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Presentatie eclipse xcfl
1. Customer & ProspectsWhat do they want?Are you listening? Xeikon café, June 9th 2011 Marc Verheyen / Hans van Lith
2. Agenda Introduction Eclipse Cross Media Where do we play? Cross Media approach versus Direct Mail Insurance case (the facts) International recognition Q&A Session Xeikon café, June 9th 2011
3. Company presentation Eclipse Group: Eclipse Group established in 2006 Team started as early adapters in the 1-2-1 Direct Marketing Industry over 15 years ago One of the first Xeikon users worldwide (1993) Knowledge base developed while associated with the world largest print company Subsidiaries in Belgium, The Netherlands, France, Germany, United Kingdom, U.S.A. Our key services: Ideas, Strategy Communications re-engineering Variable Data Programming Production (capabilities / project management resource / artwork mock-ups) PURLs (complex), Integration of Social Media Truly Integrated communications Strategic (International) partners Our key results: Dialog / loyalty / enrichment of your customer data Create top-of-mind awareness Quantifiable solutions / results Focus on innovative and relevant marketing and communication services Measurable RO(M)I results through relevant messaging in dialog with customers Xeikon café, June 9th 2011
4. Company presentation Building blocks we can provide: Campaign management Concept & Creation Project management IT & Data management, integration CRM (SLA driven) ‘Tailor made’ development of online and offline applications Full Color digital print, personalization & individualization even in combination with offset Fulfillment & postal service PURL with/without dedicated campaign sites E-mail SMS/MMS Data analysis + enrichment, reporting, dashboards Portal solutions Xeikon café, June 9th 2011
6. Where do we play? Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to deliver a defined “commodity” service “Short” term noticeable contracts (new trend also in the insurance market) Markets with a high attrition rate and many changes between competitors because of the transparent delivery Strong government regulations with mandatory communication to customer Xeikon café, June 9th 2011
13. 7 6 1 5 2 3 4 MONITORANDANALYSE PRODUCE AND SEND Typical Marketing Campaign Process ESTABLISHTHE NEED DESIGN THEPIECE OBTAIN THE DATA DEVELOP THE PROPOSITION DECIDE ON THE FORMAT Establish: Sales Payback Success E.G. Acquisition And: Decide on Audience/ Segment Product, Message, Strap, Incentives, Response Mechanisms, Etc. And Medium And Obtain Approval Then: Start all over again Xeikon café, June 9th 2011
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15. 43% of direct mail recipients now prefer to respond on-line
21. Consumer internet spend continues to grow, but relative cost to companies for on-line CPA remains higher than through other direct acquisition routes
22. Failure to employ effective segmentation and personalisation result in decreasing returnsSTATS: Consumers are hit by 4,000 marketing messages every day (DMA-2008) 43% of direct mail recipients now prefer to respond on-line (DMA-2008) There are well in excess of 210 million websites (internetworldstats.com) Google has indexed well over 1 trillion unique URLs (Googleblog: 7/25/2008) Online advertising expenditure has fallen 12% - 17% (trendsupdates.com) The Internet is dead (as an investment) - Nobody can figure out a business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit. (Wall Street Journal – 17/07/09)
23. Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you Oi! DOES ANYONE WANNA BUY THIS PRODUCT? Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you THIS PRODUCT is best for you Oi! DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you THIS PRODUCT is best for you Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? What you want in THIS PRODUCT... Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT? THIS PRODUCT is best for you What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... THIS PRODUCT is best for you What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... THIS PRODUCT is best for you What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... What you want in THIS PRODUCT... I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less I’ll sell you THIS PRODUCT for less
27. Why Personalise? TOTAL POTENTIAL AUDIENCE PROPOSITION RIPE TARGETS SALES Xeikon café, June 9th 2011
28. Dave: Male, 22, on-line developer and entrepreneur Passionate about all things new, he is an ‘innovator’ purchaser Sarah: Female, 40, mum of 3 in the process of retuning to work Prioritising safety & security, she is an ‘early majority’ purchaser Jim: Male, 55, coming to the end of a long career in Financial Services With a ‘flown the nest’ household, he is a purchasing ‘laggard’ Mary: Female, 70, cash-rich widow living in a nursing home Young at heart, owns a mobile phone, a ‘late majority’ purchaser Meet The Audience: QUESTION: Will these customers react the same way to the same offer? Or will 4 different treatments create a better result? Xeikon café, June 9th 2011
30. The eclipse Marketing Campaign Process 1 2 3 4 5 6 7 ESTABLISHTHE NEED OBTAIN THE DATA DEVELOP THE PROPOSITION DECIDE ON THE FORMAT DESIGN THEPIECE PRODUCE AND SEND MONITORANDANALYSE POSTCARD 1 LETTER & BROCHURE PURL SMS Establish: Sales Payback Success Click-through rates Site usage / Behaviour Interests (links clicked) Data augmentation Perceptions/Satisfaction etc. 2 EMAIL 3 Multiple Propositions Multiple Formats Across Printed, Electronic and Voice Mediums Multiple Segments Xeikon café, June 9th 2011
31. Why Do Cross Media? TARGETEDPROPOSITION 1 TARGETEDPROPOSITION 5 TOTAL POTENTIAL AUDIENCE >500%* Increase In Sales RIPE TARGETS RIPE TARGETS SALES SALES RIPE TARGETS RIPE TARGETS TARGETEDPROPOSITION 2 TARGETEDPROPOSITION 4 SALES SALES TARGETEDPROPOSITION 3 RIPE TARGETS SALES * Source: Caslon PDP Report – September 2010 Xeikon café, June 9th 2011
