BLACKMORES ONLINE SUCCESS STORY
THE POWER OF PERSONALISATION
Jason Davey
Managing Director, Digital Marketing
Simon Marks
Strategic Business Communications Manager
BLACKMORES DIGITAL STRATEGY
Highly Engaged
Disengaged
Wellness and
Vitality through
natural means
Illness
Confusion
Clutter
Lack of differentiation
Customisation
Outcomes
Personal relevance
Treatment
Mindset
Prevention
Mindset
Blackmores
Blackmores
VDS Players
Digital & Direct
StrategyVITAMINS & DIETARY SUPPLEMENTS < $1 BILLION
BLACKMORES ONLINE TODAY
• 300,000 members
• 120,000+ unique visitors/month
• 4 customer segments
• Fortnightly
newsletter
SHOWCASE VIDEO
View the video here: http://www.youtube.com/bullseyedigital
OUR RELATIONSHIP MARKETING JOURNEY
1-TO-1TARGETEDMASS
2007/08 2009 2005/06
Low HighPersonalisation / Relevance:
Broad NarrowAudience:
Shallow DeepRelationship Depth:
AGENCY/CLIENT JOURNEY
RELATEUNDERSTANDEDUCATE
2007/08 2009 2005/06
Low HighContent & Resources:
Low HighOrganisational involvement:
Monthly DailyContent updates
STARTED WITH MEMBERSHIP
WEBSITE PERSONALISATION
Gender
Promotions
News & Content
Product
TARGETING LIFESTAGES
INTEGRATED CAMPAIGNS
Un
seg
men
ted
Seg
men
ted
High
Medium
LowInteraction/Engagement
Level of personalisation
Pro
file
d
DATABASE TARGETING
SEGMENTATION:
• Category loyalty
• Level of spend
SOME SURPRISES IN THE DATA
• 36% survey response rate from 100,000 members
• 34% greater spend Members vs. Non-members
Insight: Membership attracts advocates.
• Net Promoter Score of 79 amongst advocates
PERSONALISED CONTENT DELIVERS
>50% OPEN RATES FOR PERSONALISED EMAILS
4x THE CTR OF NON-PERSONALISED EMAILS
PERSONALISED CONTENT + EFFECTIVE DESIGN
=
DROP-OFF OVER TIME
0%
10%
20%
30%
40%
50%
60%
70%
80%
Believers Choosers Potentials Treaters Unsegmented
<6 months 6-11 months 12-17 months 18-23 months
Ope
n ra
tes
RELEVANCE WINS
Engagement
Time
PregnancyWeight-loss
SRF
NEXT?
We’re building
Australia’s biggest
community
dedicated to
wellbeing and
natural health.
• Community features
• Groups
• Wellbeing blog
• Personalised news
• Blackmores TV
• Podcasts
• Online Tools
DYNAMIC PERSONALISATION AND COMMUNITY
DYNAMIC PERSONALISATION
DYNAMIC PERSONALISATION
PERSONALISATION & COMMUNITY
SUMMARY
• Set a clear agenda for your objectives
• Get senior stakeholders/decision makers buy in early
• Be prepared for a journey
• Don’t assume the outcomes
• Learn, adapt, optimise
• Client and agency united
• Data is only valuable with insights
• Resource up
• Engage with consumers and be prepared to be
engaged with!
Questions?