The value every business tries hard to tap is inthe wallets of its prospects and customers.                      The chall...
Automotive Sales AccelerationProblem & limitations Need to meet minimum start-up unit sales target before launching model...
Automotive AccelerationTactic: Resort to DM-driven test drive campaign Simple but expressive direct mail communication ne...
Campaign Metrics Tracked           Duration                16 weeks         9 weeks           Universe Targeted           ...
Gauging ROI of a Retention Mechanism• Profile Customers• Generate new vehicle purchase leads: Detect next  purchase intent...
Profiling Campaign: Offline + online forms
Campaign Metrics TrackedMetric                    UniverseUniverse Targeted             180,000Customers Profiled         ...
Interfaces to Capture CI
CRM Solution to host CI             THIS PRESENTATION AND             CONCEPT ARE PROPERTY OF
Comprehensive CRM retention ROIValue Measured                              Volume            3-year VariationUniverse of v...
Retention and Acquisition now benefitfrom Integration with social media
Brief Credentials
Jacobsons’ promises  Advise on, Organize, and Continuously Assist businesses &  institutions to Create, Manage and Monetiz...
What we are good at: We intervene in today’s businesses to generate insightful & precision-  guided growth then adequatel...
Jacobsons are...• An independent DM, CRM & Customer Value Management  firm with 26 years of unique & mature regional know-...
… Jacobsons HQ• 20,000 sq.ft. purpose-built facility• 24 hour security with restricted access to operations,  state of the...
Core Competences & Unique Tool-kit• Build Databases & Business Intelligence: (Consulting/ Creation/ Hygiene/  Enhancement/...
Core Competences & Unique Tool-kit• Assess & Audit Enterprise-wide customer interaction & management  processes for improv...
Core Competences & Unique Tool-kit• Supplies Specialist Logistic & Support Services to Leverage Business  Intelligence int...
Mission-Critical competence teams` Datalab : A task force of the finest direct marketing and CRM database  builders, hygi...
Interaction Centres                                   Outbound                                   • Lead qualification & ge...
info@jacobsonsdirect.com Thank you
IDMD Online: 2 campaign studies from the automotive industry: sales acceleration and best retention practice in automotive...
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IDMD Online: 2 campaign studies from the automotive industry: sales acceleration and best retention practice in automotive CRM - Akram Raffoul

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Through two successful campaign studies Akram Raffoul will share how Jacobsons conducted a direct marketing campaign with a test drive offer to accelerate sales in automotive. And how starting a robust retention framework with predictable success ratio and substantial savings on cost of sale of new vehicles, along with an even more substantial saving on sales incentives drove retention.

The two client challenges Jacobsons addressed in these campaigns were:

- Ensure that a minimum number of vehicles of the new car line sell before the start of the model year so that they start appearing on the roads and generate buzz about the new car in the primary target market milieut
- Test a basic retention process in view of completing the retention framework of the CRM program

Speaker: Akram Raffoul from Jacobsons Direct, UAE

Published in: Business
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Transcript of "IDMD Online: 2 campaign studies from the automotive industry: sales acceleration and best retention practice in automotive CRM - Akram Raffoul"

