© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Power of Personalisation: Transpromo Communications as a Real Revenue Generator
11 June 2012
Lisa Watson
Regional Segment Manager, HP IPG APJ
Chairman, Direct Marketing Association of Singapore
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today We'll Talk About....
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Marketing Today
Power of Relevance
Transactional Opportunities
Digital Drives Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Old Way of Marketing is Over…
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Because the Customer’s World Has Changed
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More POWER More choice
More information
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53+ million views
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Effective Marketing Communications Has Evolved
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Buy Try
Trust
Talk
Reply Buy Stay
Chat
Share Tell Buy
Collaborate
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
So Remember Who’s In Charge…
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This is NOT the Customer
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So Remember Who’s In Charge…
This is YOU!
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Word of Mouth is Critical!
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Buy Try
Trust
Talk
Reply Buy Stay
Chat
Share Tell Buy
Collaborate
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
When It Comes to Sharing, Don’t Forget …
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Tells ONE Tells TEN
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Today We'll Talk About....
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Marketing Today
Power of Relevance
Transactional Opportunities
Digital Drives Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Nothing is More Important in Marketing Today Than Relevance
Consumers REALLY hate spam!
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Consumers are Fighting Back!
• 91% unsubscribed from opt-in e-mails
• 77% more cautious providing their e-mail
(versus last year)
• 81% ‘unliked’ or removed a brand’s posts
• 71% more selective ‘liking’ a company
(versus last year)
• 41% have ‘unfollowed’ a company
Source: ExtactTarget “The Social Break-Up”
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
They Hate Spam Even More Than Junk Mail!
Relevance!
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How Do We Deliver Relevance?
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Data is Our Oxygen!
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Customized
Personalized
Targeted
Accountable
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Targeted: Move from VOLUME to VALUE
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The RIGHT Customer The RIGHT Product The RIGHT Channel
The RIGHT Time The RIGHT Message
Mass Communication
VOLUME
Personalization & Customization
VALUE
Relevance
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personalization + Customization = Relevance
• Personalization means using an individual’s personal data
directly in a communication − Name
− Address
− Gender
− ID number, etc
• Customization means using data about an individual to serve up
a meaningful product/message/timing − Profile
− Preferences
− Past behaviors
− Most recent purchases, etc…
Obvious to each Individual
Only Obvious to the Group
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personalization is Relatively Easy
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Customization Means Varying Content/Images as Well
Change the image based on my profile
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personalization Drives Up Response Rates
Typical response rates, static and personalized campaigns
(Data source: Caslon analysis of PODi and DMA data)
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0%
Direct sale
Lead generation
Lead nurture
Loyalty
Fundraising
Cam
paig
n o
bje
cti
ve
DMA (static) PODi (personalized)Copyright 2008 Caslon & Co.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Accountable: A Word About Tracking
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
• Created by Toyota subsidiary Denso Wave in 1994 • Used to Add Tracking to Many Things
– Billboards – Print Ads – Product Packaging – Namecards
What is a QR Code?
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Latest QR Codes
25 03-Jul-12 HP Confidential
Color increases scan rates 25-30%
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today We'll Talk About....
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Marketing Today
Power of Relevance
Transactional Opportunities
Digital Drives Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Transactional Document – A Customer Touch-Point with Incredible Potential
Transaction documents get opened…. … and are read!
• Consumers spend an average of 2-3 minutes reviewing each statement they receive in the mail1
• 20% of consumers spend 5 minutes or more!1
• Customers spend almost twice as much time with paper bills than with electronic versions
• This year the average consumer will see or hear one million marketing messages – almost 3,000 marketing messages per day, versus fewer than 12 transactional documents each month
1. Source: Trans Meets Promo… Is it more than market hype? Infotrends, August, 2008 2. Source: Pitney Bowes Group 1 research
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Transactional Document – A Customer Touch-Point with Incredible Potential
Transaction documents get opened…. … and are read!
• Consumers spend an average of 2-3 minutes reviewing each statement they receive in the mail1
• 20% of consumers spend 5 minutes or more!1
• Customers spend almost twice as much time with paper bills than with electronic versions
• This year the average consumer will see or hear one million marketing messages – almost 3,000 marketing messages per day, versus fewer than 12 transactional documents each month
1. Source: Trans Meets Promo… Is it more than market hype? Infotrends, August, 2008 2. Source: Pitney Bowes Group 1 research
<5% throw out bills unopened
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is TransPromo?
“Friendly” statement
Improved service offerings
Promotional offering Make it relevant
Make it personal
Prime real estate!
Transaction + Promotion – Maximizing ROMI with high-quality statements
HP Confidential
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Case Studies
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Farmers Retail
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Farmers – a leading New Zealand department store
Head-to-Head Test • There was a control
group of 50k who received standard black overprint on base stock with generic offers.
• The actual colour mailing, also 50k, received full colour highly personalised letters...
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Farmers’ Red Dot Sale
Personalized
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Farmers’ Beauty Club Points Statement
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Colruyt Group
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Colruyt Stores - Belgium
32 pages 4 pages Great Prices Selected for You
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Results – Part 1
On top of our lowest price guarantee for each product at every moment, we provide MORE:
– Efficiency: • Concentrating useful promotions in smaller document less time & effort to plan
• Make sure our customers obtain maximal benefit especially over longer periods
– Sustainability: • Greener promotions: 1m+ * 16 pages * 26 leaflets = Over 600m pages saved
– Servicability: • Helping our customer choose & gain time by limiting the number of coupons
= Basics of Colruyt communication
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Results – Part 2
More HH use coupons
More coupons used per HH
More € spent per HH
Higher Loyalty !
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Maximo’s UK
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Maximo’s UK
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Maximo’s UK
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Who Should Consider TransPromo?
…but you MUST be able to track campaign results!
Any organization with customer data that mails an invoice, statement etc…
(doesn’t have to be a big bank!)
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today We'll Talk About....
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Marketing Today
Power of Relevance
Transactional Opportunities
Digital Drives Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What’s so Special About Digital?
• It Delivers Relevance − Right customer
− Right product/service
− Right time
− Right ‘price’
− Right channel
− Right message
− Right cost
• It Makes Campaigns Trackable − Measures interactions
− At the individual level
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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Using Data & Digital to Communicate Intelligently Delivers Relevance
Personalized & Customized
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Accountable
And Using Data & Digital to Communicate Intelligently Delivers Results
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HP Confidential 03-Jul-12
Virtuous Circle
Virtuous Circle
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Digital Drives Results
The Really Great News is…
BUT not only online!
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A Surprising User of Direct Mail!
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Summary
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Consumers today are demanding relevance
Data is the key to delivering intelligent communications
Variable data makes marketing relevant &
accountable
Digital Drives Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Questions?
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you