eDeal Summit London 2013

Download eDeal Summit London 2013

Post on 10-Jul-2015

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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!