addemar plug in for drupal by connexion

Drupal and Addemarautomatically synchronize databases

to simplify your email marketing management

A client case with Keurslager.be

Ildiko Czvek, marketing & communication, Belgische Keurslagers vzw

Agenda

• What is Keurslager?

• The new keurslager.be with Drupal:

why, what, how

• Direct e-marketing with Addemar

• Drupal Addemar Sync. for

centralised address management

Results / benefits for Keurslager.be

IC

What’s a Keurslager?

Quality

Innovation Learning

Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits

The Keurslagers

•independent butchers

•made a commitment to strive to quality in everything and in everyway

•logo has become a quality label

This quality is fueled by the search for innovative ideas and the willingness to learn.

The Keurslager association

Headquarters

Board of Directors

Working GroupsConsulting Group

Adverstising


the working groups

•strongest asset of the association.

•meet every month to discuss recipes, new products, new machinery, promotions,…

•not amongst competitors, but colleagues which makes sharing info not an issue.

(to guarantee succesfull working groups: selection criteria for entering the organization: quality

but also region. You will not find two Keurslagers in the same street.).

The Consulting Group Advertising:

•Feedback on new projects & marketingconcepts to.

•tailored marketing and communication policy for our Keurslagers.

The Council of Governing Board

•active butchers to ensure a realistic and modern policy.

Headquarters

•coordinate and facilitate the good functioning of the organization.

•provide a lot of services concerning marketing and communication, in order to give every Keurslager the

tools to be the best in his market area.

This brings us to the actual subject of this presentation: our website.

The old Keurslager.be: why renew?


The issue:

•Previous site was Looking outdated

•Difficult to update

•No interactive marketing

The new Keurslager.be: double structure


The new website

-Double structure

-Extended structure

-Divers applications (webshop, Keurslagerpage, news, job candidates,…)

-Flexible design

-Manage ourselves (KS + intern)

Stany van GelderDirector and Marketing Manager Connexion Corporate Communications

Who’s Connexion?

Who’s Connexion?


Connexion

•22 old-year agency.

•mixes online and offline marketing communication for medium-sized and large b2b and

b2c organisations.

•uses CMS systems and more specifically, for 3 years now, integrates Drupal, for our

clients’ websites

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What’s drupal?

What’s Drupal?


Drupal

• an open source CMS

• recent TNS Gallup study shows that

- 41 % of the Benelux-organisations use open source software

- Many cio's want to increase or start with the use of open source software

• used by mid-sized and large organisations (like Hilary Clinton, Sony, MTV, Nato, Belgian

government, CD&V,…)

• for corporate sites, e-shops, extranets, intranets, minisites, web applications,…

• Very Google friendly.

• Very social media friendly.

• And very convenient for multilingual projects.

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A new Keurslager.be: using Drupal


The solution

Since a few months, KS is satisfied because they have a website which

- has been fully revamped by Connexion Corporate Communications

- they can fully manage themselves (non-ITer’s) with the user-friendly CMS Drupal

- has a modern look & feel

A new Keurslager.be: recipe navigation


They also have:

• A user-friendly navigation through a substantial DB of recipies

• Each recipe can be tagged with vocabularies (so called ‘taxonomy’)

• Like: barbecue, fast, easy, filet américain,…

A new Keurslager.be: web 2.0 rating


In line with the current Web 2.0 spirit, visitors can rate each recipe.

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A new Keurslager.be: geolocalisation


the Keurslager locator:

• Very easy for the visitors is the Keurslager locator

• A custom Google map is automatically shown based on longitude and lattitude values of

each KS location

• And from there visitors can click on one of the found Ksers.

A new Keurslager.be: minisites


Microsite

• Each of 200+ Ksers has his own microsite

• Visitors find here all address data but also opening hours,…

• The beautiful thing is that each Kser has input the data him/herself and can update it

anytime.

A new Keurslager.be: 7 page minisites


Optional 7 page minisite

•Instead of standard page

•Depending on their readiness to pay a small extra fee, each Kser can opt for a 7 page

minisite, containing

• saily promotions,

• saving actions

• specialties,

• picture gallery,

• order form,…

• All updatable by the Kser in person, of course.

A new Keurslager.be: extranet


protected extranet

•open to all 200+ Ksers.

•access to specific information

•communication between HQ and retailers (KSers)

A new Keurslager.be: easy editing


Drupal extranet

•Allows easy updates of the personal page or pages of each Kser.

•this backend is fully customised to the use of the KS retailer, who is not IT minded.

A new Keurslager.be: automated jobs


job applicants + job offers

•Accessible by every KS retailer

•filter them based on job function

•KS retailer can post own job offerings

A new Keurslager.be: easy pictures


Picture DB

•Accessible by all KS partners

•Extensive DB

•high res pictures

•order them for their own publications

•a tag cloud on top guides them easily to the pictures they need.

•all these visuals are managed with Google Picasa which is sync’d with Drupal

A new Keurslager.be: e-shop


E-shop

•Ksers can order point of sale material

•E-shop with easy navigation

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A new Keurslager.be: on-line forum


Online forum

•For KSers

•divided in several working groups

See here the Brussels group, and the posts related to their latest meetings.

