Customer & ProspectsWhat do they want?Are you listening?<br />Xeikon café, June 9th 2011<br />Marc Verheyen / Hans van Lit...
Agenda<br />Introduction Eclipse Cross Media<br />Where do we play?<br />Cross Media approach versus Direct Mail<br />Insu...
Company presentation<br />Eclipse Group:<br />Eclipse Group established in 2006<br />Team started as early adapters in the...
Company presentation<br />Building blocks we can provide:<br />Campaign management<br />Concept & Creation<br />Project ma...
Xeikon café, June 9th 2011<br />
Where do we play?<br />Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to...
What do we offer?<br />Integration of<br /><ul><li>Lead generation (address new customers)
Customer welcome (connect new customers)
Customer loyalty (keep customers)
Customer win-back process (regain lost customers)</li></ul>By real integrated 1:1 Cross Media communication<br />Xeikon ca...
Top-5 industries<br />Financial & Insurance<br />Telecom & Broadband<br />Utility<br />Retail<br />Automotive<br />Xeikon ...
References<br />Finance & Insurance <br />Utility<br />ICT & Telephony<br />Retail<br />Automotive<br />Xeikon café, June ...
7<br />6<br />1<br />5<br />2<br />3<br />4<br />MONITORANDANALYSE<br />PRODUCE <br />AND<br />SEND<br />Typical Marketing...
Today!<br />STATS:<br /><ul><li>Consumers are hit by 4,000 marketing messages every day
43% of direct mail recipients now prefer to respond on-line
There are well in excess of 210 million websites
Google has indexed well over 1 trillion unique URLs
Online advertising expenditure has fallen 12% - 17%
The Internet is dead (as an investment) - Nobody can figure out a business model that works – e.g. Microsoft has spent bil...
Tolerance for untargeted direct mail is at an all time low
Consumer internet spend continues to grow, but relative cost to companies for on-line CPA remains higher than through othe...
Failure to employ effective segmentation and personalisation result in decreasing returns</li></ul>STATS:<br />Consumers a...
Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS P...
Why Personalise?<br />Xeikon café, June 9th 2011<br />
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  • online display advertising expenditure has fallen 12% and the online classified advertisements have fallen by 17%
  • Presentatie eclipse xcfl

    1. 1. Customer & ProspectsWhat do they want?Are you listening?<br />Xeikon café, June 9th 2011<br />Marc Verheyen / Hans van Lith<br />
    2. 2. Agenda<br />Introduction Eclipse Cross Media<br />Where do we play?<br />Cross Media approach versus Direct Mail<br />Insurance case (the facts)<br />International recognition<br />Q&A Session<br />Xeikon café, June 9th 2011<br />
    3. 3. Company presentation<br />Eclipse Group:<br />Eclipse Group established in 2006<br />Team started as early adapters in the 1-2-1 Direct Marketing Industry over 15 years ago <br />One of the first Xeikon users worldwide (1993)<br />Knowledge base developed while associated with the world largest print company<br />Subsidiaries in Belgium, The Netherlands, France, Germany, United Kingdom, U.S.A.<br />Our key services:<br />Ideas, Strategy<br />Communications re-engineering<br />Variable Data Programming<br />Production (capabilities / project management resource / artwork mock-ups)<br />PURLs (complex), Integration of Social Media<br />Truly Integrated communications<br />Strategic (International) partners<br />Our key results:<br />Dialog / loyalty / enrichment of your customer data<br />Create top-of-mind awareness<br />Quantifiable solutions / results<br />Focus on innovative and relevant marketing and communication services<br />Measurable RO(M)I results through relevant messaging in dialog with customers<br />Xeikon café, June 9th 2011<br />
    4. 4. Company presentation<br />Building blocks we can provide:<br />Campaign management<br />Concept & Creation<br />Project management<br />IT & Data management, integration CRM (SLA driven)<br />‘Tailor made’ development of online and offline applications<br />Full Color digital print, personalization & individualization even in combination with offset<br />Fulfillment & postal service<br />PURL with/without dedicated campaign sites<br />E-mail<br />SMS/MMS<br />Data analysis + enrichment, reporting, dashboards<br />Portal solutions<br />Xeikon café, June 9th 2011<br />
