vw ems case march 2010
DESCRIPTION
A strong case of a personalised lead generation programme for VW resulting in superior intentions to visit the showroom and to buy a new car.TRANSCRIPT
![Page 1: VW EMS case March 2010](https://reader033.vdocument.in/reader033/viewer/2022051610/54940839ac7959182e8b4a76/html5/thumbnails/1.jpg)
Personalisa*on
to
Generate qualita*ve Leads
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LESS FOR MORE (ROI)
GET ATTENTION
DIFFERENTIATION
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Customer insights
Buying consumer process…
• Starts 6 months before purchase decision
• High variety of selec*on criteria ( price, space, comfort, security, design, power, ..)
• No personalised advise outside showroom
• Mul*‐layer mass communica*on is the rule (TV, MOF, Print, radio, internet, door‐to‐door)
• Poten*al customers feel to be leN alone in their search of informa*on
Door‐to‐door (22 models)
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Supplier Challenge
The challenge of Lead genera*on…
• Do not know who are the poten*al customers
• No possibility for customised communica*on ( price, space, comfort, security, design, power, ..)
• Use of high cos*ng mul*‐layer mass communica*on (TV, MOF, Print, radio, internet, door‐to‐door)
Communica*on effec*veness ? ROI ?
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1:1 approach A personalised brochure…
• 4 to 6 months before purchase decision
• Focus on 3 models (out of 22 !)
• Model presenta*on focusing on :
SelecFon criteria
usage criteria
• Personalised financial proposal
Ex: regional ECO premium, Leasing
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A brand building introduc*on in line with your concerns…
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The best op*ons YOU should consider based on YOUR driving needs…
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The 3 models YOU consider + USPs based on YOUR purchase criteria…
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Pricing summary and financial mode YOU consider…
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Call to Ac*on…
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1to1 Lab process
Segmentation Esurvey
Personalized Brochure
Qualified & segmented
DB
Recruitment Activation
1to1 Layouting
VW DB Prospects
Rented DB
Recruitment Email Unique DB
VW DB Customers
Offers / Sales ROI
Mktg efficiency Call center
Lead Mgt
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Building Relevancy
• Selects who is purchaser or not
Recruitment Email
Segmenting questions to drive 1to1 content ?
• Self‐expression of needs
• Prospect in awareness & purchase mode
• Enrichment of DB
• Survey with market needs
• PersonalizaFon in line with expressed needs
• PUSH PULL MKTG
• High Recall, brand inFmacy, act & purchase intenFon
Segmentation Esurvey Personalized Catalog
Consumer journey & Marketing Benefits
How to recruit & motivate ?
DB ?
2 3 1 4
Segmentation & content ? Fixed & variable datas.
A B C
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SystemaFzaFon of process ?
Segmentation Esurvey
Qualified & segmented
DB
Recruitment & qualification Activation
1to1 Layouting
VW DB Prospects
Recruitment Email Unique DB VW DB
Customers
VW Web Visit Recruitment
Pop-in
Qualification Web
analytics
Scenario Purchase < 6 month
Data exchange
Testdrives
Offers
Sales Reporting Automated dashboards
100.000 / year
Product DB
Marketing Automation
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14
Impact overview
% of respondents (n=600) – 100% of the respondents
Recall having received it
Opened it Recall content (content or message)
Intent to act Intent to (top boxes)
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
“Do you have the intention to visit a Volkswagen showroom?”
Read it
Total n=300
81 98 67 74 59 58 39 98 60 36
High recall rate High opening rate Very high reading rate
Very hign content recall
High direct activation
63 88 58 89 Average nB2C=31
67 39 35 22 44 Average nB2C=31
+ + + + +
MarkeFng efficiency
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Recall rate
Act
ivati
on
rate
Average (49.1%)
Average (66.4%)
Efficient
Strong activation case Limited recall mailing
Strong recall case Limited reaction level
Do it again Improve attention
Improve action
N B2C=31 Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)
1:1 lab VW
Recall ‐ acFvaFon matrix: Belgian Post role MarkeFng efficiency
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1to1 Lab Global Conversion Funnel 1to1 communication delivered = 100 %
Communication Recall = 74 %
Want to Act = 39 %
POS traffic = 15 -20 %
Offers = 12 %
Sales = 6 %
• conversion by source / media Improve media mix
• conversion by call to acFon Improve commercial pracFces
• conversion by target group Improve targeFng
POS conversion
X 3
Trafic creation X 10
Brand image
+++
Sales profits
+++