crm target marketing for citroen ds (shanghai) sales conversion

CRM Target Marketing

For

CITROEN DS (Shanghai)

Sales Conversion

Bach Moh

Chief Branding Strategist

[email protected]

Agenda• Overview of SinoDMS / 智邮营销公司简介

† About SinoDMS / 关于智邮营销

† Past Cases (Auto Industry) / 案例（汽车行业）

• Proposal: Target-Customer Invitation for DS 2013 Road Show / DS 2013 年路演目标客户邀请方案

† Campaign Objectives / 项目目标

† Implementation Strategy / 执行策略

† Implementation Plan / 执行计划

† Implementation Process / 执行流程

† Analysis Report / 分析报告

† Timeline / 项目时间表

† Project Management Team Structure / 项目管理组织架构

† Our Competencies / 我们的优势

About SinoDMS / 关于智邮营销

智邮营销北京SinoDMS Beijing

智邮营销南京SinoDMS Nanjing

智邮营销杭州SinoDMS Hangzhou

智邮营销深圳SinoDMS Shenzhen

• Providing marketing services for over 7 years, registered capital RMB10mil, about 250 employees spread over 6 offices in China (Shanghai, Beijing, Shenzhen, Hangzhou, Changchun & Nanjing)

• 有7年以上的专业营销服务经验，注册资本1千万，员工逾250人，经营机构分部在全国6个城市（上海/北京/深圳/杭州/长春/南京）


智邮营销上海 (总部)SinoDMS Shanghai (HQ)

智邮营销长春SinoDMS Changchun

• A leading integrated marketing company, 20% of the Top 500 global companies in China are our clients

• 中国领先的整合营销公司，20%的在华全球500强企业使用智邮的服务



• The ONLY marketing-unit member agency in CADA (China Automobile Dealers Association)

• 中国汽车行业流通协会唯一市场营销单位且理事会员单位

• Partner of 4 commercial insurance companies (Ping An, CPIC , Tianping, Samsung)

• 四大商业保险公司（平安、太平洋、天平、三星）的合作伙伴

• Services / 服务范围：

Database Marketing

精准营销

CustomerRelationship Marketing

客户关系营销

CampaignMarketing

活动营销

Interactive Marketing

互动营销

We Do

Past Cases (Auto Industry）

案例（汽车行业）

Past Case 1: Volvo S80L Test Drive Invitation

服务案例分享： Volvo S80L 试乘试驾活动邀约

Objectives Achievements

1,299 tgt customers in 8

cities to the dealers’

showrooms for test drive

• 1,569 tgt customers

showed up

• Reached out to 172,897

potential customers

Enhance tgt customers’

knowledge of S80L

-

Promote sales thru’

increased interactions

-


3,000 tgt customers in

nation-wide to the

dealers' showrooms for

test drive


showed up


knowledge of Audi R8

-



-

Past Case 2: Audi R8 Test Drive Invitation

服务案例分享：奥迪R8试乘试驾活动邀约

Past Case 3: Cadillac JS Region Test Drive Invitation 服务案例分享：凯迪拉克江苏地区试乘试驾活动邀约


2,000 tgt customers to

the dealers' showrooms

for brand appreciation &

test drive


showed up


knowledge of Cadillac (all

models)

-



-

Proposal: Target-Customer Invitation for

DS 2013 Roadshow / DS 2013路演邀约方案

• Only agency member who is a marketing unit in

CADA

• Many automobile target-customer invitation past

cases

• Very rich experiences in CRM-based operations

Why We Are Best Suited For This Project?

• Campaign Target / 项目目标

† Invite at least 20 potential customers every day to attend DS test drive campaign / 邀约不低于每场20

位潜客到活动现场参加 DS 试乘试驾活动

† Enhance target customers' knowledge of DS (all models) / 通过活动体验促进目标客户群体对DS车型的

了解与认同

† Promote sales through increased interactions / 提高销售顾问与潜客的接触机会，促进DS车型的销售

• Achievement Expected / 项目预期收益

Campaign Objectives / 活动目标

Description 描述项Qty

预计数量

Percentage

预计百分比KPI 指标

No. of tgt customers reached

活动覆盖目标客户数量360,000 100%

Database qualifying rate

数据有效率

No. of tgt customers (tel follow-up)

电话跟进目标数量252,000 70%

Database acceptance rate

按品牌或按车型的活动邀约接受率

No. of successful invitations

预计成功邀约客户数7,560 2.1% (3%)

Invitation success rate

邀约成功率

No. of tgt customers who show up

预计到现场客户数3,780 1.05% (50%)

Show-up rate

出席率

• 年龄/Age: 25-40

• 良好的教育程度/High

education/

• 中上层阶级/Mid-upper

class/

•男性/Male

“Shall we make it more

accurate and precise?

