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Austria CRM programmePartnering with mums
2011 Plans
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
2011 Brief
Focus on engagement to drive conversion up• particularly careline as our HERO service (+20%)• improve outbound to drive more inbound• focus on pregnancy
Consider new innovative services to engage mum• videos, mobile apps, expert video live chats
Review content to identify gaps in support • particularly around key emotional milestones
Strengthen the brand positioning• Milupa, hearts, laughing babies, complete care
Extend journey and influence into toddler
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
Priority 1
Priority 2
2011 Timelines
Progressing online survey & other
ways of tracking service satisfaction
Also planning qualitative research
Make relatively low cost
improvements
Major initiatives to be developed on
new brand platform
Q4 10 Q3 11
Some overarching considerations ...
38
62
7074
48
38
14 15
%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-3 mths 4-6 mths 7-9 mths 10-12 mths
13-18 mths
19-24 mths
25-30 mths
31-36 mths
Proportion of mums using infant formula
Pregnancy is important, but so is 0-6m
Only half our mums have switched to IF by 3m
On average, Austrian mums don’t make their
brand choice until
3.8m
Pregnancy is important, but so is 0-6m
50% of our recruits join post birth
0%
20%
40%
60%
80%
100%% of new recruits who are pregnant
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11
Stage when recruited
E-mail opt-ins are growing, but 60% of mums still only get mailings
0%
10%
20%
30%
40%
50%
60%
Jan
-09
Fe
b-0
9
Ma
r-0
9
Ap
r-0
9
Ma
y-0
9
Jun
-09
Jul-
09
Au
g-0
9
Se
p-0
9
Oct
-09
No
v-0
9
De
c-0
9
Jan
-10
Fe
b-1
0
Ma
r-1
0
Ap
r-1
0
Ma
y-1
0
Jun
-10
Jul-
10
Au
g-1
0
Se
p-1
0
Oct
-10
No
v-1
0
De
c-1
0
Proportion of new recruits opting in to e-mail
40% of new recruits are
now opted into e-mail – up from 30% last year
Current outbound programme
Welcome (20%)
Pregnancy 6mBirth 24m12m
Toddler nutrition & GUM
15wk - weaning
6wk – coping with the
early days and
bottle insert
36wk – labour & breast feeding
16wk – scan
26wk – preparing for baby
e-CRM: weekly fortnightly monthly
All CRM mums
40% of CRM mums
Current outbound programme
Pregnancy 6mBirth 24m12m
15wk - weaning
30% of our CRM
mums just get two mailings prior to or
around brand choice – not really a
‘relationship’ – limited opportunity to influence
6wk – coping with the
early days and
bottle insert
Competitors
Competitors are also fighting for mum’s attention – we’ve had a look to see what they’re doing and fed that into our thinking
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
Priority 1
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content • videos, expert live chat, mobile apps
3. Strengthening our brand proposition• new branding, laughing babies
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content • videos, expert live chat, mobile apps
3. Strengthening our brand proposition• new branding, laughing babies
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
1. Big push to drive more careline contacts
Continue to drive e-mail sign-up to maximise touchpoints • the more mums we have on e-mail, the more opportunities we create to
promote the careline, particularly livechat
Incentivise online sign-up in offline recruitment channels• particularly the gyny pregnancy packs and birth packs• incentivise online sign-up with freebies
• FREE bear• FREE pregnancy or baby development DVD
• babypedia content• FREE first pack of Milunatal• Donation to baby charity (making more babies happy)• Voucher booket (3rd party offers)
• incentivise salesforce to collect e-mail addresses
Step up online recruitment which drives high e-mail opt-in (80%+)• PPC, SEO, facebook ads, online co-registration partners (more later)
1. Big push to drive more careline contacts
Clarify our careline proposition• Use a range of explanatory ‘calls to action’, not just one to avoid ‘wallpaper’
‘Ask us anything! We’re here to help you’
‘For practical advice about practically anything ...’
‘Every pregnancy/baby is different. To discuss your concerns ...’
