BDMA congres workshop about multichannel marketing with real life cases. Examples from Thomas Cook, City of Mechelen etc. More info: www.artoos.be

2. Housekeeping

3. IMAGINE EEN
COMMUNICATIEPRODUCTIEHUIS
DAT MEER IS DAN
EEN DRUKKERIJ

4. The sustainable
Communication Production
House
Integrated publishing production solutions provider for
offline and online marketing & corporate communication.

9. Mono-
channel,
9.46%
Multichannel,
39.19%
Cross-
channel,
33.78%
Omni-
channel,
17.57%
MY MARKETING TEAM IS…
Source: Artoos|Hayez Summer survey 2015

10. SINGLE CHANNEL MULTI-CHANNEL CROSS-CHANNEL OMNI-CHANNEL
• Customers experience
a brand not a channel
within a brand
• Retailers leverage their
‘single view of the customer’
in coordinated and strategic
ways
The Nirvana
• Customers sees multiple
touch-points as a part of the
same brand
• Retailers have a ‘single view
of the customer’ but operate
in functional silos
The aspiration
• Customers experience a
single type of touch-point
• Retailers have a single type
of touch-point
The Legacy
• Customers sees multiple
touch-points acting
independently
• Retailers’ channel
knowledge and operations
exist in technical &
functional silos
The Reality
Multiple data sources Singular data sources

11. Ahum…
• Double touch: 61%
• Triple touch: 5%
• Planned: 30%
Source: Artoos|Hayez Summer survey 2015

12. Ahum….
3.4
4.1
3.9
4
28.7
32.6
47.9
26ALL
HEAVY E-SHOPPER
HOME INTERNET
18-34

13. “I visited the brand website
after reading a direct mail
from that brand.”
ONLINE SHOPPERS
71%
SOCIAL MEDIA USERS
53%
Source: Letterbox Consumer Survey, TNS Media, 2014

14. There is a new kid on the block!

17. Source: TNS “Connected World” 2013

18. After years of decline, the
number of catalogs mailed in
the United States increased
in 2013, to 11.9 billion,
according to the Direct
Marketing Association, a
trade group. While that figure
is about 60 percent of what it
was at its peak in 2007,
some analysts say the recent
1 percent rise in mailed
catalogs, coupled with the
care retailers are putting into
them, may signal something
of a renaissance.

19. So…
• People have more channels
than ever before
• People have become mobile
• People are less “exclusive”
• You have to share your
message with lots more

22. Zero moment of truth

24. CONTENT
WEBSITE
MOBILE
APP & TABLET READER
SOCIAL NETWORK
PRESENTATIONS
PDF BROCHURE, BOOKS
OFFLINE BROWSING
What’s your COPE strategy?

25. How to start with multi-channel ?
Extend
existing
DM -> e-mail
DM -> e-mail
-> mobile
1 Customer
Centric
Look at your
consumers’
habits
2 Business
centric
What will get
money in!
What will
solve an
internal “pain”
3
Remember:
your manager
is not
reporting in
terms of “nice
pictures”

26. The future of marketing is lead
generation
Source: The Economist/Marketo : The rise of the marketer 2015

27. 20%
10%
10%
10%12%
38%
Ja, maar investeringen verschuiven naar e-
mail
Ja, investeringen blijven dezelfde
Geen mening
Neen, we verschuiven drastisch naar e-mail
marketing
Neen, we verschuiven geleidelijk aan naar e-
mail marketing
Voor ons zijn beide kanalen evenwaardig en
aanvullend
Search your balance!

28. Brand symphony

30. YES…
• Will there be e-mail involved?
• Will there be packaging involved?
• Will there be customer service teams
involved?
• Will there be paper product sheets involved?
• Will there be retail /POS involved?
• …

31. CASES

32. Weekly newsletter
Upsell campaigns

33. The Thomas Cook case
• Staff:
– 5 years ago: 1
– A year ago: 8 internal / 2 freelance
• 3 full time for e-mail mkt
• Process:
– Optimise existing
– Add frequency
– Add data & channels
– Budget EM: stayed the same after 24 months
– Budget DM: 500K > 900K
Key to
success:
Report on
revenue
EM: 3.8 million
EM:14 million
DM: 32 million
DM: 75 million

34. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
First 24 months
Happy New Year + survey

35. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
Next 12 months
Happy New Year + survey
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Triple touch
DATA QUALITY + WEB BEHAVIOUR

36. After 5 years…
• Offers are automatically linked
• Data shared between online, e-commerce &
CRM
• After 3 years: reporting integrated with e-
commerce
• Click behaviour & buying behaviour fully
automated & integrated
• Start to look at automating Direct Mail
• But… no attribution model.
• But… customer service still on different CRM

38. STAD MECHELEN

39. STAD MECHELEN

41. Activating e-shoppers through a post card
41
Excellent recall rate of
77%
Improved the Top of Mind position with
143%
Intention to act
14%Zalando
Direct Mail

42. How to reduce cost….
Automation
standardisation
personalisation/segmentation
E-COMMERCE

43. BLUEBEES

44. BLUEBEES