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VW EMS case March 2010
- 1. Personalisa*on to Generate qualita*ve Leads
- 2. LESS FOR MORE (ROI) GET ATTENTION DIFFERENTIATION
- 3. Customer insights Buying consumer process… • Starts 6 months before purchase decision • High variety of selec*on criteria ( price, space, comfort, security, design, power, ..) • No personalised advise outside showroom • Mul*‐layer mass communica*on is the rule (TV, MOF, Print, radio, internet, door‐to‐door) • Poten*al customers feel to be leN alone in their search of informa*on Door‐to‐door (22 models)
- 4. Supplier Challenge The challenge of Lead genera*on… • Do not know who are the poten*al customers • No possibility for customised communica*on ( price, space, comfort, security, design, power, ..) • Use of high cos*ng mul*‐layer mass communica*on (TV, MOF, Print, radio, internet, door‐to‐door) ROI ? Communica*on effec*veness ?
- 5. 1:1 approach A personalised brochure… • 4 to 6 months before purchase decision • Focus on 3 models (out of 22 !) • Model presenta*on focusing on : SelecFon criteria usage criteria • Personalised financial proposal Ex: regional ECO premium, Leasing
- 6. A brand building introduc*on in line with your concerns…
- 7.
- 8. The 3 models YOU consider + USPs based on YOUR purchase criteria…
- 9. Pricing summary and financial mode YOU consider…
- 10.
- 11. 1to1 Lab process Recruitment Activation Segmentation Esurvey VW DB Customers Recruitment Personalized VW DB Qualified & Unique DB Email 1to1 Brochure Prospects segmented Layouting DB Mktg Rented DB Call center efficiency Lead Mgt ROI Offers / Sales
- 12. Building Relevancy 1 2 3 4 Personalized Catalog Segmentation Esurvey Recruitment Email DB ? Segmentation & content ? Segmenting questions How to recruit Fixed & variable datas. to drive 1to1 content ? & motivate ? Consumer journey & Marketing Benefits C B A • PersonalizaFon in line with • Self‐expression of needs • Selects who is expressed needs • Prospect in awareness & purchaser or not • PUSH PULL MKTG purchase mode • High Recall, brand inFmacy, • Enrichment of DB act & purchase intenFon • Survey with market needs
- 13. SystemaFzaFon of process ? Recruitment & qualification Activation VW Web Qualification Visit Web Recruitment Segmentation analytics Pop-in Esurvey 100.000 / year Recruitment VW DB Qualified & Unique DB Email 1to1 Customers segmented Scenario Layouting Purchase DB Data < 6 month exchange Product Testdrives DB VW DB Prospects Offers Automated dashboards Reporting Sales Marketing Automation
- 14. MarkeFng efficiency Impact overview Recall having Opened it Read it Recall Intent to act Intent to received it content (top boxes) (content or message) “Do you remember “What did you do with “Can you describe “Do you have the “Do you have the intention to receiving a DM?” the DM?” the DM?” intention to react?” visit a Volkswagen showroom?” Total 36 74 81 60 98 59 98 58 67 39 n=300 Average 67 44 39 35 22 nB2C=31 Average 63 89 88 58 nB2C=31 + + + + + High recall rate High opening rate Very high reading Very hign content High direct activation rate recall % of respondents (n=600) – 100% of the respondents 14
- 15. MarkeFng efficiency Recall ‐ acFvaFon matrix: Belgian Post role Strong activation case 1:1 lab VW Efficient Limited recall mailing Strong recall case Limited reaction level Improve Activation rate Do it again Average attention (49.1%) Improve action Average (66.4%) Recall rate N B2C=31 Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)
- 16. 1to1 Lab Global Conversion Funnel 1to1 communication delivered = 100 % Brand image Communication Recall = 74 % +++ Want to Act = 39 % Trafic creation X 10 POS traffic = 15 -20 % POS conversion Offers X3 = 12 % Sales Sales =6% profits +++ • conversion by source / media Improve media mix • conversion by call to acFon Improve commercial pracFces • conversion by target group Improve targeFng