EMS & the 1:1Lab


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Xerox @ Relationship Marketing congres (Stichting Marketing)


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EMS & the 1:1Lab

  1. 1. EMS & the 1:1Lab
  2. 2. Enterprise Marketing Services “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838 –1922) omposed by GMo – 31/03/2009
  3. 3. Marketing Campaign integration & automation Today, relevant marketing is being redefined by the CMO. It is more than a personalized direct mailer or an e e-mail blast. It is the measurable mechanism where a theoretical universe of prospects is converted into a tangible set of prospects that are ready, willing, and able to buy products and services. The new game in town is integrated automated marketing campaign management. om InfoTrends (Barb Pellow on MicroTargeting) omposed by GMo – 31/03/2009
  4. 4. CRM, 1:1 & Transpromo : the EMS “raw material” “The average customer doesn’t exist. The key to success is treating customers differently” omposed by GMo – 31/03/2009
  5. 5. Gartner’s definition of CRM Printing & Transpromo CRM Printing CRM printing is the use of CRM techniques to microsegment prospective, current and former customers and to deliver targeted, printed marketing, sales and transaction information based on the recipients' requirements. CRM printing is enabled by the combination of digital, low to high-volume printing low- devices and technology-enabled marketing techniques. Brochures, presentations and enabled other marketing/sales materials are readily personalized through a combination of ingenious CRM database management and digital printers. Transpromo Printing Transpromo is the concept of printing a message or advertisement on a transaction document (a bill, a statement). The statement insert becomes an onsert, blending “my message” with “my statement”. A niche application of CRM printing, transpromo documents typically have limited personalization; this limitation restricts the document's relevance to the recipient. 21/03/2008 - Gartner Research Id G00154666 omposed by GMo – 31/03/2009
  6. 6. 1:1 - how to achieve it 1. get relevant data • Buy/rent a mailing list for micro micro-targeting • Create relevance (e.g. mapping, loyalty program, pURL) • Use feedback to enrich the database for future use Image: Chema design Madoz 2. creative • Appoint a designer with expertise in personalization – there are many issues that can occur (“does the name fit here?”) • No longer restricted to large organizations with IT departments and large marketing3. data and template merge & print & send budgets • Smaller runs, better targeted, and affordable to more organizations omposed by GMo – 31/03/2009
  7. 7. 1:1 Printing Benefits & Importance • Saves money Smaller volumes generate a better response. • Builds customer loyalty It is more profitable to keep the customers than to find new ones. Loyalty increases when using 1:1. • 1:1 Printing is Green Production is greener, less postal waste, less trash can waste, less volume. targeted communications reduces print runs through reduces page count withcustomization reduces need for further communications due to increased relevance • Conclusion Stop “throwing spaghetti at the wall to see what sticks…” omposed by GMo – 31/03/2009
  8. 8. 1:1 Printing Measuring the Benefits • Response rate • Cost per lead • Cost per sale • Revenue per sale • Lifetime consumer value • Return on Investment Online Calculators: • http://www.capv.com/Resources/Calculators/ROI1/index.h tml# omposed by GMo – 31/03/2009
  9. 9. The 1:1Lab “Setting an example is not the main means of influencing another, it is the only means.” Albert Einstein omposed by GMo – 31/03/2009
  10. 10. 1:1Lab – What ? • Proof of Concept opportunity for marketers • Canadian initiative • Formed to advance understanding of data-driven, 1:1 communications. • Let customers explore powerful techniques and address the challenges in adopting them. • Belgium-Luxemburg: • 6th lab in the world, • 1st lab in Europe omposed by GMo – 31/03/2009
  11. 11. 1:1Lab - Focus on Variable Content Xerox 1:1 lab program omposed by GMo – 31/03/2009
  12. 12. 1:1Lab process Statement Produce & Case Strategy GoNoGo Measure of Work deliver Study •Strategic meeting •XGS •Kickoff • •Create GoNoGo meeting •Measure •Create •Explain SOW as agreed Case 1:1Lab •Go: •Status • in Study • Project continue meeting SOW •Customer content the every 2 explains project weeks his project • Timelin e •Involve MKT • Resourc Strategist es •Developm • •Communic •Data • Pricing ent ate •Publish •NoGo: results quality continue •Producti • •Make check as a on •Invoice noise •XGS service •Define •Delivery • Business or redo goals 8 to 12 weeks Case the SOW omposed by GMo – 31/03/2009
  13. 13. 1:1Lab - Roles and Responsibilities 1:1Lab engagement The customer engagement • We guarantee confidentiallity • Identify goals and objectives of database (customer’s of campaign property) • Provide database • The application will be • Share brand documentation and redesigned in order to become resources personalized, different, provoking a better response • Participate in approval cycle • Xerox will work with the • Integrate measurement vehicle agency of the customer. • Approve creative elements • The application development proposed by the Lab will be integrated into the • Allow Xerox to develop case Lab (mix of internal / study based on results external solutions) • The customer will fund the • Participation in approval test and scope of the pilot • The measurement vehicle will be discussed upfront with the customer omposed by GMo – 31/03/2009
  14. 14. 1:1Lab - Candidates • Industry coverage / • Characteristics Application coverage – Companies that have broad product • Interested industries / portfolio sectors – Preferably is a huge communicator – Finance in the market – Pharmaceutical – B2B / B2C applications on a regular base – Travel and Hospitality – Any company supporting inbound – Retail action such as fulfillment centers – Automotive • Data Guidelines – Higher Education – Minimum 10K records - maximum 30K – Not-for-Profit records – Telecom – Customer owns the data – Utilities • General Guidelines – Ensure there is existing database that demonstrates individual customer knowledge – Brand presence in market place helps omposed by GMo – 31/03/2009
  15. 15. 1:1Lab Cases “Opportunity is missed by most people, because it is dressed in overalls and looks like work.” Thomas A. Edison omposed by GMo – 31/03/2009
  16. 16. Heritage British Case Study Columbia Case Study For Belux Case Studies Readers visit Digest WWW.Creativexpresso.co Case Study m omposed by GMo – 31/03/2009
  17. 17. omposed by GMo – 31/03/2009