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A case for increased trial rates via personalisation and database management. The printed mailing achieved six times higher scores on "intention to act" than an email. Proving the value of a printed document.
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Personalisa*on
to
Support a launch : generate Trial
OVERCOME BARRIER
PERSONALISED USP’s
Consumer insights
Barrier to trial …
• Against electrical toothbrush
• Manual are more effec*ve
• Effec*veness come through good tandpasta
Reasons for using it…
• Transi*on (from together to alone)
• Minimum brushing *me (3 min)
• Month hygiene (good brushing process)
1:1 approach
2 levels of personalisa*on…
LEVEL 1 LEVEL 2 AND..
Overcome barriers Product introduc*on Call to ac*on
Through specialists Through specific USP’s
1:1 aproach 2 levels of personalisa*on…
WELCOME LEVEL 1 LEVEL 2
1:1 approach 2 levels of personalisa*on…
WELCOME LEVEL 1 LEVEL 2
Page 7
Philips 1to1 Lab – Sonicare for Kids
Segmenta*on Esurvey
Qualified & Segm. DB
(3K)
1to1 Layou*ng
Op6nio Ext. DB (15K)
Recruitment Email Unique DB
Philips OCDB (100K)
Coupon/Lego redemp*on
1to1 Email (1,3K)
1to1 DM (1,3K)
Sales / ROI
Mktg efficiency
Call center
Recruitment & qualifica6on Ac6va6on
1to1 Lab process
Page 8 p. 8
Email & Esurvey Recruitment
Learnings • External DB =
8 x Philips DB
• Low in*macy between Philips and consumers
• Email satura*on
Page 9
Recall having received it
Opened it Recall content (content or message)
Intent to act
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the inten;on to react?”
Read it
63 88 58 89 • Average nB2C=33
68 40 36 22 45 • Average nB2C=33
• E‐mail ‐ Total n=200 89 58 63 19 17 10 6 97 17
• Paper ‐ Total n=200 86 90 64 81 67 60 39 96 70
% of respondents (n=200) – 100% of the respondents
Marke6ng efficiency
Page 10
Learnings • Email is saturated by history of mass campaign with unsegmented content
• 1to1 campaign delivers marke*ng efficiency : recall, read, inten*on to act & to buy
Recall rate
Act
ivati
on
rate
Average (48.4%)
Average (67.3%)
Efficient
Strong activation case Limited recall mailing
Strong recall case Limited reaction level
Do it again Improve attention
Improve action
Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)
Paper
Marke6ng efficiency
Page 11
Sales conversion efficiency
Learnings • 1to1 campaign delivers sales conversion. Email & Paper DM converts equally.
• Relevance of message is more important than sales promo*on
Philips Experience
Danny Coppens :
CRM Manager Benelux
Philips Consumer Lifestyle
Page 13
Philips challenge & 1to1Lab
• 1to1Lab as a learning tool • Philips DB maturity & intimacy • Marketing efficiency
– 1to1 vs mass – Email vs Paper DM – Brand building vs Sales activation
• Sales redemption & ROI
• Apply learnings & best practices to global
• Philips structural challenges – Large Consumer DB but no customer knowledge
– Email = mass or spam
– No personaliza6on / No mul6‐channel
– No ROI measurement
• Launch of Sonicare for kids in Belgium
Benefits of 1to1Lab
1to1Lab for
Sonicare for kids
Esurvey recruitment
Esurvey Market Research
1to1 Marke6ng efficiency
1to1 Redemp6on or
Sales
Esurvey Data
enrichment
Philips DB vs External DB
Enriched profiles Market needs
Product Posi6oning
1to1 vs mass Email vs Paper
Brand vs Ac6va6on
Sales & ROI By Call to ac6on, by Media, by DB
Outcome
Mktg benefits
Page 15
Philips learnings
Marketing learnings • Current consumer knowledge in DB is weak for relationship marketing
• Saturation of mass emails & low intimacy between Philips & consumers
• Product Range / USPs and market versatility justify a segmented / 1to1 approach
• 1to1 campaign delivers marketing & brand building (awareness, recall, act)
• 1to1 campaign delivers sales conversion
• Offline / Online media play a different marketing role (brand / sales activation)
• Message relevancy is more important than sales promotion
Organisa*onal learnings
• Philips Communica6on Culture today : Product‐centric >>>> Customer Centric
• Reac6vness of Philips internal services creates long 6me to market
• CRM organisa6on struggles to support marke6ng opera6ons & reversely
Page 16
Conversion Funnel & brand building
• Product relevancy / info • Right Call to action / moment • Brand intimacy
Above Rela*onship Mktg Channel / POS
• awareness • brand image
• shopping convenience • salesmen info • product meet
Lifecycle Mktg
Sales
• Product experience • Range awareness • Cross‐selling • Loyalty • Brand in*macy
Today Tomorrow
Philips Compe**ve advantage & premium posi*oning
Page 17
EMS value proposi6on for Philips
Key elements Consumers Distr. Channels
Philips
Customer data driven ++ ++ +++ Pull to 1:1 multi channel push +++ +++ +++ Time to campaign +++ ++ +++ Customer lifecycle continuity +++ +++ +++ ROI data driven NR +++ +++ Bottom up CRM structuring NR NR +++ Tailor-made evolutive ++ ++ +++ Integrating existing/new partners
NR NR +++
End to end solution NR NR +++
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