36. Detailed
contact
strategies
Update Contents and push customized contents
Reminder if
voucher is not
Cross Sell and Up-Sell
redeemed
within a
Membership
Phase
Member
DB
Week
1
certain period
of time.
Ongoing
1st
Month
Each
Months
Contents
TargeSng
High
Traffic
Sites
Initiate Philips
Purchase Generate
Flagship Member
Status
Online
Banners
on
high
consideration redemption
Contents
TargeSng
Store
Traffic
sites
Customized through point voucher Interests
personal interface redemption
Member
Status
Purchase
Probability
! News Search
Interests
Personal
Events
! Offers Philips Online
Key
Word
Search
! Highlights Store Purchase
Probability
! Point Status Customer
Value
PFR Product
! etc. Personal
Events
Website Drive Sales Registration Point
Status
Initiate and Point
Experience Purchase Accumulation Customer
Value
Philips
Website
consideration
Journey General member Point
Status
Mul?ple
banner
through
contents
member
placement
across
the
Customize
and
Assemble
promotions Offline Member
! Products
Website
Contents
! Offers Sales Channels DB TransacSonal
E-‐Mail
! Events
Corporate
Program
! Promotions
Initiate Customize
and
Assemble
Program
News
Purchase Follow-‐up
of
member
Contents
Access
of
larger
! etc.
consideration online
ac?vi?es
and/or
Sales
Offers
Consumer
Pools
through Online Sales
Channels update
members
about
Member Program
News
Point
Status
general
promotions new
points
being
through Drive Point
generated.
product Sales
Offers
Redemption and
Products
Brand
Define and
Retail
registration customize next
New
Member
ConfirmaSon
eDM
Point
Status
Personal
Events
eDM contact and
Informa?on
and
Customer
DB
Up-Sell
Cross Sell and
Mail
leads
instantly
to
Brand
and
Products
contents
Reminder
of
Family
Confirma?on
and
Single etc.
website
visit.
Member Drive
Rewards
Welcome
contact
Social
that
Personal
Events
Thank you online Point
Media
leads
to
the
Program
Site.
Redemption
Philips
Databases
eDM to
etc.
registrants
Use
of
the
full
poten?al
Adding
within
Philips
Family
Members
Drive
Register offline POS Monthly
eDM
Customer
Care
Center
Purchase
Monthly
eDM
that
builds
Analyze
Personal
Engagement
and
a
strong
rela?onship
with
Results,
PFR Monthly
eDM
Member
Acquisi?on
Program
Philips Website Member the
brand
and
drives
channel
Member
interaction
Website
Website Experience DB Monthly
eDM
that
builds
eDM program
engagement.
DB performance
Journey a
strong
rela?onship
with
and member
Experience
Showroom
behavior
the
brand
and
drives
Drive Website re-
Informa?on
and
program
engagement.
visitation – push
Register
Reminder
of
Family
contents
Adding
Rewards
Family
Members
Reminder
Offline eDM to non- Drive Social
POS registrants Media
Single Experience
Mul?ple
Touch
Immediate
Member
Define and
Points
Engagement
Simple
member
Drive
Engagement
customize next
eDM contact and
contents
registration Actions
40. I
ONLY
NEED
GIVE
ME
A
1
TV
REASON
TO
1
SHAVER
1
CAR
COME
BACK
40
41. Non
members
Members
InvitaSon
e-‐mail
TransacSonal
Booster
Monthly
• Drive
new
• Automa?cally
• Automa?cally
• Ac?vi?es
registra?ons
generated
generated
• Offers
based
on
• Increase
• Interac?on
with
• Reminder
profile
awareness
the
site
• Rela?onships
• Personalized
• Personalized
41
42. It
is
not
just
about
product,
it’s
about
usage
Cooking
High
Value
Customers
Baby
Care
TV
Home
Audio
42
43. 2010
–
Key
ac?ons
Roadmap
Feb
March
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Monthly
eDMs
Go
Live
Online
Invita?on
email
Social
media
quick
wins
InvitaSon
email
Online
RedempSon
Blast
to
100k
consumers
Na?onal
Day
campaign
GO
LIVE
Website
live
Facebook
Connect
Reminder
to
join
Teaser
to
Philips
employees
Share
/
Like
1to1
MulSchannel
Voucher
reminder
Test
POS
set
up
Carnival
Sale
Carnival
Sale
Offline
Showroom
Special
treats
for
Materials
in
retail
Special
treats
for
set
up
Promoters
brief
members
members
System
implementa?on
Staff
brief
and
support
Engagement
acSviSes
Breaseeeding
talk
Carnival
Sale+
Carnival
Sale
Meet
F1
Breaseeeding
talk
Cooking
Class
Cooking
class
Special
treats
for
members
driver
Cooking
class
Special
treats
for
members
Test
Drive
Program
Test
Drive
Program
Test
Drive
Program
Test
Drive
Program
Test
a
product
home
for
free
Test
a
product
home
for
free
Test
a
product
home
for
free
Test
a
product
home
for
free
43
50. August
eDM
example
Main
offer
• Na?onal
Day
offer
• Birthday
Product
offers
• BluRay
Player
• Vacuum
Cleaner
Points
status
–
Personal
Cash
Points
and
Family
Cash
Points
Products
–
3
products
Member
status
• Baby
Care
• Complete
your
• Culinary
Registra?on
• Grooming
• Share
on
Facebook
• Lifestyle
• Sound
And
Vision
• Home
and
living
• Healthy
Living
News
• Baby
Care
• Culinary
• Grooming
• Lifestyle
• Sound
And
Vision
• Home
and
living
• Healthy
Living
•
Generic
50
55. Tradi?onal
approach
starts
from
products
Companies
usually
talk
at
a
Product
or
Business
Unit
level
to
Consumers
Product
life
cycle
differs
from
each
others
One
company
Sectors
Sectors
Sectors
Sectors
BU
BU
BU
BU
BU
BU
BU
BU
BU
BU
BU
BU
BU
BU
PRODUCTS
§ Confused
Consumers
?
