eDeal Summit London 2013
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This document provides guidance on dos and don'ts for brands operating in the eDeal channel. It recommends that brands take the lead in deciding their eDeal strategy, protect their brand through strategic deals, and treat eDeal as a marketing channel rather than just sales. Brands should test new initiatives and players if the business model adds value. They should also work to generate "love interactions" between consumers and brands through deals that provide more value than expected. The document advises working in a beta mode and challenges common myths about eDeals and consumer behavior.
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eDeal Summit London 2013
- 1. eDeal channel: DOs and DONTs for brands
- 2. eDeal channel: DOs and DON´Ts @JoseLuisFerrero
- 3. eDeal channel: DOs and DON´Ts Learnings from an established brand actively operating with eDeal channel in Spain @JoseLuisFerrero
- 4. What if… Brands are entering a Show without knowing the film …..
- 5. Some Brands do see a famous terrific Film …..
- 6. Some Brands do see a famous terrific Film ….. The War of the Worlds
- 7. Other Brands will see a different one….
- 8. Other Brands will see a different one….a New world full of Opportunities
- 9. At the end, the Show is the same, but every Brand has to find its own way…..
- 10. At the end, the Show is the same, but every Brand has to find its own way….. To be Future Proof
- 14. Consumers love eDeals Brands love Consumers eDeals and Brands need to generate “Love interactions”
- 15. Consumers love eDeals Brands love Consumers eDeals and Brands need to generate “Love interactions”
- 16. What is a “Love Interaction” When Consumers receive more Value than expected Brands are looking for a next eDeal event
- 17. What is a “Love Interaction” When Consumers receive more Value than expected Brands are looking for a next eDeal event
- 18. What is a “Love Interaction” When Consumers receive more Value than expected Brands are looking for a next eDeal event
- 19. Only then…. an eDeal player has proven its value and can become a sustainable business clear reason with a to exist
- 20. DOs and
- 21. DOs and
- 22. Do take the lead to decide on 1 your presence in eDeal Channel
- 23. Do take the lead to decide on 1 your presence in eDeal Channel Be proactive and decide Let anyone yourself decide it for when, how you. Neither and with Offline or whom Online
- 24. Do protect your Brand by being 2 Strategically launching eDeals
- 25. Do protect your Brand by being 2 Strategically launching eDeals Do decide timing, products Become and a deal players Brand
- 26. Do test new initiatives and players 3 if business model adds value
- 27. Do test new initiatives and players 3 if business model adds value Do test niche players and products Become complacient Prove Long with your actual tail potential eDeal partners
- 28. 4 Do treat eDeal Channel as a Marketing Channel not only Sales channel
- 29. 4 Do treat eDeal Channel as a Marketing Channel not only Sales channel eDeal is the cheapest Leave free way to space for a interact with great branding Consumers position to your competition
- 30. 5 Do work in Beta, don´t wait for the perfect eDeal
- 31. 5 Do work in Beta, don´t wait for the perfect eDeal Think first, then shoot and later do Wait for the the fine perfect environment to tunning for the do the perfect next shoot eDeal
- 32. Myths that are proven not to be true
- 33. Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
- 34. Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
- 35. Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
- 37. Be open to try something Different! Always with caution
- 38. Thank José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 38
- 39. Thank You! José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 39