‘Silly questions or serious questions, we answer them all’
‘Something you want to talk about? We’re here to help you’
‘Whatever’s on your mind, we’re here to help you’
‘For individual advice about [topic] ... ‘
Avoid using careline to fulfil offers/DVD – focus on calling for support
1. Big push to drive more careline contacts
Add clarifying call to action to careline assets (on & offline)
... and the end of articles
• for 1:1 advice if she still hasn’t found the answer after reading the article
1. Big push to drive more careline contacts
Add a careline specific insert to key mailings around brand choice
• particularly important for the 60% of mums not in eCRM
• clarify role of careline, complete care, attach card, testimonials
Pregnancy 6mBirth 24m12m
15wk - weaning
6wk – coping
with early days and
bottle insert
36wk – labour & breast feeding
Birth pack
Pregnancy pack
1. Big push to drive more careline contacts
Add testimonials to create endorsement from mums
• sourced from our various feedback mechanisms
Add as promos or at the end of articles or within mailings
1. Big push to drive more careline contacts
Send the welcome pack to all offline recruits not in eCRM
• currently only sent to c.20% – online recruits only
• pre & post birth versions• clarify that ‘complete care’ = service
and product• bear incentive to sign up online
1. Big push to drive more careline contacts
Create a careline video to be viewed online – ‘out’ the careline• introduce the careliners • show them in action• show mums reactions • show them helping mums at different stages
• pregnancy, post birth, weaning, toddler
1. Big push to drive more careline contacts
More outbound to drive inbound - send 2-3 postcards/e-mails at key emotional or transitional milestones
• focus on lead up to brand choice to maximise impact
• particularly important for the 60% of mums not in eCRM
• lead with careline as ‘here to help you’ (and include testimonials)
• topics and timings be informed by careline call analysis
Pregnancy 6mBirth 12m
Signs of labour
WeaningSupport with
Breastfeeding
Sleep routines
Teething
Cramps & contractions
ImmunisationsCongrats!
Expressing & Storing
1. Big push to drive more careline contacts
Open up new ways for mums to interact with the careline
Text the careline• Young mums are
very comfortable texting
• UK is exploring ways to enable mums to start careline conversations by text
Facebook• Create direct access
to the careline via facebook
• c65% penetration among 18-34s in Austria and growing
• Hipp already there• Need to act sooner
rather than later
Extend opening hours• Under review
Outbound calling•Initial testing in the UK has been very positive•Mums have been very receptive to calls•2nd wave due in Nov/Dec to see if it affects conversion
Priority
1. Big push to drive more careline contacts
Acknowledge a contact and encourage repeat usage
Could personalise intro copy of ‘next’ mailing• but relatively small impact and complex to set up for low volumes
Alternative – send a ‘thank you’ card/e-mail• triggered after mum has contacted the careline• space for a personalised message from the
careliner who dealt with the mum – build ‘comment box’ into front end
• signed from the careliner (digitally)• CTA to contact us again if they have any other
queries • low cost but high impact
1. Big push to drive more careline contacts
Consider a more emotive name?
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content
3. Strengthening our brand proposition
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
2. More engaging ways to deliver content
MobilesBabypedia videos Expert video live chats
2. More engaging ways to deliver content
Babypedia videos• Great opportunity to deliver content in a more engaging way• Informative rather than advisory (not actually seen them yet!)• Propose to piggy-back the UK approach
Stages Videos for each stage
Pregnancy1st trimester2nd trimester3rd trimester
What you can see / feel – mum’s experience
What you cannot see - development of baby
Your diet
Mum’s pregnancy experiences (not by stage)
Post birth0-3m4-6m7-9m10-12m13-18m
Age stage overviewWhat You Can See (video per topic)•Growing, Doing, Saying, Seeing
What You Can't See (video per topic)•Bones, Brain, Digestion
Feeding Your BabyMum’s experiences (not by stage)
c.60 videos
2. More engaging ways to deliver content
Babypedia videos – build on UK approach to website integration
• Mum is looking for info/advice , not formats .... so we’re integrating videos into content areas, not creating a separate video section
• Generally featuring videos at higher levels because they have broader themes – rather than in articles which have more specific topic areas (some exceptions)
• Videos are hosted on a youtube channel
Home page
Writtenarticle
Use
r jo
urne
y
Stage summary (top nav)
Topic sub section
Video article
Topic summary (left hand nav)
Videos on the home page
Videos integrated into the pregnancy and baby development calendars
Videos in the topic summary pages (left hand nav)
Videos in the stage summary pages (top nav)
Videos in article pages
2. More engaging ways to deliver content
Babypedia videos – e-mail integration
• As the videos have broad content, they’re not embedded in e-mails
• They are featured as part of the pregnancy or baby development calendar
2. More engaging ways to deliver content
Babypedia videos – offline
• Create compilation DVD for mums not in eCRM• not doing in the UK – but good way to engage
with our 60% offline mums
• Use as incentive to sign up online
• Create 3 versions • pregnancy• baby• toddler
• Send out via • welcome pack, toddler pack
2. More engaging ways to deliver content
Expert video live chats MobilesBabypedia videos
2. More engaging ways to deliver content
Expert video live chats• valuable for mums to hear the opinion of experts
Live?• getting mums to watch at a particular time will be hard and limit reach• only needs to be live if there is a ‘live’ element to it • regulations mean we have to be very careful what we say – risky if live• get mums to pose questions via website or e-mail might be difficult
• value for mum?
