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VoyagesSncf Marketing opérationnel - 22 10 2003

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Exemples d'opérations emarketing de VoyagesSncf.com en partenartiat avec Expedia : pourquoi investir sur Internet, newsletters, jeux concours, e-couponing

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VoyagesSncf Marketing opérationnel - 22 10 2003

  1. 1. <ul><ul><ul><li>Comment utiliser Internet pour accompagner une campagne de marketing opérationnelle et en booster les effets &quot; , </li></ul></ul></ul><ul><ul><ul><ul><li> Jeux, sweepstakes, balancements entre Internet et les magasins </li></ul></ul></ul></ul><ul><ul><ul><ul><li> Newsletter, e-mailing, spam </li></ul></ul></ul></ul><ul><ul><ul><ul><li> Recueil de données nominatives </li></ul></ul></ul></ul><ul><ul><ul><ul><li> Animation des ventes </li></ul></ul></ul></ul><ul><ul><ul><ul><li> Quels taux de retour pour quelle campagne ? Quelle efficacité ? </li></ul></ul></ul></ul><ul><ul><ul><ul><li> Quels coût d'acquisition client ? (Internet permettrait de réduire le coût de dix fois). </li></ul></ul></ul></ul>
  2. 2. Comment utiliser Internet pour accompagner une campagne de marketing opérationnelle et en booster les effets &quot; Erik-Marie Bion, EBG, 22/10/03
  3. 3. Le Cas Voyages-sncf.com <ul><li>Pourquoi utiliser Internet ? </li></ul><ul><li>des exemples : </li></ul><ul><ul><li>Les Newsletters </li></ul></ul><ul><ul><li>Les jeux </li></ul></ul>
  4. 4. Voyages-sncf.com aujourd’hui
  5. 5. Pourquoi utiliser Internet ?
  6. 6. Pourquoi investir sur Internet ? <ul><li>100% of our customers are online </li></ul><ul><ul><li>They are mainly “ experienced web core users &quot; with 42% connected for more than 3 years (26% more than the total Web), 53% of them are online buyers (43% more than the total Web). </li></ul></ul><ul><li>Online is a very flexible media : </li></ul><ul><ul><li>no long term commitment, reasonable entrance ticket per media support </li></ul></ul><ul><ul><li>The production costs are low </li></ul></ul><ul><ul><li>We can drive the budget on a monthly basis </li></ul></ul><ul><ul><li>We can adapt, change and optimize creative during a campaign. </li></ul></ul><ul><li>Online is fully measurable , </li></ul><ul><ul><li>We can track direct sales, post click sales and post view </li></ul></ul><ul><ul><li>We can measure the profitability of each campaign thanks to tracking tools. </li></ul></ul><ul><li>Online is the most efficient media </li></ul><ul><ul><li>We build Marketing Efficiency as a Key Indicator </li></ul></ul><ul><ul><li>= Marketing investment / Gross Profit </li></ul></ul><ul><ul><li>For each product, each campaign, each creative, each online channel, each keyword we track and optimize Marketing Efficiency </li></ul></ul>
  7. 7. Efficiency metrics <ul><li>Main Metric : MKT invest/gross profit </li></ul><ul><ul><li>Used by all Point of sales </li></ul></ul><ul><ul><li>Can serve as a quick comparison across different online channels and by countries – but be careful there‘s a story behind each numbers! </li></ul></ul><ul><li>Secondary metrics </li></ul><ul><ul><li>CTR (Click Trough Rate), CPC (Cost Per Click), CPT( Cost per transaction), CPM (Cost Per Millia / Coût pour mille impression), category reach, research (ad recall) can serve as benchmarks for market or competitive performance </li></ul></ul>
  8. 8. Où investir sur Internet ? => Quels sont vos objectifs ? Shopbots Keywords Graphicals On-line animation, viral games Affiliate program Quick & good Efficiency Mid-term good efficiency E-crm, newsletter E-coupons Integrated partnership Objectifs ? => And more to come ….
