1.
Customer & ProspectsWhat do they want?Are you listening?<br />Xeikon café, June 9th 2011<br />Marc Verheyen / Hans van Lith<br />

2.
Agenda<br />Introduction Eclipse Cross Media<br />Where do we play?<br />Cross Media approach versus Direct Mail<br />Insurance case (the facts)<br />International recognition<br />Q&A Session<br />Xeikon café, June 9th 2011<br />

3.
Company presentation<br />Eclipse Group:<br />Eclipse Group established in 2006<br />Team started as early adapters in the 1-2-1 Direct Marketing Industry over 15 years ago <br />One of the first Xeikon users worldwide (1993)<br />Knowledge base developed while associated with the world largest print company<br />Subsidiaries in Belgium, The Netherlands, France, Germany, United Kingdom, U.S.A.<br />Our key services:<br />Ideas, Strategy<br />Communications re-engineering<br />Variable Data Programming<br />Production (capabilities / project management resource / artwork mock-ups)<br />PURLs (complex), Integration of Social Media<br />Truly Integrated communications<br />Strategic (International) partners<br />Our key results:<br />Dialog / loyalty / enrichment of your customer data<br />Create top-of-mind awareness<br />Quantifiable solutions / results<br />Focus on innovative and relevant marketing and communication services<br />Measurable RO(M)I results through relevant messaging in dialog with customers<br />Xeikon café, June 9th 2011<br />

4.
Company presentation<br />Building blocks we can provide:<br />Campaign management<br />Concept & Creation<br />Project management<br />IT & Data management, integration CRM (SLA driven)<br />‘Tailor made’ development of online and offline applications<br />Full Color digital print, personalization & individualization even in combination with offset<br />Fulfillment & postal service<br />PURL with/without dedicated campaign sites<br />E-mail<br />SMS/MMS<br />Data analysis + enrichment, reporting, dashboards<br />Portal solutions<br />Xeikon café, June 9th 2011<br />

5.
Xeikon café, June 9th 2011<br />

6.
Where do we play?<br />Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to deliver a defined “commodity” service<br />“Short” term noticeable contracts (new trend also in the insurance market)<br />Markets with a high attrition rate and many changes between competitors because of the transparent delivery<br />Strong government regulations with mandatory communication to customer<br />Xeikon café, June 9th 2011<br />

7.
What do we offer?<br />Integration of<br /><ul><li>Lead generation (address new customers)

8.
Customer welcome (connect new customers)

9.
Customer loyalty (keep customers)

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Customer win-back process (regain lost customers)</li></ul>By real integrated 1:1 Cross Media communication<br />Xeikon café, June 9th 2011<br />

11.
Top-5 industries<br />Financial & Insurance<br />Telecom & Broadband<br />Utility<br />Retail<br />Automotive<br />Xeikon café, June 9th 2011<br />

12.
References<br />Finance & Insurance <br />Utility<br />ICT & Telephony<br />Retail<br />Automotive<br />Xeikon café, June 9th 2011<br />

13.
7<br />6<br />1<br />5<br />2<br />3<br />4<br />MONITORANDANALYSE<br />PRODUCE <br />AND<br />SEND<br />Typical Marketing Campaign Process<br />ESTABLISHTHE<br />NEED<br />DESIGN<br />THEPIECE<br />OBTAIN<br />THE<br />DATA<br />DEVELOP<br />THE<br />PROPOSITION<br />DECIDE <br />ON THE<br />FORMAT<br />Establish:<br />Sales<br />Payback<br />Success<br />E.G.<br />Acquisition<br />And:<br />Decide on<br />Audience/<br />Segment<br />Product,<br />Message,<br />Strap,<br />Incentives,<br />Response <br />Mechanisms,<br />Etc.<br />And <br />Medium<br />And<br />Obtain<br />Approval<br />Then:<br />Start all over again<br />Xeikon café, June 9th 2011<br />

14.
Today!<br />STATS:<br /><ul><li>Consumers are hit by 4,000 marketing messages every day

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43% of direct mail recipients now prefer to respond on-line

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There are well in excess of 210 million websites

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Google has indexed well over 1 trillion unique URLs

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Online advertising expenditure has fallen 12% - 17%

19.
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.</li></ul>FACTS:<br /><ul><li>Consumers demand relevance in their communications more than ever

20.
Tolerance for untargeted direct mail is at an all time low

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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 returns</li></ul>STATS:<br />Consumers are hit by 4,000 marketing messages every day (DMA-2008)<br />43% of direct mail recipients now prefer to respond on-line (DMA-2008)<br />There are well in excess of 210 million websites (internetworldstats.com)<br />Google has indexed well over 1 trillion unique URLs (Googleblog: 7/25/2008)<br />Online advertising expenditure has fallen 12% - 17% (trendsupdates.com)<br />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)<br />

