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Multichannel Campaign Management

Multichannel Campaign Management | The Process and Platform

Effectiveness Teamwork Efficiency

• Centralised & standardised campaign library.

• Define & agreed on Process Map.• Campaign planning templates.• Clarified R&R for different

functions – SC, PM, Marketing.• Timely communication on

campaigns progress/ rollout.

Foundation

• Mindset change.• Timeline management.• Inventory.• Risk management.• Stakeholder management.• Communication.

Action

• Leadtime estimation –development, stock planning, gift fulfillment.

• Key success criteria (e.g. Cooperation with other functions –for product training, KPI setting.)

Control

• Evaluate performance • Refine R&R in campaign

process.• Leadtime estimation e.g.

stocking, printing, development.

• Content of communication.

Continuous Improvement

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Scale in APAC

Scale of APAC Campaigns• 4 regions,10 markets in APAC.

• Greater China (GC) – China, Hong Kong, Taiwan• SEA – Singapore, Malaysia, Philippines, Thailand• ANZ – Australia, New Zealand• Japan

• 5 languages• Simplified Chinese (CN)• Traditional Chinese (HK, TW)• Thai (Thailand)• Japanese (Japan)• English (rest of markets)

• 11 Websites in APAC

• Around 150k active customer base

Efficiency Teamwork

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Working Model – The Complexity

Country Marketing

ProductMarketing

InventoryMgmt Sales Customer

Service

SIOP

Planning

Campaign Mgmt

Creative Agency

Printer Media Services

ProductCategory

TranslatorInsight

eCom

Online Search

Data Analytics

GIT

Legal

Process

Value Proposition

CI

Finance

Awareness

Resource

Customer Touches

Mindset Mgmt

Standardisation

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Activity/Campaign

Owner

Efficiency Teamwork

CustomerExperience

R&R of Multichannel Campaign Management

Master CreationMechanism

Master CreationDesign

Master CreationApproval

Country Implementation

• Initiate activity/campaigndiscussion

• Campaign presentation• Alignment of elements at regional creation - no change• Alignment of elements atCountry level – localisation• Get approval• Ensure proper documentation

• Campaign mgmt will manage the roll-out according to the agreed scope

• Define campaign objectives• Define KPM• Implementation Country

• Budget • Target customers• Campaign period• Cost of gift• Tier value• Tier gift• T&Cs• Channel of promotion• Campaign message

• Campaign plan at regional &Country level with clear R&R• Information updated to shared folder• Sign-off campaign scope and localisation scope

• BAU

• Initiate campaign discussion• Data analysis & feedback

Phase

Action

Output

CLM Campaign Mgmt

R Responsible

Country Marketing ManagerA

Action

CConsult

I Inform

PlanningCampaign Management

CLM

Country Marketing Manager

PlanningCampaign Management

CLM

Country Marketing Manager

PlanningCampaign Management

Country Marketing Team

CLMGovernance

Handover

Efficiency Teamwork

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Check List before Campaign Execution Campaign scope agreed and sign-off.

Objectives KPI Implementation markets Channel of communication & frequency

Online: Email, campaign landing page, SEM, banner and etc. Offline: direct mailer, and etc.

Incentive mechanism – free gift, buy X get Y free, discount% and etc.

Product Product(s) are compliant in target markets. Product list Products are transactable on web. Funding for campaign items are agreed and secured. Proposed product discount aligned with Pricing team. Letter of agreement on the agreed supplier funding.

Project team (Depending on type of activities, TBC during campaign execution phase) Primary contact from CLM. Primary contact from Product team. Primary contact from Product Marketing team. Primary contact from eCommerce. Primary contact from Planning & Inventory Management. Primary contact from APAC Pricing. Primary contact from Service Delivery & Operations. and etc. 6

Efficiency Teamwork

Lead-time established on Size of the campaign implementation time,

resource utilisation Translation and localisation Web development UAT Media Code preparation, 2 weeks for,

Integrate with loyalty team Campaign team to setup Media Code

logic The Way We Work.

Appendix I - Continuous Improvement | Snapshot

Product campaign Audit before campaign process started

Products are transactable on web. Ensure funding for stock is agreed and

secured. Manage inventory for campaign products. Product pricing on web = printed material. Campaign design & supplier funding

package. Knowledge-base and guidelines Standardisation – URL, Service Messaging

Efficiency Teamwork

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