, but no mass absenteeism as results climbed back to approach normal. On Thursday morning all the evidence is of a return to near normality.
Finally- the impact vary significantly by channel (and thus by inference by audience) Phone response saw the largest falls- up to 85% down on comparable periods, with mobile, web and retail sales seeing the smallest impact.
Our conclusions- we are actually taking heart from this data set. Our view is that with careful channel management and very careful timing the impact of response downturns this summer can be managed. Coupled with selection of media for value there should be opportunities for very specific investments that may yield additional growth at the expense of competitors. Do call if you want to discuss further.
Mike Colling, Managing Director
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