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Dscoop and MindFireInc 
Creating marketing that drives results 
INNOVATIVE CUSTOMER BASE GROWTH 
PROGRAMS 
NOVEMBER 20, 20...
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Agenda 
Introduce innovative marketing approaches used to help FNB 
and Mini-Cooper achieve exceptional program results 
–...
7RGD¶V3UHVHQWHUV 
Today’s Presenters 
Mark Angus Joe Manos 
President  CEO Executive Vice President 
Innoviate MindFire 
....
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One2One2Omni | Customer Centricity 
INNOVIATE ONE2ONE 
Mark Angus
Mark Angus 
CEO 
Innoviate One2One 
Customer Centric 
Strategy 
Business 
Development 
Agency 
Management 
An engaging, im...
Customer Centric Relationship Management Agency 
CRM | Direct | Digital 
Specialist | Boutique | Innovative | Creative | P...
FNB  Innoviate 
2008 
Innoviate “cold called” FNB and sent an email 
explaining One2One Marketing 
FNB arranged for Innovi...
FNB  Innoviate 
2008 - 2009 
FNB appoints Innoviate as specialist CRM  
Direct Marketing Agency 
Innoviate deploys several...
FNB  Innoviate 
2009 - 2010 
• Innoviate deploys other campaigns for FNB 
• These include: Swipe  Win campaigns and offici...
FNB Credit Card Re-Issues 
CRM | Direct | Digital Objectives 
Get customers to 
re-issue and 
personalise their 
credit ca...
FNB Credit Card Re-Issues 
New Opportunities 
Enable customers to 
personalize and 
customize card designs, 
services, ben...
FNB Credit Card Re-Issues 
CRM | Direct | Digital Metrics 
1. 
Number of card 
re-issues: 
15 – 20%! 
2. 
Segment 
campaig...
FNB Credit Card Re-Issues 
Re-issues: Personalised Letters/Direct Mail 
Printed letters or direct 
mailers were initially ...
FNB Credit Card Re-Issues 
Platinum Re-issues: Personalised Emails 
General Email: Existing 
Platinum Customers 
Swap Emai...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers choose card design. Up...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers can change their card ...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers can order Petro Cards.
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers can order eBucks Rewar...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers discover how they 
can...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers order email statements...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers view You Save values a...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Customers can apply for annual c...
FNB Credit Card Re-Issues 
Platinum Re-issues | Personalised Microsite (PURLs) | Digital 
Gold and Classic credit cardhold...
FNB Credit Card Re-Issues 
Re-issues | Personalised Microsite (PURLs) | Digital 
Campaign continues with Gold 
cardholders...
FNB Credit Card Re-Issues 
Platinum Re-issues | Mobile Ready
FNB Credit Card Re-Issues 
Re-issues | Personalised Confirmation Emails
FNB Credit Card Re-Issues 
Re-issues | Personalised Confirmation Emails
Re-issues 
process extended 
to other product 
houses 
FNB Credit Card Re-Issues 
Next Steps for FNB | FNB Private Wealth ...
FNB Credit Card Re-Issues 
Next Steps for FNB | FNB Business Banking Re-issues 
Re-issues 
process extended 
to other prod...
FNB Credit Card Re-Issues 
Next Steps for FNB | RMB Private Banking Re-issues 
Re-issues 
process 
extended to 
other divi...
One2One2Omni | Customer Centricity 
INNOVIATE ONE2ONE 
Mark Angus
MINI  Innoviate 
2009 
BMW Group South Africa contacted 
Innoviate 
BMW’s Head of CRM heard about Innoviate 
through the D...
MINI  Innoviate 
2010 - 2011 
BMW asks Innoviate to put forward concepts 
for the MINI Repurchase Process 
Target 1,000+ c...
MINI Repurchase Campaign 
CRM Objectives 
1) Increase sales 
of the various MINI 
vehicles including 
the MINI Cooper, 
MI...
MINI Repurchase Campaign 
Opportunities  Challenges 
Opportunities 
1) Target customers just as they 
are up for repurchas...
The Solution: 
MINI-O-POLY 
Use gamification 
linked to surveys to 
get the required 
information. 
MINI customers love 
e...
Customers were asked to choose their preferred MINI avatar 
which told us what MINI they preferred. 
They were also asked ...
Once they 
rolled the dice, 
their preferred 
MINI moved 
along the board 
keeping them 
entertained. 
Customers 
asked to...
