presentatie eclipse xcfl
Post on 29-May-2015
205 Views
Preview:
TRANSCRIPT
Customer & ProspectsWhat do they want?
Are you listening?
Xeikon café, June 9th 2011Marc Verheyen / Hans van Lith
Agenda
• Introduction Eclipse Cross Media• Where do we play?• Cross Media approach versus Direct Mail• Insurance case (the facts)• International recognition• Q&A Session
Xeikon café, June 9th 2011
Eclipse Group:• Eclipse Group established in 2006• Team started as early adapters in the 1-2-1 Direct Marketing Industry over 15 years
ago • One of the first Xeikon users worldwide (1993)• Knowledge base developed while associated with the world largest print company• Subsidiaries in Belgium, The Netherlands, France, Germany, United Kingdom, U.S.A.
Our key services:• Ideas, Strategy• Communications re-engineering• Variable Data Programming• Production (capabilities / project management resource / artwork mock-ups)• PURLs (complex), Integration of Social Media• Truly Integrated communications• Strategic (International) partners
Our key results:• Dialog / loyalty / enrichment of your customer data• Create top-of-mind awareness• Quantifiable solutions / results• Focus on innovative and relevant marketing and communication services• Measurable RO(M)I results through relevant messaging in dialog with customers
Company presentation
Xeikon café, June 9th 2011
Building blocks we can provide:• Campaign management• Concept & Creation• Project management• IT & Data management, integration CRM (SLA driven)• ‘Tailor made’ development of online and offline applications• Full Color digital print, personalization & individualization even in
combination with offset• Fulfillment & postal service• PURL with/without dedicated campaign sites• E-mail• SMS/MMS• Data analysis + enrichment, reporting, dashboards• Portal solutions
Company presentation
Xeikon café, June 9th 2011
Xeikon café, June 9th 2011
Where do we play?
• Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to deliver a defined “commodity” service
• “Short” term noticeable contracts (new trend also in the insurance market)
• Markets with a high attrition rate and many changes between competitors because of the transparent delivery
• Strong government regulations with mandatory communication to customer
Xeikon café, June 9th 2011
What do we offer?
• Integration of Lead generation (address new customers) Customer welcome (connect new customers) Customer loyalty (keep customers) Customer win-back process (regain lost customers)
• By real integrated 1:1 Cross Media communication
Xeikon café, June 9th 2011
Top-5 industries
• Financial & Insurance• Telecom & Broadband• Utility• Retail• Automotive
Xeikon café, June 9th 2011
References
• Finance & Insurance
• Utility
• ICT & Telephony
• Retail
• Automotive
Xeikon café, June 9th 2011
Establish:1. Sales2. Payback3. Success
7
MONITORAND
ANALYSE
6
PRODUCE ANDSEND
Typical Marketing Campaign Process
1
ESTABLISHTHE
NEED
E.G.Acquisition
And:Decide onAudience/Segment
Product,Message,
Strap,Incentives,Response
Mechanisms,Etc.
And Medium
AndObtain
Approval
5
DESIGNTHE
PIECE
2
OBTAINTHE
DATA
3
DEVELOPTHE
PROPOSITION
4
DECIDE ON THEFORMAT
Then:Start all over again
Xeikon café, June 9th 2011
STATS:• Consumers are hit by 4,000 marketing messages every day• 43% of direct mail recipients now prefer to respond on-line• There are well in excess of 210 million websites• Google has indexed well over 1 trillion unique URLs• Online advertising expenditure has fallen 12% - 17%• The Internet is dead (as an investment) - Nobody can figure out a
business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit.
FACTS:• Consumers demand relevance in their communications more than
ever• Tolerance for untargeted direct mail is at an all time low• Consumer internet spend continues to grow, but relative cost to
companies for on-line CPA remains higher than through other direct acquisition routes
• Failure to employ effective segmentation and personalisation result in decreasing returns
STATS:• Consumers are hit by 4,000 marketing messages every day (DMA-
2008)• 43% of direct mail recipients now prefer to respond on-line (DMA-
2008)• There are well in excess of 210 million websites
(internetworldstats.com)• Google has indexed well over 1 trillion unique URLs (Googleblog:
7/25/2008)• Online advertising expenditure has fallen 12% - 17%
(trendsupdates.com)• The Internet is dead (as an investment) - Nobody can figure out a
business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit. (Wall Street Journal – 17/07/09)
Today!
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS
PRODUCT?What you want in THIS PRODUCT...
