Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Power of Personalisation:Transpromo Communicationsas a Real Revenue Generator11 June 2012Lisa WatsonRegional Segment Manag...
Today Well Talk About....                 Marketing Today           Power of Relevance Transactional Opportunities        ...
The Old Way of Marketing is Over…                                                                         3 © Copyright 20...
Because the Customer’s World Has Changed                           More information                                       ...
© Copyright 2012 Hewlett-Packard Development Company, L.P.                                                                ...
53+ million                                                                          views                                ...
Effective Marketing Communications Has Evolved                       Talk                                               Ch...
So Remember Who’s In Charge…                                                                         This is NOT the      ...
So Remember Who’s In Charge…                                                                         This is              ...
Word of Mouth is Critical!                       Talk                                               Chat   Collaborate    ...
When It Comes to Sharing, Don’t Forget …                                Tells ONE                                Tells TEN...
Today Well Talk About....                 Marketing Today           Power of Relevance Transactional Opportunities        ...
Nothing is More Important in Marketing TodayThan Relevance                  Consumers REALLY hate                         ...
Consumers are Fighting Back!• 91% unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail  (versus last...
They Hate Spam Even More Than Junk Mail!                                                                         Relevance...
How Do We Deliver                                                                   Relevance?                            ...
Data is Our Oxygen!                                                                               Personalized          ...
Targeted: Move from VOLUME to VALUE                           VOLUME                                                      ...
Personalization + Customization = Relevance• Personalization means using an individual’s personal data  directly in a comm...
Personalization is Relatively Easy © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained he...
Customization Means Varying Content/Images asWell                                                                         ...
Personalization Drives Up Response Rates                                Typical response rates, static and personalized ca...
Accountable: A Word About Tracking © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained he...
What is a QR Code?                                  • Created by Toyota subsidiary Denso Wave in 1994                     ...
The Latest QR Codes                                                                           Color increases             ...
Today Well Talk About....                 Marketing Today           Power of Relevance Transactional Opportunities        ...
The Transactional Document – A Customer Touch-Point with Incredible PotentialTransaction documents get opened….           ...
The Transactional Document – A Customer Touch-Point with Incredible PotentialTransaction documents get opened….           ...
What is TransPromo?Transaction + Promotion – Maximizing ROMI with high-quality statements                        “Friendly...
Case Studies                                                                                       30© Copyright 2012 Hewl...
Farmers RetailFarmers – a leading New Zealand department store                                                            ...
Farmers’ Red Dot Sale                                                                         Personalized                ...
Farmers’ Beauty Club Points Statement                                                                         33 © Copyrig...
Colruyt Group © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to ch...
Colruyt Stores - Belgium                                                                                                  ...
Results – Part 1On top of our lowest price guarantee for each product at every moment, we provide MORE:        – Efficienc...
Results – Part 2                                     More HH use coupons                     More coupons used per HH     ...
Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P.              38 The information contained herein is...
Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P.              39 The information contained herein is...
Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P.              40 The information contained herein is...
Who Should Consider TransPromo?  Any organization with customer data that      mails an invoice, statement etc…           ...
Today Well Talk About....                 Marketing Today           Power of Relevance Transactional Opportunities        ...
What’s so Special About Digital?• It Delivers Relevance −   Right customer −   Right product/service −   Right time −   Ri...
Using Data & Digital to Communicate IntelligentlyDelivers Relevance                                                       ...
And Using Data & Digital to Communicate   Intelligently Delivers Results                                                  ...
The Really Great News is…                                                                         BUT not only            ...
A Surprising User of Direct Mail! © Copyright 2012 Hewlett-Packard Development Company, L.P.              47 The informati...
Summary        Consumers today are        demanding relevance Data is the key to delivering intelligent communications    ...
Questions?                                                   Lisa1.Watson@hp.com                                          ...
Thank you© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change w...
Upcoming SlideShare
Loading in …5
×

Power of Personalisation - Transpromo Communications as a Real Revenue Generator - L Watson for Marcus Evans Shopper Marketing 11-06-12ss

