VW EMS case March 2010

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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.

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VW EMS case March 2010

  1. 1. Personalisa*on   to   Generate qualita*ve Leads 
  2. 2. LESS FOR MORE (ROI)  GET ATTENTION  DIFFERENTIATION 
  3. 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. 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. 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. 6. A brand building  introduc*on in line with  your concerns…                       
  7. 7. The best op*ons YOU should consider  based on YOUR driving needs…                       
  8. 8. The 3 models YOU consider  + USPs based on YOUR  purchase criteria…                       
  9. 9. Pricing summary and financial mode  YOU consider…                       
  10. 10. Call to Ac*on…                       
  11. 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. 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. 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. 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. 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. 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 

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