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Prague2009

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The Cinderella-Project: How retailers have to set out to find their future customers instead of waiting for them to line up at their stores, call-centers or online-shops.

The Cinderella-Project: How retailers have to set out to find their future customers instead of waiting for them to line up at their stores, call-centers or online-shops.

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    Prague2009 Prague2009 Presentation Transcript

    • The Cinderella Project A Tale of Rebuilding Customer Relationships Martin Gross-Albenhausen Chefredakteur „Der Versandhausberater“
    • Once upon a time... 2
    • Prince Charming, 22, handsome, unmarried, high income, looking for spouse, ABC+, no older than 20, beautiful. Invitation to great ballroom reception. RSVP. 3
    • 4
    • Invitatio ad offerendum 5
    • 6
    • From Deduction to Induction 7
    • Deduction: ABC+, female, 35-50 work best for us Prospect XYZ is part of that group Probability of Purchase +++ 8
    • Induction: Customer A rates product X great Customer B rates product X great Customer C rates product X great Therefore we should a) feature product X b) look for others who talk about product X 9
    • „If the news is that important, it will find me!“ 10
    • „If the news is that important, it will find me!“ 10
    • Process Re-engineering tech. Copy Picture Data Catalogs Media Shop 11
    • Process Re-engineering tech. Copy Picture Data 12
    • Process Re-engineering tech. Copy Picture Data Intermediaries Google Communities (Marketplaces etc.) 12
    • Process Re-engineering • Catalogs and search engines treat information differently • A Catalog-Teaser is not a Google-Snippet • A Hero-Shot not always works for fashion- blogs • Each part of the solicitation must convey the whole message 13
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    • „Open“ data 16
    • Social Media Community 17
    • Social Media Community Community Community Community Community 17
    • Social Media Proximity- Purpose- Passion- Community Community Community Practice- Providence- Community Community 18
    • Social B2B? (c) Rubicon Consulting 19
    • Social Media (c) Rubicon Consulting 20
    • Customer Engagement Social Ratings/Reviews, Commerce, MassCustomization, Social Media Woot & Co. 3% 7% 16 % Catalogs 74 % Personalization, Teleshopping Collaboration, Web 1.0 Recommendation Kelly Mooney, The O.P.E.N. Brand
    • (Micro)blogging 22
    • (Micro)blogging 22
    • (Micro)blogging 22
    • B2B: Twitter 23
    • B2B: Twitter 23
    • B2B: Microblogging 24
    • B2B: Microblogging 24
    • Ratings & Reviews 25
    • Ratings & Reviews 25
    • Ratings & Reviews 25
    • Ratings & Reviews 25
    • Ratings & Reviews 25
    • Ratings & Reviews 25
    • B2B: Ratings & Reviews 26
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    • Supply Chain goes Demand Chain 28
    • Supply Chain goes Demand Chain 28
    • Supply Chain goes Demand Chain 28
    • Mail Order 2009 Mail Order 1.0 Mail Order 2.0 Copywriter Editor Mailings Blogs TV-Spot YouTube Response-Ad GoogleAd Sweepstake Auction Personalization (Mass-)Customization Free Gift Beta Special Offer Woot Club Private-Shopping Target Group Community
    • Mail-Order 2009 Mail-Order 1.0 Mail-Order 2.0 Lean Back Lean Forward Hard-Selling Soft-Selling, Sell-a-tainment Action Reaction Interaction Direct Marketing, „last click“ Indirect Marketing, „Attribution“
    • Scoring Social Web 31
    • Web 3.0 32
    • Web 3.0 33
    • Thank you for your attention! Questions, comments? Anything else? – Call me! Tel: +49-228-688 39 48 Fax: +49-228-35 44 72 E-Mail: gro@vnr.de