Make your digital strategies also a sales generator

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

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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

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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!

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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

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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

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4

Approach• Simple letter and email• 50.000 in each target

DM

EMAILCOST

6 K€

32,5 K€

COST PER

ACQUISITION

EMAIL

DM

121€

19€ X6

RETURN / EURO

INVESTED

EMAIL

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

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Segmented CampaignDM, email, one to one bannering

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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

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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

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CASE

3 Reward your facebook fans

REWARD

FANS ON FACEBOOK

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4 Seize the personalization trend How a simple postcard can make it true…

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Make it better…

Get your child’s bottlepersonnalized!

4 Seize the personalization trend How a simple postcard can make it true…

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• 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.

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Direct Mail helps to develop your business with

connected consumers

Thank you

Vincent [email protected]

More onwww.DMplaza.be

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