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Please feel free to contact me for a chator to arrange a meeting. Gary HowardT. +44 (0) 2074 626 161M. +44 (0) 7973 304 459 E. [email protected]
Tangent Snowball84-86, Great Portland StreetLondon W1W 7NR
www.tangentsnowball.com
INTEGRATED MARKETING PLATFORM
At the same time, they’ve also made marketing more complex
than ever, with many relationships to nurture and manage. Of course, there’s ever-increasing volumes of data to collect and analyse too.
As these challenges continue to evolve, marketing and sales departments often find themselves under increased pressure to deliver more with less: less budget, less people, and less time.
MuLTIPLE chANNELs, RETAILERs AND PARTNERs hAvE MADE MARKETING MORE ExcITING, MORE DyNAMIc, AND OPENED uP MORE OPPORTuNITIEs FOR bRANDs.
cREATINGcONNEcTIONs
Carlsberg, Wolseley, Citroen and The Labour Party have all faced
these challenges and conquered them with the help of Tangent Snowball and the TS Connect integrated marketing platform.
Combining industry expertise with flexible technology, TS Connect uses marketing tools, loyalty systems, data management, ecommerce, reporting and a community platform to bring brands closer to their customers.
Benefits for the brand
•Reducetimetomarketfor campaign distribution
•Improvecampaign implementation in the field
•Regional,localandsingle customer reporting views
•Improvemarketingeffectiveness reporting
•Automatemarketingfulfillment
•Reducecostsascampaign materials are more effectively delivered
•Takeofflinerelationshipsonline
Benefits for the customer
•Directaccesstothebrand
•Accesstoquality,brandedassets for local marketing initiatives
•24/7accesstoproductand campaign information and training
•Rewardsforloyaltyandeffective campaign implementation
•Competitions,prizesandincentives for free or discounted products
•Accesstrainingandeducationas well as promotions
•Shoponline
ENGA
GEMENT LOYALTY1.
2. COM
MUNITY COMMERCE
4 . 3.
MARKETING Is MOsT EFFEcTIvE whEN IT’s TARGETED AND RELEvANT.Using a mix of modules or the
complete suite of TS Connect marketing tools, you can empower customers to become excellent marketers in their own right.
By giving customers access to pre-approved brand assets such as email and direct mail templates, imagery and copy, they can create targeted communications to suit the product range they hold, a special offer they want to run or a specific market segment. Even the smallest outlet has access to high quality, professional materials.
This decentralised approach to campaign implementation speeds up the time to market by removing the need to go through head office while ensuring national campaigns are aligned across multiple outlets. Italsoreduceswastageandtherefore costs as customers order only what they plan to use.
All campaigns created with TS Connect are tracked; giving a view on who’s doing what, where and when.
This information can be used to guide future campaigns and encourage those customers who aren’t taking actions.
INFLuENcE bRAND AcTIvATION AT sTORE LEvEL
TS Connect marketing tools
•POSshop
•Bespokeprintcreationand ordering
•Productandpromotion information pages including videos and guides
•Web-to-printdirectmail
•Emailcreation,distributionand tracking
•SMScreation,distributionand tracking
•ProspectdatafromExperian or Salesforce or integration with existing customer database
•Dashboardtoviewcustomer sales data
Benefits for the brand
•Encouragelocalmarketing initiatives
•Centralportalfordisseminating all marketing and campaign information and materials
•Monitorandreportonregional, local and individual customer marketing activities
Benefits for the customer
•Easycentralaccesstoproduct and campaign information
•Accesstohighquality,inexpensive marketing materials
•Abilitytotrackcampaignsand sales via customised dashboard
LOyALTy Is ONE OF ThE MOsT vALuAbLE AssETs IN A sALEs PORTFOLIO. But loyalty has to be earned.
Customers want to feel supported – and more importantly, rewarded for their efforts in supporting your brand. TS Connect has a loyalty program that recognises and rewards engagement with content, marketing activation and repeat behaviour. Itencouragescustomerstolearnabout your products, effectively implement campaigns, share data and results with you, and share learnings with each other.
The program utilises the concept of gamification where small incentives areofferedonaregularbasis.Ittakes the form of a points scheme where customers collect points whenever they use the site or fulfill a specified task. For example, correctly implementing POS in their stores. The accumulated points can be redeemed for discounted or free products, promotional merchandise orpersonalprizes.Theincentivescan be customised by customer groups ensuring that the program remains relevant and interesting for each of your customer segments.
