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Digital Marketing First 2009 Key note presentation Copernica BV

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Keynote presentation of Walter van der Scheer (Copernica BV) @ Digital Marketing First in Brussels (October 22nd, 2009).

Keynote presentation of Walter van der Scheer (Copernica BV) @ Digital Marketing First in Brussels (October 22nd, 2009).

Published in: Business, Technology

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  • 1. Thursday, October 22nd Walter van der Scheer Sales manager Copernica Marketing Software
  • 2. c Dialogue marketing: Your challenges
  • 3. c How do I create real-time measurable campaigns? Dialogue marketing: Your challenges
  • 4. c Dialogue marketing: Your challenges How do I setup a central marketing database?
  • 5. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  • 6. c How do I target my content for each individual recipient? Dialogue marketing: Your challenges
  • 7. c How do I collect data on my relations? Dialogue marketing: Your challenges
  • 8. What is Copernica Marketing Software? Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
  • 9.
    • In this presentation
    • The essence of dialogue marketing
    • How to optimize your e-mailings
    • Case study dialogue marketing at mijnmodewereld.nl
    • Lessons learned
    • Questions
  • 10.
    • The essence of dialogue marketing
    • Di.a.logue the; noun dī-ə-lȯg
    • A conversation between two persons
    • A discussion or exchange of ideas
  • 11. The essence of dialogue marketing
  • 12.
    • Copernica Marketing Software
    • Complete software-as-a-service to execute campaigns yourself
    • E-mail, web, mobile, pdf, surveys
    • Multiple languages: Dutch, English, French
    • Real-time campaign tracking
    • Powerful personalization tools
    • Excellent deliverability
    • 1800+ marketeers / 150+ partners
    • SOAP API
    • Special reseller license available
  • 13. To name just a few...
  • 14. The essence of dialogue marketing "You talking to me?" Taxi Driver 1976
  • 15.
    • Four decision points in e-mailings
    • How do I optimize my e-mailing?
    • E-mail newsletters generate a lot of useful information (if performed well).
    • Information you can use in follow-up campaigns.
    • An e-mailing is an instrument, not a goal.
    • (The real work takes off after sending!)
  • 16.
    • Four decision points in e-mailings
    • 1: Who's it from?
    • 2: Does the preview appeal to me?
    • 3: Is the content relevant?
    • 4: Do I want to click-through?
    Leave us your business card and tomorrow our best-practice tips will be delivered to your inbox or visit our workshop @ 13:30 (Room 1)
  • 17.
    • Case Study Modewereld
    • About Modewereld (Fashion World)
    • Introduction to existing customers
    • Conversion to optimized profiles
    • Stimulating shop traffic
    • Setting up the back office
  • 18.
    • About Modewereld
    • The organization
    • Fashion retailer with 4000m 2 floorspace
    • Customers are all members of a family
    • Database of 29.000 customers
  • 19.
    • About Modewereld
    • The challenge
    • Improve loyalty
    • Stimulate store (re-)visits
    • Get insight in customer profile
  • 20.
    • About Modewereld
    • The solution
    • Development of loyalty program 'mijnmodewereld.nl’
    • Integration of marketing software and community through SOAP API
    • Multichannel campaigning with print, web and e-mail
    • Event driven touchpoints
  • 21. About Modewereld Flow
  • 22.
    • About Modewereld
    • Mijnmodewereld.nl
    • Collecting data
      • Name, Address, Location
      • Date of birth
      • Family members
      • Interests
      • Favourite brands
      • Campaign results
    • Customer life cycle
      • Bonuspoints
      • Personal events (birthday)
      • No store visits for x length of time
  • 23.
    • About Modewereld
    • Mijnmodewereld.nl
    • Personal profile page online for members (Loyalty card)
    • Live since March 2009
  • 24.
    • Introduction phases mijnmodewereld.nl
    • 1: Introduction to existing customers
    • 2: Conversion to complete profiles
    • 3: Stimulation of store (re-)visits
  • 25. 1234567 16720 16720 1234567 1: Introduction to existing customers What’s in it for me! Call to action
  • 26.
    • 1: Introduction to existing customers
    • Results