  9. 9. Les Newsletters
  10. 10. Bien connaître ses clients / prospects <ul><li>C’est l’adéquation de l’offre aux attentes du client qui va permettre de dégager une meilleure rentabilité </li></ul>Connaissance des comportements Types augmenter les taux de transformation adéquation de l ’offre au comportement du client
  11. 11. Personnaliser son offre en fonction des typologies de clients : <ul><li>L’une des plus grosses bases de données d’acheteurs en ligne en France: </li></ul><ul><ul><li>Forte efficacité : </li></ul></ul><ul><li>Une base segmentée : </li></ul><ul><ul><li>Analyse par typologie </li></ul></ul><ul><ul><li>Scoring par produit </li></ul></ul><ul><ul><li>Géo-localisation : gare/aéroport, zone scolaire. </li></ul></ul><ul><li>Des newsletters personnalisées par brique de contenu en fonction du statut des clients. </li></ul>Brique 3 Brique 1 Brique 2 Brique 4 Base de données clients : le principal actif de VSC
  12. 12. Les jeux
  13. 13. Vol à gratter 3 <ul><li>OBJECTIVES : </li></ul><ul><ul><li>Recruit and qualify new leads for flight </li></ul></ul><ul><ul><li>Brand awareness on flight booking activity </li></ul></ul><ul><li>MECHANISM : 15 days to win </li></ul><ul><ul><li>5 cards to scratch by day for each new card, a question of qualification or a friend’s email to give (viral) </li></ul></ul><ul><ul><li>60 flight tickets, hotels nights, week-ends car rental, hotel e-coupons </li></ul></ul><ul><li>RESULTS : </li></ul><ul><ul><li>450 000 Players of which 55 % of new e.mail adresse </li></ul></ul><ul><ul><li>33 % of players recruited via viral marketing </li></ul></ul>Scratching card
  14. 14. L’effet Vol à Gratter & Séjours gagnants sur l’audience du site
  15. 15. Comparison between VAG 1,2 and 3 : Build the learning curve & create a Rendez-Vous <ul><li>Vol à gratter 2 </li></ul><ul><li>2 weeks : end Sept / beg Oct 2002 </li></ul><ul><li>1 132 157 visites </li></ul><ul><li>230 000 Players </li></ul><ul><li>45 % of news emails </li></ul><ul><li>32 % of players recruited by viral marketing </li></ul><ul><li>BUDGET : </li></ul><ul><li>Cost/player = (VAG 1) / 2 </li></ul><ul><li>Vol à gratter 1 </li></ul><ul><li>2 weeks : end April / beg May 2002 </li></ul><ul><li>529 360 visites </li></ul><ul><li>140 000 Players </li></ul><ul><li>61 % of news emails </li></ul><ul><li>16 % of players recruited by viral marketing </li></ul><ul><li>BUDGET : </li></ul><ul><li>Cost/player </li></ul><ul><li>Vol à gratter 3 </li></ul><ul><li>2 weeks : mid March 2003 </li></ul><ul><li>2 400 000 visites </li></ul><ul><li>450 000 Players </li></ul><ul><li>55 % of news emails </li></ul><ul><li>33 % of players recruited by viral marketing </li></ul><ul><li>BUDGET : </li></ul><ul><li>Cost/player = VAG 2 </li></ul>
  16. 16. Point sur le dernier né : Séjours gagnants <ul><li>Séjours Gagnants : </li></ul><ul><li>3 weeks : July 2003 </li></ul><ul><li>1 960 000 visites (-20% Vs VAG3) </li></ul><ul><li>480 000 Players (+7% Vs VAG3) </li></ul><ul><li>51 % of news emails </li></ul><ul><li>38 % of players recruited by viral marketing </li></ul><ul><ul><li>l’augmentation du nombre de visites (+11%) et d’inscription générée (+25%) => marketing viral </li></ul></ul>Analyse de la performance de l’opération
  17. 17. Les E-coupons : valables sur les 12 000 hotels VSC / Expedia => un nouvel outil d’acquisition et de transformation. A utiliser sur la base client VSC … mais aussi en partenariat : ex : Wanadoo, Hotmail, Carte Escapade,…

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