Benefits for the brand
•Buildenricheddataoncustomers and outlets to tailor how you sell to them
•Gainnewbusinessreferrals through positive word of mouth
•Createapointofdifferencetoyour competition
Benefits for the customer
•Rewardedformarketingefforts
•Getideasfromthemarketing activities of other local retailers
•Userewardstomarkettheir business or treat themselves
buILD cusTOMER LOyALTy
In a channel where wholesalers form a crucial role in the distribution of products, TS Connect can be aligned with wholesalers for product sales and offer redemption.
Where brands do have the opportunity to sell directly
to customers, TS Connect’s ecommerce functionality can support the ordering and invoicing process. Having created a central hub for interacting with clients and empowering them to be active in their marketing, brands are in the perfect position to sell products directly. The platform can support customised offers across regional, local and even an individual basis.
Benefits for the brand
•Sellatthepointwhenthe customer is already engaged with the brand
•Exposecustomerstoproduct ranges or related products
•Customiseoffersdependingon location, current product range or previous spend
Benefits for the customer
•Easyorderingprocess
•Offerstailoredspecifictothem
•Accesstospotdealsand promotions
TAKE OFFLINE sALEs ONLINE
Make data work for you
We integrate your data and business systems with TS
Connect and give everyone in your organisation a single view of sales and marketing actions at the local, regional and national levels.
Dashboardreportingcanreveala variety of data such as sales, purchase history, campaign engagement, site visits and dwell times. Armed with this information you can more easily monitor campaign performance, spot gaps in product purchasing and trigger campaigns to address this. You can trackROIandpublishreportstotarget lapsed or underperforming customers and reward your loyal ones.
Make data work for your customers
Sales and prospect data can provide business and customer insights that help inform decisions about segmentation strategies, product and customer engagement as well as monitor current campaign performance.
The system can integrate with prospect data from multiple proprietary and third party databases, providing access to targeted business and consumer leads.
Benefits for the brand
•Aligningdataacrossthe organisation to help build a single customer view for sales teams
•Abilitytoruntargeteddatadriven campaigns based on real time data
•Easierreportingoncampaign activityandROI
Benefits for the customer
•Accesstosalesdatahelps to guide business and marketing decisions
•Abilitytocreatepersonalised direct marketing campaigns
•Easilytrackeffectiveness of campaigns and identify new opportunities
JOIN ThE DOTs wITh DATA
We can help you create a professional networking platform where customers can share learnings and campaign materials. This ‘walled garden’ is also a powerful listening tool.
By monitoring and responding to conversation you’ll always
appear one step ahead, having anticipated their needs with practical advice or solutions. You can also run polls and surveys to gain quick and cost effective feedback from the field.
Benefits for the brand
•Instantfeedbacktoolformarket research on new products and promotions
•Valuablelisteningtool to understand issues and identify opportunities in the field
Benefits for the customer
•Aplacetoshareideas,askfor help or sell materials like shop fittings
•Providedirectcustomerfeedback about campaigns
FOsTER A cOMMuNITy sPIRIT
EvERy cLIENT Is DIFFERENT, sO wE hAvE A ThREE sTAGE APPROAch TO uNcOvER ExAcTLy whAT IT Is yOuR busINEss NEEDs.
INsIGhTWe work with you to understand the problems and opportunities individual to your business, and outline the business objectives of the system.
INNOvATIONWe turn the insights into marketing strategies and help you put together the TS Connect system that will help you achieve your business goals.
INFLuENcE We launch your TS Connect system, supporting you with any training requirements and marketing activities to drive uptake of the system. We keep a close eye on its performance and meet regularly with you to discuss areas that can be improved and new insights we’ve discovered.
hOw DOEs IT ALL cONNEcT TOGEThER?
PAYMENT GATEWAYINTERFACE
FULLY FEATUREDECOMMERCE
COMMS
BUDGETS
SOCIAL REPORTING
CMSEVENTS ANDCALENDARING
EGC
LOYALTY
ACCOUNTS
FULFILLMENT / WHM INTERFACE
CATALOGUEMANAGEMENT /
INTERFACE
CUSTOMERSERVICES
CRM AND LIST MANAGEMENT
ONE
TWO
THREE
ThE sysTEM
DM
SMS&
Due to the recession, Plumb Center and Parts Center found
they had fewer customers to trade with, and each had less to spend. We helped them increase revenue by turning low-spending customers into repeat, high-spending customers during the key autumn season and beyond.
