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Local Marketing Platforms

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presentation given at www.dmseminar.be

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Local Marketing Platforms

  1. 1. Local Marketing Platforms empower retail networks DM Seminar Retail 01/06/2010 Philippe Cardyn Marketing Manager
  2. 2. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  3. 3. Your“one-stop-shop” for(marketing)-communications <ul><li>Integrated graphic service provider, evolving from commercial print company </li></ul><ul><li>Everything under one roof </li></ul><ul><ul><li>1,75 hectare production capacity on our site </li></ul></ul><ul><ul><li>130 professionals, 20 customer touchpoints </li></ul></ul><ul><li>Turnover over 19 million euro in 2009 </li></ul><ul><ul><li>9 % creation and DTP </li></ul></ul><ul><ul><li>52 % sheetfed offset </li></ul></ul><ul><ul><li>18 % webfed offset </li></ul></ul><ul><ul><li>11 % digital print </li></ul></ul><ul><ul><li>10 % mailhandling - pick&pack </li></ul></ul>
  4. 4. Growth and turnover
  5. 5. Vision and mission <ul><li>Vision </li></ul><ul><li>One stop shop through sustainable vertical integration : creation, automated production and distribution of your marketing communication, completely with our own people and our own infrastructure with a limited impact on our environment </li></ul><ul><li>Mission </li></ul><ul><li>By putting this vision into practice every day we provide 3-fold ROI for our customers : </li></ul><ul><ul><li>Saving money </li></ul></ul><ul><ul><li>Shorter time-to-market </li></ul></ul><ul><ul><li>Increased sustainable communication power </li></ul></ul>
  6. 6. Powered by sustainable development & CSR <ul><li>The number one climate neutral printer in Belgium </li></ul><ul><ul><li>100% green power </li></ul></ul><ul><ul><li>FSC & ISO 14001 certified </li></ul></ul><ul><ul><li>Carbon footprint calculation, reduction and compensation </li></ul></ul><ul><ul><li>Climate neutral operations since 2010 </li></ul></ul><ul><li>Sound economic growth </li></ul><ul><ul><li>Consistently high EBITDA values </li></ul></ul><ul><ul><li>Profits are invested in future growth </li></ul></ul><ul><li>With a major focus on people </li></ul><ul><ul><li>Strong employee loyalty </li></ul></ul><ul><ul><li>Open dialog on the well-being on the shop floor </li></ul></ul>Duurzaam ondernemen
  7. 7. Driven by new technology <ul><li>The latest technology </li></ul><ul><ul><li>Bèta sites for the big names in the industry ( Agfa, Kodak, Fuji, Screen...) </li></ul></ul><ul><ul><li>Early adopter of new automation techniques </li></ul></ul><ul><li>Automation of marketing processes since 2001 </li></ul><ul><ul><li>Started as a webbuilder in 1995 </li></ul></ul><ul><ul><li>Evolved into marcom process automation </li></ul></ul><ul><ul><li>+50 active portals today </li></ul></ul><ul><ul><ul><li>Digital asset Management </li></ul></ul></ul><ul><ul><ul><li>Web to Print </li></ul></ul></ul><ul><ul><ul><li>Database publishing </li></ul></ul></ul><ul><ul><ul><li>Campaign management </li></ul></ul></ul><ul><ul><ul><li>Document & fulfilment center </li></ul></ul></ul>
  8. 8. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  9. 9. Local marketing platforms <ul><li>Set of web-enabled tools : in the cloud </li></ul><ul><li>Evolving from stand-alone tools to multichannel </li></ul><ul><li>Powered by 1 or more service providers </li></ul><ul><li>Integrated into a single dashboard for the user </li></ul><ul><li>Back-office integration for courrier services, ERP, e-invoicing, CRM reporting, etc.. </li></ul>
  10. 10. Local marketing platforms <ul><li>Communication channels in retail </li></ul><ul><ul><li>local advertising, </li></ul></ul><ul><ul><li>point-of-sales </li></ul></ul><ul><ul><li>direct mail </li></ul></ul><ul><ul><li>unadressed mail </li></ul></ul><ul><li>New techniques/channels emerging, slow adoption rates due to complexity/lack of familiarity </li></ul><ul><ul><li>e-mail </li></ul></ul><ul><ul><li>personalized landing pages </li></ul></ul><ul><ul><li>text messaging </li></ul></ul><ul><ul><li>social media </li></ul></ul>
  11. 11. Benefits? <ul><li>For the retailer </li></ul><ul><ul><li>Direct access to campaigns, actions, materials </li></ul></ul><ul><ul><li>Simplifying the use of communication channels </li></ul></ul><ul><li>For the brand owner : </li></ul><ul><ul><li>controlled freedom of expression </li></ul></ul><ul><li>For the marketer : </li></ul><ul><ul><li>centralized and real-time reporting </li></ul></ul><ul><li>For the purchaser: </li></ul><ul><ul><li>Value-for-money proposition through common sourcing </li></ul></ul>
  12. 12. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  13. 13. CASE : finance & insurance
