Adding Color to Omnichannel Marketing
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This document discusses Behr's efforts to add more personalization and color to their omnichannel marketing strategy. It outlines their goals of creating immersive experiences for customers and being the go-to source for home inspiration and color selection. It then describes Behr's transition from standard email campaigns and siloed channels to using behavioral triggers, advanced personalization, and improved data segmentation. The strategy for 2016 focused on measuring campaign performance and aligning content to the customer journey while continuing successful tactics from 2015 and introducing more personalization.
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Adding Color to Omnichannel Marketing
- 1. Adding Some Color to Omnichannel Marketing Dave Woodbeck Three Deep Marketing dave.woodbeck@threedeepmarketing.com Eliza Cruz Behr ecruz@behr.com #IBMAmplifyColor
- 2. How many contacts do you have in your CRM? #IBMAmplifyColor
- 3. What if the internet was your database? #IBMAmplifyColor
- 4. Dynamic company that actively embraces quality and innovation with top rated products in the interior paint, exterior paint and exterior stain categories. #IBMAmplifyColor • BEHR MARQUEE® (One-Coat Interior paint) • BEHR PREMIUM PLUS ULTRA® (Paint and Primer in One) • BEHR PREMUM PLUS® (Core brand) • BEHR PREMIUM DECKOVER® (Revives old wood and concrete) • BEHR PREMIUM® Granite Grip™
- 5. Behr’s Marketing Objectives. Create an immersive, rewarding experience for consumers to communicate that Behr has all the inspiration, expertise and product performance they need for any project from start to finish. Help consumers express their personality and create their dream home through color. Be the go-to for inspiration and color selection. #IBMAmplifyColor
- 6. Before color. • Standard email campaigns • Everyone treated similar • Channels operate as silos • No marketing automation • Measurement and consumer behavior was not part brands and campaign #IBMAmplifyColor
- 7. Craving a colorful treat. • Mature marketing practices • Behavioral marketing triggers • Advance personalization • Improve database segmentation • Evaluate database and provide quantifiable value on brands and campaign #IBMAmplifyColor
- 8. Let’s get to work! Set basic foundation in 2015. Focus for 2015 • Content calendar • Brand outreach • Simple behavioral marketing • Establish measurement model #IBMAmplifyColor
- 11. Establish a range of design concepts. #IBMAmplifyColor
- 13. Execute like crazy. 0 3.2 Million 0 #IBMAmplifyColor
- 16. Welcome sequence performance. Outstanding 3x better performance than broadcast. WOW – but really weird, ultimately this was some flaw in the marketing automation software and ultimately we switched to Watson. #IBMAmplifyColor
- 17. That was great, we want more! Personalization 1:1 marketing in 2016. • From measurement to value • Align content to consumer journey • Introduce personalization • Persona • Inspiration Amplify • Project Amplify • Rebate • Measure more and optimize more • …while continuing everything from 2015 The Color Run! #IBMAmplifyColor
- 18. #IBMAmplifyColor
- 19. Who is in our database? Are they valuable? #IBMAmplifyColor 2 2 2 2 1 1 1 3 3 33 4 4 4 5 55 5
- 20. Who’s in our database and are they loyal? #IBMAmplifyColor
- 21. Who’s in our database and are they loyal? #IBMAmplifyColor 52%
- 22. Enough nerdiness. Let’s get personal. #IBMAmplifyColor
- 23. Because a picture says a thousand words. #IBMAmplifyColor
- 24. Data for segmentation. #IBMAmplifyColor This is good segmentation data, perhaps even great, but we were still asking the question? ARE THEY THE RIGHT CONSUMERS!
- 25. #IBMAmplifyColor
- 26. Let’s all add color. Today’s presentation is interactive. It’s a tactile experience providing you with a similar experience as users received. Our hope is by you giving a little, you’ll get a lot. #IBMAmplifyColor
- 27. • Go to bit.ly/amplifycolor • Fill out the form • Get the email • Go to the Quiz • Take the Quiz Instructions #IBMAmplifyColor
- 28. Lead with your customers John Singer Sargent 31% Picasso 41% Van Gogh 5% Jackson Polluck 10% Pope Julius II 13% Survey Results
- 34. Marketing Automation IS the future. Move beyond what’s thinkable. • Internet is the new database • Journey Analytics • The Marketing Automation Mindset will RULE the world. #IBMAmplifyColor
- 35. Looking into the future. #IBMAmplifyColor
- 37. #IBMAmplifyColor
- 38. How far can we reach? #IBMAmplifyColor
- 39. Thank you! • We plan to write about today’s experiment. • You’re already part of the story by being here. • You can influence it by sharing. • Oh, we know this requires your time, so here’s the reward. #IBMAmplifyColor
- 40. Adding Some Color to Omnichannel Marketing Dave Woodbeck Three Deep Marketing dave.woodbeck@threedeepmarketing.com Eliza Cruz Behr ecruz@behr.com #IBMAmplifyColor
Editor's Notes
- Established base, and began focusing on user centered goals. I want to use your visual as talking points.
- Need a good transition into this slide - Eliza
- Eliza
- Eliza
- Establish an editorial voice and approach.
- Established base, and began focusing on user centered goals. I want to use your visual as talking points.
- I’m using a numbers game here
- I’m using a numbers game here
- Established base, and began focusing on user centered goals. I want to use your visual as talking points.
- Careful what you wish for, WE WANT MORE.
- Good news for Behr, 56% of their consumers visiting their digital property are in a good spot relative to selecting Behr!
- Established base, and began focusing on user centered goals. I want to use your visual as talking points.
- Established base, and began focusing on user centered goals. I want to use your visual as talking points.