“我们能不能更加确切?”

SinoDMS Model智邮的预测模型*

Initial Positioning初步的定位标准

Pilot/ 测试

Optimization/优化

• 针对客户分类与评分需要

运用动态更新的全套指标

与变量/Customer classification

• 进行排名/Ranking

• 分析结果，得到最适合10%的

顶端客户/Analysis, with an

aim to filter the top 10% most

suitable customers

Scoring评分

• 设立验证指标/Set up verification

standards

• 进行测试/Testing

• 阅读结果/Result generation

• 项目CR及生命曲线/Project CR

• 项目盈利/Project revenue

进一步完善模型，增强针对性与精准度

Further improve the model ,

Enhance its relevance & accuracy

人口统计特征Demographic characteristics/

• 年龄/Age

• 性别/Gender

• 婚姻/Marital status

• 是否有孩子/No. of children

• 地区/Region

• 教育/Education

• ……

生活方式/Lifestyle

• 业余爱好/Habit

• 健康与美容/Health & beauty

• ……

消费特征/Spending Traits

• 品牌偏好/Brand preference

• 消费习惯/Spending habits

• ……

* The selection of the optimal set of variables would be a deliverable

of actual modelling operations / 选择哪些变量，需要通过实际建模的运算

Implementation Strategy / 执行策略

年龄/Age: 27-55 years old

性别/Gender: 男性/Male

家庭/Family: 已婚且有孩子/Married, with children

教育/Education: 高学历/High education

… 职业/Occupation, 中级车车主/Middle-class vehicle owners, 中小

企业主/SME owners, 中高管理层/Mid or senior management, 工程

行业的专才/Engineering professionals etc.

SinoDMS Business

People Database

智邮商务人群数据库

Target CustomerGeneration / 目标客户获取

DS Target-Customer

Definition Analysis

目标客户特征分析

SinoDMS vehicle

Owner Database

智邮车主数据库

Potential Customer Namelist

潜在目标客户名单SinoDMS Partnership

Database

外部合作资源

† Filter qualifying target customers (based on DS target-customer definition) from SinoDMS

database / 根据目标客户特征在智邮数据库中筛选目标客户

Target-Customer Characteristics

目标客户特征

Implementation Plan / 执行计划

Target-Customer Definition

目标客户定义

Implementation Process / 执行流程

OB Script, SMS/MMS, EDM,

邀约话术、短信/彩信、电子刊物

Variable Selection确定变量

Modelling建模

Pilot Test测试

Optimization优化

Target Customer List获取客户名单

Reminder活动提醒

Show Up List Match现场名单匹配

Evaluation评估报告

SVW Polo/ 菠萝, 17.30%

SVW Santana/ 全新桑塔纳,

11.35%

Chevy jingcheng / 雪佛兰景

程

23.78%

SAIS Rowe 550/ 荣威550,

9.73%

SAIS MG3/ MG3, 5.41%

Beijing Hyundai E/北京现代

伊兰特, 32.43%

Invitation Success Rate By Car Model Type

外呼邀约成功率（按照车型）

SVW Polo/ 菠萝

SVW Santana/ 全新桑塔纳

Chevy jingcheng / 雪佛兰景程

SAIS Rowe 550/ 荣威550

SAIS MG3/ MG3

Beijing Hyundai E/北京现代伊兰特

Analysis Report 1 / 分析报告 1

SMB/ 中小企业主

9.73% State-owned enterprises

superviser/国有企业主管

6.49%

Multinational firm Middle

level management/跨国企

业中高层管理

25.95%

Joint firm Manager/合资企

业管理人员

27.68%

Doctor/ 医生

16.54%

Lawyer/ 律师

13.62%

Invitation Success Rate By Occupation

外呼邀约成功率（按照职业）

SMB/ 中小企业主

State-owned enterprises

superviser/国有企业主管

Multinational firm Middle

level management/跨国企业

中高层管理Joint firm Manager/合资企业

管理人员

Doctor/ 医生

Lawyer/ 律师

Analysis Report 2 / 分析报告 2

Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉

Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Nantong/南通 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉 Guiyang/贵阳

Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Changchun/长春 Guiyang/贵阳

Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Suzhou/苏州 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Jinan/济南 Changchun/长春 Tangshan/唐山

2013-05

12 cities

2013-08

14 cities

2013-09

9 cities

2013-10

10 cities

2013-11

9 cities2013-08

2013-07

12 cities

2013-06

11 cities

2013-12

9 cities

Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Suzhou/ 苏州 Changzhou/常州 Jinhua/金华 Beijing/北京 Tianjin/天津 Chongqing/重庆