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A new Keurslager.be: on-line help


On-line help

In order to make web life easier for the Ksers, Connexion has posted a customised on-line

help document.

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A new Keurslager.be: admin optimisation


Also, the functional menus that users see are also customised depending on their profile.

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A new Keurslager.be: the missing link


We have a performing website, easy to manage ourselves with Drupal.

How do we reach our target group of consumers and Ksers?

Now that we had that performing internet and extranet site, what was the missing link?

Email marketing.

•easily communicate with customers and Ksers.

•professional alternative for Outlook which we used before...

We have chosen to work with a professional email provider that handles the full process,

but which we can manage ourselves.

We have chosen Addemar.

Jo GielenManaging DirectorAddemar.com

What’s Addemar.com?

• Provider of intelligent, web-based marketing solutions, > 2000 users • Do-it-yourself:

• www.addemar.com / [email protected]


Objectives & requirements

– Increase traffic on new website

– Create opt-in database per KS with newsletters

– avoid web server overload and blacklisting Requirements

– Easy management of DB and campaigns by marketing people

– Easy to read, detailed stats

Due to the high objectives and advanced requirements the only possible solution was a

professional marketing tool that takes care of the whole e-mail marketing proces

Addemar is an online service allowing to create, segment and evaluate your direct e-

marketing campaigns from one single interface and as an automated proces.

A new Keurslager.be: email marketing


Why addemar

-User friendlyness

-Open database structure and webservices to match KS marketingdatabase

-Detailed statistics

-Each KS has an individual account but still managed by HQ

Addemar email marketing: easy creation


Intuitive interface:

•The marcom people at KS can easily create their newsletter on Addemar.

•They see the result immediately onscreen by means of an interactive preview

↓

In the future every KS can use this interface, without any technical background needed

List and contact manager


List and contact manager allows you to:

-Customize database fields

-Import/export and synchronise contacts

-Create mailinglists or segments

Addemar email marketing: full stats


Campaigns can be visually evaluated within Addemar

(see percentages and total numbers of emails sent, opened, bounced, …)

Addemar email marketing: used links


You can even easily see where readers have clicked.

Addemar email marketing: click analysis


The way recipients have clicked is also shown in graph format.

Of course, it’s nice to see the results of your campaign, but such analysis is aslo key to

optimise future campaigns.

Drupal-Addemar Sync: opt-in


The issue

• Problem is: KS did not want to juggle with two environements for the management of

our recipient DB:

1) the Drupal admin on the one hand where you gather all your opt-in addresses

2) The Addemar admin, where you can segment the addresses, manage the opt-

outs, and unsubscriptions, etc…

• Besides, how make sure that both databases would always be

synchronised?

The solution:

The Drupal-Addemar synchronisation plug in, developed by Connexion in partnership with

Addemar

Subscription

• When a KS website visitor wants to subscribe to a newsletter, he needs to opt-in for it, by

filling in this Drupal form online.

• He is also invited to indicate his favourite local Kser retailer

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Drupal-Addemar Sync: cron


• At the KS HQ, one can easily synchronize all opt-in data between Drupal and Addemar.

• Sync happens either automatically (every 4 hours or so) and/or manually.

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Drupal-Addemar Sync: cron


Database synchronisation

• At the KS HQ, one can easily synchronize all opt-in data between Drupal and Addemar.

• Sync happens either automatically (every 4 hours or so) and/or manually.

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Drupal-Addemar Sync : data selection


Sync. Data selection

• KS can select which data exactly they want to synchronize.

• The corresponding fields will automatically be created or updated in the Addemar

database

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Drupal-Addemar Sync : mailing lists


Mailing lists

• From here, KS can define different newsletters / mailing lists.

• For each created newsletters / mailing list, the number of subscribers is shown.

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Drupal-Addemar Sync: profile update


1 Check box per mailing list

•For each created newsletter / mailing list, a new ‘check box’ will be created into the

subcribers’ profiles.

• In a later development phase, one will be able to manage the creation and sending

processes from Drupal, while everything will be delivered via Adddemar.

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Drupal-Addemar Sync: right solution?


Issue

Perfect functioning website with professional email provider, but we are now missing… a

database.

Solution

In order to collect relevant mailaddresses we organized an online contest for

•KS shops in order to

Warm them up for the new site and warm up their customers

•Customers in order to

Convincing them to register and indicate their favorite KS

shop

Have them opt-in for KS newsletter

Results (after xx weeks)

•9400 email addresses gathered, of which

•5300 opt-in

Benefits

•+/- 50 customers per KS shop have registered

•KS can send newsletter to 5300 customers

•KS knows which Keurslager scored best in number of leads

•Each KS shop can send own newsletter 40

Questions?

• Ildiko Czvek, marketing & communication, Belgische Keurslagers [email protected]

• Stany van Gelder, Marketing Director, Connexion Corporate Communications (Drupal integrator)[email protected]

• Jo Gielen, Managing Director, Addemar.com (advanced direct e-marketing)[email protected]

• Summary of presentation, demo and one-to-one on Connexion’s booth

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addemar plug in for drupal by connexion

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