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eDeal Summit London 2013
 

eDeal Summit London 2013

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    eDeal Summit London 2013 eDeal Summit London 2013 Presentation Transcript

    • eDeal channel:DOs and DONTs for brands
    • eDeal channel:DOs and DON´Ts @JoseLuisFerrero
    • eDeal channel:DOs and DON´TsLearnings from an established brand actively operating with eDeal channel in Spain @JoseLuisFerrero
    • What if…Brands areentering aShow withoutknowing thefilm …..
    • Some Brandsdo see afamous terrificFilm …..
    • Some Brandsdo see afamous terrificFilm …..The War of theWorlds
    • Other Brandswill see adifferentone….
    • Other Brandswill see adifferentone….a Newworld full ofOpportunities
    • At the end, the Show isthe same, but every Brandhas to find its own way…..
    • At the end, the Show isthe same, but every Brandhas to find its own way…..To beFutureProof
    • Consumers loveeDeals
    • Brands love Consumers
    • Consumers love eDealsBrands love ConsumerseDeals and Brands need togenerate “Love interactions”
    • Consumers love eDealsBrands love ConsumerseDeals and Brands need togenerate “Love interactions”
    • What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
    • What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
    • What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
    • Only then…. an eDealplayer has proven its valueand can become asustainable business clear reasonwith ato exist
    • DOs and
    • DOs and
    • Do take the lead to decide on1 your presence in eDeal Channel
    • Do take the lead to decide on1 your presence in eDeal ChannelBe proactiveand decide Let anyoneyourself decide it forwhen, how you. Neitherand with Offline orwhom Online
    • Do protect your Brand by being2 Strategically launching eDeals
    • Do protect your Brand by being2 Strategically launching eDeals Do decide timing, products Become and a deal players Brand
    • Do test new initiatives and players3 if business model adds value
    • Do test new initiatives and players3 if business model adds value Do test niche players and products Become complacient Prove Long with your actual tail potential eDeal partners
    • 4 Do treat eDeal Channel as a Marketing Channel not only Sales channel
    • 4 Do treat eDeal Channel as a Marketing Channel not only Sales channeleDeal is thecheapest Leave freeway to space for ainteract with great brandingConsumers position to your competition
    • 5 Do work in Beta, don´t wait for the perfect eDeal
    • 5 Do work in Beta, don´t wait for the perfect eDealThink first,then shootand later do Wait for thethe fine perfect environment totunning for the do the perfectnext shoot eDeal
    • Myths that areproven not to betrue
    • Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
    • Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
    • Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
    • Be open to trysomethingDifferent!Always with caution
    • Thank José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 38
    • ThankYou! José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 39