make your digital strategies also a sales generator
Post on 14-Sep-2014
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DESCRIPTION
Vincent Nolf 's presentation at BDMA congresTRANSCRIPT
Make your Digital Strategies
also a Sales Generator
Vincent NolfManaging Director
Business Clients Mail - bpost
24 oct2013
1
Reachingconnected consumers …
“Connected consumers can only be touched by digital strategies …”
79%
READS
DIRECT MAIL*
Mobile / tablet users
Direct Mail perfectly activates digital targets
Social media users
82% READS DIRECT MAIL
*SOURCE: Letterbox survey 2013 2
SOURCE: TGI UK
are not different …
Social
media users
3
but …Advertisers like fans
4
DialogueAdvocacy Brand experience
digital –letterbox
approach for a better R.O.I.
Integrated
5
Traffic
digital –letterbox
approach for a better R.O.I.
Integrated
6
Traffic
Objective• Reinforce relation
with brand• Ensure loyalty• Inform on product
Approach• Custom magazine
1 Rabobank: online banker creates an offline magazine to have a “face”
Results• 75% readership • Measured
Increase in web traffic
7
Objective• Drive web site
traffic & online sales on inactive customers
Approach• Post card
Results• 59% reading rateOf them
- 64% will go to the web site
- 28% will register (again)
• 4% online order
Pure players use DM to boost their web traffic … and sales!
2
8
Objective• Increase customer satisfaction about
the document (‘call for contribution’)• Reduce low value calls to call center• Increase registrations to E-mut
Approach• Invoice optimization• Test on a sample
Optimize documents to transformthem in activating channel
3
Original document
9
Optimize documents to transformthem in activating channel
3
Using improved invoice to stimulate registration on e-mut
Original document Optimised invoice Commercial Message
10
Optimize documents to transformthem in activating channel
3
Original document Optimised invoice Commercial Message
Objective• Customer satisfaction• Reduce low value calls• Increase registrations to E-mut
Approach• Invoice optimization
Results• Recall message*: 17%• Intent to E-mutregistrations*: 3%
• Inbound calls: -20%• Roll-out to full database
* post test survey, Solidaris information 11
Objective• Activate sales and
reinforce brand relation with Nivea ‘Fans’
Approach• Activity map sent to
100K. Profiled customers
Results• 39% more
Facebook Fans • 13% used at
least 1 coupon
Combine DM and Facebook to drive sales and online engagement
12
4
Approach• Simple letter and email• 50.000 in each target
DM
EMAILCOST
6 K€
32,5 K€
COST PER
ACQUISITION
DM
121€
19€ X6
RETURN / EURO
INVESTED
DM
1,2€
7,7€
5 Acquire new customers on a FMCGweb-shop
Objective• Increase online sales on
prospects (FMCG category)
Source: 2012 BtC - 50.000 contacts for each medium – FMCG webshop 13
Objective• Generate acquisition• Capture customer
profiles & preferencesApproach• Address each woman
differently based on her life situation and to offer her the according samples
Results• Direct
impact 6% coupon usage(vs. 2,5% average previous)
Build a real dialogue based on informationcaptured on your webplatform
6
Segmented CampaignDM, email, one to one bannering
14
digital –letterbox
approach for a better R.O.I.
Integrated
15
DialogueAdvocacy Brand experience
Traffic
Objective• Capture customer
profiles & preferences• Generate trial
Approach• Web form• Follow-up sampling
Results• 11,5%
registration on webplatform, directly related to DM
Build a real dialogue based on informationcaptured on your webplatform
1
16
Stimulate customer advocacy through the mobile postcard
Hi Laura,
This is what I
like the most
about you…
Céline
#dove
1 2 3 4
Download app
Take a picture
Write a message
Usepromocode
2
thanks to promocode!Branded Layer will be added automatically
17
CASE
3 Reward your facebook fans
REWARD
FANS ON FACEBOOK
18
4 Seize the personalization trend How a simple postcard can make it true…
19
Make it better…
Get your child’s bottlepersonnalized!
4 Seize the personalization trend How a simple postcard can make it true…
20
• It activates web traffic and (sales) conversion
• It offers a tangible moment in a virtual context
• It builds a true dialogue
• It’s highly efficient in terms of R.O.I.
21
Direct Mail helps to develop your business with
connected consumers