Local Marketing Platforms

Local Marketing Platforms empower retail networks DM Seminar Retail 01/06/2010 Philippe Cardyn Marketing Manager

Agenda
Artoos elevator pitch
Local marketing platforms defined
Case finance&insurance
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

Your“one-stop-shop” for(marketing)-communications
Integrated graphic service provider, evolving from commercial print company
Everything under one roof
1,75 hectare production capacity on our site
130 professionals, 20 customer touchpoints
Turnover over 19 million euro in 2009
9 % creation and DTP
52 % sheetfed offset
18 % webfed offset
11 % digital print
10 % mailhandling - pick&pack

Growth and turnover

Vision and mission
Vision
One stop shop through sustainable vertical integration : creation, automated production and distribution of your marketing communication, completely with our own people and our own infrastructure with a limited impact on our environment
Mission
By putting this vision into practice every day we provide 3-fold ROI for our customers :
Saving money
Shorter time-to-market
Increased sustainable communication power

Powered by sustainable development & CSR
The number one climate neutral printer in Belgium
100% green power
FSC & ISO 14001 certified
Carbon footprint calculation, reduction and compensation
Climate neutral operations since 2010
Sound economic growth
Consistently high EBITDA values
Profits are invested in future growth
With a major focus on people
Strong employee loyalty
Open dialog on the well-being on the shop floor
Duurzaam ondernemen

Driven by new technology
The latest technology
Bèta sites for the big names in the industry ( Agfa, Kodak, Fuji, Screen...)
Early adopter of new automation techniques
Automation of marketing processes since 2001
Started as a webbuilder in 1995
Evolved into marcom process automation
+50 active portals today
Digital asset Management
Web to Print
Database publishing
Campaign management
Document & fulfilment center

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

Local marketing platforms
Set of web-enabled tools : in the cloud
Evolving from stand-alone tools to multichannel
Powered by 1 or more service providers
Integrated into a single dashboard for the user
Back-office integration for courrier services, ERP, e-invoicing, CRM reporting, etc..

Local marketing platforms
Communication channels in retail
local advertising,
point-of-sales
direct mail
unadressed mail
New techniques/channels emerging, slow adoption rates due to complexity/lack of familiarity
e-mail
personalized landing pages
text messaging
social media

Benefits?
For the retailer
Direct access to campaigns, actions, materials
Simplifying the use of communication channels
For the brand owner :
controlled freedom of expression
For the marketer :
centralized and real-time reporting
For the purchaser:
Value-for-money proposition through common sourcing

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

CASE : finance & insurance

Record Bank : ING’s second retail banking network
Third retail banker in Belgium (1:AXA 2:Argenta)
Consumer banking products offered through 800+ independent insurance agents
Promise : your own banker (personal service)
Personalized communication is part of their DNA

-> Personalized communication is part of their DNA
Before : personalisation of communication materials through fax/email order forms
2 FTE’s in charge of coordinating this
1 bottleneck : the graphic designer in charge of executing this
Time-to-market : several weeks
Error-prone

After : Portal in use since 2006
Evolved from just POS (stationery, posters) to campaign platform
unadressed mail
direct mail
local campaigns
email extension in 2010
Produces several millions of retail messages per year
Highest volume in unadressed mail (e.g. 4,5 million for 1 campaign)
Growth expected in direct mail (link with CRM-system)

Direct marketing campaigns for 800 local users
Target group selection, personalisation, mailhandling & fulfilment

Benefits
Short time to market
Days, not weeks to execute campaigns
Brand consistency
Strong branding contributes to better recognition
Uniform messages
Value-for-money
800 small orders aggregated into 1 big production

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

CASE: Automotive
Chevrolet retailerdesk
self service platform for local advertising
high-resolution images
templates for advertising
campaign-ads

CASE: Automotive

CASE: Automotive Fully automated ad Ready to use Personalized to local dealer

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

CASE : real estate

CASE : real estate
Franchise organisation
180 independent real-estate agents in Belgium
Before :
->using DIY communication means
After : centralized template library covering prospecting, presales and aftersales communication tools
Agent triggers communication

CASE : real estate

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

CASE: apparel

CASE: apparel
+ 4.300 retail outlets in Europe and US/CAN
Multilingual interface
Multibrand
Local marketing tools:
Marketing calendar
Advertisement creation
Direct mailings
Marketing collateral
Digital asset library
Email-marketing newsletters
How-to guides

CASE: apparel
DM : select front

CASE: apparel
DM : select message
Traffic generation
Birthday cards
Promotions

CASE: apparel
DM: enter text

CASE: apparel
DM: print-ready PDF

CASE: apparel
New toolset replaces uncontrolled asset distribution
All messages are within single brand voice
Competitive advantage for the brand owner: greater share of voice = greater share of sales

Agenda
Case automotive
Case real estate
Case apparel
Wrap-up – q&a

Questions?
Feel free to contact me during the break or after the seminar
[email_address]
twitter.com/artoos

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Local Marketing Platforms

by Artoos on Jun 02, 2010

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Local Marketing Platforms — Presentation Transcript