§ Non
relevant
offers
?
?
§ Overloaded
by
offer
?
?
§ Not
aligned
with
consumer
needs
§ One
?me
rela?on
§ Focused
on
new
product
intro
55
62. En?re
plalorm
is
opened
§ Product
reviews
and
ra?ngs
and
provide
Test
Drive
Feedback
§ Product
ra?ng
§ Ac?vi?es
review
and
feedback
§ Facebook
Integra?on
for
easier
registra?on,
login
and
content
sharing
62
71. Communication relevance Member acquisition Referrals Program sustainability
The average click through rate of members of At least 36,000 members have been For every acquired member, 4.2 xxx in its current stage has proven to be
54% clearly indicates that xxx has been naturally acquired through referrals, additional consumers are a strong platform that initiates product
relevant throughout their entire membership at POS and through organic site introduced to the program. consideration and drives purchase.
period. traffic without further investments.
One member Even though re-purchase values,
Acquisition Existing Members recommends xxx to caused by xxx, can only be assumed, it
88% of all 4.2 other consumers
can be clearly said, that a substantial
portion of these repurchases are
members triggered and caused by the
Open rate Open rate are naturally engagement activities of the xxx
grown. 88% program. The following facts, support
this statement:
65.0%
35% 39%
+ 11% Value per re-purchased product
! 93% of all members are looking for a
special sales offer.
Click Click The redemption of vouchers is only used for smaller products. In general we ! At least 66% of all members consider
through through can assume that members continue to accumulate points until the point the program as relevant and are
status grows to a more substantial amount. visiting the site frequently without
the need of being reminded.
+
31% 54%
Voucher redemption SGD 112.58 / per voucher
74% ! Being engaged, in average a
Online store redemption SGD 142.60 / per redemption consumer recommends the
program to 4.2 other people.
Content relevance Repurchase SGD 241.40
Finally, the fact, that xxx has already
66% of members re-visit the site simply because achieved an ROI of 256.6% in its basic
form, it is clear, that with a slight
they are looking for new sales offers. The high click
rate on products clearly indicate that theses
Return on invest (ROI) increase of member acquisition
members are likely to consider a purchase. This xxx has achieved in its first year an ROI of 256.6%, which can be considered as initiatives and program deliverables, the
consideration has, to a large degree, been an outstanding result. Given the current status of the program and its added ROI of 2011 will definitely exceed the
triggered by the xxx program. values for the consumer, this result is very likely to be increased within 2011. 300% mark.
66% of Incremental IVM – Voucher redemption 90,361
Recommendation
members visit xxx Incremental IVM – Online redemptions 17,608 The xxx consumer engagement
naturally platform has proven its value regarding
66% without an e-mail Incremental IVM – Repurchase 923,365 driving sales but also regarding its
power to inspire consumers and to drive
reminder
product consideration.
Total incremental IVM 1,031,335
This ultimately translates in the full
Total costs – F5Digital, Production, xxx 659,000 achievement of acquiring consumers
and to engage them with the xxx brand
93% search Total net return 372,335 and its products.
for special Given the high ROI in the first year, we
sales offers
93%
ROI - 2010 56,50 % strongly recommend to continue the
xxx program in 2011 with an 71
program deliverables.
increase of
1
72. We
checked
if
results
were
really
good
?
• Maybe
consumers
already
promote
the
brand
?
• Maybe
consumers
are
already
ac?ve
?
