edeal summit london 2013
TRANSCRIPT
eDeal channel: DOs and DONTs for brands
eDeal channel:
DOs and DON´Ts
@JoseLuisFerrero
eDeal channel:
DOs and DON´Ts Learnings from an established brand
actively operating with eDeal channel
in Spain
@JoseLuisFerrero
What if…
Brands are
entering a
Show without
knowing the
film …..
Some Brands
do see a
famous terrific
Film …..
Some Brands
do see a
famous terrific
Film …..
The War of the
Worlds
Other Brands
will see a
different
one….
Other Brands
will see a
different
one….a New
world full of
Opportunities
At the end, the Show is
the same, but every Brand
has to find its own way…..
At the end, the Show is
the same, but every Brand
has to find its own way…..
To be
Future
Proof
Consumers love
eDeals
Brands love Consumers
Consumers love
eDeals
Brands love Consumers
eDeals and Brands need to
generate “Love interactions”
Consumers love
eDeals
Brands love Consumers
eDeals and Brands need to
generate “Love interactions”
What is a “Love Interaction”
When Consumers receive
more Value than expected
Brands are looking for a next
eDeal event
What is a “Love Interaction”
When Consumers receive
more Value than expected
Brands are looking for a next
eDeal event
What is a “Love Interaction”
When Consumers receive
more Value than expected
Brands are looking for a next
eDeal event
Only then…. an eDeal
player has proven its value
and can become a
sustainable business
with a clear reason
to exist
DOs and
DOs and
Do take the lead to decide on
your presence in eDeal Channel 1
Do take the lead to decide on
your presence in eDeal Channel
Be proactive
and decide
yourself
when, how
and with
whom
Let anyone
decide it for
you. Neither
Offline or
Online
1
Do protect your Brand by being
Strategically launching eDeals 2
Do protect your Brand by being
Strategically launching eDeals
Do decide
timing,
products
and
players
Become
a deal
Brand
2
Do test new initiatives and players
if business model adds value 3
Do test new initiatives and players
if business model adds value
Do test niche
players and
products
Prove Long
tail potential
3
Become
complacient
with your actual
eDeal partners
Do treat eDeal Channel as a Marketing
Channel not only Sales channel 4
Do treat eDeal Channel as a Marketing
Channel not only Sales channel
eDeal is the
cheapest
way to
interact with
Consumers
Leave free
space for a
great branding
position to your
competition
4
Do work in Beta, don´t wait for the
perfect eDeal 5
Do work in Beta, don´t wait for the
perfect eDeal
Think first,
then shoot
and later do
the fine
tunning for the
next shoot
Wait for the
perfect
environment to
do the perfect
eDeal
5
Myths that are
proven not to be
true
Myths that are
proven not to be
true
Consumers are not keen to buy high end
brands Online
eDeal players do kill established business
Brand image is damaged when present on
edeal channel
Price is the unique driver for eDeal sales
Myths that are
proven not to be
true
Consumers are not keen to buy high end
brands Online
eDeal players do kill established business
Brand image is damaged when present on
edeal channel
Price is the unique driver for eDeal sales
Myths that are
proven not to be
true
Consumers are not keen to buy high end
brands Online
eDeal players do kill established business
Brand image is damaged when present on
edeal channel
Price is the unique driver for eDeal sales
Be open to try
something
Different!
Always with caution
38
José Luis Ferrero
Senior Manager
eCommerce
@JoseLuisFerrero
Thank
39
José Luis Ferrero
Senior Manager
eCommerce
@JoseLuisFerrero
Thank
You!