A strong case of a personalised lead generation programme for VW resulting in superior intentions to visit the showroom and to buy a new car.

1. Personalisa*on
to
Generate qualita*ve Leads

2. LESS FOR MORE (ROI)
GET ATTENTION
DIFFERENTIATION

3. Customer insights
Buying consumer process…
• Starts 6 months before purchase decision
• High variety of selec*on criteria ( price, space, comfort, security,
design, power, ..)
• No personalised advise outside showroom
• Mul*‐layer mass communica*on is the rule (TV, MOF, Print, radio,
internet, door‐to‐door)
• Poten*al customers feel to be leN alone in their search of
informa*on
Door‐to‐door (22 models)

4. Supplier Challenge
The challenge of Lead genera*on…
• Do not know who are the poten*al customers
• No possibility for customised communica*on ( price, space, comfort,
security, design, power, ..)
• Use of high cos*ng mul*‐layer mass communica*on (TV, MOF,
Print, radio, internet, door‐to‐door)
ROI ? Communica*on effec*veness ?

5. 1:1 approach
A personalised brochure…
• 4 to 6 months before purchase decision
• Focus on 3 models (out of 22 !)
• Model presenta*on focusing on :
SelecFon criteria
usage criteria
• Personalised financial proposal
Ex: regional ECO premium, Leasing

6. A brand building
introduc*on in line with
your concerns…

7. The best op*ons YOU should consider
based on YOUR driving needs…

8. The 3 models YOU consider
+ USPs based on YOUR
purchase criteria…

9. Pricing summary and financial mode
YOU consider…

10. Call to Ac*on…

11. 1to1 Lab process
Recruitment Activation
Segmentation
Esurvey
VW DB
Customers
Recruitment Personalized
VW DB Qualified &
Unique DB Email 1to1 Brochure
Prospects segmented
Layouting
DB
Mktg
Rented DB Call center
efficiency
Lead
Mgt
ROI Offers / Sales

12. Building Relevancy
1 2 3 4
Personalized Catalog Segmentation Esurvey Recruitment Email
DB
?
Segmentation & content ? Segmenting questions How to recruit
Fixed & variable datas. to drive 1to1 content ? & motivate ?
Consumer journey & Marketing Benefits
C B A
• PersonalizaFon in line with • Self‐expression of needs • Selects who is
expressed needs • Prospect in awareness & purchaser or not
• PUSH  PULL MKTG purchase mode
• High Recall, brand inFmacy, • Enrichment of DB
act & purchase intenFon • Survey with market needs

13. SystemaFzaFon of process ?
Recruitment & qualification Activation
VW Web
Qualification
Visit Web Recruitment Segmentation
analytics Pop-in Esurvey
100.000
/ year
Recruitment
VW DB Qualified &
Unique DB Email 1to1
Customers segmented
Scenario Layouting
Purchase DB Data
< 6 month exchange
Product
Testdrives
DB
VW DB
Prospects
Offers
Automated
dashboards
Reporting
Sales
Marketing Automation

14. MarkeFng efficiency
Impact overview
Recall having Opened it Read it Recall Intent to act Intent to
received it content (top boxes)
(content or
message)
“Do you remember “What did you do with “Can you describe “Do you have the “Do you have the intention to
receiving a DM?” the DM?” the DM?” intention to react?” visit a Volkswagen
showroom?”
Total 36
74 81 60 98 59 98 58 67 39
n=300
Average
67 44 39 35 22
nB2C=31
Average 63 89 88 58
nB2C=31
+ + + + +
High recall rate High opening rate Very high reading Very hign content High direct activation
rate recall
% of respondents (n=600) – 100% of the respondents 14

15. MarkeFng efficiency
Recall ‐ acFvaFon matrix: Belgian Post role
Strong
activation case
1:1 lab VW Efficient
Limited recall
mailing
Strong recall
case
Limited
reaction level
Improve
Activation rate
Do it again
Average attention
(49.1%)
Improve action
Average (66.4%)
Recall rate N B2C=31
Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)

16. 1to1 Lab  Global Conversion Funnel
1to1 communication delivered = 100 %
Brand
image
Communication Recall = 74 % +++
Want to Act = 39 % Trafic creation
X 10
POS traffic
= 15 -20 % POS
conversion
Offers X3
= 12 %
Sales
Sales
=6% profits
+++
• conversion by source / media  Improve media mix
• conversion by call to acFon  Improve commercial pracFces
• conversion by target group  Improve targeFng