    5. 5. Xeikon café, June 9th 2011<br />
    6. 6. Where do we play?<br />Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to deliver a defined “commodity” service<br />“Short” term noticeable contracts (new trend also in the insurance market)<br />Markets with a high attrition rate and many changes between competitors because of the transparent delivery<br />Strong government regulations with mandatory communication to customer<br />Xeikon café, June 9th 2011<br />
    7. 7. What do we offer?<br />Integration of<br /><ul><li>Lead generation (address new customers)
    8. 8. Customer welcome (connect new customers)
    9. 9. Customer loyalty (keep customers)
    10. 10. Customer win-back process (regain lost customers)</li></ul>By real integrated 1:1 Cross Media communication<br />Xeikon café, June 9th 2011<br />
    11. 11. Top-5 industries<br />Financial & Insurance<br />Telecom & Broadband<br />Utility<br />Retail<br />Automotive<br />Xeikon café, June 9th 2011<br />
    12. 12. References<br />Finance & Insurance <br />Utility<br />ICT & Telephony<br />Retail<br />Automotive<br />Xeikon café, June 9th 2011<br />
    13. 13. 7<br />6<br />1<br />5<br />2<br />3<br />4<br />MONITORANDANALYSE<br />PRODUCE <br />AND<br />SEND<br />Typical Marketing Campaign Process<br />ESTABLISHTHE<br />NEED<br />DESIGN<br />THEPIECE<br />OBTAIN<br />THE<br />DATA<br />DEVELOP<br />THE<br />PROPOSITION<br />DECIDE <br />ON THE<br />FORMAT<br />Establish:<br />Sales<br />Payback<br />Success<br />E.G.<br />Acquisition<br />And:<br />Decide on<br />Audience/<br />Segment<br />Product,<br />Message,<br />Strap,<br />Incentives,<br />Response <br />Mechanisms,<br />Etc.<br />And <br />Medium<br />And<br />Obtain<br />Approval<br />Then:<br />Start all over again<br />Xeikon café, June 9th 2011<br />
    14. 14. Today!<br />STATS:<br /><ul><li>Consumers are hit by 4,000 marketing messages every day
    15. 15. 43% of direct mail recipients now prefer to respond on-line
    16. 16. There are well in excess of 210 million websites
    17. 17. Google has indexed well over 1 trillion unique URLs
    18. 18. Online advertising expenditure has fallen 12% - 17%
    19. 19. The Internet is dead (as an investment) - Nobody can figure out a business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit.</li></ul>FACTS:<br /><ul><li>Consumers demand relevance in their communications more than ever
    20. 20. Tolerance for untargeted direct mail is at an all time low
    21. 21. Consumer internet spend continues to grow, but relative cost to companies for on-line CPA remains higher than through other direct acquisition routes
    22. 22. Failure to employ effective segmentation and personalisation result in decreasing returns</li></ul>STATS:<br />Consumers are hit by 4,000 marketing messages every day (DMA-2008)<br />43% of direct mail recipients now prefer to respond on-line (DMA-2008)<br />There are well in excess of 210 million websites (internetworldstats.com)<br />Google has indexed well over 1 trillion unique URLs (Googleblog: 7/25/2008)<br />Online advertising expenditure has fallen 12% - 17% (trendsupdates.com)<br />The Internet is dead (as an investment) - Nobody can figure out a business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit. (Wall Street Journal – 17/07/09)<br />
    23. 23. Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Oi! DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />THIS PRODUCT is best for you<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />What you want in THIS PRODUCT...<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />THIS PRODUCT is best for you<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />What you want in THIS PRODUCT...<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />I’ll sell you THIS PRODUCT for less<br />