• disappointment if not answered?
• we already know FAQs
• effort to benefit?
• new software required for ‘live’ transmission (£10-20k)
2. More engaging ways to deliver content
Expert video live chats
Take ‘top topics’ from research, careline and e-mail open/click analysis • e.g. preparing for birth, breast/bottle feeding, weaning
Alternative - stage based rather than topic based?• expert(s) answer a range of questions about each stage
• fit with babypedia stages
Alternative – ‘group’ chats with experts• groups of mums at each stage • opinions from experts AND other mums• feature real mums with real questions
2. More engaging ways to deliver content
Expert video live chats MobilesBabypedia videos
2. More engaging ways to deliver content
Pregnancy 6mBirth 12m 18m
My Pregnancy Diary• Record how I feel and
what I’m thinking• Scan photo• Record heartbeat• Record photos of the
bump getting bigger• Include babypedia and
expert chat videos• Week by week
information and advice
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
2. More engaging ways to deliver content
My Mum & Baby Diary• To record ‘happy moments’
and milestones• Capture photos of me and
my baby week by week• Record how I feel and what
baby did• Week by week information
and advice• Downloadable onto PC
Pregnancy 6mBirth 12m 18m
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
2. More engaging ways to deliver content
Pregnancy 6mBirth 12m
Breastfeeding Diary• Record when baby
fed, for how long and on which breast
• Identify feeding patterns and plan a routine
• Tips and advice
18m
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
2. More engaging ways to deliver content
Starting Weaning • Day by day, spoon
by spoon guide to the first days and weeks of weaning
• How to cook for your baby
• Simple puree recipe ideas
Pregnancy 6mBirth 12m 18m
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
2. More engaging ways to deliver content
Pregnancy 6mBirth 12m
Mealtime inspiration• Inspirational ideas to
make every mealtime happy and healthy
• Recipe generator – tell us what’s in the fridge and we’ll give you some recipe ideas
18m
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
2. More engaging ways to deliver content
Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments
Happy Toddlers!•Inspirational ideas to help you feed your toddler a varied and healthy diet•Tool – fun activity generator – fun ideas for keeping toddlers happy and entertained
Pregnancy 6mBirth 12m 18m
2. More engaging ways to deliver content
Influencing brand of first choice ...
My Pregnancy DiaryPros• Very on brand • Emotionally engaging
Cons ...• Significant investment
£20-30k• Relative low take up
My Mum & Baby DiaryPros• Very on brand • Emotionally engaging
Cons ...• Significant investment
£20-30k
Breastfeeding DiaryPros• Lower cost if copy UK
Cons ...• Functional not emotional• Limited input to
execution• UK timings unknown
Investment also required to promote the app so mums download it
2. More engaging ways to deliver content
Technology considerations• Would need to pick one operating system or create versions for each
• 22% iphone, 16% android, 46% Symbian (new version due)
• Different operating systems require duplicate investment
Cost benefit?• Requires significant investment to create and promote (£20-30k per
platform)• Relatively few mums will download (5% = 2.5k = £10 per mum)• Investment would need to justified by
• impact on brand perceptions
• longer term returns (3-4 years)
Alternative - mobilise the website• All the app ideas ... and the rest of the site ... could be delivered via a
mobilised site instead
• Content re-designed to give a better experience if accessed via a mobile
• Deliver key functions – search, videos, forums, contact the careline,
• Mums search rather than browse
• One mobilised site works on all operating platforms
2. More engaging ways to deliver content
Alternative - mobilise the website• work across all operating platforms• Only 4% of traffic is currently coming to the site via mobile phones –
although it’s doubled in 6 months. Most traffic is from iphones
• UK considering website mobilisation next year – learn from their experience
• Suggest we review for 2012 – after the new branding is in place
2. More engaging ways to deliver content
Other1%
Sony1%
BlackBerry1%
iPad5%
SymbianOS5%iPod
7%
Android8%iPhone
72%0%
2%
4%
6%
8%
10% % of traffic to milupa.at from mobile phones
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content
3. Strengthening our brand proposition
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
3. Strengthen our brand positioning
Laughing mums and babies
New branding
New branding to be introduced in Q3• Website• E-mails • Mailings
Brand guidelines available early November to inform the approach
UK implementing in Q1 – so opportunity to build on approach
Propose pre Christmas meeting to go through 1st creative ideas
For now ... just a (potentially big) thought ...
