jernej petrin (studio moderna) including online_channels_into_multichannel_strategiessm
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On-Line in Multichannel Environment
20 Years of Studio Moderna Case Study Jernej Petrin, November 2012
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Multichannel & SM Through Time
DRTV As only sales channel
DRTV, Internet, Store
Flying towards multichannel
Multichannel
Assuring seamless customer experience through synced campaigns
Multiple Channel DRTV, Internet, Retail,
Print, WHS, Telemarketing
Fully Digital?
.
DRTV + Internet
Introduced first website
1999 2000 2002 2009 2015
Birth Childhood Puberty
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Multichannel & SM In Region
Macedonia
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20 Years Campaign In Macedonia
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Multichannel mix
Multichannel Mix
Wholesale
Telemarketing
Social Media Marketing
DRTV with Primetime
Internet Sites
SEM & Email
Retail Stores
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Going beyond Why Facebook?
Email • FB is the most visited site in MK
• More then 700.000 people have
FB profiles
• Advertising on FB is
targeted and cost affective
We thought it would be a great way to be close to our customers and to
do PR, promotions of products, campaigns, and finally – TO SELL!
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The Idea
• To create an interactive an engaging contest for Facebook fans
• To see if we can connect direct sales with Facebook
• Increase number of Facebook fans
• Get new leads
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Game Play - Levels Every user needs to pass all the levels in order to compete for the prizes
• The game consists of 21 levels, one for every country where Studio Moderna has local offices
• Levels can be:
« Quiz –x6
« Memory game –x3
« Upload photo –x1
« Add Youtube video –x1
« Find a hidden code –x6
« Bonus stars –x2
« Birthday message –x1
« Enter a code –x1
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Game Play Every user needs to collect as many stars as possible
The game is based on 3 different ways to collect stars :
« Finish a level from the 21 levels available;
« Ask a friend or friend of a friend to give you a star;
« Buy a product from Studio Moderna.
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Game Play Level: Add birthday greeting note
« There is 1 level where user writes a birthday greeting note to the company
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Game Play Level: Memory Game
« There are 3 levels with the memory game consisted with images from Studio Moderna products and brand logos.
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Game Play Level: Quiz
• There are 6 levels with quiz-questions;
• Each quiz has 3 questions with 3 possible and 1 correct answer
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Game Play Level: Add youtube video
• There is 1 level where user embedds link/video from Youtube
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Game Play Level: Find a Code
• There is 6 levels, where users need to find a hidden code on our websites
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Game Play Level: Bonus stars
• There are 2 ‘bonus star’ levels:
• When the bonus is active, the user receives two instead of one star from his friends. The active period for a bonus is till 23.59 o’clock (the end of the day when it was activated
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Game Play Level: Enter a code
• The last level, the user has to enter a code he received by buying a product
• If he has already entered a code, this level will be finished automatically for him
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Game Play Friends
• Every user can get one star from one friend, when bonus level is active every star counts double
When a user gives a star to a friend, an open graph action/message is published on his wall: User gave a star via Studio Moderna:
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Game Play Sales activities
• With every bought product the user gets a code, which adds up more stars to his account
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Game Play Profile
• Every user has his own profile with all the info on friends activities within the app
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Results
New fans: 42.451 Emails: 19.500 Orders from Facebook: 150+
Prizes given
3X 3X & > 100 More
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Results Sales
?
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Why This Case
?
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Because Multichannel is:
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200+ Cases
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Key challenges
Planning „Manual-ism“ Customer care Cost allocation Cross channel impact After campaign impact
Off line channels push of app promotion via their Sales
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If you don‘t cannibalize yourself, someone else will.
Steve Jobs