    24. 24. Why Personalise?<br />Xeikon café, June 9th 2011<br />
    25. 25. Why Personalise?<br />Xeikon café, June 9th 2011<br />
    26. 26. TOTAL<br />POTENTIAL<br />AUDIENCE<br />Why Personalise?<br />Xeikon café, June 9th 2011<br />
    27. 27. Why Personalise?<br />TOTAL<br />POTENTIAL<br />AUDIENCE<br />PROPOSITION<br />RIPE<br />TARGETS<br />SALES<br />Xeikon café, June 9th 2011<br />
    28. 28. Dave:<br />Male, 22, on-line developer and entrepreneur<br />Passionate about all things new, he is an ‘innovator’ purchaser<br />Sarah:<br />Female, 40, mum of 3 in the process of retuning to work<br />Prioritising safety & security, she is an ‘early majority’ purchaser<br />Jim:<br />Male, 55, coming to the end of a long career in Financial Services<br />With a ‘flown the nest’ household, he is a purchasing ‘laggard’<br />Mary:<br />Female, 70, cash-rich widow living in a nursing home<br />Young at heart, owns a mobile phone, a ‘late majority’ purchaser<br />Meet The Audience:<br />QUESTION:<br />Will these customers react the <br />same way to the same offer?<br />Or will 4 different treatments <br />create a better result?<br />Xeikon café, June 9th 2011<br />
    29. 29. TOTAL<br />POTENTIAL<br />AUDIENCE<br />Why Personalise?<br />TARGETEDPROPOSITION<br />1<br />TARGETEDPROPOSITION<br />5<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />SALES<br />SALES<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />TARGETEDPROPOSITION<br />2<br />TARGETEDPROPOSITION<br />4<br />SALES<br />SALES<br />TARGETEDPROPOSITION<br />3<br />RIPE<br />TARGETS<br />SALES<br />Xeikon café, June 9th 2011<br />
    30. 30. The eclipse Marketing Campaign Process<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />ESTABLISHTHE<br />NEED<br />OBTAIN<br />THE<br />DATA<br />DEVELOP<br />THE<br />PROPOSITION<br />DECIDE <br />ON THE<br />FORMAT<br />DESIGN<br />THEPIECE<br />PRODUCE <br />AND<br />SEND<br />MONITORANDANALYSE<br />POSTCARD<br />1<br />LETTER &<br />BROCHURE<br />PURL<br />SMS<br />Establish:<br />Sales <br />Payback <br />Success<br />Click-through rates<br />Site usage / Behaviour<br />Interests (links clicked)<br />Data augmentation<br />Perceptions/Satisfaction<br />etc.<br />2<br />EMAIL<br />3<br />Multiple<br />Propositions<br />Multiple Formats Across Printed, <br />Electronic and Voice Mediums<br />Multiple<br />Segments<br />Xeikon café, June 9th 2011<br />
    31. 31. Why Do Cross Media?<br />TARGETEDPROPOSITION<br />1<br />TARGETEDPROPOSITION<br />5<br />TOTAL<br />POTENTIAL<br />AUDIENCE<br />>500%* <br />Increase <br />In Sales<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />SALES<br />SALES<br />RIPE<br />TARGETS<br />RIPE<br />TARGETS<br />TARGETEDPROPOSITION<br />2<br />TARGETEDPROPOSITION<br />4<br />SALES<br />SALES<br />TARGETEDPROPOSITION<br />3<br />RIPE<br />TARGETS<br />SALES<br />* Source: Caslon PDP Report – September 2010<br />Xeikon café, June 9th 2011<br />
    32. 32. Insurance case<br />Case study available on request!<br />Xeikon café, June 9th 2011<br />
    33. 33. Production<br />Xeikon café, June 9th 2011<br />
    34. 34. International recognition<br />The Challenge: “How can you keep customers from changing their mind?”<br />Case study available on request!<br />
    35. 35. Q&A Session<br />Marc Verheyen<br />WW Business Development<br />-----------------------------------------------------------------<br />Eclipse Cross Media<br />Locht 123<br />5504 RM Veldhoven<br />Tel.: +31(0)40-820 00 40<br />Fax: +31(0)40-820 00 41<br />Mobiel: +31(0)6-11 62 12 11<br />marc.verheyen@eclipsecm.eu<br />www.eclipsecm.eu<br />-----------------------------------------------------------------<br />Hans van Lith<br />ChiefExecutiveOfficer<br />-----------------------------------------------------------------<br />Eclipse Cross Media<br />Locht 123<br />5504 RM Veldhoven<br />Tel.: 040-820 00 40<br />Fax: 040-820 00 41<br />Mobiel: 06-53 80 47 87<br />hans.vanlith@eclipsecm.eu<br />www.eclipsecm.eu<br />-----------------------------------------------------------------<br />
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