customer conversations: make a brand experience personal with subtle relevancy

Page 1

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.

Ted Levitt…Harvard Business School legend.

“The future of marketing will be more like the past than you could ever imagine.”

Where’s the value? The technology on the window; or the experience in the store?

Creating an exceptional brand experience.

“Fundamentally it’s about treating different customers differently.”

Traditional mass media…one way communications

7

Print Ads

Outdoor

POS TV

Radio

No dialogue

Low response

Tracking?

Metrics? ROI?

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%!

8

—D. MastervichVP. Sales Strategy, U.S. Postal Service,VDP Conference Presentation

The key is relevant communications

The right message.

Are you talking to me?

The right media. The right time.

Cross-media 1:1 marketing: A conversation about value

A meaningful dialogue with pet owners and their pets

Ongoing marketing intelligence gathering…

Highly relevant communications

Reptile owner

Localized to each store with targeted offers driven by pet type

Cat owner Dog owner

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

Health club challenge…30% member defection rates

Elixia turns members into sales force

Personalized direct mail, great creative, interactive PURL

“Get a good friend to become a healthy friend.”

Refer-a-friend as easy opening a locker…

Elixia gets a healthy return with 1:1 cross media

27.5% visited PURL

2500 new members

€1.5 million annual revenue!

State of Maine Office of Tourism

Static vs 1:1…a controlled test

Customer preferences drive customized content

A beautiful scenario…double digit improvements

24% response rate improvement

23% increase in state revenue

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

Sipping our 1:1 cross-media champagne

25

IOS personalized video

26

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

27

Personalized publishing…Ready for Real Business.

• Sent to 370,000 customers, prospects

• View rates as high as 76% • Pass along view rate: over 50%

Delivering a personalized brand experience

Elements of a 1:1 cross-media campaign

Tracking and Feedback

Data Modeling Compelling offer Great Creative Follow-up

30

Analyze. Refine. Repeat.

Move the conversation forward.

My new business card…with a print-to-web Tag

Upload contact info to smartphone

Launch Xerox.com

Link to blog

Print-to-Web…new cross-media tool

Packaging Direct Mail link to PURLs

Some lessons learned…new technology, fad or function?

Some lessons learned…avoid the creepy factor.

Lessons learned…use all the channels

35