l’e-mail intégrédans une stratégie cross-canalpour le secteur fmcg
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Conférencé Email marketing 18/09 - Benoît De NayerCitobi S.A.TRANSCRIPT
L’e-mail intégrédans une stratégie cross-canalpour le secteur FMCG
Benoît De NayerCitobi S.A.
[email protected]@benoitdenayer
1to1 Pilot
Today
1to1 Continuous • Systemize / Automate best practices.
• ROI-based investments
Relevance =• 1to1 Data +• 1to1 Content +• Marketing
Automation
• 12-week process• Specialised skills &
leased technology
• Test strategy on a real case
• Measure ROI.• Get learnings.
HOW TO MOVE TO CUSTOMER-CENTRIC COMMUNICATION?
JOHNSON & JOHNSON
CUSTOMER INSIGHTS
➡ J&J = challenger in FMCG - feminine care products➡ 10x less budget than the leader (P&G)➡ Starting from scratch, … no DB, no Belux consumer insights➡Multi-layer mass communication is the rule (TV, print, on-trade, internet, …)➡Consumer intimacy … how to connect with people?
JOHNSON & JOHNSON
OBJECTIVES AND CHALLENGES
➡ OBJ: 1/ Acquisition2/ Trial3/ Cross and up-selling
➡ BUT also: collect high variety of learnings: target, segmentation, brand image, loyalty, price sensitivity, incentive, …)➡ Short terms results needed – DB creation / learnings on top of redemption / sales objectives
STRATEGIC APPROACH
ADDING 1 TO 1 APPROACH TO MARKETING MIX AND DIFFERENTIATE VS COMPETITION:
➡ ACQUISITIONVia external DB, off and on-line.
➡ RECRUITMENT AND TRIALOn feminine care brands – consumer knowledge
➡ CROSS-SELLING AND UP-SELLING >> LIFECYCLE MARKETINGStart with feminine care brands and extend to other J&J brandsBoost ROI on all brands!
3 STEPS:
MECHANISM
GET TO KNOW YOU …
1. ACQUISITION
➡ TEENS
➡ YOUNG WOMEN 19-49yrs
➡ MOTHERS WITH GIRLS (12-16yrs)
➡ MATURE WOMEN (50+)
➡ Based on :• Consumer lifecycle• Attitude towards category
4 SEGMENTS – CHOOSE 4 TARGET GROUPS:
1. ACQUISITION
OUR RECOMMANDATION
1. ACQUISITION
ACQUISITION WAVE – SEGMENTED AND PERSONALIZED:
1. ACQUISITION
GET TO KNOW YOU …
One to One Bannering
E Direct MailPaper Mailing Sodexo
➡ Objectives• Attract consumers to the on-line platform• Stimulate sales up-lift
➡ 350.000 profiles have been contacted➡ Using a mix of on-line and off-line contact
points➡ Call to action according to target group➡ Adapted look&feel and content
Offline➡ Test on:
• call-to-action (trigger?)• branding (with/without logo)• personalization (name/no name)• tone of voice (tu, vous)• price sensitivity (coupon value)
Online➡ But also increase consumer knowledge via test on:
• Call to action (which trigger?),• Price sensitivity (coupon value), • Relation with the brands (logo), • Level of personalization,
1. ACQUISITIONCONTINUOUS OPTIMIZATION –
INCREASE OUTCOME THROUGH TESTING
1. ILLUSTRATION – CUSTOMER JOURNEY
SARAH 17yo
One to One Bannering
ANNE 40yo
Paper Mailing
E-form
1.200.000Women between 12-55 yo has been contacted with our cross-media recruitment campaign
5 X MOREInscription rate on our 1to1 optimized banner campaign vs European bannering average
