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Elisabetta Aiello,,CX,summit,Barcellona 13th October,2015
METRO,WAY,TO,MAKE,MARKETING,,
COMMUNICATION,CONTRIBUTING,TO,
EXC...
“I#think#the#success#around#any#product#is#really#about#subtle#
insights.#You#need#a#great#product#and#a#bigger#vision#to#...
AGENDA
1 About,Metro
2 The%Marketing Challenge%
3 Metro%Marketing%Way:%Integrated%Marketing%Communication%
4 Enabling%Insi...
! 720%stores%in%26%countries,%over%5,5mn%sq mt
! More%than%21mn%customers
! More%than%117.000%employees
! Sales%over%30.00...
5
METRO#customers#
Championing#Independent#Businesses
6
METRO%positioning
OUR,ASSORTMENT,RANGE,
Professional
media
Office,
Cleaning,and,
hygiene
Seasonal
Professional,
household
Fruit,and,
vegetab...
RECENT,RE,– ORGANIZATION
! Commercial%intelligence%local%empowerment…
! Federations…
8
AGENDA
1 About%Metro
2 The,Marketing,Challenge,
3 Metro%Marketing%Way:%Integrated%Marketing%Communication%
4 Enabling%Insi...
METRO,MARKETING,CHALLENGE:,CHANGE,THE,COMMUNICATION,MIX,
10
1:one
1:many
Content:,Sell,&,TellTransactional Inspirational
M...
11
JOB,
DONE!
BUT…
" Brand%positioning,%brand%values,%brand%tracking
" Creating%digital%capabilities,%building%customer%
j...
Digital%Share
of%media%
consumption
25]45%
Digital%share%on%
marketing%spent%
in%B2B
35]55%
12
Digital%Share
of%media%
consumption
25]45%
Digital%share%on%
marketing%spent%
in%B2B
35]55%
METRO%digital%
share%of%
budge...
METRO,customer,communication,
was,still,totally,
DRY,and,UNISPIRING
14
The%focus%on%the%individual%
excellence%of the%MKTG%
functions%was%preventing%
achieving%the%excellence%
of%the%customer%
...
The%mktg capabilities%
puzzle%was%overlooking%a%
key%piece:%Customer,
insights,at,the,core
Loosing%brand%proximity
to%the%...
AGENDA
1 About%Metro
2 The%Marketing%Challenge%
3 Metro,Marketing,Way:,Integrated,Marketing,Communication,
4 Enabling%Insi...
18
customer,attitude,and,mind]set
Communication,
Objectives
customer,behaviour,KPIs
Overall,market,performance
IMC,FOUNDATION...
INTEGRATED,MARKETING,PROCESS,
ROOTED,IN,DEEP,CUSTOMER,UNDERSTANDING,
IMC
Comms
strategies
Customer,
knowledge
Comms
plans,...
INTEGRATED,MARKETING,COMMUNICATION:,COUNTRY,BY,COUNTRY,ROLL,OUT,
WORKSHOP,
21
INTEGRATED,MARKETING,COMMUNICATION,AT,METRO
22
IMC Video
AGENDA
1 About%Metro
2 The%Marketing%Challenge%
3 Metro%Marketing%Way:%Integrated%Marketing%Communication%
4 Enabling,Insi...
ENSURING,TO,FEED,THE,PROCESS,AUTHENTIC,INSIGHTS,
Some%‚old%fashioned‘%tools%turned%to%be%crucial:
! Customers,1:1,visits
!...
Visiting%some%
customers%at%
their%premises
25
Spreading%the%
customer%
personas%
across%the%
organization
26
Brainstorm%
workshops
with%multiple
agencies
Sem agency
Branding%agency%
UX%agency
METRO
27
AGENDA
1 About%Metro
2 The%Marketing%Challenge%
3 Metro%Marketing%Way:%Integrated%Marketing%Communication%
4 Enabling%Insi...
WE,WANT,TO,GAIN,CUSTOMER#PROXIMITY#
New,Metro,Comms MIX
IMC,
Metro,comms ‘Heritage’
29
WE,FOUND,OUR,WAY,TO,HELPING,OUR,COUNTRIES,TO,PRODUCE,
EXCELLENT,CUSTOMER COMMUNICATION
Crafting,Authentic,Insights,Tools,&...
#METRO,actionable,score,cards,
Pool,&,Connect,the,KPIs,row,data,,appropriately,
to,our,business,and,communication,model,
S...
Award,winning,‘Horeca Monument‘,campaign,MCC,Spain,2015
IS,METRO,MKTG MOVING,AHEAD?,WE#BELIEVE#YES….
32
33
34
Thank you!
Elisabetta,Aielo
Director&Global&Marketing&Communication&Mix
METRO,AG
MetrofStrasse 1%
40235%Duesseldorf,%Germany
Mobile:%...
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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.

