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1
Turning a cost centre into a profit centreThomas Wimmer
Transpromo
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Radio
Internet
TV
Invoice
Mobile
The challenge to reach the consumer
Newspaper
Direct Mail
Advertising
Collaterals
Spam Filter
SpecialInterest
Zapping
Pers. Filter
No Attention
No Advertising
Sticker
Background Enterteinment
On Demand
DirectDebit
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Traditional „blasting“ is not working any more
Consumers are not looking for more information…They are looking for LESS information that is MORE relevant
• Inability to reach customers
• Inability to achieve customer recall
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How much time do you spend on a document?
Group 1 UK Study, January 2008 “Are we paying attention?”
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The unutilized chance
83%
65%
72%
0% 30% 60% 90%
,I am opening themright away
I read them verycarefuly
I keep them withinmy pesonal
archive
Handling of Statements
Quelle: Empirische Studie im Rahmen des Seminars des Institute for Market-based Management (IMM), 2007
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Remembrance of marketing messages on a statement
Remembrance
45%30%
19%32%
36% 38%
0%
25%
50%
75%
100%
Invoice Insert
Not specified
wrong Brand
correct Brand
Ad recognised?
66% 77%
34% 23%
0%
25%
50%
75%
100%
Invoice Insert
No
Yes
On a first view, inserts generate a high attention but, remembrance is much higher within marketing messages implemented into a statement
Experiment: N = 119
Quelle: Empirische Studie im Rahmen des Seminars des Institute for Market-based Management (IMM), 2007
„If yes , from whom?“„Have you noticed an ad inside letter X?“
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The power of color
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The power of color
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The power of color
• The Pantone® Institute says that we are 78% more likely to remember words and phrases presented in color.
• A recipient is more willing to deal with a color rather than a black-and-white document.
• Reading time of colored documents is 80% higher than of black-and-white documents
• Color accounts for 60% of the acceptance or rejection of an object and is a critical factor in the success of any visual experience
• Brand identification increased 70% when colour was added
• The understanding of a document can be increased by 80% using color.
• Text content aims at the left part of our brain, color aims at the right part – addressing both parts accelerates the understanding of the complete document.
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Volume(A4 pages)Costs per envelopePaper € 0,005 8,3% € 0,010 10%Offset € 0,010 16,7% € 0,010 10%Digital € 0,006 10,0% € 0,040 40%Finishing € 0,014 23,3% € 0,014 14%Envelope € 0,018 30,0% € 0,018 18%Other costs € 0,007 11,7% € 0,007 7%Overall costs per envelope € 0,060 100% € 0,099 100%
Postage € 0,280 € 0,280
Costs per envelope € 340.000 € 379.000Response rate % 1% 4%Revenue per response € 17 € 20Generated Revenue € 170.000 € 800.000
Profit -€ 170.000 € 421.000
Black & White1.000.000
Color1.000.000
Color is worth spending money
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Volume(A4 pages)Costs per envelopePaper € 0,005 8,3% € 0,010 10%Offset € 0,010 16,7% € 0,010 10%Digital € 0,006 10,0% € 0,040 40%Finishing € 0,014 23,3% € 0,014 14%Envelope € 0,018 30,0% € 0,018 18%Other costs € 0,007 11,7% € 0,007 7%Overall costs per envelope € 0,060 100% € 0,099 100%
Postage € 0,280 € 0,280
Costs per envelope € 340.000 € 379.000Response rate % 1% 4%Revenue per response € 17 € 20Generated Revenue € 170.000 € 800.000
Profit -€ 170.000 € 421.000
Black & White1.000.000
Color1.000.000
Color is worth spending money
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Current production environment:Time and waste paper
© Pepper. A COMPUTERSHARE COMPANY
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Paper
Insert print
Form print
Forms Document print
Inserts
EnvelopingShipment
Out of the Warehouse
Database
Design Into the Warehouse
13© Pepper. A COMPUTERSHARE COMPANY
13
Paper
Insert print
Form print
Forms Document print
Inserts
EnvelopingShipment
Out of the Warehouse
Database
Design Into the Warehouse
Economization of supply chain:Shorter Time-to-Market and less waste paper
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The evolution of a statement
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Characteristic of an invoice / statement
• Prerequisites– Contractual relationship between enterprise and customer– Usage of services by customer through defined period of time
• Intention– Overview on used services– List of billable services– Information on amount and due date
• Result– Payment of used services
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Linkage between invoices and communications?
In most cases no – Why ?:
• Responsible within an enterprise for billing is a specialised department (IT, Billing)
• Marketing has done its job by winning new customers payment / billing is not on their radar
• Invoices are historically not supposed to provide additional information
• Invoices are not yet recognised as powerful communication tools at marketing departments and / or advertising agencies
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Phase I
• Transactional Data imprinted in Offset Shell
• Advantages:– Brand security
– Secure production process
• Disadvantages– Plain cash flow oriented document
– No use of marketing and communication potential
– No increase in revenues or customer retention
Statements: From information to communication
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Phase II
• Transactional Data imprinted in Offset Shell & impersonalised Insert
• Advantages:– Additional information for customers– Usage or established channel for marketing
information– Potential for increased revenue and customer
retention
• Disadvantages– Two separated documents– Additional costs for
• Pre-print , shipment, warehousing and inserting
– Mass communication without individual added value
– Paper waste
Statements: From information to communication
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Phase III
• White Space Management with unpersonalised offers
• Advantages:– Only one document containg all information– Usage of whitespace for additional information– Optimised usage of document format– No pre prints and warehousing– Green
• Disadvantages– No guaranteed advertisment space– No option for selling advertisment space– No added value personalised communication
Statements: From information to communication
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Phase IV
• White Space Management with relevant & personalised offers
• Advantages:– Usage of whitespace with relevant information
based on transactional information– Higher potential for revenue generation– Optimised usage of document format– No pre prints and warehousing– Cost reduction in postage– Green
• Disadvantages– No guaranteed advertisement space– No option for selling advertisement space
Statements: From information to communication
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Phase V
• Transpromo with advanced layout and additional business opportunities
• Advantages:– Statement as a communication tool
– Response and revenue generation
– Increase of customer retention
– Additional business opportunity:
• Selling advertisement space through:– Designed content grid– Fixed advertisement space– Fixed advertisement size
Statements: From information to communication
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A measurable and efficient way for a positive ROI
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A constant flux
Company Lost Won Net. Growth
Moviestar 99306 93217 - 6089
Vodafone 79697 98278 18581
Orange 81149 63093 -18056
Yoigo 6931 10644 3713
Customer fluctuation with mobile phone providers in Spain (August 2008)*
Optimal communication with your existing customers reduces churn and creates budget space for targeted acquisition of new customers
* Comision del Mercado de las Telecommunicados
Transpromo with relevant added value for individual customers
Leveraging of existing cost structure for invoice delivery
Customer acquisition actions (DM, POI, POS, ads etc.) targeted at the correct profitable customer profile
Usage of marketing budget
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Debitel - Germany
• Objective:– Save and/or increase market share
– Optimise customer structure• Keep profitable customers / get rid of unprofitable customer
– Prevent current customers from churn
– Increase numbers of prolonged contracts
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Debitel - Germany
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Thank you very much