Didier Neyt's presentatie over AS Magazine tijdens het seminar Het Bewijs op 20 september in het TeylersMuseum in Haarlem, bij de lancering van Relatiemedia deel 3, Nachtmerrie of Droom, over de ROI van Customer Media.

1. Customer Relationship Management It’s all about connections…

2. Introduction

3. In your opinion, what is the biggest marketing challenge facing advertisers?

9. much more propositions … Each day, the average consumer encounters about 3.000 daily advertising messages.

11. Not more money

12. Attention is key

13. Differentiation is key

14. Connection is key

15. The 3 major advertising trends

16. Shoot louder Interactivity From passive to active advertising

17. Shoot louder Personalisation Advertising is only boring when you’re not interested in the message

18. Shoot louder New (use of) Media

19. TALK GLOBAL Standard & Poors Advertising Survey Dec. 2005 How to connect to such a connected consumer ?

20. CRM does it better !

23. CRM is a closed loop Data Client Base Information Analysis Message Strategy Feedback

28. The « Explore More » Case

30. The Retail concept

33. The concept

34. First step: create a community around a very strong magazine

35. First step: create a community around a very strong magazine

38. Second step: make the customers identify by joining up the Explore More program (communication POS)

39. Second step: make the customers identify by joining up the Explore More program (communication in Magazine)

41. Third step: the customer is member of ExploreMore

42. The results – More than 300.000 members in one year

43. The results – 80 % of netsales registered with card (65 weeks ago this was 0%)

44. 4.000 new cards every week

46. E-letters

47. The results – e-letters Average of + 30% of unique open rates (IAB Belgian’s benchmark: 25%)

49. Flashmails

50. The results – Flashmails (generic info mails) Average of + 40% of unique open rates up to 92%

52. Triggermails

53. The results – Triggermails (generic info mails) Average of + 70% of total open rates up to 90% Cardholder’s yearly shop visits increase from 2,4 to +4 Average basket for cardholders raise from 64,7 Euros to 94,3 Euros

55. Reward info

56. The results – Reward info (coupon rewarding 1year of loyalty) Participants Total amount of voucher values Average voucher value Total amount of money spent Average basket size 17.723 € 315.085,64 € 17,8 € 1.103.597 € 62,26

57. Conclusion

59. Thank you for your attention