Their preferred MINI 
continues to move 
along the board, 
keeping them engaged. 
Customers asked to 
confirm their curren...
Customers 
asked to confirm 
if they would be 
interested in a 
test drive for a 
new (preferred) 
MINI. Test drive 
reque...
The Thank You page told them they would receive their 2 free movie tickets and 
enabled them to download a print version o...
MINI Repurchase Campaign 
The Results 
On average, 
50 – 73% of 
customers read the 
emails 
30 – 47% of 
customers intera...
Summary 
! Innovative programs open up new doors of opportunity 
with ALL customers 
! Delivering high-value results creat...
BUSINESS GROWTH DISCUSSION 
HOW YOU’VE GROWN THE BUSINESS
Program Evolution 
Mark, how have you customers marketing programs 
evolved over the last several years?
#1 Challenge 
When working with the Financial Services arena - what's the 
number one challenge to gaining access and gett...
Old School Marketing 
Some would say that Financial Services companies are old 
school marketers and slow to move to new i...
Innovation Factor 
As an innovative company, you have been offering Marketing 
Automation Programs to your customers for s...
Q  A with Mark and Joe
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Your Hosts 
Mark Angus Joe Manos 
President  CEO Executive Vice President 
Innoviate MindFire 
mark@inno...
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How Mini-Cooper and First National Bank Launched Innovative Campaigns for Their Customers
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How Mini-Cooper and First National Bank Launched Innovative Campaigns for Their Customers

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These are slides from our recently hosted webinar with Dscoop. Our featured guest speaker, Mark Angus, CEO of Innoviate, shares how they created innovative campaigns for Mini-Cooper and First National Bank of South Africa, using marketing automation technology.

You’ll learn how to:

-Use personalized microsites to create relevant, easy-to-use campaigns for customers
-Expand services for your customers by implementing long-term loyalty programs
-Gather lifestyle information about customers by creating engaging, fun customer experiences

Publicada em: Marketing
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How Mini-Cooper and First National Bank Launched Innovative Campaigns for Their Customers

  1. 1. Dscoop and MindFireInc Creating marketing that drives results INNOVATIVE CUSTOMER BASE GROWTH PROGRAMS NOVEMBER 20, 2014
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  5. 5. Agenda Introduce innovative marketing approaches used to help FNB and Mini-Cooper achieve exceptional program results – How FNB leveraged direct mail with other channels and innovative data driven, personalized microsites to achieve their business growth objectives – How Mini-Cooper delivered an interactive marketing experience with Gamification to grow their business – How Innoviate has achieved exceptional growth and success – Q A
  6. 6. 7RGD¶V3UHVHQWHUV Today’s Presenters Mark Angus Joe Manos President CEO Executive Vice President Innoviate MindFire .LP*URVV 'LUHFWRURI6DOHV 0DUNHWLQJ 3DFHVHWWHU(QWHUSULVHV -RH0DQRV ([HFXWLYH9LFH3UHVLGHQW 0LQG)LUH 'DYLG5RVHQGDKO RIRXQGHU 0LQG)LUH
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  8. 8. One2One2Omni | Customer Centricity INNOVIATE ONE2ONE Mark Angus
  9. 9. Mark Angus CEO Innoviate One2One Customer Centric Strategy Business Development Agency Management An engaging, imaginative entrepreneur and strategist who believes business should be based on quality, honesty and creativity. Mark likes to live life to the fullest and believes every moment brings greater experiences. He is the modern adventurer and pioneer. Mark’s background is in media, publishing, research, direct marketing and CRM marketing. Greatest Accomplishment (so far) Creating an award winning multi faceted, technologically innovative and customer centric agency powered by Mindfire Inc. LWC and Studio Platforms. Experience 21 Years Skills Snapshot One2One Marketing Strategy; Customer Centric Strategy; Communications; Direct Marketing; CRM; Mobile CRM; Social CRM; Retail CRM; Event CRM; Content Generation; Research; Custom Publishing; Business Development; Account Management; Agency Management
  10. 10. Customer Centric Relationship Management Agency CRM | Direct | Digital Specialist | Boutique | Innovative | Creative | Personalized One2One Marketing CRM Specialist Services Customer Communications Campaign Management Innoviate One2One
  11. 11. FNB Innoviate 2008 Innoviate “cold called” FNB and sent an email explaining One2One Marketing FNB arranged for Innoviate to present to the marketing forum of FNB Heads of Marketing Innoviate prepared a demo Direct Mail (using digital print) and PURL campaign to invite Heads of Marketing to the presentation The presentation was held on May 14, 2008.
