presentatie one to-one marketing kleppeconsultancy
TRANSCRIPT
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One-to-One Marketing to increase Customer Value
RE-INVENTING TOGETHER ONE-TO-ONE
COMMUNICATION
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One-to-One Marketing to increase Customer Value
DOELSTELLING:
MARKTLEIDER & RENDEMENTIN DE BENELUX
Example.nl
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One-to-One Marketing to increase Customer Value
MARKTLEIDER & RENDEMENT DOOR
• INNOVATIE IN DE COMMUNICATIE
• REACTIESNELHEID
• INSPELEN OP KLANTENGEDRAG
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One-to-One Marketing to increase Customer Value
HET MIDDEL OM DEZE DOELSTELLING TE BEREIKEN
ONE-TO-ONE COMMUNICATION
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One-to-One Marketing to increase Customer Value
“LET`S START SIMPLE”
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One-to-One Marketing to increase Customer Value
“AND THEN ADD COMPLEXITY”
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One-to-One Marketing to increase Customer Value
Jan Luyken
- Klant- 31 jaar oud- Designer- Nieuwendijk 6 1012 Amsterdam
KLANT & BELANGSTELLING
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One-to-One Marketing to increase Customer Value
InternetCatalogusWinkel
AANBOD VERGELIJKING
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One-to-One Marketing to increase Customer Value
WWW.EXAMPLE.NL
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One-to-One Marketing to increase Customer Value
“KLIK” INFORMATIE”
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One-to-One Marketing to increase Customer Value
Smartphonetablet PC
By post
On the web
Text message
E-mailCustomer
printed
Customer service
Invoice
Highly personalized promotions onMulti-channel
deliveryInformatie:- Jan Luyken- 31 jaar oud- Nieuwendijk 6 1012 Amsterdam- bekeken producten
?
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One-to-One Marketing to increase Customer Value
Smartphonetablet PC
On the web
Text message
Customer service
Highly personalized promotions onMulti-channel
deliveryInformatie:- Jan Luyken- 31 jaar oud- Nieuwendijk 6 1012 Amsterdam- bekeken producten
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One-to-One Marketing to increase Customer Value
Korting/ speciale
aanbieding
Prijsvraag
QR code of www-link
OP BASIS VAN KLIK GEDRAG EN DATABASE ONE-TO-ONE MAILING
TIME TO MARKET < 3 DAGEN
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One-to-One Marketing to increase Customer Value
One-to-One page/ software
Korting/ speciale aanbieding
Prijsvraag
IN COMBINATIE MET ONE-TO-WEB PAGE
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One-to-One Marketing to increase Customer Value
AANKOOP
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One-to-One Marketing to increase Customer Value
ONE-TO-ONE FACTUUR
Bijpassende artikelen
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One-to-One Marketing to increase Customer Value
“KLIK”INFORMATIE
BEZOEK OP
EXAMPLE.NL
By Post
Smartphone/
tablet PC
Text
message
On the web
ONE-TO-ONE CIRCLE
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One-to-One Marketing to increase Customer Value
ANDERE MOGELIJKHEIDEN
Happy week metOne-to-One crossmedia-concept
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One-to-One Marketing to increase Customer Value
By Post
Smart phone/
Tablet / PC
ReminderText-messages/ e-mails
INFORMATIE
OVER JAN:
- Leeftijd
- Bestellingen
- Geslacht
- Interesses
- Klikgedrag- ...
ACTION BY JAN
MEDIA-DISTRIBUTIE
PRODUCT-SELECTIE
VOOR JAN
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One-to-One Marketing to increase Customer Value
Op 13 april
iPhone/ iPad notification:
“Mis morgen de 20% korting
niet!”
Op 19 april
Text message:
“Beste Jan vandaag geen
verzendkosten op
zwemkleding!”
Jan Luyken
Op 21 april
E-mail:
“Beste Jan morgen kun jij
10% korting op games krijgen!”
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One-to-One Marketing to increase Customer Value
FASE 1
Maand 09/11
Duur 2 MND
Frequentie 1
Adressen 10.000
Templates 3
Productaanbod
10
Pagina 2
Tekstalinea 30
Acties 3
Communicatie-kanalen
3
FASE 2
11/11
2 MND
4
25.000
10
100
2 - 8
50
5
5
FASE 3
01/12
3 MND
13
50.000
20
500
2 - 16
100
10
7
FASE 4
04/12
3 MND
26
100.000
30
2.000
2 - 64
100
20
7
FASE 5
07/12
3 MND
39
100.000
30
All
2 - 64
100
20
All
FASE 6
10/12
Onbeperkt
Dagelijks
Onbeperkt
30
Onbeperkt
Onbeperkt
100
Onbeperkt
All
VOORBEELD STAPPENPLAN
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One-to-One Marketing to increase Customer Value
- Work-flow algemeen
- Analyse en selectietechnieken
- Format aangeleverde klantenbestanden
- Opslag van data ten behoeve van print
- Opmaak one-to-one
- Print mogelijkheden en snelheden
- Output overige communicatiekanalen
- Informatie overdracht
- Respons analyse, dekkingsbijdrage analyse etc
- Omzet per adres, impact op RFM model
ANALYSE PER FASE
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One-to-One Marketing to increase Customer Value
BUT FIRST OF ALL, ...
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One-to-One Marketing to increase Customer Value
“LET`S START SIMPLE”
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One-to-One Marketing to increase Customer Value
“AND THEN ADD COMPLEXITY”
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One-to-One Marketing to increase Customer Value
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ACTIE PLAN
Wie doet wat wanneer ?
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One-to-One Marketing to increase Customer Value
Voor meer informatie kunt u uiteraard contact met mij opnemen:
KLEPPECONSULTANCY
Bertram KleppeRomerswaalestraat 84574 RK Zuiddorpe - NL
06 53742751