eDeal Summit London 2013

Download eDeal Summit London 2013

Post on 10-Jul-2015

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TRANSCRIPT

  • eDeal channel: DOs and DONTs for brands

  • eDeal channel:

    DOs and DONTs

    @JoseLuisFerrero

  • eDeal channel:

    DOs and DONTs Learnings from an established brand

    actively operating with eDeal channel

    in Spain

    @JoseLuisFerrero

  • What if Brands are

    entering a

    Show without

    knowing the

    film ..

  • Some Brands

    do see a

    famous terrific

    Film ..

  • Some Brands

    do see a

    famous terrific

    Film .. The War of the

    Worlds

  • Other Brands

    will see a

    different

    one.

  • Other Brands

    will see a

    different

    one.a New world full of

    Opportunities

  • At the end, the Show is

    the same, but every Brand

    has to find its own way..

  • At the end, the Show is

    the same, but every Brand

    has to find its own way..

    To be

    Future

    Proof

  • Consumers love

    eDeals

  • Brands love Consumers

  • Consumers love

    eDeals

    Brands love Consumers

    eDeals and Brands need to

    generate Love interactions

  • Consumers love

    eDeals

    Brands love Consumers

    eDeals and Brands need to

    generate Love interactions

  • What is a Love Interaction

    When Consumers receive

    more Value than expected

    Brands are looking for a next

    eDeal event

  • What is a Love Interaction

    When Consumers receive

    more Value than expected

    Brands are looking for a next

    eDeal event

  • What is a Love Interaction

    When Consumers receive

    more Value than expected

    Brands are looking for a next

    eDeal event

  • Only then. an eDeal player has proven its value

    and can become a

    sustainable business

    with a clear reason

    to exist

  • DOs and

  • DOs and

  • Do take the lead to decide on

    your presence in eDeal Channel 1

  • Do take the lead to decide on

    your presence in eDeal Channel

    Be proactive

    and decide

    yourself

    when, how

    and with

    whom

    Let anyone

    decide it for

    you. Neither

    Offline or

    Online

    1

  • Do protect your Brand by being

    Strategically launching eDeals 2

  • Do protect your Brand by being

    Strategically launching eDeals

    Do decide

    timing,

    products

    and

    players

    Become

    a deal

    Brand

    2

  • Do test new initiatives and players

    if business model adds value 3

  • Do test new initiatives and players

    if business model adds value

    Do test niche

    players and

    products

    Prove Long

    tail potential

    3

    Become

    complacient

    with your actual

    eDeal partners

  • Do treat eDeal Channel as a Marketing

    Channel not only Sales channel 4

  • Do treat eDeal Channel as a Marketing

    Channel not only Sales channel

    eDeal is the

    cheapest

    way to

    interact with

    Consumers

    Leave free

    space for a

    great branding

    position to your

    competition

    4

  • Do work in Beta, dont wait for the

    perfect eDeal 5

  • Do work in Beta, dont wait for the

    perfect eDeal

    Think first,

    then shoot

    and later do

    the fine

    tunning for the

    next shoot

    Wait for the

    perfect

    environment to

    do the perfect

    eDeal

    5

  • Myths that are

    proven not to be

    true

  • Myths that are

    proven not to be

    true

    Consumers are not keen to buy high end

    brands Online

    eDeal players do kill established business

    Brand image is damaged when present on

    edeal channel

    Price is the unique driver for eDeal sales

  • Myths that are

    proven not to be

    true

    Consumers are not keen to buy high end

    brands Online

    eDeal players do kill established business

    Brand image is damaged when present on

    edeal channel

    Price is the unique driver for eDeal sales

  • Myths that are

    proven not to be

    true

    Consumers are not keen to buy high end

    brands Online

    eDeal players do kill established business

    Brand image is damaged when present on

    edeal channel

    Price is the unique driver for eDeal sales

  • Be open to try

    something

    Different!

    Always with caution

  • 38

    Jos Luis Ferrero

    Senior Manager

    eCommerce

    @JoseLuisFerrero

    Thank

  • 39

    Jos Luis Ferrero

    Senior Manager

    eCommerce

    @JoseLuisFerrero

    Thank

    You!