jernej petrin (studio moderna) including online_channels_into_multichannel_strategiessm

On-Line in Multichannel Environment

20 Years of Studio Moderna Case Study Jernej Petrin, November 2012

Multichannel & SM Through Time

DRTV As only sales channel

DRTV, Internet, Store

Flying towards multichannel

Multichannel

Assuring seamless customer experience through synced campaigns

Multiple Channel DRTV, Internet, Retail,

Print, WHS, Telemarketing

Fully Digital?

.

DRTV + Internet

Introduced first website

1999 2000 2002 2009 2015

Birth Childhood Puberty

Multichannel & SM In Region

Macedonia

20 Years Campaign In Macedonia

Email

Multichannel mix

Multichannel Mix

Wholesale

Print

Telemarketing

Social Media Marketing

DRTV with Primetime

Internet Sites

SEM & Email

Retail Stores

Going beyond Why Facebook?

Email • FB is the most visited site in MK

• More then 700.000 people have

FB profiles

• Advertising on FB is

targeted and cost affective

We thought it would be a great way to be close to our customers and to

do PR, promotions of products, campaigns, and finally – TO SELL!

The Idea

Email

• To create an interactive an engaging contest for Facebook fans

• To see if we can connect direct sales with Facebook

• Increase number of Facebook fans

• Get new leads

The App

Email

Game Play - Levels Every user needs to pass all the levels in order to compete for the prizes

• The game consists of 21 levels, one for every country where Studio Moderna has local offices

• Levels can be:

« Quiz –x6

« Memory game –x3

« Upload photo –x1

« Add Youtube video –x1

« Find a hidden code –x6

« Bonus stars –x2

« Birthday message –x1

« Enter a code –x1

Game Play Every user needs to collect as many stars as possible

Email

The game is based on 3 different ways to collect stars :

« Finish a level from the 21 levels available;

« Ask a friend or friend of a friend to give you a star;

« Buy a product from Studio Moderna.

Game Play Level: Add birthday greeting note

« There is 1 level where user writes a birthday greeting note to the company

Game Play Level: Memory Game

« There are 3 levels with the memory game consisted with images from Studio Moderna products and brand logos.

Game Play Level: Quiz

• There are 6 levels with quiz-questions;

• Each quiz has 3 questions with 3 possible and 1 correct answer

Game Play Level: Add youtube video

• There is 1 level where user embedds link/video from Youtube

Game Play Level: Find a Code

• There is 6 levels, where users need to find a hidden code on our websites

Game Play Level: Bonus stars

• There are 2 ‘bonus star’ levels:

• When the bonus is active, the user receives two instead of one star from his friends. The active period for a bonus is till 23.59 o’clock (the end of the day when it was activated

Game Play Level: Enter a code

• The last level, the user has to enter a code he received by buying a product

• If he has already entered a code, this level will be finished automatically for him

Game Play Friends

• Every user can get one star from one friend, when bonus level is active every star counts double

When a user gives a star to a friend, an open graph action/message is published on his wall: User gave a star via Studio Moderna:

Game Play Sales activities

• With every bought product the user gets a code, which adds up more stars to his account

Game Play Profile

• Every user has his own profile with all the info on friends activities within the app

Results

New fans: 42.451 Emails: 19.500 Orders from Facebook: 150+

Prizes given

3X 3X & > 100 More

Results Sales

?

Why This Case

?

Because Multichannel is:

200+ Cases

Key challenges

Planning „Manual-ism“ Customer care Cost allocation Cross channel impact After campaign impact

Off line channels push of app promotion via their Sales

If you don‘t cannibalize yourself, someone else will.

Steve Jobs