how cross-channel personalization impacted results for hp
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Chris Morgan
Senior Vice President
HP Graphics Solutions Business
October 17, 2012
How Cross-Channel Personalization Impacts Results
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The evolution of personalized marketing
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It’s time to update your perception of digital print No tradeoffs in quality, versatility or creativity
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Digital print delivers premium color quality Wider color gamut than offset printing
"I don't think we could have gone with anything less than beautiful, and these postcards certainly hit the mark." — Joseph Garcia President and CEO New Era, Inc.
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Digital inspires creative cross-media campaigns
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Digital offers new ways to engage customers
Wonderstruck Enchanted fragrance campaign reaches young, tech-savvy fans with a unique experience that invites them to engage with the brand
New augmented reality technology used to seamlessly integrate direct mail print campaign with fragrance point of sale, product packaging and print advertisements
Fans can “view” direct mail with smartphone s to see hidden videos
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Caslon & Company
Personalized campaigns deliver higher response rates
Average Response Rates by Objective for Campaigns Sent to a House List
Campaign Objective Personalized URL Visit Rate
# of PODi Cases
Personalized Response Rate
# of PODi Cases
Static Response Rate (DMA data)
Lead Generation 15.7% 14 10.2% 24 3.3%
Direct Order 13.6% 11 9.3% 22 3.1%
Traffic Generation 21.6% 5 17.9% 21 3.2%*
Data Gathering 14.0% 7 19.1% 18 No DMA data
Loyalty 35.2% 3 25.2% 12 No DMA data
Source: Caslon & Company, 1-to-1 Response Rate Report
*In its 2012 Response Rate Report the DMA did not report separately on Traffic Generation so here we use their overall response rate figures
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
National World War II Museum Case Study
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Fundraising and Membership Drive Campaign Goals: Reinvigorate member outreach program, solicit donations and engage with new prospects to convert them to members
• Conducted test of 10,000 personalized
newsletters and 10,000 static newsletters to solicit donations.
• Additional test of 5,000 personalized newsletters and 5,000 static newsletters mailed to recruit active members for sustaining membership program
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Adding personalization
①
① Personalized Headline ① Personalized Headline
② Personalized Offer ②
③
① Personalized Headline
② Personalized Offer
③ Personalized Brick purchase
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Different images for men and women
④① Personalized Headline
② Personalized Offer
③ Personalized Brick purchase
④ Gender-specific post card
solicitation
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Results
• 30% increase in response rate for active members
• 25% increase in response rate for sustaining membership prospects
• Increased average donation per person
“For some of our best members, even a little more attention and a little more creativity in the mail pieces has made a significant impact.” — Stephen Watson, Vice President and COO National WWII Museum
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Robert Morris University Case Study: A personalized, multimedia
approach to student recruitment
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RMU Student Recruitment Campaign
A highly personalized,
cross-media marketing
campaign
• Four phases
• 385,000 personalized direct-mail letters and postcards
• Prospects directed to interactive PURLs and social media links
• Hardcopy mailings followed by targeted emails – personalized to each student
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Campaign objectives
• Drive prospective students to all-campus open houses and visit days
• Provide follow-up opportunities for students who express interest in events or applications but don’t commit
• Increase high-quality leads
• Increase overall number of applications
• Drive enrollment
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Personalized content
• Name and address
• Exam taken (SAT or ACT)
• Degree program – images, links to specific deans, varied thank-you pages
• Scholarship amount offered
• Athletic interest
• In-state or out-of-state student
• Gender
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Personal URL (PURL)
Students were driven to personalized
landing pages to:
Sign up for a visit
Link to online application and start the
process immediately
Access RMU’s social media channels
Link to relevant content on the RMU
website to stay engaged
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Campaign Follow-up
THANK YOU
• Students received a personalized thank you email from the appropriate Dean at Robert Morris, based on information students provided on the landing pages
SURVEY
• Data offered by potential interested students helps keep the data offered to them relevant
ANALYTICS
• Real-time analytics via an online dashboard used extensively to fine tune the campaign
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Campaign Results
• In the first year of the campaign, RMU nearly doubled its response rate,
• Conversion rate of prospects into inquiries went up 79%
• The latest campaign increased the response rate another 30%
• Lead purchase rose 58%, while costs dropped 56%
• Student enrollment has increased 6.1%
“We wanted the campaign to speak to each prospect very intimately.” - Connie Esparza RMU’s VP of Marketing
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Philip D’hooge
President Symeta NV
A new dimension in customer communication
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Symeta Overview
+ Symeta is a full service print and document management company.