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
THIS PRODUCT is best for you
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for lessI’ll sell you THIS PRODUCT for less
I’ll sell you THIS PRODUCT for less
I’ll sell you THIS PRODUCT for less
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...
THIS PRODUCT is best for youOi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS
PRODUCT?What you want in THIS PRODUCT...
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
THIS PRODUCT is best for you
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...
THIS PRODUCT is best for youOi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS
PRODUCT?What you want in THIS PRODUCT...
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for you
I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in
THIS PRODUCT...I’ll sell you THIS PRODUCT for less
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?
THIS PRODUCT is best for youWhat you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
THIS PRODUCT is best for you
What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less
I’ll sell you THIS PRODUCT for less
Why Personalise?
Xeikon café, June 9th 2011
Why Personalise?
Xeikon café, June 9th 2011
TOTALPOTENTIALAUDIENCE
Why Personalise?
Xeikon café, June 9th 2011
Why Personalise?
TOTALPOTENTIALAUDIENCE
PROPOSITIONRIPE
TARGETS
SALES
Xeikon café, June 9th 2011
• Dave:– Male, 22, on-line developer and entrepreneur– Passionate about all things new, he is an ‘innovator’
purchaser
• Sarah:– Female, 40, mum of 3 in the process of retuning to work– Prioritising safety & security, she is an ‘early majority’
purchaser
• Jim:– Male, 55, coming to the end of a long career in Financial
Services– With a ‘flown the nest’ household, he is a purchasing
‘laggard’
• Mary:– Female, 70, cash-rich widow living in a nursing home– Young at heart, owns a mobile phone, a ‘late majority’
purchaser
Meet The Audience:
QUESTION:
Will these customers react the same way to the same offer?Or will 4 different treatments
create a better result?
Xeikon café, June 9th 2011
TOTALPOTENTIALAUDIENCE
Why Personalise?
TARGETEDPROPOSITION
1RIP
E
TARGET
S
TARGETEDPROPOSITION
2TARGETED
PROPOSITION3
TARGETEDPROPOSITION
4
TARGETEDPROPOSITION
5RIPE
TARGETSRIPE
TARGETS
RIPE
TARG
ETS
RIPETARGETS
SALES
SALES
SALES
SALES
SALES
Xeikon café, June 9th 2011
Establish:1. Sales 2. Payback 3. Success4. Click-through rates5. Site usage / Behaviour6. Interests (links
clicked)7. Data augmentation8. Perceptions/
Satisfaction9. etc.
The eclipse Marketing Campaign Process
1 2 3 4 5 6 7
ESTABLISHTHE
NEED
OBTAINTHE
DATA
DEVELOPTHE
PROPOSITION
DECIDE ON THEFORMAT
DESIGNTHE
PIECE
PRODUCE ANDSEND
MONITORAND
ANALYSE
MultipleSegments
1
2
3
MultiplePropositions
POSTCARDLETTER &BROCHURE
EMAILPURL SMS
Multiple Formats Across Printed, Electronic and Voice Mediums
Xeikon café, June 9th 2011
TOTALPOTENTIALAUDIENCE
Why Do Cross Media?
TARGETEDPROPOSITION
1RIP
E
TARGET
S
TARGETEDPROPOSITION
2TARGETED
PROPOSITION3
TARGETEDPROPOSITION
4
TARGETEDPROPOSITION
5RIPE
TARGETSRIPE
TARGETS
RIPE
TARG
ETS
RIPETARGETS
SALES
SALES
SALES
SALES
SALES
>500%* Increase In Sales
* Source: Caslon PDP Report – September 2010
Xeikon café, June 9th 2011
Insurance case
Xeikon café, June 9th 2011
Case study available on request!
Production
Xeikon café, June 9th 2011
International recognition
The Challenge: “How can you keep customers from changing their mind?”
Case study available on request!
Q&A Session
Hans van LithChief Executive Officer-----------------------------------------------------------------Eclipse Cross MediaLocht 1235504 RM VeldhovenTel.: 040-820 00 40Fax: 040-820 00 41Mobiel: 06-53 80 47 87hans.vanlith@eclipsecm.euwww.eclipsecm.eu-----------------------------------------------------------------
Marc VerheyenWW Business Development-----------------------------------------------------------------Eclipse Cross MediaLocht 1235504 RM VeldhovenTel.: +31(0)40-820 00 40Fax: +31(0)40-820 00 41Mobiel: +31(0)6-11 62 12 11marc.verheyen@eclipsecm.euwww.eclipsecm.eu-----------------------------------------------------------------
top related