customer conversations: make a brand experience personal with subtle relevancy
DESCRIPTION
Xerox CMO Christa Carone's presentation at DM Days 2010 on how to interact with your customers on a one-to-one level, making your company’s brand experience personal and relevant to each individual customer.TRANSCRIPT
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Customer ConversationsMake a Brand Experience Personal with Subtle Relevancy
Christa CaroneChief Marketing Officer Xerox Corporation
DM DaysJune 15, 2010
©2009 Xerox Corporation. All rights reserved. Xerox® and the sphere of connectivity design and VIPP® are trademarks of Xerox Corporation in the United States and/or other countries.
Ted Levitt…Harvard Business School legend.
“The future of marketing will be more like the past than you could ever imagine.”
Where’s the value? The technology on the window; or the experience in the store?
Creating an exceptional brand experience.
“Fundamentally it’s about treating different customers differently.”
Traditional mass media…one way communications
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Print Ads
Outdoor
POS TV
Radio
No dialogue
Low response
Tracking?
Metrics? ROI?
New media and message overload
On any given day, the average customer will be exposed tonearly 3,000 media messages.• Will pay attention to 52• Will positively remember 4
About 0.13%!
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—D. MastervichVP. Sales Strategy, U.S. Postal Service,VDP Conference Presentation
The key is relevant communications
The right message.
Are you talking to me?
The right media. The right time.
Cross-media 1:1 marketing: A conversation about value
A meaningful dialogue with pet owners and their pets
Ongoing marketing intelligence gathering…
Highly relevant communications
Reptile owner
Localized to each store with targeted offers driven by pet type
Cat owner Dog owner
A marketer’s best friend…measurable results.
Double digit growth in…
Member value
Store profitability
Program measurability
…and a brand experience that gets better and better over time
Health club challenge…30% member defection rates
Elixia turns members into sales force
Personalized direct mail, great creative, interactive PURL
“Get a good friend to become a healthy friend.”
Refer-a-friend as easy opening a locker…
Elixia gets a healthy return with 1:1 cross media
27.5% visited PURL
2500 new members
€1.5 million annual revenue!
State of Maine Office of Tourism
Static vs 1:1…a controlled test
Customer preferences drive customized content
A beautiful scenario…double digit improvements
24% response rate improvement
23% increase in state revenue
Static vs 1:1…by the numbers
Package Costs
$0.45 $0.50
$0.75
$3.00 $3.00
Data Programming$0.48
Postage, etc.
$5.18 Postage, etc.
$5.18
Total $8.63 $9.91 Total
Sipping our 1:1 cross-media champagne
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IOS personalized video
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Personal and relevant at every touch point
Email Invite or Reminder
Personalized Video IOS News Sign-up (www.iosnews.com)
Confirmation Emails (two versions) and Confirmation Page (one version)
Final Call-to-Action Video Screen
Refer a Colleague Form Page
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Personalized publishing…Ready for Real Business.
• Sent to 370,000 customers, prospects
• View rates as high as 76% • Pass along view rate: over 50%
Delivering a personalized brand experience
Elements of a 1:1 cross-media campaign
Tracking and Feedback
Data Modeling Compelling offer Great Creative Follow-up
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Analyze. Refine. Repeat.
Move the conversation forward.
My new business card…with a print-to-web Tag
Upload contact info to smartphone
Launch Xerox.com
Link to blog
Print-to-Web…new cross-media tool
Packaging Direct Mail link to PURLs
Some lessons learned…new technology, fad or function?
Some lessons learned…avoid the creepy factor.
Lessons learned…use all the channels
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