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Group Magic Seven
Group profile
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• Complex wide of services• Marketing (marketing plans and campaigns, media campaigns nad
market research-both in cooperation, Corporate Identity, loyalty systems, consultation and guidance)
• Graphic design (proposal of printing and interactive advertising campaigns, web design and design of multimedia applications, Corporate design, packaging design, annual reports)
• Pre-press (DTP studio, scanning and digital photos, light-exposure and proof press pull, sheet montage)
• Press (small-series digital printing, large-format digital printing, offset printing, finalising, External printing services)
• Interactive services (follows)
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Magic Seven Print, a. s.prin ting house
iMagic, s. r. o.fu l l - serv ice in teractive agency
W illm ark, s. r. o.production agency - S lovak ia
Magic Seven Slovakia, s. r. o.advertis ing agency - S lovak ia
MAGI C SEVEN, a. s.advertis ing s tudio
•MAGIC SEVEN group
• Over 100 employees of the whole group.
• Annual turnover of the whole group was over EUR 4,9 millions in the year 2002.
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Interactive communication
Possibilities and trends
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Interactive communication
What is it Interactive communication?
• Communication thorough interactive tools • Internet, intranet, extranet • Mobile tools - sms, mms
• Part of communication mix
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Aims of Interactive communication
• Brand building
• Sales support
• Data collection
• One-to-one communication
• Long-term partnership building
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Advantages of Interactive communication
• Involvement of customers into communication
• Personalization
• Effectiveness
• Topicality
• Attractiveness
• Possibility of feed back measurement
• Reliable source of data
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Interactive communication - tools
Interaktivníkomunikace
Extranet
Mobilní komunikace
Intranet Internet
External communicationInternal communication
Solution for communication between long-distance client workplaces
Solution for internal client communication (information, personnel, workflow …)
Solution for communication (e.g. between business partners)
Solution for external client/customer communication (web)
Solution for external mobile client/customer communication
Solution for internal mobile client/customer communication (business info, workflow …)
Interactive communication
Mobile communication
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Interactive communication – basic possibilities
Interaktivníkomunikace
(web, sms, mms)
Obchod
Zá
ba va
Podporaprodeje
Budováníznacky
Brand building
Sales support
Sales support
Interactive communication
Information
Amusement
Community
CompetitionCompetitions
Business
Personalization
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Interactive communication
Web content
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Information
• Information about company• Company profile, contacts• Information required by a law system• PR
• Information about products • History• Catalogue• News
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Competitions
• Sales support• Brand building
• Only on internetor better:
Internet combined with mobile technology or current consumer competitions!
• Advantages for customers• Game attractiveness, chance of winning
• Advantages for clients• Collecting the data!• Increasing of sale• Creation of a new communication channel
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Business
• Sale of various products
• Webshop with branded products• Clothes• 3D productse.g. project www.fordbutik.cz
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Interactive communication
What can we do?
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Personalization
• Effective one-to-one communication
• Connection to a client´s CRM system• Long-term relationship building –
loyalty systems
• Rating of customer
• Differs: for final customers or business partners (retailers, wholesalers)
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Community
• Long-term relationship building – brand member
• Personalized access
• Tendency to spread the news – „viral effect“
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Amusement
• Games, screen savers, wall-papers
• Support of regular visitors of the website
• Tendency to spread the news – „viral effect“
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Interactive communication
Integrated communication
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Contemporary communication strategy
• How to fix interactive communication into up-to-date communication strategy?
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Integrated communication
• Integrated way of communication by involvement of different kinds of media
• Possibility of result measurement
• High effectiveness
• Using present CRM or creating a new CRM system
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Basic principle of the integrated communication
Printed ad
3D
P.O.S.,packages
Events
Promo
Target group
Web sites
Com.channel - Internet
Com.channel - SMS
Off
-lin
e co
mm
unic
atio
n ac
tivi
ty
iMagic (interactive agency)
Personalization
Loyalty program
CRM data
Addressing Personalization
Evaluation
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Interactive communication
Our system
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Our system
ClientCommunication agency
System integrator
Full-service interactive agencyiMagic
External communication Internal communication
…
Solution
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Our products
MagicWebDrive
• Content management system• One system for communication within
internet, intranet and mobile background• Effectiveness – simple user web
administration (actualisation…)• Modular system – publishing, web shop,
e-mailing, enquiry and so on.www.magicwebdrive.cz
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Our products
MagicAnalyzer
• Tool for web access analysis• Access analysis and visitor behaviour• Basic impuls for web re-design– graphic,
structure• On-line and off-line measurement of
client´s communication activitieswww.magicanalyzer.cz
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Case studies
• www.vseprobydleni.cz • Server offers company presentations
regarding advices for building houses, departments or gardens
• Largest project in CR (in its category) • Marketing analysis• Web creating• Acquicition of new users in prints • Service and administration of web
presentation
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Case studies
• www.renocar.cz• Important seller of BMW cars and car
supplements• Visitor analysis• Marketing analysis of interactive
communication• Complete re-design of website • Project: development of chain of tyre
services – complete communication solution (intranet, extranet, internet)
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Case studies
• www.author.cz• Complete web solution for the biggest
bicycles and its supplements seller in CR• Connection to client´s communication
mix • Community building – games, chat• Banner campaigns• Visits analysis• Periodical web redesign• B2B system – now is being solved
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• Thank you for your attention.
• Agency…a group of persons which work on a job order • Client……a person who sets a job order to the agency• Customer…a person who is not involved in a process of production, he just
uses a final product