23.
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />What you want in THIS PRODUCT...<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />

24.
Why Personalise?<br />Xeikon café, June 9th 2011<br />

25.
Why Personalise?<br />Xeikon café, June 9th 2011<br />

26.
TOTAL<br />POTENTIAL<br />AUDIENCE<br />Why Personalise?<br />Xeikon café, June 9th 2011<br />

27.
Why Personalise?<br />TOTAL<br />POTENTIAL<br />AUDIENCE<br />PROPOSITION<br />RIPE<br />TARGETS<br />SALES<br />Xeikon café, June 9th 2011<br />

28.
Dave:<br />Male, 22, on-line developer and entrepreneur<br />Passionate about all things new, he is an ‘innovator’ purchaser<br />Sarah:<br />Female, 40, mum of 3 in the process of retuning to work<br />Prioritising safety & security, she is an ‘early majority’ purchaser<br />Jim:<br />Male, 55, coming to the end of a long career in Financial Services<br />With a ‘flown the nest’ household, he is a purchasing ‘laggard’<br />Mary:<br />Female, 70, cash-rich widow living in a nursing home<br />Young at heart, owns a mobile phone, a ‘late majority’ purchaser<br />Meet The Audience:<br />QUESTION:<br />Will these customers react the <br />same way to the same offer?<br />Or will 4 different treatments <br />create a better result?<br />Xeikon café, June 9th 2011<br />

29.
TOTAL<br />POTENTIAL<br />AUDIENCE<br />Why Personalise?<br />TARGETEDPROPOSITION<br />1<br />TARGETEDPROPOSITION<br />5<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />SALES<br />SALES<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />TARGETEDPROPOSITION<br />2<br />TARGETEDPROPOSITION<br />4<br />SALES<br />SALES<br />TARGETEDPROPOSITION<br />3<br />RIPE<br />TARGETS<br />SALES<br />Xeikon café, June 9th 2011<br />

30.
The eclipse Marketing Campaign Process<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />ESTABLISHTHE<br />NEED<br />OBTAIN<br />THE<br />DATA<br />DEVELOP<br />THE<br />PROPOSITION<br />DECIDE <br />ON THE<br />FORMAT<br />DESIGN<br />THEPIECE<br />PRODUCE <br />AND<br />SEND<br />MONITORANDANALYSE<br />POSTCARD<br />1<br />LETTER &<br />BROCHURE<br />PURL<br />SMS<br />Establish:<br />Sales <br />Payback <br />Success<br />Click-through rates<br />Site usage / Behaviour<br />Interests (links clicked)<br />Data augmentation<br />Perceptions/Satisfaction<br />etc.<br />2<br />EMAIL<br />3<br />Multiple<br />Propositions<br />Multiple Formats Across Printed, <br />Electronic and Voice Mediums<br />Multiple<br />Segments<br />Xeikon café, June 9th 2011<br />

31.
Why Do Cross Media?<br />TARGETEDPROPOSITION<br />1<br />TARGETEDPROPOSITION<br />5<br />TOTAL<br />POTENTIAL<br />AUDIENCE<br />>500%* <br />Increase <br />In Sales<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />SALES<br />SALES<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />TARGETEDPROPOSITION<br />2<br />TARGETEDPROPOSITION<br />4<br />SALES<br />SALES<br />TARGETEDPROPOSITION<br />3<br />RIPE<br />TARGETS<br />SALES<br />* Source: Caslon PDP Report – September 2010<br />Xeikon café, June 9th 2011<br />

32.
Insurance case<br />Case study available on request!<br />Xeikon café, June 9th 2011<br />

33.
Production<br />Xeikon café, June 9th 2011<br />

34.
International recognition<br />The Challenge: “How can you keep customers from changing their mind?”<br />Case study available on request!<br />

35.
Q&A Session<br />Marc Verheyen<br />WW Business Development<br />-----------------------------------------------------------------<br />Eclipse Cross Media<br />Locht 123<br />5504 RM Veldhoven<br />Tel.: +31(0)40-820 00 40<br />Fax: +31(0)40-820 00 41<br />Mobiel: +31(0)6-11 62 12 11<br />marc.verheyen@eclipsecm.eu<br />www.eclipsecm.eu<br />-----------------------------------------------------------------<br />Hans van Lith<br />ChiefExecutiveOfficer<br />-----------------------------------------------------------------<br />Eclipse Cross Media<br />Locht 123<br />5504 RM Veldhoven<br />Tel.: 040-820 00 40<br />Fax: 040-820 00 41<br />Mobiel: 06-53 80 47 87<br />hans.vanlith@eclipsecm.eu<br />www.eclipsecm.eu<br />-----------------------------------------------------------------<br />