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Aspirational Marketer
- 1. The Aspirational Marketer Joseph Gagnon, President, e-Dialog May 24, 2011
- 2. Challenges Facing Today’sDigital Marketer Consumer expectations are on the rise, but marketingresources are not Consumers are outpacing marketers with instant access todigital information about products and services Consumers are exceedingly influenced by their participationin social networks 05/07/2011
- 3. % of audience % of audience Customer Segments Customer Segments Today’s consumer aspires to do more, have more, and be more. As marketers, we must aspire to be more timely, engaging, and value-driven. Meet the 21st Century Consumer Extreme shifts in: 20th Century Consumer 21st Century Consumer Information access Social influence Purchasing savvy Value awareness Engagement Predictability 3
- 4. 4 Exceed the expectations of my consumers Invest in my customer’s experience, not a set of discrete channels Close the gap between what I can deliver on and the consumer ideal Meet the Aspirational Marketer I want to…
- 5. 5 Exceed the expectations of my consumers Invest in my customer’s experience, not a set of discrete channels Close the gap between what I can deliver on and the consumer ideal Meet the Aspirational Marketer I want to…
- 6. 05/07/2011 The Commerce Effect Stop racing against your consumers Focus on being a mentor, a coach,a part of the plan Deliver exceptional service and the sales and brand loyalty will follow
- 7. 05/07/2011 Embrace Your Role in Enhancing Customer Service
- 8. PETCO Grooming Trigger Campaign 05/07/2011 Campaign reminds good “pet parents” when it’s time for next grooming appointment Automated reminder message 48 hours prior to appointment Includes relevant offer and status of PETCO P.A.L.S. membership Automated follow-up message 60, 90, 120 days after last appointment 35% open rate with positive feedback from customers, store representatives
- 9. Target Your Customer’s Needs and Interests 05/07/2011
- 10. Brands Should Demonstrate That They Know… 05/07/2011
- 11. NHL Displaced Fan Ticket Campaign 05/07/2011 Ticket sales campaign targeted to fans who live in a different geographic area from their favorite team Nearly 60% of the fan database Two key data points: favorite team, geographic location 900 possible variations Average revenue of $140 per recipient and a 31% increase in ticket sales
- 12. Center your innovations on customer value… 05/07/2011 …not thelatestgadget.
- 13. CVS/pharmacy Mobile App 05/07/2011 Find nearby CVS/pharmacy locations using GPS-basedstore locator Refill prescriptions from personalized prescription history for pickup atany CVS/pharmacy location Access CVS.com DrugInformation Center View sales circular and createa custom shopping list Schedule flu shots at any CVS/pharmacy location
- 14. Embrace the powerof consumer advocacy 05/07/2011
- 15. Consumers Are in Control 05/07/2011
- 16. The Influence of Social Networks 05/07/2011
- 17. American Airlines Mystery Miles Campaign 05/07/2011 Campaign encourages customers to like AAdvantageFacebook page Members who like the page can earn between 100 and 100,000 Aadvantage Miles 5 million e-mail messages to Aadvantage members helped launch the campaign Acquisition of new Aadvantage members increased by 65% during first week of the campaign 250,000 likes on Facebook 7,500 Twitter followers
- 18. Evaluate How Channels Can Work Together 05/07/2011
- 19. Multichannel Shoppers Are More Profitable 05/07/2011
- 20. PETCO ScavengerHunt Campaign 05/07/2011 Campaign designed to foster more social participation across the PETCO community of pet owners Customers followed a treasure map to find hidden scrambled words on PETCO’s many social sites Participants could win $500 PETCO gift card Facebook likes increased by 148% Twitter followers increased by 28% E-mail campaign responsible for 96% of participant traffic
- 21. Identify Your Level of Multichannel CRM 05/07/2011
- 22. Questions? jgagonon@e-dialog.com 22 Thank You!
Editor's Notes
- Read industry headlines and you’ll find a common theme: consumer expectations are changing, and at an ever-increasing pace. We believe this trend is here to stay, and for marketers it means things are only going to get more challenging. In this complex consumer-driven economy, marketers will need to: Meet rising consumer expectations and customer demands with fewer resources Play catch-up with consumers who are outpacing them with instant access to digital information about products and services Understand how to succeed in a marketplace in which consumers are exceedingly influenced by their participation in social networksTo thrive in this new consumer-driven economy, marketers must be willing to share control of their brand relationship and apply more focus and creativity towards the customer experience. It’s the only way to keep pace with customers while continuing to pursue the aspirations of market leadership.