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Invited as speaker at the Customer experience summit 2015 (by Allan Loyds), I presented the crucial role of insights and of cross functional engagement in making marketing communication driver of positive customer experience.

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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.

  1. 1. Elisabetta Aiello,,CX,summit,Barcellona 13th October,2015 METRO,WAY,TO,MAKE,MARKETING,, COMMUNICATION,CONTRIBUTING,TO, EXCELLENT,CUSTOMER,EXPERIENCE,
  2. 2. “I#think#the#success#around#any#product#is#really#about#subtle# insights.#You#need#a#great#product#and#a#bigger#vision#to#execute# against,#but#it's#really#those#small#things#that#make#the#big# difference.” ! Chad&Hurley
  3. 3. AGENDA 1 About,Metro 2 The%Marketing Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 3
  4. 4. ! 720%stores%in%26%countries,%over%5,5mn%sq mt ! More%than%21mn%customers ! More%than%117.000%employees ! Sales%over%30.000%billions%euro 4
  5. 5. 5 METRO#customers#
  6. 6. Championing#Independent#Businesses 6 METRO%positioning
  7. 7. OUR,ASSORTMENT,RANGE, Professional media Office, Cleaning,and, hygiene Seasonal Professional, household Fruit,and, vegetables Fresh,fish Meat Dairy Wine 7
  8. 8. RECENT,RE,– ORGANIZATION ! Commercial%intelligence%local%empowerment… ! Federations… 8
  9. 9. AGENDA 1 About%Metro 2 The,Marketing,Challenge, 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 9
  10. 10. METRO,MARKETING,CHALLENGE:,CHANGE,THE,COMMUNICATION,MIX, 10 1:one 1:many Content:,Sell,&,TellTransactional Inspirational Mass 1:one 1:many Content:,Sell,&,TellTransactional Inspirational Mass ]]] Digital touch% points% reach% Mobile app Search, Engine Ad 1:1,TM MM,promo Brand,communication, (ATL,%external% event) Individual/CTG, Metro,Mail Social, media/, Prof,online, community Competence, content, Store Paper% reach% Search, Engine Ad Loyalty,program 1:1,TM 1:many, Competence,content, Store MM,promo Brand,communication, (ATL,%external% event) Legends:% bubble% size%=%communication% reach% Social media/, Prof, online,community __,Online% and% off%line%touch% points%reach% FUTUREFROM,AS,USED,TO,BE, Loyalty,program MUCH,MORE,DIGITAL,,PERSONALIZED,, STORY,TELLING MAINLY,PRINT,,MASS,,TRANSACTIONAL TO
  11. 11. 11 JOB, DONE! BUT… " Brand%positioning,%brand%values,%brand%tracking " Creating%digital%capabilities,%building%customer% journeys.%Achieving%digital%mktg performance " Establishing%data%mining%Starting%1:1%targeted% communication " Developing%content%marketing:%‚How%to‘,% capabilities%set%up,%platform,%social%Kpis tracking " Tracking%customer%satisfaction,%connecting%to% compensation% OUR,MARKETING,AGENDA,2012]2014
  12. 12. Digital%Share of%media% consumption 25]45% Digital%share%on% marketing%spent% in%B2B 35]55% 12
  13. 13. Digital%Share of%media% consumption 25]45% Digital%share%on% marketing%spent% in%B2B 35]55% METRO%digital% share%of% budget%spent% 1%]8% 13
  14. 14. METRO,customer,communication, was,still,totally, DRY,and,UNISPIRING 14
  15. 15. The%focus%on%the%individual% excellence%of the%MKTG% functions%was%preventing% achieving%the%excellence% of%the%customer% experience… 15
