innovative marketing of media products

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Frankfurt Hamburg Mnchen Wien Zrich

we get, grow and keep your customer relations

Innovative marketing of media productsCross-medial use of

customer relationship management (CRM) at

Axel Springer Media Impact

30.09.2010 Copyright 2010 | Sensix AG

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Ulrike MatzManagement CRM Center

Axel Springer AG

Nicholas PschlPartner

Sensix AG


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* ma 2010 II (gross reach) total, AWA 2010 (gross reach) total, AGOF internet facts 2010 I (overlaps not considered; period: average month) basis ma + AGOF: German-speaking population aged 14 and older;basis AWA: German populations aged 14 and older

** Publishers imprints, period: May 2008 until May 2009

Coverage: more than 95 mio contacts* Portfolio: over 50 print titles as well as online and mobile offerings Ad sales print: 1,25 billion mm** Outstanding customer contact: 8.800 personal discussions

with customers**

350.000 telephone contacts**

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Axel Springer Media Impact a strong partnerfor effective communication solutions


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Axel Springer Media Impact a strong partnerfor effective communication solutions


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Agenda

1 + 1 = 1,5 ? Consumer who ? Allrounder ? A swamp for investments ? Magic bullet iPad ?

30.09.2010 Agenda 5


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1 + 1 = 1,5 ?

Objective cross-media: 1 + 1 = 3 Cross-medial sale is no systemic problem Results from interviews: Cross-media is a creative

idea, The idea takes centre-stage, It is a matter of

efficiencyin marketing, I can feel the lawn inprint

and mow it virtually on the net

Am I a product company or a consulting firm?

30.09.2010 1 + 1 = 1,5 ? 6


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Costumer - who?

Existing customers Alibi ABC segmentation? Sales forecast on

every level? What about a real pipeline?

New customers What about a structured cultivation of the

market? I do not need this. Anyway, I am

achieving a sufficient turnover!

I have to hit the target everywhere, not only right inthe middle.

30.09.2010 Costumer - who? 7


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Allrounder ?

What major purpose does CRM fulfill? Controllingand management or concentrated, effective market

cultivation forsales success?

An employees success is measured only accordingto incoming orders

What is CRM? Strategy, system, ? The focusshould be on the costumer there is a great danger

that the system will become more important than the

market.

30.09.2010 Allrounder ? 8


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A swamp for investments?

How much does CRM cost? Only licences and services? What about

internal workload? Management attention?

Training? Further development?

There is hardly any tool in a company that has togo through so many changes

What was the use of it? ROI is calculated before the initiative After completion there is no wish to calculate

ROI

30.09.2010 A swamp for investments? 9


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CRM a swamp for investments?

30.09.2010 A swamp for investments ? 10


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Magic Bullet iPad ?

30.09.2010 Magic Bullet iPad ? 11

The iPadwillrevolutionise the world?, Finallycross-media!, Ourpublisherhas such a thing!

The iPad does not make the topic cross-mediaeasier, but in fact more complex.

The use in filed service is a good start!


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Magic bullet iPad?

30.09.2010 Magic bullet iPad? 12


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DeutschlandSensix GmbHFraunhofer Strae 20

D-82152 MartinsriedTel. +49 (0)89 41 11 98 - 0

Sensix GmbH

Bahnhofstrae 17

D-61250 UsingenTel. +49 (0)6081 984 - 101

Sensix AG

Storchengasse 1A-1150 Wien

Tel. +43 (0)1 897 24 26

Schweiz

Sensix GmbHWyssgasse 6

CH-8004 Zrich+41 (0) 44 24 45 85 00

sterreich

Sensix IT-Solutions GmbHStorchengasse 1

A-1150 WienTel. +43 (0)1 897 24 26

Sensix GmbH

Glockengieerwall 17D-20095 Hamburg

Tel. +49 (0)40 33 31 35 05

Thank you very much for yourattentionUlrike MatzAxel Springer AG

Nicholas Pschl

Sensix AG

[email protected]

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innovative marketing of media products

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