    • Total number of customers 29000
    • Profiles with e-mail address 9336 (32%)
    • Bounces 1901 (20%)
    • Delivered 7435 (80%)
    • Opened 3877 (52%)
    • Click-throughs 2692 (69%)
    Bounces were used for a printmailing with a link to a PURL
  • 27. 2: Conversion to complete profiles Traffic to mijnmodewereld.nl
  • 28.
    • 2: Conversion to complete profiles
    • Profile page
    • Personal details
  • 29.
    • 2: Conversion to complete profiles
    • Profile page
    • Personal details
    • Personal messages
  • 30.
    • 2: Conversion to complete profiles
    • Profile page
    • Personal details
    • Personal messages
    • Overview of points
    • collected
  • 31.
    • 2: Conversion to complete profiles
    • Complete your personal details and receive inventives
    • Personal inbox
  • 32.
    • 3: Stimulating shop traffic
    • Granting e-coupons
    • Barcode based on customer ID and campaign
    • Management in marketing software
    • Font for barcode was added
    • Scan at cash register
  • 33.
    • 3: Stimulating shop traffic
    • E-coupon
    • After adding profile data
  • 34.
    • 3: Stimulating shop traffic
    • E-coupon
    • After indicating interests
  • 35.
    • 3: Stimulating shop traffic
    • Conversion from e-coupons
    • Coupon value € 5,- € 10,-
    • Total number downloaded 2379 2019
    • Total scanned in shop 1329 (56%) 1237 (61%)
    Wow, higher discounts, higher conversion! Could we've expected that?...?!
  • 36.
    • 3: Stimulating shop traffic
    • Personal campaigns 1/2
    • After registration
    • After adding interests
    • Completing profiles
    • Total of bonus points
  • 37.
    • 3: Stimulating shop traffic
    • Personal campaigns 2/2
    • Birthday mailing
    • Holidays
    • Interests
    • Events
    • Special offers
  • 38.
    • 3: Stimulating shop traffic
    • Discount sticker campaign (3 days)
    • Number of stickers offered 7500
    • Downloaded 919 (12,25%)
    • Scanned 255 (27,75%)
    • Average purchase value € 150,-
    • Total turnover € 38.250,-
  • 39. Setting up the back office
  • 40. Setting up the back office One application (Copernica)
  • 41. Setting up the back office Database management Target group selections Profile pages
  • 42. Setting up the back office Database management
  • 43. Setting up the back office Database management
  • 44. Setting up the back office Database management
  • 45. Setting up the back office Extensive insight in profile data Personal data Personal messages Campaign results
  • 46. Setting up the back office E-mailings Templates Documents
  • 47. Setting up the back office Direct insight in response
  • 48. Setting up the back office Direct insight in response
  • 49. Setting up the back office Deliverability 1/4
  • 50. Setting up the back office Deliverability 2/4
  • 51. Setting up the back office Deliverability 3/4
  • 52. Setting up the back office Deliverability 4/4
  • 53. Setting up the back-office PDF documents Templates Documents
  • 54.
    • Automated sales actions
    • Which events from the 'customer life cycle' come to mind?
    • Birthday mailings (indeed, the usual suspect)
    • Abandonded shopping cart
    • First purchase
    • End of guarantee
    • No purchases for a whole year
    • Survey after purchase
    • Cross- and-up selling related products
    • Loyalty program
    • No profile activity for 6 months
  • 55.
    • Lessons learned
    • Build a central database and actively manage it
    • Construct result focussed campaigns. Utilize the results!
    • Keep collecting profile information
    • Offer relevant content to each recipient
    • Schedule event driven contact moments. Start a dialogue!
    • Begin!
  • 56. The essence of dialogue marketing "I'll make him an offer he can't refuse" The Godfather 1972
  • 57. Thank you for your time Walter van der Scheer Sales manager T: +31 (0)23-7510500 E: Walter.vanderscheer@copernica.com Linkedin: www.linkedin.com/in/waltervdscheer Please leave your businesscard. Tommorow you will receive: 1: Presentation "The four decisionpoints in e-mailings" 2: Three whitepapers with practical tips 3: A special offer
    • Interested in learning more about Copernica?
    • Watch a live demonstration
    • @ our stand (C.04)
    • Join us for a workshop
    • @ 13:30 (Copernica, Room 1, UK)
    • @ 14:30 (Voice, Room 1, Francais )

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