• Maybe
brand
recall
is
already
high
?
• Maybe
Philips
customers
are
already
recep?ve
?
We
want
to
know
if
the
PROGRAM
itself
has
a
posi?ve
impact
on
consumer
and
Philips
consumer
72
73. 1)
Test
the
recommenda?on
increase
+83.43%
On
a
scale
of
0
to
10,
how
likely
would
you
like
to
recommend
+24.59%
Philips
to
your
friend
?
Passive
members
Ac?ve
Members
Survey
made
in
April
on
626
consumers.
Based
on
your
experience
with
the
brand,
how
likely
will
you
recommend
Philips
to
your
friends
74. 2)
Test
the
involvement
Same
offer
sent
to
2
groups
75. 2)
Test
the
involvement
Specific
Carnival
eDM
53%
§ Family
members
§ One
to
One
offer
42%
§ Personalized
message
30%
YTD
Delivered
11,025
14%
Open
53%
CTR
30%
#
purchased
370
CTR
Open
Rate
Value
$95k
Normal
eDM
Family
Rewards
Comparison
made
between
Family
Rewards
members
and
none
Family
members
76. 3)
Test
the
brand
impact
TOP
OF
MIND
RECALL
+150%
GENERIC
20%
PFR
48%
76
77. 4)
Compare
to
tradi?onal
Philips
Philips
eDM
results
PFR
Open
rate
CTR
avg
=
Open
rate
Unique
CTR
avg
=
39.1%
12.3%
60%
50%
40%
30%
20%
Open
Rate
=
18%
10%
CTR
=
4%
0%
Invita?on
April
May
eDM
Carnival
June
eDM
July
edM
Aug
eDM
Aug
Sep
eDM
Oct
eDM
Carnival
Nov
eDM
Xmas
Xmas
Jan
eDM
eDM
Invite
Reminder
77
79. Do
we
know
how
to
fly
?
Old
CRM
• YES
it
is
a
plane
BUT
• Different
technology
• Different
speed
• Different
pilots
New
CRM
• Different
teaching
• Different
training
85. Our solution : F5DIGITAL GROUP
MARKETING &
DIGITAL INNOVATION
STRATEGY AUDIT
CONSUMER MARKETING
ENGAGEMENT EFFECTIVENESS, ROI
ONE STOP FOR DIGITAL OPERATIONS and
MAINTENANCE
! "# $% F5DIGITAL Group introduction March 2011 85
86. F5DIGITAL Group
§ ONE stop Holistic Approach
§ 3 dedicated companies
§ DIGITAL INNOVATION MARKETING HUB
§ Focus on - MARKETING EFFECTIVENESS
§ Handle any DIGITAL activities as your partner
§ HOW and WHY, not the what
§ BUSINESS NEEDS Knowledge
§ International MNCs expertise
! "# $% F5DIGITAL Group introduction March 2011 86
88. DIGITAL INNOVATION MARKETING & STRATEGY AUDIT
INSIDE OUTSIDE
TRAINING / COACHING
MARKETING CONSULTANTS
CAMPAIGN GOVERNANCE CONCEPTS / BLUEPRINT
§ Team of senior consultants
§ F5DIGITAL concepts
§ F5DIGITAL approach
§ Deliverables based on men hour or brain time
! "# $% F5DIGITAL Group introduction March 2011 88
89. Ways of working
F5DIGITAL Methodologies Deliverables
§ Integration global to local needs § Digital Strategy (Social Media,
§ Digital organization setup mobile, eShop, CRM, web, SEO, etc)
§ Process on digital assets § Digital Asset evaluation
§ Methodologies for CRM § Contact Strategy
§ Coaching and training § Consumer Relationship Management
§ … Blueprint
§ Social Media Cookbook
F5DIGITAL Concepts § Digital Relationship Management
§ Facebook fans and Kids
§ Impossible trilogy
§ 8DD
§ Consumer engagement paradigm
§ …
! "# $% F5DIGITAL Group introduction March 2011
90. Concept examples
Objective
§ Explain the behavior of Social Media
users, ie Facebook
Concept :
§ Treat them like kids
Impact :
§ Agency planning
§ Brand engagement
§ Calendar activities
! "# $% F5DIGITAL Group introduction March 2011 90
91. Consulting deliverables extracts
Personal Life relevant themes
Integration of products profile page Project
in all contents
§ Touch point
Invited friends
competitive
mapping
Various subject
Comprehensive related forums
lifestyle information hub
Extract:
Registration is
Link to online sales sites mandatory § Visual one page
summary
Consumer feedback
Integrated point system and ratings
Complete branding of the program Positioning of products
Free product within themes
trials
! "# $% F5DIGITAL Group introduction March 2011 91
