Presentatie eclipse xcfl

Customer & ProspectsWhat do they want?

Are you listening?

Xeikon café, June 9th 2011Marc Verheyen / Hans van Lith

Agenda

• Introduction Eclipse Cross Media• Where do we play?• Cross Media approach versus Direct Mail• Insurance case (the facts)• International recognition• Q&A Session

Xeikon café, June 9th 2011

Eclipse Group:• Eclipse Group established in 2006• Team started as early adapters in the 1-2-1 Direct Marketing Industry over 15 years

ago • One of the first Xeikon users worldwide (1993)• Knowledge base developed while associated with the world largest print company• Subsidiaries in Belgium, The Netherlands, France, Germany, United Kingdom, U.S.A.

Our key services:• Ideas, Strategy• Communications re-engineering• Variable Data Programming• Production (capabilities / project management resource / artwork mock-ups)• PURLs (complex), Integration of Social Media• Truly Integrated communications• Strategic (International) partners

Our key results:• Dialog / loyalty / enrichment of your customer data• Create top-of-mind awareness• Quantifiable solutions / results• Focus on innovative and relevant marketing and communication services• Measurable RO(M)I results through relevant messaging in dialog with customers

Company presentation


Building blocks we can provide:• Campaign management• Concept & Creation• Project management• IT & Data management, integration CRM (SLA driven)• ‘Tailor made’ development of online and offline applications• Full Color digital print, personalization & individualization even in

combination with offset• Fulfillment & postal service• PURL with/without dedicated campaign sites• E-mail• SMS/MMS• Data analysis + enrichment, reporting, dashboards• Portal solutions

Company presentation


Where do we play?

• Companies in a very competitive mass consumer market with legally bound -SLA driven- obligations to deliver a defined “commodity” service

• “Short” term noticeable contracts (new trend also in the insurance market)

• Markets with a high attrition rate and many changes between competitors because of the transparent delivery

• Strong government regulations with mandatory communication to customer


What do we offer?

• Integration of Lead generation (address new customers) Customer welcome (connect new customers) Customer loyalty (keep customers) Customer win-back process (regain lost customers)

• By real integrated 1:1 Cross Media communication


Top-5 industries

• Financial & Insurance• Telecom & Broadband• Utility• Retail• Automotive


References

• Finance & Insurance

• Utility

• ICT & Telephony

• Retail

• Automotive


Establish:1. Sales2. Payback3. Success

7

MONITORAND

ANALYSE

6

PRODUCE ANDSEND

Typical Marketing Campaign Process

1

ESTABLISHTHE

NEED

E.G.Acquisition

And:Decide onAudience/Segment

Product,Message,

Strap,Incentives,Response

Mechanisms,Etc.

And Medium

AndObtain

Approval

5

DESIGNTHE

PIECE

2

OBTAINTHE

DATA

3

DEVELOPTHE

PROPOSITION

4

DECIDE ON THEFORMAT

Then:Start all over again


STATS:• Consumers are hit by 4,000 marketing messages every day• 43% of direct mail recipients now prefer to respond on-line• There are well in excess of 210 million websites• Google has indexed well over 1 trillion unique URLs• Online advertising expenditure has fallen 12% - 17%• The Internet is dead (as an investment) - Nobody can figure out a

business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit.

FACTS:• Consumers demand relevance in their communications more than

ever• Tolerance for untargeted direct mail is at an all time low• Consumer internet spend continues to grow, but relative cost to

companies for on-line CPA remains higher than through other direct acquisition routes

• Failure to employ effective segmentation and personalisation result in decreasing returns

STATS:• Consumers are hit by 4,000 marketing messages every day (DMA-

2008)• 43% of direct mail recipients now prefer to respond on-line (DMA-

2008)• There are well in excess of 210 million websites

(internetworldstats.com)• Google has indexed well over 1 trillion unique URLs (Googleblog:

7/25/2008)• Online advertising expenditure has fallen 12% - 17%

(trendsupdates.com)• The Internet is dead (as an investment) - Nobody can figure out a

business model that works – e.g. Microsoft has spent billions on Internet strategy without a dime of profit. (Wall Street Journal – 17/07/09)

Today!