+ Approx. 300 employees, revenue of >50 million euro (FY 2011-2012)
+ Its main objective is to make customers’ business communications more efficient by
offering tailor made solutions that enhance incoming, internal and external information
channels and can increase return on investment.
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What we do
+ The right message, to the right person,
through the right channel and at the
right time
+ From data to better data
Target : Achieve new levels of targeted one2one solutions in direct marketing and transactional communication.
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Case 1: ZEB
+ “Jeans up your life”
+ Small Belgian fashion chain
+ 30 stores + funky web shop
+ 30 brands – e.g. Esprit, Vero Moda, Diesel,
Only, Levi’s, Noë …
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Case 1: ZEB
+ Premium creative concept to introduce new collection
+ Based on purchasing behavior
+ Goal : customer retention and improve ticket amount/customer
+ Limited data available to start off with
+ Step by step approach with secondary aim to improve quantity
and quality of customer data
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ZEB evolution version 1 (spring 2012)
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ZEB evolution version 1
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ZEB evolution version 1
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ZEB evolution version 2 (Fall 2012)
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ZEB evolution version 2
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ZEB evolution version 2
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The Result
+ 30% more promotions used
+ Doubling number of fans & conversation on Facebook
+ Increased loyalty
+ Improved customer data profile (from data to better data)
+ (More (approx. 9%) new customers subscribed in store
– Word of mouth advertising
– Comments on Facebook
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Case 2: Colruyt + Lowest price guarantee
+ Belgium Market leader in retail with approx. 30% share
+ 220 shops
+ 2,3 million identified customers
+ 6,5 billion euros revenue
+ Existing mailing 4-5 non-personalized brochures + coupon leaflet (64–96 pages/customer)
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Basic strategy…
On top of their lowest price guarantee for each product at every moment, Colruyt wants to inform their customers in a certain way:
– Efficient: • Inform our customers well, inform the right customer
• Making sure they obtain a maximal benefit
– Sustainable: • We only send leaflets to customers who choose to receive them
(opt-in)
– Service able: • Helping our customer choose
• Helping them gain time
= Basics of the Colruyt communication (value driven)
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Today’s reality...
10,000 Online & offline stimuli on average
every day
“Their” customers get
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And this is the result ...
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The challenge...
How can we become more
RELEVANT
to our customers ?
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The answer ....
Selectivity
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The answer ... Selectivity
• Data gathering >10 years
• Use analytics to define and propose customized shopping lists and
promotions
• Maximize relevance
• Less is more
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The result …impact on coupon leaflet
32 pages 4 pages
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In the Store
Access to all the other
Extra reductions in-store
Consumer Shopper Benefits
Easy to prepare
shopping list
At Home: “Selection for You”
Efficient: less
paper / gain of
time
Personalized
offers are
integrated
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41
The result ...
Efficiency Sustainability
Customer Value
• Concentrating useful promotions
in smaller document less time
and effort to plan
• Make sure customers obtain
maximum benefit especially
over longer periods
• Greener promotions:
1,600,000 * 28 pages * 26
leaflets = 1,164,800,000
pages saved
• Helping customer choose
and save time by limiting the
number of coupons
Program expanded to entire 1.6M loyalty card customer base
Increased Profitability
• More coupons activated per
customer increased Colruyt’s
revenues
Increased Loyalty
Increased average
shopping cart value
Increased number of coupons
used/household
Increased number of
households using coupons
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Next step
+ Creating an inspirational brochure tailor made for every customer
(16 – 32 pages)
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you