Shanghai/上海 Suzhou/苏州 Wuxi/无锡 Beijing/北京 Tianjin/天津 Chongqing/重庆 Jinan/济南 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明

Shanghai/上海 Guangzhou/广州 Nanning/南宁 Beijing/北京 Tianjin/天津 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明 Dalian/大连

Shanghai/上海 Foshan/佛山 Nanning/南宁 Beijing/北京 Jining/济宁 Dalian/大连 Qingdao/青岛 Weifang/潍坊 Yinchuan/银川

Timeline / 执行时间表

项目执行层

Execution Level

项目管理层

Project Management

行政管理层

Admin Management

销售线索挖据DS项目组

智邮行政管理

DS Lead Generation (by SinoDMS)

项目总协调人/Project Leader: Murphy

项目经理/Project Manager: Lucy Li

职能团队

Job Function Team

督导/质检 x 1

培训师 x 0.5

电话营销团队

Call Centre

座席 x 9

数据分析团队

Data Analysis Team

数据分析员 x 1

Project Management Team Structure项目管理组织架构

Strong Network / 完善的网络

- 6 offices in China

全国6个分公司

- Leading database marketing agency, China's Top 3

精准营销营业的领先者，业界排名前三

Perfect Combination / 完美组合

- Professional and efficient marketing, with strong technical support

专业而高效的营销，强大的技术支撑

- Core members have over 10 years experiences in CRM, database and campaign marketing

核心成员在CRM、精准营销和活动营销均有10年以

上的行业经验

Rich Experiences / 丰富的经验

- One-stop service for CRM consulting, campaign planning & implementation

CRM咨询、活动策划以及执行一站式服务

- In-depth knowledge and experience in auto industry , luxury, real estate, education etc

尤其对于汽车、奢侈品、家纺、房地产、教育等营业累积

了殷实的知识和深度的洞察

Loyal Team / 忠实的服务团队

- Experienced mid-level managers with at least 5 years of related experiences

所有中层干部均有5年以上的服务经验

Reasonable Price / 合理的价格

- High-value validated data

高价值的有效数据

- Higher service quality

服务更专业

Our Competencies / 我们的优势

Merci Beaucoup!

Case Sharing: Volvo S80L Test Drive Invitation

• Campaign Target/ 项目目标

† Invite at least 1,299 potential customers in 8 cities to dealers’

showroom to attend S80L test drive / 8个城市，邀约不低于1299位潜客到

店参加Volvo S80L的试乘试驾活动

† Through the campaign, enhance the further understanding and

recognition of target potential customer / 通过活动体验促进目标客户群体

对S80L T6的了解与认同

† Promote S80L sales by increasing the contact between the sales and

potential customer/ 提高销售顾问与潜客的接触机会，促进S80L的销售

• Achievement/ 项目收益

† Totally invited 1,569 potential customers to dealers’ showroom to

attend S80L test drive campaign/ 成功邀约1569个客户到经销商展厅参加

活动

† Totally 172,897 target customers were informed about this campaign in

8 cities/ 8个城市，共接触目标客户群172,897人

服务案例分享: Volvo S80L试乘试驾活动邀约

Case Sharing: Audi R8 Test Drive Invitation


† Invite at least 3,000 potential customers national wide to attend Audi

R8 test drive campaign / 全国邀约不低于3000位潜客参加奥迪R8的试乘试

驾活动


recognition of R8/ 通过活动体验促进目标客户群体对R8的了解与认同

† Promote R8 sales by increasing the contact between the sales and

potential customer/ 提高销售顾问与潜客的接触机会，促进R8的销售


† Totally invited 3,102 potential customers to to attend R8 test drive

campaign/ 成功邀约3,102个客户参加R8试乘试驾活动

服务案例分享: 奥迪R8试乘试驾活动邀约

Case Sharing: Cadillac JS Region Test Drive Invitation


† Invite at least 2,000 potential customers to the dealers’ showroom to

attend Cadillac brand appreciation and test drive campaign / 邀约不低于

2,000位潜客到经销商展厅参加凯迪拉克的品牌品鉴与试乘试驾活动


recognition of Cadillac all models/ 通过活动体验促进目标客户群体对凯迪拉

克车型的了解与认同

† Promote Cadillac sales by increasing the contact between the sales and

potential customer/ 提高销售顾问与潜客的接触机会，促进凯迪拉克车型的销

售


† Totally invited 2,203 potential customers to to attend the Cadillac test

drive campaign/ 成功邀约2,203个客户参加凯迪拉克品牌品鉴与试乘试驾活动

服务案例分享: 凯迪拉克江苏地区试乘试驾活动邀约