  12. 12. FNB Innoviate 2008 - 2009 FNB appoints Innoviate as specialist CRM Direct Marketing Agency Innoviate deploys several successful campaigns on LWC for FNB including finance, retail and insurance campaigns First Campaign: Direct Mail, Email PURL Debt Relief campaign for 37,000 customers 44% response/interaction 34% ROI/uptake Won Assegai Award for Best Digital Campaign
  13. 13. FNB Innoviate 2009 - 2010 • Innoviate deploys other campaigns for FNB • These include: Swipe Win campaigns and official Welcome Emails 2011 - 2012 • Innoviate deploys retail campaigns for FNB • These include: Super Savers and Loyalty Rewards campaigns 2012 - 2014 • Innoviate is asked to put forward concepts to run FNB’s credit card renewal services: FNB Credit Card Re-issues • Initially runs on LWC and migrates to Mindfire Studio
  14. 14. FNB Credit Card Re-Issues CRM | Direct | Digital Objectives Get customers to re-issue and personalise their credit cards before they expire Enable customers to order value-adds, rewards and personalised product offerings Reduce cost of calls into the contact centre by fulfilling reissues through CRM process Utilise digital and direct channels to increase efficiency within the card re-issue process
  15. 15. FNB Credit Card Re-Issues New Opportunities Enable customers to personalize and customize card designs, services, benefits rewards Securely and reliably track each customer’s unique responses, choices and orders Streamline and enhance the card re-issue process and reduce costs associated with the manual fulfillment process
  16. 16. FNB Credit Card Re-Issues CRM | Direct | Digital Metrics 1. Number of card re-issues: 15 – 20%! 2. Segment campaign across Platinum, Gold, Classic and Petro Cards 3. Lead generation and leads management 4. Interaction, engagement, awareness
  17. 17. FNB Credit Card Re-Issues Re-issues: Personalised Letters/Direct Mail Printed letters or direct mailers were initially utilized as a first touch. Over 2 months these were migrated to digital (emails) as FNB was able to supply good email data. Those customers that do not respond to emails are SMSed. Cost was also a consideration for this approach
  18. 18. FNB Credit Card Re-Issues Platinum Re-issues: Personalised Emails General Email: Existing Platinum Customers Swap Email: Gold Classic Customers Swap to Platinum
  19. 19. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers choose card design. Update contact details.
  20. 20. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers can change their card designs.
  21. 21. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers can order Petro Cards.
  22. 22. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers can order eBucks Rewards
  23. 23. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers discover how they can use SLOW in the City SLOW Domestic Lounges SLOW International Lounges
  24. 24. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers order email statements, inContact Elements Newsletter, plus view FNB Online Banking guide
  25. 25. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers view You Save values and opt in for FNB SuperSavers (retail marketing) campaigns
  26. 26. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Customers can apply for annual credit card limit increases and also give marketing consent for future campaigns
  27. 27. FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital Gold and Classic credit cardholders were able to order insurance packages
  28. 28. FNB Credit Card Re-Issues Re-issues | Personalised Microsite (PURLs) | Digital Campaign continues with Gold cardholders Classic cardholders Platinum Petro, Gold Petro, Classic Petro and Standalone Petro cardholders
  29. 29. FNB Credit Card Re-Issues Platinum Re-issues | Mobile Ready
  30. 30. FNB Credit Card Re-Issues Re-issues | Personalised Confirmation Emails
  31. 31. FNB Credit Card Re-Issues Re-issues | Personalised Confirmation Emails
  32. 32. Re-issues process extended to other product houses FNB Credit Card Re-Issues Next Steps for FNB | FNB Private Wealth Re-issues This includes FNB Private Wealth: top-tier/ elite customers For Credit and Petro Card Re-issues running on Mindfire Studio
  33. 33. FNB Credit Card Re-Issues Next Steps for FNB | FNB Business Banking Re-issues Re-issues process extended to other product houses This includes FNB Business Banking For Business Credit and Business Petro Cards Running on Mindfire Studio!