712 views

Published on

Published in: Technology, Business
  • Be the first to like this

Power of Personalisation - Transpromo Communications as a Real Revenue Generator - L Watson for Marcus Evans Shopper Marketing 11-06-12ss

  1. 1. Power of Personalisation:Transpromo Communicationsas a Real Revenue Generator11 June 2012Lisa WatsonRegional Segment Manager, HP IPG APJChairman, Direct Marketing Association of Singapore© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
  2. 2. Today Well Talk About.... Marketing Today Power of Relevance Transactional Opportunities Digital Drives Results 2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  3. 3. The Old Way of Marketing is Over… 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  4. 4. Because the Customer’s World Has Changed More information More POWER More choice 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  5. 5. © Copyright 2012 Hewlett-Packard Development Company, L.P. 5The information contained herein is subject to change without notice.
  6. 6. 53+ million views 6© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
  7. 7. Effective Marketing Communications Has Evolved Talk Chat Collaborate Buy Reply Share Try Buy Tell Trust Stay Buy 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  8. 8. So Remember Who’s In Charge… This is NOT the Customer 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  9. 9. So Remember Who’s In Charge… This is YOU! 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  10. 10. Word of Mouth is Critical! Talk Chat Collaborate Buy Reply Share Try Buy Tell Trust Stay Buy 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  11. 11. When It Comes to Sharing, Don’t Forget … Tells ONE Tells TEN 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  12. 12. Today Well Talk About.... Marketing Today Power of Relevance Transactional Opportunities Digital Drives Results 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  13. 13. Nothing is More Important in Marketing TodayThan Relevance Consumers REALLY hate spam! © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
  14. 14. Consumers are Fighting Back!• 91% unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail (versus last year)• 81% ‘unliked’ or removed a brand’s posts• 71% more selective ‘liking’ a company (versus last year)• 41% have ‘unfollowed’ a company Source: ExtactTarget “The Social Break-Up” © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  15. 15. They Hate Spam Even More Than Junk Mail! Relevance! 15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  16. 16. How Do We Deliver Relevance? 16© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
  17. 17. Data is Our Oxygen!  Personalized  Targeted  Customized Accountable 17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  18. 18. Targeted: Move from VOLUME to VALUE VOLUME VALUE Personalization & Mass Communication Customization The RIGHT Customer The RIGHT Product Relevance The RIGHT Channel The RIGHT Time The RIGHT Message 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  19. 19. Personalization + Customization = Relevance• Personalization means using an individual’s personal data directly in a communication − Name − Address Obvious to each − Gender Individual − ID number, etc• Customization means using data about an individual to serve up a meaningful product/message/timing − Profile − Preferences − Past behaviors Only Obvious to − Most recent purchases, etc… the Group 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  20. 20. Personalization is Relatively Easy © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
  21. 21. Customization Means Varying Content/Images asWell Change the image based on my profile © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
  22. 22. Personalization Drives Up Response Rates Typical response rates, static and personalized campaigns (Data source: Caslon analysis of PODi and DMA data) 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Direct sale Campaign objective Lead generation Lead nurture Loyalty Fundraising Copyright 2008 Caslon & Co. DMA (static) PODi (personalized) 22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  23. 23. Accountable: A Word About Tracking © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
  24. 24. What is a QR Code? • Created by Toyota subsidiary Denso Wave in 1994 • Used to Add Tracking to Many Things – Billboards – Print Ads – Product Packaging – Namecards 24 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  25. 25. The Latest QR Codes Color increases scan rates 25-30% 25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25 03-Jul-12 HP Confidential
