The document discusses local marketing platforms and how they empower retail networks. It provides examples of how various companies use local marketing platforms to simplify communication channels for retailers, brands, and marketers. Specifically, it outlines cases for how finance/insurance, automotive, real estate, and apparel companies utilize centralized, web-based tools to automate and personalize local marketing campaigns.

1. Local Marketing Platforms empower retail networks DM Seminar Retail 01/06/2010 Philippe Cardyn Marketing Manager

2. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

3. Your“one-stop-shop” for(marketing)-communications Integrated graphic service provider, evolving from commercial print company Everything under one roof 1,75 hectare production capacity on our site 130 professionals, 20 customer touchpoints Turnover over 19 million euro in 2009 9 % creation and DTP 52 % sheetfed offset 18 % webfed offset 11 % digital print 10 % mailhandling - pick&pack

4. Growth and turnover

5. Vision and mission Vision 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 Mission By putting this vision into practice every day we provide 3-fold ROI for our customers : Saving money Shorter time-to-market Increased sustainable communication power

6. Powered by sustainable development & CSR The number one climate neutral printer in Belgium 100% green power FSC & ISO 14001 certified Carbon footprint calculation, reduction and compensation Climate neutral operations since 2010 Sound economic growth Consistently high EBITDA values Profits are invested in future growth With a major focus on people Strong employee loyalty Open dialog on the well-being on the shop floor Duurzaam ondernemen

7. Driven by new technology The latest technology Bèta sites for the big names in the industry ( Agfa, Kodak, Fuji, Screen...) Early adopter of new automation techniques Automation of marketing processes since 2001 Started as a webbuilder in 1995 Evolved into marcom process automation +50 active portals today Digital asset Management Web to Print Database publishing Campaign management Document & fulfilment center

8. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

9. Local marketing platforms Set of web-enabled tools : in the cloud Evolving from stand-alone tools to multichannel Powered by 1 or more service providers Integrated into a single dashboard for the user Back-office integration for courrier services, ERP, e-invoicing, CRM reporting, etc..

10. Local marketing platforms Communication channels in retail local advertising, point-of-sales direct mail unadressed mail New techniques/channels emerging, slow adoption rates due to complexity/lack of familiarity e-mail personalized landing pages text messaging social media

11. Benefits? For the retailer Direct access to campaigns, actions, materials Simplifying the use of communication channels For the brand owner : controlled freedom of expression For the marketer : centralized and real-time reporting For the purchaser: Value-for-money proposition through common sourcing

12. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

13. CASE : finance & insurance

14. CASE : finance & insurance Record Bank : ING’s second retail banking network Third retail banker in Belgium (1:AXA 2:Argenta) Consumer banking products offered through 800+ independent insurance agents Promise : your own banker (personal service) Personalized communication is part of their DNA

15. CASE : finance & insurance -> Personalized communication is part of their DNA Before : personalisation of communication materials through fax/email order forms 2 FTE’s in charge of coordinating this 1 bottleneck : the graphic designer in charge of executing this Time-to-market : several weeks Error-prone

16. CASE : finance & insurance After : Portal in use since 2006 Evolved from just POS (stationery, posters) to campaign platform unadressed mail direct mail local campaigns email extension in 2010 Produces several millions of retail messages per year Highest volume in unadressed mail (e.g. 4,5 million for 1 campaign) Growth expected in direct mail (link with CRM-system)

17. CASE : finance & insurance Direct marketing campaigns for 800 local users Target group selection, personalisation, mailhandling & fulfilment

18. CASE : finance & insurance

19. CASE : finance & insurance Benefits Short time to market Days, not weeks to execute campaigns Brand consistency Strong branding contributes to better recognition Uniform messages Value-for-money 800 small orders aggregated into 1 big production

20. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

21. CASE: Automotive Chevrolet retailerdesk self service platform for local advertising high-resolution images templates for advertising campaign-ads

22. CASE: Automotive

23. CASE: Automotive Fully automated ad Ready to use Personalized to local dealer

24. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

25. CASE : real estate

26. CASE : real estate Franchise organisation 180 independent real-estate agents in Belgium Before : ->using DIY communication means After : centralized template library covering prospecting, presales and aftersales communication tools Agent triggers communication

27. CASE : real estate

28. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

29. CASE: apparel

30. CASE: apparel + 4.300 retail outlets in Europe and US/CAN Multilingual interface Multibrand Local marketing tools: Marketing calendar Advertisement creation Direct mailings Marketing collateral Digital asset library Email-marketing newsletters How-to guides

31. CASE: apparel DM : select front

32. CASE: apparel DM : select message Traffic generation Birthday cards Promotions

33. CASE: apparel DM: enter text

34. CASE: apparel DM: print-ready PDF

35. CASE: apparel New toolset replaces uncontrolled asset distribution All messages are within single brand voice Competitive advantage for the brand owner: greater share of voice = greater share of sales

36. Agenda Artoos elevator pitch Local marketing platforms defined Case finance&insurance Case automotive Case real estate Case apparel Wrap-up – q&a

37. Questions? Feel free to contact me during the break or after the seminar [email_address] twitter.com/artoos