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Data Marketing Fmcg 26 Oct 09
 

Data Marketing Fmcg 26 Oct 09

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A presentation for your cleints who are interested in lead generation for FMCG products. ...

A presentation for your cleints who are interested in lead generation for FMCG products.
It includes case studies and pricing for each product type as well as 2 proposals, for a 10K budget and a 20K budget.

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    Data Marketing Fmcg 26 Oct 09 Data Marketing Fmcg 26 Oct 09 Presentation Transcript

    • FMCG category oct 2009
      • about 3d interactive (3di)
      • showcase database: The Great Australian Survey (GAS)
      • email – highly targeted media
      • lead generation
        • with GAS
        • CPA with case study
        • co-registration with case study
      • sampling
        • case study
      • sponsorship of a question
        • case study
      • summary
      contents
    • about 3di
      • with the 3di/LMA/GAS restructure and consolidation under the Q Group, 3di becomes a
      • leader in permission marketing
      • we now have access to 5 million Australians through 25 databases, the most prominent being:
        • Great Aussie Surveys (GAS)
        • Australia Post (FDS)
        • Rewards Central
        • Rewards Palace
        • Survey Choice
      • these are the ideal way to purchase targeted eyeballs (traffic) and deliver conversions
      • lead generation is delivered through online offers, targeted emails, sampling questions…
      • GAS overview
      • non-incentivised database of 370,000
      • opted-in members
      • to join, members complete a 50 question
      • survey about themselves
      • $30,000 prize drawn every 6 months
      • various lead generation options available
      showcase database: The Great Australian Survey
    • any question of the GAS lifestyle survey is available to target specific consumers email – highly targeted media = 30,000 members = 229,000 members = 28,000 members = 137,000 members = 256,000 members average email campaign is 20,000 members @ $0.28 = $5,600 + set up
      • collect user profile data cost-effectively
      • pay for registrations only
      • technical setup and optimisation of the registration form managed internally
      • a lead is a fully subscribed user who has left his contact details and expressed specific interest in the offer
      • lead generation is bought on a per lead basis
      lead generation
    • lead generation via CPA
      • CPA lead generation - via email & onsite
      • leads can be generated for clients via email and onsite activity
      • advantages
      • ideal for time sensitive campaigns: effective way to deliver a substantial number of leads in a short period of time
      • substantial amount of information put in front of potential customers
      • allows recipients to come back to the email later
      • extensive targeting available
      • costs
      • from $2 per lead
    • CPA case study – Club Nutricia
      • client goal
      • grow clubNUTRICIA as much as possible through a competition
      • action
      • email (see left) sent to 60K members over 7 days, targeted to females interested in pregnancy information
      • results
      • around 3,000 leads generated
    • sampling via email or website
      • 2. sampling question
      • insert a targeted sampling question to the survey
      Mail sample
      • costs
      • $280 p’000 emails - bulk discounts available
      • $400 setup
      • advantage
      • reach your specific target
      • sampling via email
      • email a targeted audience and invite recipients to receive a sample by filling in their details
      • costs
      • $310 p’000 records - bulk discounts available
      • $500 setup
      • advantage
      • details of members opting in passed on to you
      • mail the sample straight away
      • client goal
      • get as many members as possible to try a sample of the new Lipton Green Tea
      • action
      • email (see left) sent to 100K members over 7 days, targeted to main grocery buyers
      • results
      • client results
      • over 12,000 samples required
      sampling case study - Lipton Medium Selected Open Rate Click Through Rate email 34.9% 17.8%
      • co-registration
      • question added to the survey filled in by new members
      • question shown to existing members via mini-surveys and on the website
      • name of the client must appear (Privacy laws)
      • all contact details of members opting-in are passed back to the client
      • advantages
      • advanced targeting available
      • leads are acquired on an on-going basis
      • question to remain active as long as the client desires
      • clients set a monthly budget based on responses
      • costs
      • from $1.50 p’ email record
      • from $3 p’ postal record
      • from $5 p’ telemarketing record
      • $500 setup
      lead generation via co-registration Would you like to join the HotelClub membership program which offers up to 60% off hotel rates worldwide? You will automatically go into the draw to win a ski trip to Japan. Yes No
      • client goal
      • grow the Expedia databases in Australia and New Zealand
      • action
      • question stayed live 18 months
      • targeted to Australian and New Zealand members interested in travel
      • client results
      • over 40,000 leads collected
      co-registration case study - Expedia Medium Selected Impressions/month Leads/month co-registration 15,000 to 24,000 4,500 (average) Want to be the first to hear about great deals on hotels, flights and more? Tick here to join the Expedia.com.au e-newsletter. Yes No
      • lead generation via sponsoring a question
      • question added to the survey filled in by new members
      • it appears as any other question to members
      • data is collected from respondents
      • tele + postal details can be supplied to client
      • email to be sent via GAS for Privacy reasons (client’s name is not cited so this is not considered as opt-in)
      • advantages
      • chose who will see the question - advanced targeting
      • ask a generic question without naming your brand
      • exclusive use of the data generated
      • costs
      • $310 p’000 email records
      • $310 p’000 postal records
      • $495 p’000 telemarketing records
      • $1,000 setup
      sponsorship of a question
    • sponsorship of a question case study – Sanitarium
      • client goal
      • get as many people to join the challenge
      • action
      • Vegie Delights setup the below question within the GAS survey, everyone joining was exposed
      • results
      • email (see left) sent to members answering NO
      Medium Selected Open Rate Click Through Rate email 29.4% 56.8%
    • Proposal for a 10K budget 1 – Sampling question 1,800 postal leads @ $3 = $5,400 2 - Sponsored question 12,000 emails @ 31c = $3,720 + setup = $880 TOTAL = $10,000 summary Proposal for a 20K budget 1– Co-registration question 4,500 email leads @ $1.50 = $6,750 2 – Sponsored question 10,000 postal records @ 31c = $3,100 3 – CPA online exposure and emails 4,635 leads @ $ 2 = $9,270 + setup = $880 TOTAL = $20,000
    • sms “info” to: 0413 154 784 [email_address]