  26. 26. Today Well Talk About.... Marketing Today Power of Relevance Transactional Opportunities Digital Drives Results 26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  27. 27. The Transactional Document – A Customer Touch-Point with Incredible PotentialTransaction documents get opened…. … and are read! • Consumers spend an average of 2-3 minutes reviewing each statement they receive in the mail1 • 20% of consumers spend 5 minutes or more!1 • Customers spend almost twice as much time with paper bills than with electronic versions • This year the average consumer will see or hear one million marketing messages – almost 3,000 marketing messages per day, versus fewer than 12 transactional documents each month 1. Source: Trans Meets Promo… Is it more than market hype? Infotrends, August, 2008 2. Source: Pitney Bowes Group 1 research 27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  28. 28. The Transactional Document – A Customer Touch-Point with Incredible PotentialTransaction documents get opened…. … and are read! • Consumers spend an average of 2-3 minutes reviewing each statement they receive in the mail1 • 20% of consumers spend 5 minutes or more!1 • Customers spend almost twice as much time with paper bills than with electronic versions • This year the average consumer will see or hear one million marketing messages – almost 3,000 <5% throw out bills marketing messages per day, versus fewer than 12 unopened transactional documents each month 1. Source: Trans Meets Promo… Is it more than market hype? Infotrends, August, 2008 2. Source: Pitney Bowes Group 1 research 28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  29. 29. What is TransPromo?Transaction + Promotion – Maximizing ROMI with high-quality statements “Friendly” statement Make it personal Make it relevant Promotional offering Improved service offerings Prime real estate! © Copyright 2012 Hewlett-Packard Development Company, L.P. 29 The information contained herein is subject to change without notice. HP Confidential
  30. 30. Case Studies 30© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
  31. 31. Farmers RetailFarmers – a leading New Zealand department store Head-to-Head Test • There was a control group of 50k who received standard black overprint on base stock with generic offers. • The actual colour mailing, also 50k, received full colour highly personalised letters... 31 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  32. 32. Farmers’ Red Dot Sale Personalized 32 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  33. 33. Farmers’ Beauty Club Points Statement 33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  34. 34. Colruyt Group © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  35. 35. Colruyt Stores - Belgium Selected 32 pages Great Prices 4 pages for You © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  36. 36. Results – Part 1On top of our lowest price guarantee for each product at every moment, we provide MORE: – Efficiency: • Concentrating useful promotions in smaller document  less time & effort to plan • Make sure our customers obtain maximal benefit  especially over longer periods – Sustainability: • Greener promotions: 1m+ * 16 pages * 26 leaflets = Over 600m pages saved – Servicability: • Helping our customer choose & gain time by limiting the number of coupons= Basics of Colruyt communication © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  37. 37. Results – Part 2 More HH use coupons More coupons used per HH More € spent per HH Higher Loyalty ! © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  38. 38. Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P. 38 The information contained herein is subject to change without notice.
  39. 39. Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P. 39 The information contained herein is subject to change without notice.
  40. 40. Maximo’s UK © Copyright 2012 Hewlett-Packard Development Company, L.P. 40 The information contained herein is subject to change without notice.
  41. 41. Who Should Consider TransPromo? Any organization with customer data that mails an invoice, statement etc… (doesn’t have to be a big bank!) …but you MUST be able to track campaign results! 41 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  42. 42. Today Well Talk About.... Marketing Today Power of Relevance Transactional Opportunities Digital Drives Results 42 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  43. 43. What’s so Special About Digital?• It Delivers Relevance − Right customer − Right product/service − Right time − Right ‘price’ − Right channel − Right message − Right cost• It Makes Campaigns Trackable − Measures interactions − At the individual level 43 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  44. 44. Using Data & Digital to Communicate IntelligentlyDelivers Relevance Personalized & Customized 44 44 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  45. 45. And Using Data & Digital to Communicate Intelligently Delivers Results Virtuous Circle Accountable Virtuous 45 45HP Confidential Circle © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 03-Jul-12
  46. 46. The Really Great News is… BUT not only online! Digital Drives Results 46 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  47. 47. A Surprising User of Direct Mail! © Copyright 2012 Hewlett-Packard Development Company, L.P. 47 The information contained herein is subject to change without notice. 47
  48. 48. Summary Consumers today are demanding relevance Data is the key to delivering intelligent communications Variable data makes marketing relevant & accountable Digital Drives Results 48 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  49. 49. Questions? Lisa1.Watson@hp.com 49 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  50. 50. Thank you© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

×