- Consumers around the world are aspiring to do more, have more, and be more. We believe that only an Asprational Marketer will be positioned to keep pace. The future of digital marketing is now, and e-Dialog can help you meet your aspirations to be more relevant, timely, targeted, engaging and value-driven. Ultimately, our aspiration is the same as yours – to exceed the expectations of your customers by always delivering value and creating a better customer experience.
- Are you an Aspirational Marketer? If you are, it is e-Dialog’s mission to help forward-thinking digital marketers like you transform aspiration into execution and results. Consider the following objectives and whether or not they reflect your ambitions for your brand and your role.“I want to exceed the expectations of my consumers.”It’s always been a simple equation: deliver exceptional customer service and you will exceed the customer’s expectations. But today’s web-enabled consumers are more independent and harder to please, making their expectations harder to predict. Here’s what we do know – customers want their experiences with your brand to be more personal, relevant, timely, and engaging. And with advantages such as behavior tracking and analysis, attribution, segmentation, persona modeling and one-to-one targeted messaging, progressive digital marketers have the ability to go beyond traditional service and exceed the expectations of even the most demanding consumers. “I want to invest in my customer’s experience, not just a set of discrete channels.”Today’s consumer is pressed for time, which means your brand needs to be accessible to customers when they want it, how they want it, and with minimal effort required. But with internal marketing silos and separate channel strategies, it’s difficult if not impossible for you to deliver a consistent and valuable brand experience. What you need is to be channel-agnostic, focusing instead on the ways in which your products and services can improve your customer’s life. Transform your customer engagement strategy by developing an understanding of the scenarios in which customers will interact with your brand and the channels they will use. Then re-think your innovation efforts by focusing on customer value rather than the latest technology or cool new gadget. The result will be a better brand experience and a stronger foundation for customer loyalty and relationship-building. “I want to close the gap between what I can deliver on and the consumer ideal.”From this day forward, consumers are in control. So why not embrace the power of consumer advocacy? By uniting digital marketing with sales and customer service, you can focus on engaging customers directly with your brand. Start by prioritizing the campaigns and marketing channels that deliver the best results, and automate them. Your resources are scarce, which is why marketing automation is critical to your success. It allows you to focus energy on continuing to enhance the overall experience.
- Are you an Aspirational Marketer? If you are, it is e-Dialog’s mission to help forward-thinking digital marketers like you transform aspiration into execution and results. Consider the following objectives and whether or not they reflect your ambitions for your brand and your role.“I want to exceed the expectations of my consumers.”It’s always been a simple equation: deliver exceptional customer service and you will exceed the customer’s expectations. But today’s web-enabled consumers are more independent and harder to please, making their expectations harder to predict. Here’s what we do know – customers want their experiences with your brand to be more personal, relevant, timely, and engaging. And with advantages such as behavior tracking and analysis, attribution, segmentation, persona modeling and one-to-one targeted messaging, progressive digital marketers have the ability to go beyond traditional service and exceed the expectations of even the most demanding consumers. “I want to invest in my customer’s experience, not just a set of discrete channels.”Today’s consumer is pressed for time, which means your brand needs to be accessible to customers when they want it, how they want it, and with minimal effort required. But with internal marketing silos and separate channel strategies, it’s difficult if not impossible for you to deliver a consistent and valuable brand experience. What you need is to be channel-agnostic, focusing instead on the ways in which your products and services can improve your customer’s life. Transform your customer engagement strategy by developing an understanding of the scenarios in which customers will interact with your brand and the channels they will use. Then re-think your innovation efforts by focusing on customer value rather than the latest technology or cool new gadget. The result will be a better brand experience and a stronger foundation for customer loyalty and relationship-building. “I want to close the gap between what I can deliver on and the consumer ideal.”From this day forward, consumers are in control. So why not embrace the power of consumer advocacy? By uniting digital marketing with sales and customer service, you can focus on engaging customers directly with your brand. Start by prioritizing the campaigns and marketing channels that deliver the best results, and automate them. Your resources are scarce, which is why marketing automation is critical to your success. It allows you to focus energy on continuing to enhance the overall experience.