  14. 14. CASE : finance & insurance <ul><li>Record Bank : ING’s second retail banking network </li></ul><ul><li>Third retail banker in Belgium (1:AXA 2:Argenta) </li></ul><ul><li>Consumer banking products offered through 800+ independent insurance agents </li></ul><ul><li>Promise : your own banker (personal service) </li></ul><ul><li>Personalized communication is part of their DNA </li></ul>
  15. 15. CASE : finance & insurance <ul><li>-> Personalized communication is part of their DNA </li></ul><ul><li>Before : personalisation of communication materials through fax/email order forms </li></ul><ul><li>2 FTE’s in charge of coordinating this </li></ul><ul><li>1 bottleneck : the graphic designer in charge of executing this </li></ul><ul><li>Time-to-market : several weeks </li></ul><ul><li>Error-prone </li></ul>
  16. 16. CASE : finance & insurance <ul><li>After : Portal in use since 2006 </li></ul><ul><li>Evolved from just POS (stationery, posters) to campaign platform </li></ul><ul><ul><li>unadressed mail </li></ul></ul><ul><ul><li>direct mail </li></ul></ul><ul><ul><li>local campaigns </li></ul></ul><ul><ul><li>email extension in 2010 </li></ul></ul><ul><li>Produces several millions of retail messages per year </li></ul><ul><ul><li>Highest volume in unadressed mail (e.g. 4,5 million for 1 campaign) </li></ul></ul><ul><ul><li>Growth expected in direct mail (link with CRM-system) </li></ul></ul>
  17. 17. CASE : finance & insurance <ul><li>Direct marketing campaigns for 800 local users </li></ul><ul><li>Target group selection, personalisation, mailhandling & fulfilment </li></ul>
  18. 18. CASE : finance & insurance
  19. 19. CASE : finance & insurance <ul><li>Benefits </li></ul><ul><li>Short time to market </li></ul><ul><ul><li>Days, not weeks to execute campaigns </li></ul></ul><ul><li>Brand consistency </li></ul><ul><ul><li>Strong branding contributes to better recognition </li></ul></ul><ul><ul><li>Uniform messages </li></ul></ul><ul><li>Value-for-money </li></ul><ul><ul><li>800 small orders aggregated into 1 big production </li></ul></ul>
  20. 20. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  21. 21. CASE: Automotive <ul><li>Chevrolet retailerdesk </li></ul><ul><li>self service platform for local advertising </li></ul><ul><li>high-resolution images </li></ul><ul><li>templates for advertising </li></ul><ul><li>campaign-ads </li></ul>
  22. 22. CASE: Automotive
  23. 23. CASE: Automotive Fully automated ad Ready to use Personalized to local dealer
  24. 24. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  25. 25. CASE : real estate
  26. 26. CASE : real estate <ul><li>Franchise organisation </li></ul><ul><li>180 independent real-estate agents in Belgium </li></ul><ul><li>Before : </li></ul><ul><li>->using DIY communication means </li></ul><ul><li>After : centralized template library covering prospecting, presales and aftersales communication tools </li></ul><ul><li>Agent triggers communication </li></ul>
  27. 27. CASE : real estate
  28. 28. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  29. 29. CASE: apparel
  30. 30. CASE: apparel <ul><li>+ 4.300 retail outlets in Europe and US/CAN </li></ul><ul><li>Multilingual interface </li></ul><ul><li>Multibrand </li></ul><ul><li>Local marketing tools: </li></ul><ul><ul><li>Marketing calendar </li></ul></ul><ul><ul><li>Advertisement creation </li></ul></ul><ul><ul><li>Direct mailings </li></ul></ul><ul><ul><li>Marketing collateral </li></ul></ul><ul><ul><li>Digital asset library </li></ul></ul><ul><ul><li>Email-marketing newsletters </li></ul></ul><ul><ul><li>How-to guides </li></ul></ul>
  31. 31. CASE: apparel <ul><li>DM : select front </li></ul>
  32. 32. CASE: apparel <ul><li>DM : select message </li></ul><ul><li>Traffic generation </li></ul><ul><li>Birthday cards </li></ul><ul><li>Promotions </li></ul>
  33. 33. CASE: apparel <ul><li>DM: enter text </li></ul>
  34. 34. CASE: apparel <ul><li>DM: print-ready PDF </li></ul>
  35. 35. CASE: apparel <ul><li>New toolset replaces uncontrolled asset distribution </li></ul><ul><li>All messages are within single brand voice </li></ul><ul><li>Competitive advantage for the brand owner: greater share of voice = greater share of sales </li></ul>
  36. 36. Agenda <ul><li>Artoos elevator pitch </li></ul><ul><li>Local marketing platforms defined </li></ul><ul><li>Case finance&insurance </li></ul><ul><li>Case automotive </li></ul><ul><li>Case real estate </li></ul><ul><li>Case apparel </li></ul><ul><li>Wrap-up – q&a </li></ul>
  37. 37. Questions? <ul><li>Feel free to contact me during the break or after the seminar </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com/artoos </li></ul>

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