From Direct Marketing to Dialogue Marketing

Dialogue Marketing via Direct Mail during the Customer Journey

STEP 1 : THE CUSTOMERS’ JOURNEY

The medium is the message messiah

Where are your investments (ex. Car sector) 24% 22% Source : Mediaxim 2010 14%

Are they in line with the customers’ preferences ? (ex. Car sector) 37% 9% 12% Source : Market Probe 2010 NL: Door welk medium/welke media wilt u worden gecontacteerd wanneer een automerk u een reclameboodschap wil leveren? FR: Par quel(s) média(s) désirez-vous être touché si une marque dans le secteur de l’ Automobile souhaitait vous délivrer un message publicitaire ?

How does your customer makes his decision? (ex. Car sector) Source : Research solution IP 2010 NL: Stel dat u in de volgende maand een auto gaat kopen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen? FR: Imaginons que vous allez acheter une voiture dans le prochain mois. Quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ? PAID MEDIA

Time is valuable? How to get connected to your customer?

Increasing customer control, advertising is more and more interruptive and irritating Digital Natives (15-24 years old) Source: Media Preference Study bpost – Market Probe December 2010 n: 1006

It’s not only the medium. There’s the paradox of choice Are you helping your (future) customer? HELP

The importance of understanding the customer journey Source : Mc Kinsey 2009

The customer decision journey doesn’ stop at the moment of purchase !!! The right message At the right moment At the right place At the right moment Using the right media

The elevator pitch !

STEP 2 : DIALOGUE MARKETING

The “holy USP” Source: 2010. comScore ARS Kill your darlings !

The Value-Delivery Process New: value creation and delivery process Choose the Value Provide the Value Communicate the Value Strategic Marketing Tactical marketing CRM PRICE WINNING KLM “ We verkopen geen vlucht, we verkopen een heel proces.

Perfect example ! TOMTOM-experience Navigation is more then going from A to B. TomTom is a human thing, in stead of a car thing. ALEXANDER RIBBINK, COO TOMTOM

Another example ! ZAPPOS-experience If you don’t find it with us. We ‘ll help you to find it somewhere else. “ Your customers keep you in business, care about them, not their money. “

Providing Value = good for your client Convince your management V - P > Vc - Pc And your bonus ! V: Value Vc: Value competitor P: Price (incl. margin) Pc: Price competitor (incl.margin)

Brand “INTIMACY” Route 66 Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE CRM is dead ! Long live CRM ! Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life !

Brand “INTIMACY” Route 66 LifeStage Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life ! CRM is dead ! Long live CRM !

LifeStage Graduation

LifeStage Getting married

M&M’s – my M&M

LifeStage Having a baby

LifeStage Retirement

KBC – “Wij spreken uw taal”

Brand “INTIMACY” Route 66 LifeStage Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life ! Events CRM is dead ! Long live CRM !

Events Events

Events Sport events

Events Grants by government

Brand “INTIMACY” Route 66 LifeStage Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life ! Events Mood CRM is dead ! Long live CRM !

Product Failure Mood

Brand “INTIMACY” Route 66 LifeStage Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life ! Events Mood Location CRM is dead ! Long live CRM !

Location 400.000 moving families per year On average owners spend 20.898€, renters 4.944€ Moving

Brand “INTIMACY” Route 66 LifeStage Customer Purchase / Transaction triggers Customer lifecycle MY NAME IS UNIQUE CRM is dead ! Long live CRM ! Customer Dialogues during the lifecycle It is important to realize that CRM is based on satisfying three human needs : recognition , respect and trust CRM is about life ! Events Mood Location TouchPoint MultiChannel

A traditional marketing proces Dear Client, WE think YOU should like US. Because WE are GREAT… WE think you’ll like our product. So BUY NOW !! Ps: Do it now! It’s only 60 euros.
Selection
Message
Send
Reporting
Relevant ?

Example for Libelle (netherland) Conversionproces from ‘Trial’ to ‘Fix subscription’ Libelle – a conversation brand !

Example for Libelle (netherland) Conversionproces from ‘Trial’ to ‘Fix subscription’ WELCOME EXPLANATION trial START TRIAL END Trial period Libelle – a conversation brand ! Discover Cooking Discover Being a mom Satisfaction Survey 1 Year Subscription Week 1 Week 2 Week 3 Week 4 Week …

Marketing / CRM / Dialogue Marketing Enterprise-initiated Marketing-Driven « Intrusive » 1% - 5% Response Campaign-driven Customer triggered Product as service « convenient » 5 % - 25% Response Trigger Event-driven Customer-initiated Relationship-driven Dialogue-driven « Appropriate » 10 % - 55% Response

Get the dialogue started

1to1 Paper Examples

© bpost - DM Discovery 8 - 30.08.2010 Communication Recall = 74% Want to act = 39% POS traffic = 15-20% Source: 1 to 1 Lab – Xerox – Stratégies - bpost It’s all about relevance Traffic creation x10 POS conversion x3 Offers = 12% Sales profit +++ Sales = 6%

Viral DM : the art of sequencing, integrating social media CAMPAIGN OBJECTIVES INCREASE OF CUSTOMER DATABASE INCREASED STORE TRAFFIC Send postcards inc purl = 5.000 Use of purl = 1.111 (22%) Push to 265 social media New addresses : 6.089 Coupon redemption : 1.300 (26%)

Get inspired by the best cases & insights ! DMplaza.be is the Direct Marketing community for more then 1.100 Belgian Direct Marketeers DMplaza.be
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From Direct Marketing to Dialogue Marketing

by bpost on May 13, 2011

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From Direct Marketing to Dialogue Marketing — Presentation Transcript