- Embrace the marketer’s role in enhancing customer service Focus less on brand perception and more on customer engagement Target the individual’s needs based on a holistic customer view
- PETCO is a leading specialty retailer of premium pet products, services and advice that operates more than 1,000 stores nationwide. The company is committed to animal welfare and prides itself on making it easier for its customers to be great “pet parents.” PETCO’s e-mail marketing initiatives are designed to offer customers personalized recommendations for the health and well-being of their pets, and in turn, to increase PETCO revenue. Since proper grooming is an important part of a pet’s overall health, the company asked e-Dialog to help them develop a grooming campaign to promote this in-store service. Grooming loyal customers“Working with e-Dialog, we created the grooming campaign to drive customers back to the store for a repeat groom and to up-sell them on other pet services,” explains Margaux Abaya, E-mail Marketing Manager at PETCO. The campaign is a three-part series sent to customers who provide their contact information during a grooming appointment at a PETCO store. The first touch, the “Grooming Thank You”, is sent 24 hours after the completed appointment. The message includes several areas of custom publishing, including the customer’s name and the pet’s name. There are two versions of the message which vary depending on whether or not a follow-up appointment has been made. If there is an appointment, the message includes the date and time of the customer’s next appointment. If there is no follow-up scheduled, the e-mail contains the contact information for their local store to make another appointment. There is also a personalized status bar for PETCO P.A.L.S. Grooming Club members that counts the number of grooming appointments remaining before the customer qualifies for a free one. The second touch, the “Grooming Reminder,” is sent out 48 hours before the scheduled appointment. It has personalized first name and a customized section with the appointment date and time. The third part of the campaign is a reactivation series, which is sent 60, 90 and 120 days after last groom date. These e-mails remind the customers to get their pet groomed and also include the customized P.A.L.S. Grooming Club status. All messages in the series include a relevant offer, such as “$10 off a puppy training class” or “50% of a nail trim.” Margaux elaborates, “This campaign is special because it speaks to the customer on an individual level, recognizing their special relationship with their pet. It uses lifecycle marketing in conjunction with triggered e-mail to create a campaign that is highly relevant to each recipient but also highly automated.” Using triggers ensures that the right message is sent at the right time in order to drive a purchase. Automating these messages also reduces the time spent on deploying campaigns and increases time staff can spend analyzing results and strategizing new campaigns. Margaux continues, “The e-Dialog team was excellent to work with. They just took what I asked them to do and ran with it.” A friendly reminder pays offThe PETCO grooming campaign has achieved both quantitative and qualitative measures of success. Deployed to over 150,000 pet parents each month, open rates are strong with an average of over 35%. “I consider the program a success,” Margaux says. “It is bringing people back to the store and we know that these returning customers spend more than the average customer.” Margaux also reports positive feedback from the reps in the field. “The stores are pleased because customers are saying that the e-mail reminded them to make the grooming appointment.”
- Confidence to make better marketing decisions faster360º customer insight that is actionable and measurable across channelsAdvanced reporting that enables you to measure and respond in real timePerformance dashboards designed for marketers, managers, and executivesAbility to communicate with relevance and timelinessUnique combination of strategic services and relevance-enabling technologyWorld’s first and only methodology for improving relevance across channelsTools to automate and individualize key campaigns in the customer lifecycleProven strategies for acquiring and retaining customers Programs that inspire true customer acquisition in a multichannel environment Dependable, business-specific benchmarks and lifecycle marketing practicesPrograms designed to drive relationships from newly acquired to highly engaged
- Consumers are keen on marketers exhibiting intimate knowledge of their preferences, interests, and purchase history. For example, when asked, 64 percent of consumers overall stated they want the marketer to know what types of products or services they were interested in. A large number of consumers also wanted the marketer to know what types of offers they like, whether they are a new or returning customer, and their communication preferences and shopping habits. Even 51 percent of consumers that desired general non-targeted offers want marketers to demonstrate that they know their communication preferences. Consumers are clearly primed to have their preferences managed by marketers, and are likely to reward those marketers that leverage this information to improve message relevance. This data underscores that the one-to-many model of marketing is broken, and consumers desire to have more individual treatment.Messages matter in more than just e-mail. As brands look to develop social and mobile marketing programs, consumers will remain firm on their expectation that the content and timing of these messages be relevant. Fortunately, the tools within e-Dialog’s Relevance Trajectory methodology can improve the relevance of social and mobile communications, as well.
