Power of Personalisation - Transpromo Communications as a Real Revenue Generator - L Watson for...

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

Today We'll Talk About....

Marketing Today

Power of Relevance

Transactional Opportunities

Digital Drives Results

The Old Way of Marketing is Over…

Because the Customer’s World Has Changed

More POWER More choice

More information

53+ million views

Effective Marketing Communications Has Evolved

Buy Try

Reply Buy Stay

Share Tell Buy

Collaborate

So Remember Who’s In Charge…

This is NOT the Customer

So Remember Who’s In Charge…

This is YOU!

Word of Mouth is Critical!

Buy Try

Reply Buy Stay

Share Tell Buy

Collaborate

When It Comes to Sharing, Don’t Forget …

Tells ONE Tells TEN

Marketing Today

Power of Relevance

Nothing is More Important in Marketing Today Than Relevance

Consumers REALLY hate spam!

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”

They Hate Spam Even More Than Junk Mail!

Relevance!

How Do We Deliver Relevance?

Data is Our Oxygen!

Customized

Personalized

Targeted

Accountable

Targeted: Move from VOLUME to VALUE

The RIGHT Customer The RIGHT Product The RIGHT Channel

The RIGHT Time The RIGHT Message

Mass Communication

VOLUME

Personalization & Customization

Relevance

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

Personalization is Relatively Easy

Customization Means Varying Content/Images as Well

Change the image based on my profile

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

Accountable: A Word About Tracking

• 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?

The Latest QR Codes

25 03-Jul-12 HP Confidential

Color increases scan rates 25-30%

Marketing Today

Power of Relevance

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

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

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

Case Studies

Farmers Retail

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...

Farmers’ Red Dot Sale

Personalized

Farmers’ Beauty Club Points Statement

Colruyt Group

Colruyt Stores - Belgium

32 pages 4 pages Great Prices Selected for You

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

Results – Part 2

More HH use coupons

More coupons used per HH

More € spent per HH

Higher Loyalty !

Maximo’s UK

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!)

Marketing Today

Power of Relevance

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

Using Data & Digital to Communicate Intelligently Delivers Relevance

Personalized & Customized

Accountable

And Using Data & Digital to Communicate Intelligently Delivers Results

HP Confidential 03-Jul-12

Virtuous Circle

The Really Great News is…

BUT not only online!

A Surprising User of Direct Mail!

Summary

Consumers today are demanding relevance

Data is the key to delivering intelligent communications

Variable data makes marketing relevant &

accountable

Lisa1.Watson@hp.com

Questions?

Thank you

Power of Personalisation - Transpromo Communications as a Real Revenue Generator - L Watson for...

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