Xerox @ Relationship Marketing congres (Stichting Marketing) http://www.xerox.be http://www.relationshipmarketing.be http://www.stichtingmarketing.be

1. EMS & the 1:1Lab

2. Enterprise Marketing Services
“Half the money I spend on
advertising is wasted; the
trouble is I don't know
which half.”
John Wanamaker
(1838 –1922)
omposed by GMo – 31/03/2009

3. Marketing Campaign integration & automation
Today, relevant marketing is being redefined by the CMO. It is more
than a personalized direct mailer or an e
e-mail blast.
It is the measurable mechanism where a theoretical universe of
prospects is converted into a tangible set of prospects that are ready,
willing, and able to buy products and services. The new game in town is
integrated automated marketing campaign management.
om InfoTrends (Barb Pellow on MicroTargeting)
omposed by GMo – 31/03/2009

4. CRM, 1:1 & Transpromo :
the EMS “raw material”
“The average customer
doesn’t exist.
The key to success is
treating
customers differently”
omposed by GMo – 31/03/2009

5. Gartner’s definition of CRM Printing & Transpromo
CRM Printing
CRM printing is the use of CRM techniques to microsegment prospective, current
and former customers and to deliver targeted, printed marketing, sales and
transaction information based on the recipients' requirements.
CRM printing is enabled by the combination of digital, low to high-volume printing
low-
devices and technology-enabled marketing techniques. Brochures, presentations and
enabled
other marketing/sales materials are readily personalized through a combination of
ingenious CRM database management and digital printers.
Transpromo Printing
Transpromo is the concept of printing a message or advertisement on a
transaction document (a bill, a statement). The statement insert becomes an
onsert, blending “my message” with “my statement”.
A niche application of CRM printing, transpromo documents typically have limited
personalization; this limitation restricts the document's relevance to the recipient.
21/03/2008 - Gartner Research Id G00154666
omposed by GMo – 31/03/2009

6. 1:1 - how to achieve it
1. get relevant data
• Buy/rent a mailing list for micro
micro-targeting
• Create relevance (e.g. mapping, loyalty
program, pURL)
• Use feedback to enrich the database for
future use
Image: Chema
design
Madoz
2. creative
• Appoint a designer with expertise in
personalization –
there are many issues that can occur (“does
the name fit here?”)
• No longer restricted to large organizations with IT departments
and large marketing3. data and template merge & print & send
budgets
• Smaller runs, better targeted, and affordable to more
organizations
omposed by GMo – 31/03/2009

7. 1:1 Printing Benefits & Importance
• Saves money
Smaller volumes generate a better response.
• Builds customer loyalty
It is more profitable to keep the customers than to find new ones.
Loyalty increases when using 1:1.
• 1:1 Printing is Green
Production is greener, less postal waste, less trash can waste,
less volume.
targeted communications
reduces print runs through
reduces page count withcustomization
reduces need for further communications due to
increased relevance
• Conclusion
Stop “throwing spaghetti at the wall to see what sticks…”
omposed by GMo – 31/03/2009

8. 1:1 Printing Measuring the Benefits
• Response rate
• Cost per lead
• Cost per sale
• Revenue per sale
• Lifetime consumer value
• Return on Investment
Online Calculators:
• http://www.capv.com/Resources/Calculators/ROI1/index.h
tml#
omposed by GMo – 31/03/2009

9. The 1:1Lab
“Setting an example is not
the main means of
influencing another,
it is the only means.”
Albert Einstein
omposed by GMo – 31/03/2009

10. 1:1Lab – What ?
• Proof of Concept opportunity
for marketers
• Canadian initiative
• Formed to advance
understanding of data-driven,
1:1 communications.
• Let customers explore
powerful techniques and
address the challenges in
adopting them.
• Belgium-Luxemburg:
• 6th lab in the world,
• 1st lab in Europe
omposed by GMo – 31/03/2009

11. 1:1Lab - Focus on Variable Content
Xerox 1:1 lab
program
omposed by GMo – 31/03/2009

12. 1:1Lab process
Statement Produce & Case
Strategy GoNoGo Measure
of Work deliver Study
•Strategic
meeting •XGS •Kickoff
•
•Create GoNoGo meeting •Measure •Create
•Explain SOW as agreed Case
1:1Lab •Go: •Status
•
in Study
• Project continue meeting
SOW
•Customer content the every 2
explains project weeks
his project • Timelin
e
•Involve
MKT • Resourc
Strategist es •Developm
• •Communic
•Data • Pricing
ent ate •Publish
•NoGo: results
quality continue •Producti
• •Make
check as a on •Invoice noise
•XGS service
•Define •Delivery
•
Business or redo
goals 8 to 12 weeks
Case the SOW
omposed by GMo – 31/03/2009

13. 1:1Lab - Roles and Responsibilities
1:1Lab engagement The customer engagement
• We guarantee confidentiallity • Identify goals and objectives
of database (customer’s of campaign
property)
• Provide database
• The application will be
• Share brand documentation and
redesigned in order to become
resources
personalized, different,
provoking a better response • Participate in approval cycle
• Xerox will work with the • Integrate measurement vehicle
agency of the customer. • Approve creative elements
• The application development proposed by the Lab
will be integrated into the • Allow Xerox to develop case
Lab (mix of internal / study based on results
external solutions)
• The customer will fund the
• Participation in approval test and scope of the pilot
• The measurement vehicle will
be discussed upfront with the
customer
omposed by GMo – 31/03/2009

14. 1:1Lab - Candidates
• Industry coverage / • Characteristics
Application coverage – Companies that have broad product
• Interested industries / portfolio
sectors – Preferably is a huge communicator
– Finance in the market
– Pharmaceutical – B2B / B2C applications on a regular
base
– Travel and Hospitality
– Any company supporting inbound
– Retail action such as fulfillment centers
– Automotive
• Data Guidelines
– Higher Education
– Minimum 10K records - maximum 30K
– Not-for-Profit records
– Telecom – Customer owns the data
– Utilities • General Guidelines
– Ensure there is existing database
that demonstrates individual
customer knowledge
– Brand presence in market place
helps
omposed by GMo – 31/03/2009

15. 1:1Lab Cases
“Opportunity is missed by
most people, because it is
dressed
in overalls and looks like
work.”
Thomas A. Edison
omposed by GMo – 31/03/2009

16. Heritage British
Case Study Columbia
Case Study
For Belux Case Studies
Readers
visit
Digest WWW.Creativexpresso.co
Case Study m
omposed by GMo – 31/03/2009

17. omposed by GMo – 31/03/2009