Your SlideShare is downloading. ×
Philips Case EMS March 2010
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Philips Case EMS March 2010

543

Published on

An excellent case of how to generate trial with an entirely personalised direct mail approach. Printed mailing proves to have a six times higher intention to act upon than email variant.

An excellent case of how to generate trial with an entirely personalised direct mail approach. Printed mailing proves to have a six times higher intention to act upon than email variant.

Published in: Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
543
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Personalisa*on   to   Support a launch : generate Trial 
  • 2. OVERCOME BARRIER  PERSONALISED USP’s 
  • 3.  Consumer insights  Barrier to trial …  •  Against electrical toothbrush  •  Manual are more effec*ve  •  Effec*veness come through good tandpasta    Reasons for using it…  •  Transi*on (from together to alone)  •  Minimum brushing *me (3 min)  •  Month hygiene (good brushing process) 
  • 4.  1:1 approach      2 levels of personalisa*on…               LEVEL 1            LEVEL 2             AND..         Overcome barriers          Product introduc*on        Call to ac*on         Through specialists          Through specific USP’s  
  • 5.  1:1 aproach        2 levels of personalisa*on…     WELCOME                 LEVEL 1                  LEVEL 2 
  • 6.  1:1 approach        2 levels of personalisa*on…     WELCOME                 LEVEL 1                  LEVEL 2 
  • 7. 1to1 Lab process  Philips 1to1 Lab – Sonicare for Kids Recruitment & qualifica6on  Ac6va6on  1to1 Email (1,3K)  Segmenta*on  Esurvey  Philips OCDB  (100K)  Recruitment  Qualified &  Unique DB  Email  1to1  Segm. DB  Layou*ng  (3K)  1to1 DM (1,3K)  Op6nio  Ext. DB  (15K)  Mktg  Call center  efficiency  Coupon/Lego  Page 7 Sales / ROI  redemp*on 
  • 8. Email & Esurvey Recruitment  Learnings  •  External DB =   8 x Philips DB  •  Low in*macy between  Philips and consumers  •  Email satura*on  p. 8  Page 8
  • 9. Marke6ng efficiency  Recall  Recall  Intent to  having  Opened it   Read it  content  act  received it  (content or  message)  “Do you remember  “What did you do with  “Can you describe   “Do you have the  receiving a DM?”  the DM?”  the DM?”  inten;on to react?”  • Paper ‐ Total                    81  86  70  96  67  90  60  64  39   n=200  • E‐mail ‐ Total                    19 89 17 97 17 58 10 63 6  n=200  % of respondents (n=200) – 100% of the respondents • Average nB2C=33 68  45 40 36 22 • Average 63 89 88 58 nB2C=33 Page 9  
  • 10. Marke6ng efficiency  Strong activation case Efficient Limited recall mailing Strong recall case Limited reaction level Activation rate E-mail Paper Average (48.4%) Improve Do it again attention Improve action Average (67.3%) Recall rate Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad) Learnings  •  Email is saturated by history of mass campaign with unsegmented content  •  1to1 campaign delivers marke*ng efficiency : recall, read, inten*on to act & to buy   Page 10   
  • 11. Sales conversion efficiency  Learnings  • 1to1 campaign delivers sales conversion. Email & Paper DM converts equally.  Page 11 •  elevance of message is more important than sales promo*on   R
  • 12. Philips Experience  Danny Coppens :  CRM Manager Benelux             Philips Consumer Lifestyle 
  • 13. Philips challenge & 1to1Lab  •    Philips structural challenges  –  Large Consumer DB but no customer knowledge  –  Email = mass or spam  –  No personaliza6on / No mul6‐channel  –  No ROI measurement  •   Launch of Sonicare for kids in Belgium  •  1to1Lab as a learning tool •  Philips DB maturity & intimacy •  Marketing efficiency –  1to1 vs mass –  Email vs Paper DM –  Brand building vs Sales activation •  Sales redemption & ROI •  Apply learnings & best practices to global Page 13   
  • 14. Benefits of 1to1Lab  1to1Lab  for  Sonicare for kids  Outcome  Esurvey  Esurvey  1to1  1to1  Esurvey  Data  Market  Marke6ng  Redemp6on or  recruitment  enrichment  Research  efficiency  Sales  Mktg benefits  1to1 vs mass  Market needs  Sales & ROI  Philips DB vs  Email vs Paper  Enriched profiles  Product  By Call to ac6on,  External DB  Brand vs  Posi6oning  by Media, by DB  Ac6va6on 
  • 15. Philips learnings  Marketing learnings •  Current consumer knowledge in DB is weak for relationship marketing •  Saturation of mass emails & low intimacy between Philips & consumers •  Product Range / USPs and market versatility justify a segmented / 1to1 approach •  1to1 campaign delivers marketing & brand building (awareness, recall, act) •  1to1 campaign delivers sales conversion •  Offline / Online media play a different marketing role (brand / sales activation) •  Message relevancy is more important than sales promotion Organisa*onal learnings  •  Philips Communica6on Culture today : Product‐centric >>>> Customer Centric  •  Reac6vness of Philips internal services creates long 6me to market  •  CRM organisa6on struggles to support marke6ng opera6ons & reversely  Page 15
  • 16. Conversion Funnel & brand building  Today  Tomorrow  Lifecycle  Above  Rela*onship Mktg  Channel / POS   Sales  Mktg  •  awareness  •  Product relevancy / info •  shopping  •  Product experience  •  brand image  convenience  •  Right Call to action / moment •  Range awareness  •  salesmen info  •  Brand intimacy •  product meet  •  Cross‐selling  •  Loyalty  •  Brand in*macy  Page 16 Philips  Compe**ve advantage & premium posi*oning 
  • 17. EMS value proposi6on for Philips  Key elements Consumers Distr. Philips Channels Customer data driven ++ ++ +++ Pull to 1:1 multi channel push +++ +++ +++ Time to campaign +++ ++ +++ Customer lifecycle continuity +++ +++ +++ ROI data driven NR +++ +++ Bottom up CRM structuring NR NR +++ Tailor-made evolutive ++ ++ +++ Integrating existing/new NR NR +++ partners End to end solution NR NR +++ Page 17

×