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Presentatie eclipse  xcfl
 

Presentatie eclipse xcfl

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  • online display advertising expenditure has fallen 12% and the online classified advertisements have fallen by 17%

Presentatie eclipse  xcfl Presentatie eclipse xcfl Presentation Transcript

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