A project we took very personally
Usinglocalbranchknowledge,customer profiles and transaction histories, we gathered data on prospects and got branch-level buy-in before the campaign even launched.
Our key insight was discovering that almost half of Plumb Center and Parts Center customers bought single items. This informed our strategy to increase revenue by engaging with customers through cross-selling and up-selling.
The dash for success
Every branch of Plumb Center and Parts Center had its own dashboard to help them create marketing initiatives.
Staff could view customer details including profession, offers received and spend target to unlock the next levelofdiscounts.Inthisrespect,the dashboard sat at the heart of Plumb Center and Parts Center brand positioning of ‘best local merchant’.
The campaign excelled, generating a return on investment of 4:1. For every pound spent, they received four back. Total sales in the last measured campaign equated to 46.5% of Plumb Center and Parts Center total sales. More than this:
•13,000tradecustomersregistered for the scheme (over half the targeted customer base)
•Averagespendperaccount was93%higherthanthosenot participating in the campaign
•Wesawa5%increaseinaverage sales value
•Forcustomersregisteredon myplumbcenter.co.uk this increasedto10%
hELPING wOLsELEy TAP INTO vALuAbLE cusTOMER DATA AND TuRN IT INTO A PROFIT sTREAM
buILDING LOyALTy FOR wOLsELEy
TOOLs TO buILD sTRONGER chANNEL PARTNERshIPs
We helped Carlsberg distinguish itself from other drinks sellers by becoming a genuine business partner to the places that sell its beer.
WeDeliverMore,awebportalbuilt on the TS Connect
platform, has helped Carlsberg’s on and off-trade customers increase sales, save business costs and manage staff.
The first platform was designed andbuiltforCarlsbergUK.Itprovides their customers with access to customisable, high quality Carlsberg branded marketing materials via email, direct mail, POS and SMS tools.
It’sincentivisedwithCarlsbergCredits to encourage repeat use and shift sales from offline to online. Each time someone places an order they receive Carlsberg Credits, which can be redeemed for over 3,000gifts.
Expanding on the success of the UKplatform,Carlsberghasstartedaglobalroll-outto27countries.The global implementations bring together sophisticated ecommerce technology and full integration with Carlsberg’s SAP processes to let landlords and store owners do everything from order drink stock to create promotional materials.
WeDeliverMorehasbecomethemain gateway to all of Carlsberg’s online transactions across the world. Ithashelpedincreasemarketshareof Carlsberg drinks, direct new business and boost volume. We’ll drink to that.
EMPOwERING chANNEL PARTNERs TO bE yOuR MOsT EFFEcTIvE MARKETERs
The center of politics may be in Westminster, but it’s at a local level where people engage. We helped Labour put local issues at the heart of their campaign by creating an engagement platform for hundreds of thousands of party members.
Labour Member Centre is where the party held data on its
members, former members and donorsatlocalandregionallevel.Insome cases, this was stored on PCs and laptops. We collated the data and stored it centrally and securely, making it accessible for MPs and those working and volunteering at Labour Party HQ.
Along with this, we established a livelink to pull data in from the electoral role, using an external supplier that helped local groups identify others who would be sympathetic to their campaigns.
We then empowered party members with a web-to-print system that gave them access to high quality professional materials such as leaflets, SMS, email templates and posters that they could adapt to reflect local concerns. Regional and national approval systems were built in to ensure messaging reflected that of the party at HQ level.
The results are difficult to gauge. We’ve seen hundreds of thousands of campaign materials produced, but the real result will be in by-elections and at the next general election.
TAKING ThE hARD wORK OuT OF LAbOuR’s cAMPAIGN cREATION
Cross-selling accessories is a key revenue generator for new car dealerships. Citroën dealers wanted more support to help educate their new customers on the optional extra’s for newly purchased vehicles.
Citroën HQ needed to ensure the communications were on-brand and easy to execute.
TS Connect gives each dealership access to a
variety of marketing tools including email, microsites and direct mail, all populated with pre-approved marketing assets. Communications are sent on behalf of the dealers on a daily basis through these channels. The campaigns vary in content and messaging depending on what vehicle the customer has purchased and what optional extras are available. The system can also manage the varying costs for parts per dealer and populates the assets automatically with the correct pricing.
Theresultswereoutstanding.Inthefirst12months26,000emailsweresentbydealers,11,000wereopened,7,000customersclickedthroughtothemicrositesand1,300placed orders. The average spend perorderwas£65andthetotalturnover generated far exceeded expectations.
AccELERATING cITROËN’s cRM