  1. 1. The value every business tries hard to tap is inthe wallets of its prospects and customers. The challenge is about constantly balancing prospect and customer management practices.
  2. 2. Automotive Sales AccelerationProblem & limitations Need to meet minimum start-up unit sales target before launching model with bigger sales forecast & ad-spend New car is technologically advanced & stylish with traditional manufacturer image Sales team not good at prospecting but good at closing sales It would take a fortune in ad-spend (n/p) to gain adequate awareness & generate an image turnaroundStrategy Generate at very low cost awareness among opinion leaders Get the car test-driven by as many trend-setters as possible to appear on roads & fuel grape vine
  3. 3. Automotive AccelerationTactic: Resort to DM-driven test drive campaign Simple but expressive direct mail communication new car values Invitation to test-drive to a privileged few. Follow-up by call centre to schedule test-drives & saturate / optimize sales team time.Results: Sales target met within 3 months Learning enabled create new car positioning and It became viable to re-draft mass media creative with substantial ad budgets to consolidate new brand image & grow sales from acquiring early customers among adopters.Acceleration cost: just USD 99,000.00 and some sweating !
  4. 4. Campaign Metrics Tracked Duration 16 weeks 9 weeks Universe Targeted 3,000 2,675 Leads Generated 475 489 Response Rate 15.8% 18.3% Converted 40 65 Conversion Rate 1.3% 2.4% Revenue $ 3,200,000 5,200,000 Campaign Cost $ 100,000 90,000 Gross Margin $ 3,100,000 5,110,000 Net Margin $ 800,000 1,690,000 Program ROI 800.00% 1877.78% Campaign Cost of Sale % 3.13 1.73 THIS PRESENTATION AND CONCEPT ARE PROPERTY OF JACOBSONS DIRECT MARKETING SERVICES LLC
  5. 5. Gauging ROI of a Retention Mechanism• Profile Customers• Generate new vehicle purchase leads: Detect next purchase intention• Manage and track the efforts of sales teams to leverage leads into in retention & referral sales• Refine the retention framework as part of customer management.
  6. 6. Profiling Campaign: Offline + online forms
  7. 7. Campaign Metrics TrackedMetric UniverseUniverse Targeted 180,000Customers Profiled 35,790Total Unique Leads 17,766Total Conversions 1,768ROI Analysis Cost: USDTotal Campaign Cost 282,000.00Cost per Profile 7.90GeneratedCost per Lead Generated 15.90Cost / Sale 159.00
  8. 8. Interfaces to Capture CI
  9. 9. CRM Solution to host CI THIS PRESENTATION AND CONCEPT ARE PROPERTY OF
  10. 10. Comprehensive CRM retention ROIValue Measured Volume 3-year VariationUniverse of vehicles on road + 600,000 vehiclesAnnual New Sales revenue + $ 5,000,000,000Annual Sales retention revenue share $ 300,000,000 From 5 to 11 %Annual Service revenue $ 800,000,000Annual Service retention revenue share $ 240,000,000 From 27 to 37 %ROI Analysis US $Annual combined CRM Investment 5,600,000Cost per retained sale customer $ 23 (1.5%)Cost per retained service customer $ 20 (0,9 %)
  11. 11. Retention and Acquisition now benefitfrom Integration with social media
  12. 12. Brief Credentials
  13. 13. Jacobsons’ promises Advise on, Organize, and Continuously Assist businesses & institutions to Create, Manage and Monetize Customer Intelligence & Market Information, into sustained Revenue Growth, in addition to:• Improvement in business processes• Beyond average Growth;• Permanent information and Control on all operations (prospecting, communication, marketing, sales and after-sales, return on investment - ROI);• Constant Contact with feedback from customers & prospects;• Guaranteed Learning & saving of all Knowledge and Business Intelligence;• Individual-independent business processes with minimal change- related disruptions or risks;• High immunity against threats by competition.• The bigger numbers will be your sales, not our fees
  14. 14. What we are good at: We intervene in today’s businesses to generate insightful & precision- guided growth then adequately support close loop marketing cycle. We formulate and build a lasting and comprehensive process of capturing, analyzing and using customer intelligence (demographics, transactions, response to marketing / sales initiatives, seasonality, etc.) We derive better understanding and become able to predict future behavior of existing and prospective customers to optimize business decisions; We design and build processes that measure ROI, Opportunity Cost and Track Campaign Results in order to: o Create relevant messaging with related consumption triggers; o Cross Sell by targeting effectively; o Optimize Channel Investments; o Increase response and conversion ratios.
  15. 15. Jacobsons are...• An independent DM, CRM & Customer Value Management firm with 26 years of unique & mature regional know- how in Database Marketing, Customer Acquisition and Retention, steered by its owners and a team of passionate professionals• Started in 1986, pioneered business growth in the Arab World by using databases (direct marketing & crm) - the very first• 120+ member multi-skilled team• Offices & operations bases in Dubai, Jeddah, Bahrain, Cairo, Beirut, Amman and Kochi
  16. 16. … Jacobsons HQ• 20,000 sq.ft. purpose-built facility• 24 hour security with restricted access to operations, state of the art systems security & back-ups• Host to the Regional Data Centre• Highly skilled, mission-critical & achievement-focused human resources• Regionalized, unique specialist tools
  17. 17. Core Competences & Unique Tool-kit• Build Databases & Business Intelligence: (Consulting/ Creation/ Hygiene/ Enhancement/Development/Continuous management. PURE™) critical to membership & rewards management;• Plan and Execute campaigns to Acquire New Customers and Retain Existing Customers : Sales-generating Campaigns, Loyalty Programs and Initiatives across several verticals. (Cexycle™)• Specialist Creative & Production for 1-to-1 communication• Optimal Campaign Integration: liaise with other campaigns (off-line & on- line media & messaging Interaction touch-points) to optimize and synchronize media usage together with campaign effect and ROI measurement, up-to dashboard applications
  18. 18. Core Competences & Unique Tool-kit• Assess & Audit Enterprise-wide customer interaction & management processes for improvement, deployment for sales acceleration (CAPP™, ACUMAP™)• Analytics: Data Mining, Insight, Predictive Modeling, Value Forecasting (Analytix ™, C-Score™, RetScore™)• Enterprise-wide process deployment for sales acceleration• CEM – Customer Experience Management & Loyalty Generation Programs• CRM – Customer Relationship Management Processes & Platforms• Human Capital Development / Training on Customer-Centricity & Value• eCRM – Customised Applications Engineered for Middle East firms• Profiled Mailing Lists in the GCC, MENA and Worldwide
  19. 19. Core Competences & Unique Tool-kit• Supplies Specialist Logistic & Support Services to Leverage Business Intelligence into customer acquisition & retention (iPost™): – Own and operate Mailroom & fulfillment (mail, merchandise & POSM, fulfill statements, handle rewards redemption) – Own and operate Call Centers –Multi-location Services / Consult on custom-creation of call-centers for clients for all purpose types (prospect handling, customer service, member support, etc) – Activation Events, Inquiry / Response Management – Online/ Offline
  20. 20. Mission-Critical competence teams` Datalab : A task force of the finest direct marketing and CRM database builders, hygiene specialists and technologists the region has ever had. Fulfillment+ : Its about combining and controlling a problem-free delivery of various offline and online communication. Tele Interact : Call Centers abound around the region. Creative i : Have always demonstrated superiority in conceiving & producing high-ROI customer-engagement communication. Analytix : Region-specific expertise in monetizing information Apps Infinite : has put apps on the cloud long before there was one . 21
  21. 21. Interaction Centres Outbound • Lead qualification & generation for sales teams with follow-up • Pro-active customer care fact-finding • Customer Satisfaction Measurement • Database research/update/profiling • Gauge Shopper Marketing conversion Inbound • Toll Free connectivity • IVR & inquiry recording • Help desk & inquiry handlingManaged Network of Call Centres • Support to public eventsJeddah, Riyadh, Kuwait, Bahrain, • Live agent supportMuscat, Beirut, Cairo
  22. 22. info@jacobsonsdirect.com Thank you

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