3. Strengthen our brand positioning
3. Strengthen our brand positioning
Liebe jeden Moment zusammen
Rationale:• Amplifies the meaning of the new hearts logo• Greater focus on the emotional rather than functional - appealing for happy
growth mums• Our products let you enjoy every moment – great taste, nutrition, convenience• Our services let you enjoy every moment – put your mind at rest• Works in pregnancy as mums begin their relationship with baby• Works a lot better with the idea of ‘laughing together’
3. Strengthen our brand positioning
Laughing mums and babies
New branding
3. Strengthen our brand positioning
Competition to find Austria’s Happiest (Mum and) Baby• Run successfully by UK (and Ireland)
• 45k mums, 80k visits, 10k entries, 220k votes
• Engages post birth not pregnant mums• Mum AND baby limits options• Prizes for different categories
• best photo, best video• up to 6m, 6-12m, 12-18m
• Create compliation for the website and e-mail round to mums
• Milupa’s symphony of giggles
• Assets run and owned by Irish agencyso need to explore execution options
• Irish agency to manage/build for us• Rebuild functionality• Run within a social site e.g. flickr
3. Strengthen our brand positioning
Create a compilation of laughing mums and babies• competition entries and links to youtube clips• add to website and e-mail to mums
• viral benefits
• associate Milupa with happy mums and babies
• create youtube channel and ‘favourite’ clips
3. Strengthen our brand positioning
Share your happy baby moments online• We create a ‘wall’ of happy moments on the website for other mums to enjoy
• Photos• Videos• Stories
• Participating mums are entered into a prize draw
Each e-mail contains something to make you and/or your baby laugh!• ideas to make your baby smile/laugh - funny faces, noises, tickles, toys• a clip of laughing mums and babies
Send out a ‘giggle’ card• Record your own baby’s giggle and keep it forever• Send out at 3-4 months – around brand choice and when babies start laughing• Adapt UK version
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content
3. Strengthening our brand proposition
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
4. Right content at the right time – complete care for mum
Use range of sources to make sure we’re covering key topics at key times
• New online survey• Careline call subjects by stage• E-mail click-through analysis
0.0%
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k 22 6m 7m 8m 9m
9.5
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E-mail Click Through Rates
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
UKAustria
Calendar week by
week42%
When am i due19%
Conception11%
Common health
worries8%
Labour and birth
7%
Nutrition and health
5%
Pregnant again
5%
Practical info and advice
3%
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
3rd most popular content in the UK pregnancy section
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
2nd most visited article in the UK is in the conception section
Top 10 articles
Calendar_week_by_week/article/week_6
conception/article/Pregnancy_Signscommon_health_worries/article/stomach_pain_in_pregnancypregnancy_nutrition/article/which_foods_should_i_avoid_during_pregnancyCalendar_week_by_week/article/week_7pregnancy_nutrition/article/eating_well_in_pregnancycommon_health_worries/article/baby_kicksCalendar_week_by_week/article/week_8Calendar_week_by_week/article/week_9nutrition_and_health/article/what_exercise_can_i_do
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
‘Trying for a baby’ is also in our top 15 forums
Most popular forumsForums_Pregnancy_Introduce yourself 3128Forums_Pregnancy_General concerns 2481Forums_Pregnancy_Pregnancy pains and problems 1931Forums_Pregnancy_Other 1012Forums_Mums_Sleeping 957Forums_Mums_Other 952Forums_Pregnancy_Labour worries 923Forums_Mums_Feeding problems and questions 784Forums_Mums_Introduce yourself 764Forums_Pregnancy_Baby names 730Forums_Pregnancy_scans and tests 711Forums_Mums_Weaning 691Forums_Mums_Bottlefeeding 617Forums_Mums_Baby development and behaviour 550
Forums_Pregnancy_Trying for a baby 525
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
Opportunity to attract mums early
Adapt the UK content and build on it
Ovulation calculator? (Hipp have one)
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
UKAustria
4. Right content at the right time – complete care for mum
Opportunities to engage mums with more content e.g.