Oi! DOES ANYONE WANNA BUY THIS PRODUCT?

Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?

What you want in THIS PRODUCT...

THIS PRODUCT is best for you

I’ll sell you THIS PRODUCT for less

Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS

PRODUCT?What you want in THIS PRODUCT...




What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less






THIS PRODUCT is best for youWhat you want in

THIS PRODUCT...I’ll sell you THIS PRODUCT for less





Oi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS PRODUCT?

THIS PRODUCT is best for youWhat you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for less


What you want in THIS PRODUCT...I’ll sell you THIS PRODUCT for lessI’ll sell you THIS PRODUCT for less







THIS PRODUCT is best for youOi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS
























THIS PRODUCT is best for youOi! DOES ANYONE WANNA BUY THIS PRODUCT?Excuse me - DOES ANYONE WANNA BUY THIS





















Why Personalise?


TOTALPOTENTIALAUDIENCE

Why Personalise?


Why Personalise?


PROPOSITIONRIPE

TARGETS

SALES


• Dave:– Male, 22, on-line developer and entrepreneur– Passionate about all things new, he is an ‘innovator’

purchaser

• Sarah:– Female, 40, mum of 3 in the process of retuning to work– Prioritising safety & security, she is an ‘early majority’

purchaser

• Jim:– Male, 55, coming to the end of a long career in Financial

Services– With a ‘flown the nest’ household, he is a purchasing

‘laggard’

• Mary:– Female, 70, cash-rich widow living in a nursing home– Young at heart, owns a mobile phone, a ‘late majority’

purchaser

Meet The Audience:

QUESTION:

Will these customers react the same way to the same offer?Or will 4 different treatments

create a better result?



Why Personalise?

TARGETEDPROPOSITION

1RIP

E

TARGET

S

TARGETEDPROPOSITION

2TARGETED

PROPOSITION3

TARGETEDPROPOSITION

4

TARGETEDPROPOSITION

5RIPE

TARGETSRIPE

TARGETS

RIPE

TARG

ETS

RIPETARGETS

SALES

SALES

SALES

SALES

SALES


Establish:1. Sales 2. Payback 3. Success4. Click-through rates5. Site usage / Behaviour6. Interests (links

clicked)7. Data augmentation8. Perceptions/

Satisfaction9. etc.

The eclipse Marketing Campaign Process

1 2 3 4 5 6 7

ESTABLISHTHE

NEED

OBTAINTHE

DATA

DEVELOPTHE

PROPOSITION

DECIDE ON THEFORMAT

DESIGNTHE

PIECE

PRODUCE ANDSEND

MONITORAND

ANALYSE

MultipleSegments

1

2

3

MultiplePropositions

POSTCARDLETTER &BROCHURE

EMAILPURL SMS

Multiple Formats Across Printed, Electronic and Voice Mediums



Why Do Cross Media?

TARGETEDPROPOSITION

1RIP

E

TARGET

S

TARGETEDPROPOSITION

2TARGETED

PROPOSITION3

TARGETEDPROPOSITION

4

TARGETEDPROPOSITION

5RIPE

TARGETSRIPE

TARGETS

RIPE

TARG

ETS

RIPETARGETS

SALES

SALES

SALES

SALES

SALES

>500%* Increase In Sales

* Source: Caslon PDP Report – September 2010


Insurance case


Case study available on request!

Production


International recognition

The Challenge: “How can you keep customers from changing their mind?”

Case study available on request!

Q&A Session

Hans van LithChief Executive Officer-----------------------------------------------------------------Eclipse Cross MediaLocht 1235504 RM VeldhovenTel.: 040-820 00 40Fax: 040-820 00 41Mobiel: 06-53 80 47 87hans.vanlith@eclipsecm.euwww.eclipsecm.eu-----------------------------------------------------------------

Marc VerheyenWW Business Development-----------------------------------------------------------------Eclipse Cross MediaLocht 1235504 RM VeldhovenTel.: +31(0)40-820 00 40Fax: +31(0)40-820 00 41Mobiel: +31(0)6-11 62 12 11marc.verheyen@eclipsecm.euwww.eclipsecm.eu-----------------------------------------------------------------

Presentatie eclipse xcfl

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