  16. 16. The%mktg capabilities% puzzle%was%overlooking%a% key%piece:%Customer, insights,at,the,core Loosing%brand%proximity to%the%customer 16
  17. 17. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro,Marketing,Way:,Integrated,Marketing,Communication, 4 Enabling%Insights 5 Conclusions 17
  18. 18. 18
  19. 19. customer,attitude,and,mind]set Communication, Objectives customer,behaviour,KPIs Overall,market,performance IMC,FOUNDATION:,THE,OBJECTIVES,CHAIN, The%business% achievements%„flow“ The%planning% process%„flow“ Business, Objectives Marketing/ commercial Objectives 19
  20. 20. INTEGRATED,MARKETING,PROCESS, ROOTED,IN,DEEP,CUSTOMER,UNDERSTANDING, IMC Comms strategies Customer, knowledge Comms plans,and, budget, allocation, Supplier, Key, agencies, cooperation Target, setting,and, performance, measuring 20 INSIGHTS
  21. 21. INTEGRATED,MARKETING,COMMUNICATION:,COUNTRY,BY,COUNTRY,ROLL,OUT, WORKSHOP, 21
  22. 22. INTEGRATED,MARKETING,COMMUNICATION,AT,METRO 22 IMC Video
  23. 23. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling,Insights 5 Conclusions 23
  24. 24. ENSURING,TO,FEED,THE,PROCESS,AUTHENTIC,INSIGHTS, Some%‚old%fashioned‘%tools%turned%to%be%crucial: ! Customers,1:1,visits ! Persona,portrait ! Cross,functional,approach,to,both,above,,engaging,also, agencies 24
  25. 25. Visiting%some% customers%at% their%premises 25
  26. 26. Spreading%the% customer% personas% across%the% organization 26
  27. 27. Brainstorm% workshops with%multiple agencies Sem agency Branding%agency% UX%agency METRO 27
  28. 28. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 28
  29. 29. WE,WANT,TO,GAIN,CUSTOMER#PROXIMITY# New,Metro,Comms MIX IMC, Metro,comms ‘Heritage’ 29
  30. 30. WE,FOUND,OUR,WAY,TO,HELPING,OUR,COUNTRIES,TO,PRODUCE, EXCELLENT,CUSTOMER COMMUNICATION Crafting,Authentic,Insights,Tools,&,how,to, But#They#choose#their#own#local#recipe# 30
  31. 31. #METRO,actionable,score,cards, Pool,&,Connect,the,KPIs,row,data,,appropriately, to,our,business,and,communication,model, STILL,A,LOT,TO,DO,ABOUT,IMC,,PERFORMANCE MEASUREMENT #IMC,actionable,dashboard Pool,&,Connect,the,KPIs,row,data,,appropriately, to,our,business,and,communication,model, Catalog Paid%Search Website Social%Media Radio TV Physical%Location email Direct%Mail KPIs, How%many%customers%do%we%REACH,with% our%communication? How%many%customer%do%we% ATTRACT with%targeted%offer% How%many%customers%do%we% ENGAGE in%METRO, communities? (Sustainable),LFL,sales,grow 31
  32. 32. Award,winning,‘Horeca Monument‘,campaign,MCC,Spain,2015 IS,METRO,MKTG MOVING,AHEAD?,WE#BELIEVE#YES…. 32
  33. 33. 33
  34. 34. 34 Thank you!
  35. 35. Elisabetta,Aielo Director&Global&Marketing&Communication&Mix METRO,AG MetrofStrasse 1% 40235%Duesseldorf,%Germany Mobile:%+49%(0)%151/19517256 Mail:%elisabetta.aiello@metro.de CONTACT 35

Invited as speaker at the Customer experience summit 2015 (by Allan Loyds), I presented the crucial role of insights and of cross functional engagement in making marketing communication driver of positive customer experience.

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