11,5%Inscription rate on paper mailing
5,6% INSCRIPTION RATE ON E-DM VS. 2% FOR BENCHMARK CAMPAIGNS (FMCG)
1/ SUCCESSFUL FIRST
RECRUITMENTCAMPAIGN
1. RESULTS ACQUISITION
2/ CONSTRUCTIONQUALITATIVESEGMENTED
DATABASE
79%Of all profiles are aged between 18 and 49 yo, our key target group
42%Of all recruited profiles are non-users of any of the J&J Feminine Care brands
69% OF ALL NON J&J USERS ARE USERS OF MAIN COMPETITORS BRANDS, 31% USE PRIVATE LABELS
+ SHORT TERM RESULTS: 5,5% VS 2,5% IN J&J TRADITIONAL CAMPAIGNS
1. RESULTS ACQUISITION
2. RECRUITMENT
AND TRIAL – GET TO KNOW US …
2. RECRUITMENTAND TRIAL – GET TO KNOW US …
➡ Qualitative sampling to 43.000 women➡ Product of non-usage (based on information
gathered during subscription➡ Increase consumer knowledge
• From ‘unknown consumers’ to consumers• From ‘switchers’ to frequent consumers
Sampling: Free pack
Off-line: Direct Mailing
2. ILLUSTRATION – CUSTOMER JOURNEY
SARAH 17yo
ANNE 40yo
E-form
Is using Vania and Carefree
Is using Vania and
OB
GET A FREE
SAMPLEOB
GET A FREE
SAMPLECAREFREE
TRIAL
One to One Bannering
Paper Mailing
TARGETED TRIAL,STIMULATING NEWCONSUMPTION
HABITS& DIRECT SALES
UPLIFT
89%Of all profiles received a free product or voucher on non-used brand
1 / 2Vouchers we have send out for a free product is redeemed (= trial)
2. RESULTS RECRUITMENT
3. CROSS AND UP-SELLINGGET TO KNOW EACH OTHER…
3. CROSS AND UP-SELLING
GET TO KNOW EACH OTHER…
➡ Stay in permanent communication with the consumer :• Up-selling : Right promo to the right consumer at the right moment…• Cross-selling : Attract – Inform consumers about others J&J brands
➡ ROI : right media, right promo, right timing based on purchase and consumption + no DB purchase !
E-MailingPaper Mailing
3. CROSS AND UP-SELLINGE-MAIL AND PAPER MAILING
CAMPAIGNS
➡ Multi-brand communication:• Based on key product advantages
and customer benefits• Focus on (e-)couponing
➡ 12 e-mail campaigns per year
➡ 2 to 4 paper mailings per year
OUR RECO 2013:
TRIAL
3. ILLUSTRATION – CUSTOMER JOURNEY
SARAH 17yo
TRIAL
3. ILLUSTRATION – CUSTOMER JOURNEY
ANNE 40yo
RESULTSCROSS & UP-SELLING
1 / 3women that opened the follow-up e-mail printed at least one of the coupons
average of 42,5%opening rate of our follow-up e-mails (currently 6X/yr)
Each campaign :
8X More redemption value from our DBThe redemption rate create by our DB delivers 8 times more value for the brands in comparison with hired DB
50%OF ALL COUPONS CLICKED ARE ON THE SAME PRODUCT AS THE FREE VOUCHER RECEIVED
TARGETED TRIAL, STIMULATING NEW CONSUMPTION HABITS& DIRECT SALES UPLIFT
ACQUISITION … SEGMENTED UPSELLING ... 1to1declarative info + redeem behavior
CROSS-SELLING … 1to1declarative info + new redeem behavior
MARKETING AUTOMATIONTRANSFORM SEGMENTS & CONSUMPTION TRACKSINTO AUTOMATED 1TO1 CONTINUOUS DM/eDM
SOCIO-DEMO
+ best incentives
+ best media
DECLARATIVE DATA
EMAILPAPER DM
SOCIO DEMO
RIGHT PRODUCT SELECTION
MONO (single, bulk) – MULTI-BUY
RIGHT PROMO & COUPON VALUE
UP & ACROSS THE RANGE