- The National Hockey League (NHL) has over 50 million highly-engaged fans throughout North America. Many hockey fans have an emotional attachment to the game and loyally follow favorite teams, players, and rivalries. The NHL estimates that 60% of these fans are displaced, meaning they live in a different geographic area than the home market of their favorite team — for example, a native Bostonian and Bruins fan who now lives in Philadelphia. To kick off ticket sales for the 2008-2009 season, the NHL decided to reach out to this underserved audience with a highly targeted announcement. Personalized e-mails lead to a breakawayTraditionally, NHL.com had sent one flat e-mail blast to its entire database to announce ticket sales. That all changed in 2008 as NHL.com became more familiar with e-Dialog’s Relevance Trajectory™ methodology. “Knowing our fans’ level of loyalty and enthusiasm, we realized that a generic, one-size-fits-all announcement would likely leave many fans cold,” explains Amie Ray, NHL.com’s senior manager of direct marketing. In an effort to increase single-game ticket sales, e-Dialog and NHL.com used fan data to develop a highly-relevant e-mail announcement that would speak to each fan directly. The campaign utilized two key customer data points: favorite team and geographic location. Each message was customized so that a fan would receive information on their favorite team, even if that team was not their “home” team. For example, a Boston Bruins fan living in Boston received an e-mail with Bruins imagery and information on the Bruins first seven home games. A Bruins fan living in Philadelphia still received Bruins imagery, but the game schedule only promoted games in which the Bruins were playing the Flyers in Philadelphia. With 30 markets and 30 teams, there were over 900 potential versions of this e-mail. “This program was far more complex than anything we had done in the past,” Amie explains. ““We could not have done it without e-Dialog.”NHL.com reaches its goalThe customized on-sale announcement for NHL tickets was e-mailed to over 860,000 fans and achieved an open rate of 18.6%.The overall click rate for the program was 4.4%, double that of NHL.com’s traditional campaigns. “We believe that this personalized e-mail played an important role in the 31% increase we saw in single game ticket sales over last year,” Amie reports. As an added bonus, NHLShop.com recognized average revenue per customer of nearly $140, which they were able to determine through e-Dialog’s conversion tracking capabilities. Not only was the campaign successful in generating revenue, but the NHL also got a lot of great feedback from appreciative fans in e-mails and blogs. One pleased fan blogged, “This is an extremely well-executed example of geotargeting-based messaging done right.” NHL.com is planning to repeat this campaign for the 2009-2010 season, and is exploring ways to incorporate triggered messaging into the program to announce local games throughout the season.
- Invest in my customer’s experience, not a set of channelsRemove marketing silos and evaluate how channels can work togetherSend the right message to my customers when and where they want itCenter future innovations on customer value, not the cool new gadget
- Refilling a prescription these days is a simple, straightforward task. And simple, straightforward tasks, such as buying movie tickets, are perfect for mobile commerce.CVS Caremark Corp. is making it easy for consumers enrolled in its Caremark prescription drug program to refill prescriptions wherever they may be with the introduction of a new mobile app for users of the iPhone, iPod Touch and iPad. And members can use a feature called FastStart to request new prescriptions.Members log-in to their Caremark.com accounts within the app and place their orders. They then use the payment information they’ve registered with Caremark.com to complete their purchases. They also can view their prescription history and check the status of a prescription order.“As an organization that is focused on finding innovative ways to engage and communicate, we know our members are looking for opportunities to utilize new technologies to manage their prescriptions and keep them connected,” says Tim Kurth, vice president of e-business. “This new app is an example of how we provide our plan members with convenient access to their Caremark.com account through their preferred channel, this time through their iPhone.”
