Make your digital strategies also a sales generator

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Vincent Nolf 's presentation at BDMA congres

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Make your digital strategies also a sales generator

  1. 1. 24 oct 2013 Make your Digital Strategies also a Sales Generator Vincent Nolf Managing Director Business Clients Mail - bpost 1
  2. 2. “Connected consumers can only be touched by digital strategies …” Reaching connected consumers … Direct Mail perfectly activates digital targets Mobile / tablet users Social media users 79% READS DIRECT MAIL* 82% READS DIRECT MAIL *SOURCE: Letterbox survey 2013 2
  3. 3. Social media users are not different … SOURCE: TGI UK 3
  4. 4. Advertisers like fans but … 4
  5. 5. Integrated Traffic digital – letterbox approach for a better R.O.I. Dialogue Advocacy Brand experience 5
  6. 6. Integrated Traffic digital – letterbox approach for a better R.O.I. 6
  7. 7. 1 Rabobank: online banker creates an offline magazine to have a “face” Objective Results • Reinforce relation • 75% readership with brand • Measured • Ensure loyalty Increase • Inform on product in web traffic Approach • Custom magazine 7
  8. 8. 2 Pure players use DM to boost their web traffic … and sales! Objective Results • Drive web site • 59% reading rate traffic & online Of them sales on inactive - 64% will go to customers the web site - 28% will Approach register (again) • Post card • 4% online order 8
  9. 9. 3 Optimize documents to transform them in activating channel Original document Objective • Increase customer satisfaction about the document (‘call for contribution’) • Reduce low value calls to call center • Increase registrations to E-mut Approach • Invoice optimization • Test on a sample 9
  10. 10. 3 Optimize documents to transform them in activating channel Original document Optimised invoice Commercial Message Using improved invoice to stimulate registration on e-mut 10
  11. 11. 3 Optimize documents to transform them in activating channel Original document Optimised invoice Objective • Customer satisfaction • Reduce low value calls • Increase registrations to E-mut * post test survey, Solidaris information Approach • Invoice optimization Commercial Message Results • Recall message*: 17% • Intent to E-mut registrations*: 3% • Inbound calls: -20% • Roll-out to full database 11
  12. 12. 4 Combine DM and Facebook to drive sales and online engagement Objective Results • Activate sales and • 39% more reinforce brand relation Facebook Fans with Nivea ‘Fans’ • 13% used at Approach least 1 coupon • Activity map sent to 100K. Profiled customers 12
  13. 13. 5 Acquire new customers on a FMCG web-shop EMAIL 6 K€ COST 32,5 K€ DM EMAIL 121€ COST PER ACQUISITION EMAIL 1,2€ RETURN / DM 19€ X6 EURO INVESTED DM 7,7€ Objective Approach • Increase online sales on • Simple letter and email prospects (FMCG category) • 50.000 in each target Source: 2012 BtC - 50.000 contacts for each medium – FMCG webshop 13
  14. 14. 6 Build a real dialogue based on information captured on your webplatform Segmented Campaign DM, email, one to one bannering Objective Results • Generate acquisition • Direct • Capture customer impact profiles & preferences 6% coupon usage Approach (vs. 2,5% • Address each woman average differently based on her life situation and to offer previous) her the according 14 samples
  15. 15. Integrated Traffic digital – letterbox approach for a better R.O.I. Dialogue Advocacy Brand experience 15
  16. 16. 1 Build a real dialogue based on information captured on your webplatform Objective Results • Capture customer • 11,5% profiles & preferences registration • Generate trial on webplatform, Approach directly • Web form related to DM • Follow-up sampling 16
  17. 17. 2 Stimulate customer advocacy through the mobile postcard #dove 1 2 Download app Take a picture 3 Write a message 4 Use promocode Branded Layer will be added automatically Hi Laura, thanks to promocode! This is what I like the most about you… Céline 17
  18. 18. 3 Reward your facebook fans REWARD FANS ON FACEBOOK CASE 18
  19. 19. 4 Seize the personalization trend How a simple postcard can make it true… 19
  20. 20. 4 Seize the personalization trend How a simple postcard can make it true… Make it better… Get your child’s bottle personnalized! 20
  21. 21. develop your business with Direct Mail helps to connected consumers • It activates web traffic and (sales) conversion • It offers a tangible moment in a virtual context • It builds a true dialogue • It’s highly efficient in terms of R.O.I. 21
  22. 22. More on www.DMplaza.be Thank you Vincent Nolf vincent.nolf@bpost.be 22

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