Calendar week by
week42%
When am i due19%
Conception11%
Common health
worries8%
Labour and birth
7%
Nutrition and health
5%
Pregnant again
5%
Practical info and advice
3%
4. Right content at the right time – complete care for mum
The bigger the pregnancy content net, the more pregnant mums we’ll catch – and the more mums we’ll convert to the programme
Opportunities to engage mums with more content e.g.
• Money, finances, budgeting, benefits
• Buying and selling baby stuff
• Looking and feeling good pregnant• fashion and beauty tips
• What to buy for baby – personalised checklist
4. Right content at the right time – complete care for mum
Proposal: create a priority list new content• based on best performing UK topics that don’t appear in the Austria site –
particularly in late pregnancy and 0-6 months• combined with feedback from research
Driving more mums to our content - SEO
• Adding new articles to broaden our content reach
• Other content or structural changes that improve SEO
• Fat footer• Glossary of terms
• Fund on a project by project basis
• Most effective way to climb the rankings
• Focus on pregnancy keywords and high quality sites
• Allocate 1.5 days a month
• Using keywords in the right parts of the page (including images, hidden ‘meta’ parts)
• Ensure content is structured in a hierarchical way
• Use keywords as internal link text
• Allocate 1 day a month
Driving more mums to our content - SEO
Link building• separate call with Senior Search Specialist to discuss approach
Fat Footer• Google scores links to content from the homepage highly• focus on mid performing keywords
Glossary of terms• prioritise high volume pregnancy key words• 2-3 terms per page to ensure optimisation
Key engagement strategies for 2011
1. Big push to drive more careline engagement
2. More engaging ways to deliver content
3. Strengthening our brand proposition
4. Right content at the right time to meet mum’s needs
5. Extending engagement through social media
5. Extending engagement through social media
65% of 18-34s are on facebook in Austria (1.1m out of 1.8m). 10% increase in the last 6m
45% 44%
31% 30% 29% 28%25% 25%
18%15%
0%5%
10%15%20%25%30%35%40%45%50%
Facebook penetration by country Age split of facebook users in Austria
5. Extending engagement through social media
Hipp are active (2,200 fans)
Turkey & France have launched successfully. UK going live in November.
Pregnant mums want to interact• e.g. Emma’s Diary
• 4k to 40k fans in 12 months
• 100k visits & 60k interactions per week
• More visits than their website
Big opportunity for Milupa to increase engagement with mums• low cost but resource requirement
5. Extending engagement through social media
Role: • Primary: increase engagement
• in an environment where mums are comfortable engaging
• Secondary: increase reach
Proposition:• Get answers to questions and share your thoughts/experiences
• Connects mums to other mums AND the careline
5. Extending engagement through social media
Content
Discussions
Where mums can set up forum threads and interact with each other on topics
Ask an Expert
Introduce careline with links through to e-mail and
livechat
Wall
Standard wall where mums and C&G can post , comment and like
Find out …
Links to top articles and content on our website,
include join the club
Info
Introduction from careline explaining who we are
Videos
Upload stage based video ‘albums’ (babypedia)
5. Extending engagement through social media
Management:• posting plan
• offering support with links to web content• conversation starters• regulatory sign off
• sensitive content plan
• response guidelines
• moderation plan
• careline key to success
Other engagement activities
Encourage greater conversation in forums• trigger e-mail when someone else posts
E-mails • test ‘topic’ subject headers• test rather than change – may be contributing to high open rates• new intro copy for Lieber ...
Mailers• new intro copy for Lieber ...• new headlines??
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
Current outbound programme
30% of our CRM
mums just get two mailings prior to or
around brand choice – not really a
‘relationship’ – limited opportunity to influence
Pregnancy 6mBirth
6wk – coping with the early
days and bottle insert
15wk - weaning
Boosting the offline journey around brand choice
Pregnancy 6mBirth
15wk - weaning
Welcome pack?• With careline card• DVD? Careline postcards at
key milestones?
6wk – coping with the early
days and bottle insert
Giggle card?
