edeal summit london 2013

eDeal channel: DOs and DONTs for brands

eDeal channel:

DOs and DON´Ts

@JoseLuisFerrero

eDeal channel:

DOs and DON´Ts Learnings from an established brand

actively operating with eDeal channel

in Spain

@JoseLuisFerrero

What if…

Brands are

entering a

Show without

knowing the

film …..

Some Brands

do see a

famous terrific

Film …..

Some Brands

do see a

famous terrific

Film …..

The War of the

Worlds

Other Brands

will see a

different

one….

Other Brands

will see a

different

one….a New

world full of

Opportunities

At the end, the Show is

the same, but every Brand

has to find its own way…..

At the end, the Show is

the same, but every Brand

has to find its own way…..

To be

Future

Proof

Consumers love

eDeals

Brands love Consumers

Consumers love

eDeals

Brands love Consumers

eDeals and Brands need to

generate “Love interactions”

Consumers love

eDeals

Brands love Consumers

eDeals and Brands need to

generate “Love interactions”

What is a “Love Interaction”

When Consumers receive

more Value than expected

Brands are looking for a next

eDeal event

What is a “Love Interaction”

When Consumers receive

more Value than expected

Brands are looking for a next

eDeal event

What is a “Love Interaction”

When Consumers receive

more Value than expected

Brands are looking for a next

eDeal event

Only then…. an eDeal

player has proven its value

and can become a

sustainable business

with a clear reason

to exist

DOs and

DOs and

Do take the lead to decide on

your presence in eDeal Channel 1

Do take the lead to decide on

your presence in eDeal Channel

Be proactive

and decide

yourself

when, how

and with

whom

Let anyone

decide it for

you. Neither

Offline or

Online

1

Do protect your Brand by being

Strategically launching eDeals 2

Do protect your Brand by being

Strategically launching eDeals

Do decide

timing,

products

and

players

Become

a deal

Brand

2

Do test new initiatives and players

if business model adds value 3

Do test new initiatives and players

if business model adds value

Do test niche

players and

products

Prove Long

tail potential

3

Become

complacient

with your actual

eDeal partners

Do treat eDeal Channel as a Marketing

Channel not only Sales channel 4

Do treat eDeal Channel as a Marketing

Channel not only Sales channel

eDeal is the

cheapest

way to

interact with

Consumers

Leave free

space for a

great branding

position to your

competition

4

Do work in Beta, don´t wait for the

perfect eDeal 5

Do work in Beta, don´t wait for the

perfect eDeal

Think first,

then shoot

and later do

the fine

tunning for the

next shoot

Wait for the

perfect

environment to

do the perfect

eDeal

5

Myths that are

proven not to be

true

Myths that are

proven not to be

true

Consumers are not keen to buy high end

brands Online

eDeal players do kill established business

Brand image is damaged when present on

edeal channel

Price is the unique driver for eDeal sales

Myths that are

proven not to be

true

Consumers are not keen to buy high end

brands Online

eDeal players do kill established business

Brand image is damaged when present on

edeal channel

Price is the unique driver for eDeal sales

Myths that are

proven not to be

true

Consumers are not keen to buy high end

brands Online

eDeal players do kill established business

Brand image is damaged when present on

edeal channel

Price is the unique driver for eDeal sales

Be open to try

something

Different!

Always with caution

38

José Luis Ferrero

Senior Manager

eCommerce

@JoseLuisFerrero

Thank

39

José Luis Ferrero

Senior Manager

eCommerce

@JoseLuisFerrero

Thank

You!