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Presentatie eclipse xcfl

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

    • 1. Customer & ProspectsWhat do they want?Are you listening?
      Xeikon café, June 9th 2011
      Marc Verheyen / Hans van Lith
    • 2. 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
    • 3. 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
    • 4. 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
    • 5. Xeikon café, June 9th 2011
    • 6. 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
    • 7. What do we offer?
      Integration of
      • Lead generation (address new customers)
      • 8. Customer welcome (connect new customers)
      • 9. Customer loyalty (keep customers)
      • 10. Customer win-back process (regain lost customers)
      By real integrated 1:1 Cross Media communication
      Xeikon café, June 9th 2011
    • 11. Top-5 industries
      Financial & Insurance
      Telecom & Broadband
      Utility
      Retail
      Automotive
      Xeikon café, June 9th 2011
    • 12. References
      Finance & Insurance
      Utility
      ICT & Telephony
      Retail
      Automotive
      Xeikon café, June 9th 2011
    • 13. 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
    • 14. Today!
      STATS:
      • Consumers are hit by 4,000 marketing messages every day
      • 15. 43% of direct mail recipients now prefer to respond on-line
      • 16. There are well in excess of 210 million websites
      • 17. Google has indexed well over 1 trillion unique URLs
      • 18. Online advertising expenditure has fallen 12% - 17%
      • 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.
      FACTS:
      • Consumers demand relevance in their communications more than ever
      • 20. Tolerance for untargeted direct mail is at an all time low
      • 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. 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)
    • 23. 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
    • 24. Why Personalise?
      Xeikon café, June 9th 2011
    • 25. Why Personalise?
      Xeikon café, June 9th 2011
    • 26. TOTAL
      POTENTIAL
      AUDIENCE
      Why Personalise?
      Xeikon café, June 9th 2011
    • 27. Why Personalise?
      TOTAL
      POTENTIAL
      AUDIENCE
      PROPOSITION
      RIPE
      TARGETS
      SALES
      Xeikon café, June 9th 2011
    • 28. 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
    • 29. 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
    • 30. 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
    • 31. 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
    • 32. Insurance case
      Case study available on request!
      Xeikon café, June 9th 2011
    • 33. Production
      Xeikon café, June 9th 2011
    • 34. International recognition
      The Challenge: “How can you keep customers from changing their mind?”
      Case study available on request!
    • 35. 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
      -----------------------------------------------------------------

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