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?