Birth pack?• Reinstating?• Add baby
development DVD (babypedia)
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
Strategies for extending the journey
1. Extend the e-mail relationship to 24 months
2. Clarify the role of Milumil 3 v GUM
3. Expert video live chats
4. Strengthening our brand proposition (laughing babies)
1. Extend the e-mail relationship to 24 months
6m 24m12m
Less need for support and advice
Mum becomes more confident
Spend on baby food
Mum moves onto to family foods
Mum moves onto cows milk
Using Infant formula
Mum’s needs and behaviour changes
1. Extend the e-mail relationship to 24 months
Aims
Delay the move to cows milk
Reinforce the role and value of Milumil 3 and GUM
Support the growth of our toddler desserts and plates
Reinforce our food and nutrition credentials
Continue to give mums complete care as her baby and toddler develops
6m 24m12m
1. Extend the e-mail relationship to 24 months
Our proposition?
Helping you make every mealtime
happy and healthy!
6m 24m12m
Our role and proposition needs to change
What is important for mum?
Baby’s enjoyment
Solving problems
Balanced diet Variety
Fun mealtimes
Progression
1. Extend the e-mail relationship to 24 months
6m 24m12m
Recipe inspiration•Simple ways to a create a great variety of meals for your baby•Recipe videos to inspire mums
Problem solving•Fussy eaters•Getting enough vegetables•Achieving a balanced diet•Handling treats
Fun with food•Fun ways to get your toddler involved in making food•Creative ways to make mealtimes more fun – shapes, colours, patterns
Babypedia videos •What You Can See
• Growing, Doing, Saying, Seeing
•What You Can't See• Bones, Brain,
Digestion•Feeding Your BabyProduct messages
•Plates and desserts•Milumil 3•GUM
Toddler nutrition tool•Prompt mums to use the tool
Lots of engaging ways to keep mums interested and help make mealtimes happy and healthy...
6m 24m12m
1. Extend the e-mail relationship to 24 months
Insight
Mums want their toddlers to develop into well rounded, confident, happy children
Beyond nutrition and mealtimes?
6m 24m12m
1. Extend the e-mail relationship to 24 months
Proposition
Helping you to better understand and
support your toddler’s development
physical, mental, emotional, social – with the importance of great nutrition
at the core
Beyond nutrition and mealtimes?
6m 24m12m
1. Extend the e-mail relationship to 24 months
Execution
Focus on different areas of your toddler’s development ... creativity, imagination, fine motor skills, speech, sharing, co-
ordination, etc
Provide fun activities you can do together
Include the same nutritional content as before, and position as key to healthy
development
Beyond nutrition and mealtimes?
1. Extend the e-mail relationship to 24 months
6m 24m12m
Level of investment?
•Fortnightly e-mails from 6-24m = 36 new e-mails
•Expensive considering the return?
•Fortnightly until 12 months and then monthly = 24 new emails
2. Clarify the role of Milumil 3 v GUM
Need to rework the current GUM insert to accommodate the comparison with Milumil 3
= meal (nutritious and satiating
= drink (nutritious alternative to cow’s milk)
Strategies for extending the journey
1. Extend the e-mail relationship to 24 months
2. Clarify the role of Milumil 3 v GUM
3. Expert video live chats
4. Strengthening our brand proposition (laughing babies)
Pregnancy 6mBirth
Recruit
24m
CRM Strategy
Be top of mind at BOFC
Build relationship & increase engagement
12m
Proposition: Answers that put your mind at rest
Extend the journey
Opportunities to recruit more mums in pregnancy
Search•More SEO - will drive pregnancy traffic
•More PPC - recent activity has driven pregnant recruits cost effectively?
Co-registration•Contact other baby sites and clubs to see if they will collect an opt-in to our club as well•UK about the start with babycentre.co.uk – opportunity with babycenter.at?
New TV ads•Is it possible to have a call to action on the end frame to join the club
Facebook Ads•Worked effectively in the UK to recruit mums in pregnancy
•Would recommend a test for Austria
Costs
See separate sheet for costs of all activities
Budget- €485k inc 2010 underspend
£420k
Mailings £180k
Fixed costs inc fees £100k
Available for new activity £140k
Timings
Q4 – Q210 Q3 11
Careline initiatives
Babypedia integration
Expert live chats
GUM leaflet
E-mail subject headers
New branding
Laughing babies
Extend toddler e-mails
end