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Customer ConversationsMake a Brand Experience Personal with Subtle Relevancy
Christa CaroneChief Marketing Officer Xerox Corporation
DM DaysJune 15, 2010
©2009 Xerox Corporation. All rights reserved. Xerox® and the sphere of connectivity design and VIPP® are trademarks of Xerox Corporation in the United States and/or other countries.
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Ted Levitt…Harvard Business School legend.
“The future of marketing will be more like the past than you could ever imagine.”
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Where’s the value? The technology on the window; or the experience in the store?
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Creating an exceptional brand experience.
“Fundamentally it’s about treating different customers differently.”
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Traditional mass media…one way communications
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Print Ads
Outdoor
POS TV
Radio
No dialogue
Low response
Tracking?
Metrics? ROI?
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New media and message overload
On any given day, the average customer will be exposed tonearly 3,000 media messages.• Will pay attention to 52• Will positively remember 4
About 0.13%!
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—D. MastervichVP. Sales Strategy, U.S. Postal Service,VDP Conference Presentation
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The key is relevant communications
The right message.
Are you talking to me?
The right media. The right time.
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Cross-media 1:1 marketing: A conversation about value
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A meaningful dialogue with pet owners and their pets
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Ongoing marketing intelligence gathering…
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Highly relevant communications
Reptile owner
Localized to each store with targeted offers driven by pet type
Cat owner Dog owner
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A marketer’s best friend…measurable results.
Double digit growth in…
Member value
Store profitability
Program measurability
…and a brand experience that gets better and better over time
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Health club challenge…30% member defection rates
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Elixia turns members into sales force
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Personalized direct mail, great creative, interactive PURL
“Get a good friend to become a healthy friend.”
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Refer-a-friend as easy opening a locker…
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Elixia gets a healthy return with 1:1 cross media
27.5% visited PURL
2500 new members
€1.5 million annual revenue!
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State of Maine Office of Tourism
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Static vs 1:1…a controlled test
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Customer preferences drive customized content
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A beautiful scenario…double digit improvements
24% response rate improvement
23% increase in state revenue
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Static vs 1:1…by the numbers
Package Costs
$0.45 $0.50
$0.75
$3.00 $3.00
Data Programming$0.48
Postage, etc.
$5.18 Postage, etc.
$5.18
Total $8.63 $9.91 Total
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Sipping our 1:1 cross-media champagne
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IOS personalized video
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Personal and relevant at every touch point
Email Invite or Reminder
Personalized Video IOS News Sign-up (www.iosnews.com)
Confirmation Emails (two versions) and Confirmation Page (one version)
Final Call-to-Action Video Screen
Refer a Colleague Form Page
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Personalized publishing…Ready for Real Business.
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• Sent to 370,000 customers, prospects
• View rates as high as 76% • Pass along view rate: over 50%
Delivering a personalized brand experience
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Elements of a 1:1 cross-media campaign
Tracking and Feedback
Data Modeling Compelling offer Great Creative Follow-up
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Analyze. Refine. Repeat.
Move the conversation forward.
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My new business card…with a print-to-web Tag
Upload contact info to smartphone
Launch Xerox.com
Link to blog
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Print-to-Web…new cross-media tool
Packaging Direct Mail link to PURLs
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Some lessons learned…new technology, fad or function?
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Some lessons learned…avoid the creepy factor.
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Lessons learned…use all the channels
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