- Close the gap between my reality and the consumer idealUnite marketing with sales and customer service through automationPrioritize the channels and campaigns that return demonstrable resultsGive customers control and embrace the power of consumer advocacy
- American Airlines’ AAdvantage frequent flyer program is one of the largest and most popular loyalty programs in the world allowing members to earn miles at thousands of locations. American Airlines wanted to incorporate social media as part of their strategy for marketing to frequent flyers and AAdvantage members. To do so they launched AAdvantageFacebook and Twitter pages to not only share with members various ways to increase their mileage balance but to also engage in conversations with their customers to better learn about and meet their needs. Learning to fly with social mediaBecause social media was a new marketing outlet for AAdvantage, American Airlines knew they needed a connected marketing strategy to get their social presence off the ground. The Mystery Miles promotion was launched, encouraging members to “like” the AAdvantage page on Facebook and for a limited time earn between 100 and 100,000 miles. “Our main objective was to drive more likes to the Facebook page and increase the awareness of the new channel to our AAdvantage members,” shared Walter Weems, senior analyst, AAdvantage.Partner Strategy.After liking the page AAdvantage members could click the Mystery Miles tab and be taken on journey by entering their AAdvantage number and email address. The journey ended with a randomly generated mileage amount between 100 and 100,000 AAdvantage miles, which was automatically deposited into their AAdvantage account within 3-5 business days. With an already existing email database American Airlines knew they had a tremendous opportunity to promote the social campaign via their email marketing subscribers. Partnering with e-Dialog, American Airlines delivered an email marketing message to nearly 5 million AAdvantage members encouraging them to “like” the AAdvantageFacebook page and embark on a mystery miles journey. Sky-high results Within 10 minutes of the email campaign deploying, the AAdvantage page received nearly 6,000 likes on Facebook. In a one-day span after the email message went out the AAdvantageFacebook page received approximately 163,000 likes. For American Airlines this confirmed their strategy of using email as a social media driver to initially launch the campaign and shows the power social media can have due to its viral nature. “The campaign certainly exceeded expectations,” shares Greg Schwendinger manager, AAdvantage Partner Strategy. Since only members could participate, the Mystery Miles campaign also proved to be a great acquisition strategy. Both the email marketing message and the Facebook application included a call-to-action to sign up for the loyalty program by providing an email address. “In the first week of the campaign American Airlines saw acquisition of new AAdvantage members increase by 65%.” “It was one of the most successful acquisition campaigns we’ve ever had,” continued Walter. Overall, the month long campaign generated more than 250,000 likes to the AAdvantageFacebook page and more than 7,500 followers on Twitter. Moving forward American Airlines realizes that consumers use different outlets to communicate with the brand in different ways and they need to match customers expectations. “The reality is people have preferences on how they want us to communicate with them. The addition of social media is another avenue through which customers need to be communicated. Any broad initiative that we execute will always be multipronged using email andsocial,” closes Greg.
- PETCO is a leading specialty retailer of premium pet products, services and advice that operates more than 1,000 stores nationwide. The company is committed to animal welfare and prides itself on making it easier for its customers to be great “pet parents.” PETCO’s social marketing initiatives are designed to foster a community of pet owners based on their shared passion for the health and well-being of their pets, and in turn, to increase PETCO revenue. To that end, PETCO hosts multiple fan pages on Facebook, several Twitter accounts and the company’s blog, The PETCO Scoop. In order to increase awareness and generate buzz about its social channels, PETCO partnered with e-Dialog to create an e-mail Summer Scavenger Hunt campaign. Hunting for treasurePETCO used enticing incentives and clever creative to create an old-fashioned scavenger hunt with a virtual spin. For the chance to win one of five $500 PETCO gift cards, participants followed a treasure map to find a “hidden” scrambled word across the web. Each day, PETCO revealed one secret letter from the word on its social media sites. For example, on day one, participants had to “like” PETCO on Facebook to get the letter. Once all of the letters were collected, participants had to unscramble the secret word for a chance to win. In addition to the secret letter, PETCO gave away a prize a day. The e-mail creative featured a treasure map motif, which laid out the sequence of events for the scavenger hunt and the locations and dates of each clue. The calls to action were clear and above the fold, providing more information on the scavenger hunt and getting people to start the adventure. Also, the design quickly conveyed the prizes that could be won, specifically the five $500 gift cards. The messaging clearly named all the participating sites, so even if the recipient didn’t want to participate in the scavenger hunt, they were still exposed to the existence of the various PETCO social profiles. X marks the spot“The results of the campaign show that it was a great example of how PETCO can merge e-mail with social media to stay relevant with customers,” says Margaux Abaya, PETCO’s e-mail marketing manager. The Summer Scavenger Hunt campaign increased fans on PETCO’s social sites by an average of 62 percent, with the highest increase coming on the Unleashed by PETCO Facebook page, which increased 148 percent, and the smallest increase being 28 percent on PETCO’s Twitter feed. The caption contest, which was the first clue in the hunt, received 3,500 comments. This is far above the previous caption comment high, which was 400 comments. The initial e-mail was responsible for 96 percent of the marketing channel traffic and 74 percent of the total site traffic to the Scavenger Hunt page.
- Level 1 initiatives focus on making a customer interaction more effective and efficient through a given channel to increase sales, reduce costs, and establish a relationship with a customerLevel 2 initiatives progress to providing customers with more points of interaction with the company.; customer information is collected for use in enhancing the relationship.Level 3 initiatives advance to integration of channels and business units, providing a seamless and consistent experience for a customer; data is used to profile and predict customer behavior to extend the relationship, ensure loyalty, and drive lifetime value
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