Vincent Nolf 's presentation at BDMA congres

1. 24 oct
2013
Make your
Digital Strategies
also a
Sales Generator
Vincent Nolf
Managing Director
Business Clients Mail - bpost
1

2. “Connected
consumers
can only be
touched by
digital
strategies …”
Reaching
connected consumers …
Direct
Mail
perfectly
activates
digital
targets
Mobile /
tablet users
Social media
users
79%
READS
DIRECT MAIL*
82%
READS DIRECT MAIL
*SOURCE: Letterbox survey 2013
2

3. Social
media users
are not
different
…
SOURCE: TGI UK
3

4. Advertisers like fans
but …
4

5. Integrated
Traffic
digital –
letterbox
approach for
a better R.O.I.
Dialogue
Advocacy
Brand experience
5

6. Integrated
Traffic
digital –
letterbox
approach for
a better R.O.I.
6

7. 1
Rabobank: online banker creates an
offline magazine to have a “face”
Objective
Results
• Reinforce relation • 75% readership
with brand
• Measured
• Ensure loyalty
Increase
• Inform on product
in web traffic
Approach
• Custom magazine
7

8. 2
Pure players use DM to boost their web
traffic … and sales!
Objective
Results
• Drive web site
• 59% reading rate
traffic & online
Of them
sales on inactive
- 64% will go to
customers
the web site
- 28% will
Approach
register (again)
• Post card
• 4% online order
8

9. 3
Optimize documents to transform
them in activating channel
Original document
Objective
• Increase customer satisfaction about
the document (‘call for contribution’)
• Reduce low value calls to call center
• Increase registrations to E-mut
Approach
• Invoice optimization
• Test on a sample
9

10. 3
Optimize documents to transform
them in activating channel
Original document
Optimised invoice
Commercial Message
Using improved invoice
to stimulate
registration on e-mut
10

11. 3
Optimize documents to transform
them in activating channel
Original document
Optimised invoice
Objective
• Customer satisfaction
• Reduce low value calls
• Increase registrations
to E-mut
* post test survey, Solidaris information
Approach
• Invoice optimization
Commercial Message
Results
• Recall message*: 17%
• Intent to E-mut
registrations*:
3%
• Inbound calls:
-20%
• Roll-out to full database
11

12. 4
Combine DM and Facebook to drive sales
and online engagement
Objective
Results
• Activate sales and
• 39% more
reinforce brand relation
Facebook Fans
with Nivea ‘Fans’
• 13% used at
Approach
least 1 coupon
• Activity map sent to
100K. Profiled
customers
12

13. 5
Acquire new customers on a FMCG
web-shop
EMAIL 6 K€
COST
32,5 K€
DM
EMAIL
121€
COST
PER
ACQUISITION
EMAIL
1,2€
RETURN /
DM
19€
X6
EURO
INVESTED
DM
7,7€
Objective
Approach
• Increase online sales on
• Simple letter and email
prospects (FMCG category) • 50.000 in each target
Source: 2012 BtC - 50.000 contacts for each medium – FMCG webshop
13

14. 6
Build a real dialogue based on information
captured on your webplatform
Segmented Campaign
DM, email, one to one bannering
Objective
Results
• Generate acquisition
• Direct
• Capture customer
impact
profiles & preferences
6% coupon
usage
Approach
(vs. 2,5%
• Address each woman
average
differently based on her
life situation and to offer previous)
her the according
14
samples

15. Integrated
Traffic
digital –
letterbox
approach for
a better R.O.I.
Dialogue
Advocacy
Brand experience
15

16. 1
Build a real dialogue based on information
captured on your webplatform
Objective
Results
• Capture customer
• 11,5%
profiles & preferences
registration
• Generate trial
on
webplatform,
Approach
directly
• Web form
related to DM
• Follow-up sampling
16

17. 2
Stimulate customer advocacy through
the mobile postcard
#dove
1
2
Download
app
Take a
picture
3
Write a
message
4
Use
promocode
Branded Layer will be added automatically
Hi Laura,
thanks to promocode!
This is what I
like the most
about you…
Céline
17

18. 3
Reward your facebook fans
REWARD
FANS ON FACEBOOK
CASE
18

19. 4
Seize the personalization trend
How a simple postcard can make it true…
19

20. 4
Seize the personalization trend
How a simple postcard can make it true…
Make it better…
Get your child’s bottle
personnalized!
20

21. develop
your business with
Direct Mail helps to
connected consumers
• It activates web traffic
and (sales) conversion
• It offers a tangible moment
in a virtual context
• It builds a true dialogue
• It’s highly efficient in terms
of R.O.I.
21

22. More on
www.DMplaza.be
Thank you
Vincent Nolf
vincent.nolf@bpost.be
22