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1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
1to1 direct marketing multichannel communication
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1to1 direct marketing multichannel communication

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Qu’est-ce que le One to One Direct Marketing Multichannel Communication ? …

Qu’est-ce que le One to One Direct Marketing Multichannel Communication ?
Il s’agit d’une technique Direct Marketing qui vise à augmenter l’impact et le taux de réactivité des messages. Pour y arriver, on incorpore dans chacun des messages, des informations et des données personnelles concernant chacune des personnes ciblées. Cette technique s’applique tant aux mailings, aux
E-mailings, aux SMS qu’à toute forme de communication créative.

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  • 1. Alec Maréchal Décembre 2010 Le 1to1 Direct Marketing outil novateur de fidélisation et de prospection
  • 2. EXECUTIVE EXPERTISE FOR TOP MANAGEMENT www.jitm.eu
  • 3. TITLE Subtitle Mass marketing One to Many
  • 4. TITLE Subtitle Marketing segmenté One to few
  • 5. TITLE Subtitle 1 to 1 marketing One to one
  • 6. TITLE Subtitle 1 to 1 marketing = une vision du marketing qui met le client individuel au centre des préoccupations de l’entreprise
  • 7. TITLE Subtitle
  • 8. TITLE Subtitle
  • 9. TITLE Subtitle DELL computer
  • 10. TITLE Subtitle Original Spin by Levi’s 5700 combinaisons possibles
  • 11. TITLE Subtitle
  • 12. TITLE Subtitle
    • une technique qui vise à augmenter l’impact des messages
  • 13. TITLE Subtitle
    • une technique qui vise à augmenter l’impact des messages
    • database, « Customer-Relation-Management », datamining
  • 14. TITLE Subtitle
    • une technique qui vise à augmenter l’impact des messages
    • database, « Customer-Relation-Management », datamining
    • l a personne qui reçoit le message a l’impression qu’elle reçoit un message unique
  • 15.
    • VALEUR AJOUTEE
    • MAXIMISER LA PERFORMANCE DES COMMUNICATIONS RELATIONNELLES
    • OPTIMISER LA CHAÎNE D’APPROVISIONNEMENT ET RÉDUIRE LES COÛTS
    • Stratégie et Planification
    • Management et Traitements des Données
    • Segmentation et analyse des impacts
    • Création et Design
    • Production de flux Multi Canaux et expédition
    • Capture de flux entrants et traitement
  • 16. TITLE Subtitle
    • One to One Direct Marketing multi-canaux
    • Print
    • e-mails
    • SMS
    • Pages web
  • 17. TITLE Subtitle
      • Les moyens techniques sont aujourd’hui disponibles pour réaliser des messages et des visuels qui semblent avoir été créés pour un seul client
  • 18. TITLE Subtitle
  • 19. TITLE Subtitle
  • 20.
    • Personalisation
    • to
    • Generate qualitative Leads
  • 21. Historic communication
    • Buying consumer process…
      • No personalized communication before purchase decision
      • High variety of selection criteria not met ( price, space, comfort, security, design, power, ..)
      • No personalised advise outside showroom
      • Mass communication is the rule (TV, MOF, Print, radio, internet, door-to-door)
      • Potential customers feel to be left alone in their search of information
    Door-to-door
  • 22. The challenge with the existing database
      • Do not know who are the potential customers (clients or prospects)
      • No possibility for customised communication
      • Databases decentralized
      • Communication effectiveness ?
    ROI ?
  • 23. 1:1 approach
    • A personalised brochure…
      • 4 to 6 months before purchase decision
      • Focus on 3 models (out of 22 !)
      • Model presentation focusing on :
          • Selection criteria
          • usage criteria
      • Personalised financial proposal
  • 24.
    • A brand building introduction in line with your concerns…
  • 25.
    • The 3 models YOU consider + USPs based on YOUR purchase criteria…
  • 26.
    • The best options YOU should consider based on YOUR driving needs…
  • 27.
    • Pricing summary and financial mode YOU consider…
  • 28.
    • Call to Action…
  • 29. 1to1 Lab  Global Conversion Funnel 1to1 communication delivered = 100 % Communication Recall = 74 % Want to Act = 39 % POS trafic = 15 % Offers = 12 % Sales = 6 % POS conversion X 3 Trafic creation X 10 Brand image +++ Sales profits +++
  • 30. Systematization of process Segmentation Esurvey Qualified & segmented DB Recruitment & qualification Activation 1to1 Layouting VW DB Prospects Recruitment Email Unique DB VW DB Customers VW Web Visits Recruitment opt-in Qualification Web analytics Scenario Purchase < 6 month Testdrives Offers Sales Reporting Automated dashboards Marketing Automation
  • 31.  
  • 32. TITLE Subtitle
  • 33. TITLE Subtitle Mobile store
  • 34. TITLE Subtitle
  • 35.
    • © 2008 Fuji Xerox Co., Ltd. All rights reserved.
    • Personalised program
    • Final Catalogues
  • 36.
    • © 2008 Fuji Xerox Co., Ltd. All rights reserved.
    • Voucher, certificate and Personalised
    • promissory note package
    • © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 37. TITLE Subtitle
  • 38. TITLE Subtitle Think about it Avez-vous exploité toutes les ressources de vos databases ? Quels sont les messages 1 to 1 percutant que vous pourriez développer à partir de l’information que vous détenez sur vos clients ?
  • 39. TITLE Subtitle Merci pour votre attention « Dans la lutte pour la survie, les espèces les mieux adaptées l’emportent car elles réussissent mieux que leurs rivales à se plier à leur environnement» Charles Darwin www.just-in-time-management.com

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