Conduct your Addemar email marketing campaigns from the Drupal CMS. One single interface to manage registered visitors and your segmented e-mail marketing database (and this is just the beginning!). A client case with Keurslager.

1. Drupal and Addemar
automatically synchronize databases
to simplify your
email marketing management
A client case with Keurslager.be

2. Ildiko Czvek,
marketing & communication,
Belgische Keurslagers vzw

3. Agenda
• What is Keurslager?
• The new keurslager.be with Drupal:
why, what, how
• Direct e-marketing with Addemar
• Drupal Addemar Sync. for
centralised address management
Results / benefits for Keurslager.be
IC

4. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
What’s a Keurslager?
Quality
Innovation Learning
The Keurslagers
•independent butchers
•made a commitment to strive to quality in everything and in everyway
•logo has become a quality label
This quality is fueled by the search for innovative ideas and the willingness to learn.

5. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
The Keurslager association
Board of Directors
Headquarters
Consulting Group
Working Groups Adverstising
the working groups
•strongest asset of the association.
•meet every month to discuss recipes, new products, new machinery, promotions,…
•not amongst competitors, but colleagues which makes sharing info not an issue.
(to guarantee succesfull working groups: selection criteria for entering the organization: quality
but also region. You will not find two Keurslagers in the same street.).
The Consulting Group Advertising:
•Feedback on new projects & marketingconcepts to.
•tailored marketing and communication policy for our Keurslagers.
The Council of Governing Board
•active butchers to ensure a realistic and modern policy.
Headquarters
•coordinate and facilitate the good functioning of the organization.
•provide a lot of services concerning marketing and communication, in order to give every Keurslager the
tools to be the best in his market area.
This brings us to the actual subject of this presentation: our website.

6. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
The old Keurslager.be: why renew?
The issue:
•Previous site was Looking outdated
•Difficult to update
•No interactive marketing

7. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
The new Keurslager.be: double structure
The new website
-Double structure
-Extended structure
-Divers applications (webshop, Keurslagerpage, news, job candidates,…)
-Flexible design
-Manage ourselves (KS + intern)

8. Stany van Gelder
Director and Marketing Manager
Connexion Corporate Communications

9. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Who’s Connexion?
Who’s Connexion?
Connexion
•22 old-year agency.
•mixes online and offline marketing communication for medium-sized and large b2b and
b2c organisations.
•uses CMS systems and more specifically, for 3 years now, integrates Drupal, for our
clients’ websites
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10. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
What’s Drupal?
What’s drupal?
Drupal
• an open source CMS
• recent TNS Gallup study shows that
- 41 % of the Benelux-organisations use open source software
- Many cio's want to increase or start with the use of open source software
• used by mid-sized and large organisations (like Hilary Clinton, Sony, MTV, Nato, Belgian
government, CD&V,…)
• for corporate sites, e-shops, extranets, intranets, minisites, web applications,…
• Very Google friendly.
• Very social media friendly.
• And very convenient for multilingual projects.
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11. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: using Drupal
The solution
Since a few months, KS is satisfied because they have a website which
- has been fully revamped by Connexion Corporate Communications
- they can fully manage themselves (non-ITer’s) with the user-friendly CMS Drupal
- has a modern look & feel

12. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: recipe navigation
They also have:
• A user-friendly navigation through a substantial DB of recipies
• Each recipe can be tagged with vocabularies (so called ‘taxonomy’)
• Like: barbecue, fast, easy, filet américain,…

13. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: web 2.0 rating
In line with the current Web 2.0 spirit, visitors can rate each recipe.
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14. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: geolocalisation
the Keurslager locator:
• Very easy for the visitors is the Keurslager locator
• A custom Google map is automatically shown based on longitude and lattitude values of
each KS location
• And from there visitors can click on one of the found Ksers.

15. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: minisites
Microsite
• Each of 200+ Ksers has his own microsite
• Visitors find here all address data but also opening hours,…
• The beautiful thing is that each Kser has input the data him/herself and can update it
anytime.

16. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: 7 page minisites
Optional 7 page minisite
•Instead of standard page
•Depending on their readiness to pay a small extra fee, each Kser can opt for a 7 page
minisite, containing
• saily promotions,
• saving actions
• specialties,
• picture gallery,
• order form,…
• All updatable by the Kser in person, of course.

17. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: extranet
protected extranet
•open to all 200+ Ksers.
•access to specific information
•communication between HQ and retailers (KSers)

18. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: easy editing
Drupal extranet
•Allows easy updates of the personal page or pages of each Kser.
•this backend is fully customised to the use of the KS retailer, who is not IT minded.

19. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: automated jobs
job applicants + job offers
•Accessible by every KS retailer
•filter them based on job function
•KS retailer can post own job offerings

20. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: easy pictures
Picture DB
•Accessible by all KS partners
•Extensive DB
•high res pictures
•order them for their own publications
•a tag cloud on top guides them easily to the pictures they need.
•all these visuals are managed with Google Picasa which is sync’d with Drupal

21. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: e-shop
E-shop
•Ksers can order point of sale material
•E-shop with easy navigation
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22. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: on-line forum
Online forum
•For KSers
•divided in several working groups
See here the Brussels group, and the posts related to their latest meetings.
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23. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: on-line help
On-line help
In order to make web life easier for the Ksers, Connexion has posted a customised on-line
help document.
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24. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: admin optimisation
Also, the functional menus that users see are also customised depending on their profile.
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25. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: the missing link
We have a performing website, easy to manage ourselves with Drupal.
How do we reach our target group of consumers and Ksers?
Now that we had that performing internet and extranet site, what was the missing link?
Email marketing.
•easily communicate with customers and Ksers.
•professional alternative for Outlook which we used before...
We have chosen to work with a professional email provider that handles the full process,
but which we can manage ourselves.
We have chosen Addemar.

26. Jo Gielen
Managing Director
Addemar.com

27. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
What’s Addemar.com?
• Provider of intelligent, web-based marketing solutions, > 2000 users
• Do-it-yourself:
• www.addemar.com / sales@addemar.com
Objectives & requirements
– Increase traffic on new website
– Create opt-in database per KS with newsletters
– avoid web server overload and blacklisting Requirements
– Easy management of DB and campaigns by marketing people
– Easy to read, detailed stats
Due to the high objectives and advanced requirements the only possible solution was a
professional marketing tool that takes care of the whole e-mail marketing proces
Addemar is an online service allowing to create, segment and evaluate your direct e-
marketing campaigns from one single interface and as an automated proces.

28. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
A new Keurslager.be: email marketing
Why addemar
-User friendlyness
-Open database structure and webservices to match KS marketingdatabase
-Detailed statistics
-Each KS has an individual account but still managed by HQ

29. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Addemar email marketing: easy creation
Intuitive interface:
•The marcom people at KS can easily create their newsletter on Addemar.
•They see the result immediately onscreen by means of an interactive preview
↓
In the future every KS can use this interface, without any technical background needed

30. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
List and contact manager
List and contact manager allows you to:
-Customize database fields
-Import/export and synchronise contacts
-Create mailinglists or segments

31. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Addemar email marketing: full stats
Campaigns can be visually evaluated within Addemar
(see percentages and total numbers of emails sent, opened, bounced, …)

32. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Addemar email marketing: used links
You can even easily see where readers have clicked.

33. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Addemar email marketing: click analysis
The way recipients have clicked is also shown in graph format.
Of course, it’s nice to see the results of your campaign, but such analysis is aslo key to
optimise future campaigns.

34. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync: opt-in
The issue
• Problem is: KS did not want to juggle with two environements for the management of
our recipient DB:
1) the Drupal admin on the one hand where you gather all your opt-in addresses
2) The Addemar admin, where you can segment the addresses, manage the opt-
outs, and unsubscriptions, etc…
• Besides, how make sure that both databases would always be
synchronised?
The solution:
The Drupal-Addemar synchronisation plug in, developed by Connexion in partnership with
Addemar
Subscription
• When a KS website visitor wants to subscribe to a newsletter, he needs to opt-in for it, by
filling in this Drupal form online.
• He is also invited to indicate his favourite local Kser retailer
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35. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync: cron
• At the KS HQ, one can easily synchronize all opt-in data between Drupal and Addemar.
• Sync happens either automatically (every 4 hours or so) and/or manually.
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36. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync: cron
Database synchronisation
• At the KS HQ, one can easily synchronize all opt-in data between Drupal and Addemar.
• Sync happens either automatically (every 4 hours or so) and/or manually.
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37. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync : data selection
Sync. Data selection
• KS can select which data exactly they want to synchronize.
• The corresponding fields will automatically be created or updated in the Addemar
database
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38. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync : mailing lists
Mailing lists
• From here, KS can define different newsletters / mailing lists.
• For each created newsletters / mailing list, the number of subscribers is shown.
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39. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync: profile update
1 Check box per mailing list
•For each created newsletter / mailing list, a new ‘check box’ will be created into the
subcribers’ profiles.
• In a later development phase, one will be able to manage the creation and sending
processes from Drupal, while everything will be delivered via Adddemar.
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40. Who is Keurslager > keurslager.be with Drupal > Addemar email-marketing > Drupal Addemar Sync.> Benefits
Drupal-Addemar Sync: right solution?
Issue
Perfect functioning website with professional email provider, but we are now missing… a
database.
Solution
In order to collect relevant mailaddresses we organized an online contest for
•KS shops in order to
Warm them up for the new site and warm up their customers
•Customers in order to
Convincing them to register and indicate their favorite KS
shop
Have them opt-in for KS newsletter
Results (after xx weeks)
•9400 email addresses gathered, of which
•5300 opt-in
Benefits
•+/- 50 customers per KS shop have registered
•KS can send newsletter to 5300 customers
•KS knows which Keurslager scored best in number of leads
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41. Questions?
• Ildiko Czvek, marketing & communication,
Belgische Keurslagers vzw
ildiko@keurslager.be
• Stany van Gelder, Marketing Director,
Connexion Corporate Communications (Drupal integrator)
svg@connexion.eu
• Jo Gielen, Managing Director,
Addemar.com (advanced direct e-marketing)
jo.gielen@addemar.com
• Summary of presentation, demo and one-to-one on
Connexion’s booth
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