  34. 34. FNB Credit Card Re-Issues Next Steps for FNB | RMB Private Banking Re-issues Re-issues process extended to other divisions of the Group This includes RMB Private Banking For Credit and Petro Card Re-issues Running on Mindfire Studio
  35. 35. One2One2Omni | Customer Centricity INNOVIATE ONE2ONE Mark Angus
  36. 36. MINI Innoviate 2009 BMW Group South Africa contacted Innoviate BMW’s Head of CRM heard about Innoviate through the Direct Marketing Association (DMA) and the success of FNB Innoviate and BMW met and Innoviate was appointed BMW’s specialist CRM agency Innoviate first ran CRM campaigns in LWC for BMW which included an Acquisition Campaign for the BMW X1.
  37. 37. MINI Innoviate 2010 - 2011 BMW asks Innoviate to put forward concepts for the MINI Repurchase Process Target 1,000+ customers per month for 2 years on the second anniversary of the customer’s original purchase date of their MINI. The campaign would commence in September 2010 and run for 2 years after which it would be refreshed
  38. 38. MINI Repurchase Campaign CRM Objectives 1) Increase sales of the various MINI vehicles including the MINI Cooper, MINI Convertible and MINI Countryman 2) Link customers to the correct MINI and enable direct contact with MINI dealerships for test drives 3) Clean and validate customer data and enrich the data with additional lifestyle information for future campaigns 4) Improve overall loyalty and customer retention by keeping customers in a MINI
  39. 39. MINI Repurchase Campaign Opportunities Challenges Opportunities 1) Target customers just as they are up for repurchase 2) Keep customers loyal to MINI and stay with the brand 3) Get customers to book test drives directly with dealers 4) Provide details on their hobbies, interests and other lifestyle data Challenges 1) How do we get customers to interact with the campaign? 2) How do we get their additional, lifestyle data? 3) How do we confirm that they are still in their original MINI? 4) How do we get them to indicate interest in a new MINI?
  40. 40. The Solution: MINI-O-POLY Use gamification linked to surveys to get the required information. MINI customers love entertaining campaigns to keep them engaged We included an incentive to receive 2 movie tickets if they completed the process
  41. 41. Customers were asked to choose their preferred MINI avatar which told us what MINI they preferred. They were also asked to confirm/update their contact details before proceeding
  42. 42. Once they rolled the dice, their preferred MINI moved along the board keeping them entertained. Customers asked to complete their lifestyle information
  43. 43. Their preferred MINI continues to move along the board, keeping them engaged. Customers asked to confirm their current vehicle/MINI.
  44. 44. Customers asked to confirm if they would be interested in a test drive for a new (preferred) MINI. Test drive requests are booked in real-time with MINI dealers via BMW’s SAP CRM system linked to Mindfire’s LWC platform
  45. 45. The Thank You page told them they would receive their 2 free movie tickets and enabled them to download a print version of the MINI-O-POLY game.
  46. 46. MINI Repurchase Campaign The Results On average, 50 – 73% of customers read the emails 30 – 47% of customers interacted with the campaign and completed the process 20 – 22% of customers requested contact from a dealer and booked test drives On average 3 – 7 MINI’s were sold every month via the repurchase campaign
  47. 47. Summary ! Innovative programs open up new doors of opportunity with ALL customers ! Delivering high-value results creates differentiation ! Makes you a key strategic partner for other needs ! The initial program can be expanded over the year to address other areas of need
  48. 48. BUSINESS GROWTH DISCUSSION HOW YOU’VE GROWN THE BUSINESS
  49. 49. Program Evolution Mark, how have you customers marketing programs evolved over the last several years?
  50. 50. #1 Challenge When working with the Financial Services arena - what's the number one challenge to gaining access and getting them to market differently to their customers?
  51. 51. Old School Marketing Some would say that Financial Services companies are old school marketers and slow to move to new ideas... Agree or Disagree?
  52. 52. Innovation Factor As an innovative company, you have been offering Marketing Automation Programs to your customers for six years. How has this helped your company expand your customer offering and grow revenues?
  53. 53. Q A with Mark and Joe
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  55. 55. 7RGD¶V3UHVHQWHUV Your Hosts Mark Angus Joe Manos President CEO Executive Vice President Innoviate MindFire mark@innoviate.co.za Jmanos@mindfireinc.com .LP*URVV 'LUHFWRURI6DOHV 0DUNHWLQJ 3DFHVHWWHU(QWHUSULVHV -RH0DQRV ([HFXWLYH9LFH3UHVLGHQW 0LQG)LUH 'DYLG5RVHQGDKO RIRXQGHU 0LQG)LUH
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