What s in a name? Kevin Mason Intimis 2.0 1
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1 What s in a name? Kevin Mason Intimis 2.0 1
2 What s in a name? Increased response rates of up to 300% Reduced marketing spend by up to 50% Radically reduced time to market Kevin Mason Intimis 2.0 2
3 The need Joined-up dialogue marketing Definition: An on-going stream of communications, tailored, triggered by and anticipating customer behaviour Multi-channel Responsive, real-time automation Mass customisation Relevant Personalised Kevin Mason Intimis 2.0 3
4 The dream One enterprise marketing system Manage Administer Build Deliver Report Analyse Optimise Kevin Mason Intimis 2.0 4
5 The reality Most companies have a fragile eco-system of technology, channels and databases ERP CRM Sales automation Xcel spreadsheets and human beings! Multiple databases In-house, agencies etc Multiple delivery and measurement systems DM Advertising: broadcast, print, on-line etc Websites, microsites, affiliates SMS Call centre Kevin Mason Intimis 2.0 5
6 Intimis is a modular dialogue marketing system born out of frustration with expensive, inflexible large scale CRM systems. We ve been developing this for over five years. Because our development has been driven by our customers, Intimis is designed to integrate and connect with the patchwork quilt of every enterprise s marketing eco-system. One size does not fit all! Kevin Mason Intimis 2.0 6
7 Step one: identify and track the individual Personal URL Example: The Glue to track individual behaviour throughout your eco-system. Personal URL generation and tracking is the core module of Intimis No code or system changes required by you: Intimis tracks Independently, forwarding to any web-page you specify Kevin Mason Intimis 2.0 7
8 What you need Robust architecture Personal URLs for tracking, reporting and CRM Any channel, any system, any web page Not just short run personalisation and microsites Architected for hundreds of millions of customer records Highest security levels Personal URLand PIN mechanisms Ability to handle sensitive customer data Pre-populated forms, transactional data etc Independently audited Secure web and database architecture Highest levels of back-up and disaster recovery Kevin Mason Intimis 2.0 8
9 Step two: bolt-on modules where required A set of modular web-based tools that enable rapid, cost effective dialogue marketing solutions Companies are creating dynamic dialogue marketing campaigns Quick Smart Very Effective Ahead of the competition Kevin Mason Intimis 2.0 9
10 What you ll need No software installation web-based ASP. Quick set up No initial IT involvement needed Benefit of regular system upgrades as core Complete flexibility for each customer instance to tailor to your needs Modules DM personalisation & print work flow personalisation & delivery Microsite personalisation, build & hosting Tracking, data analytics and reporting Campaign management Telesales/contact management dashboards Kevin Mason Intimis
11 Optimise marketing performance dialogue marketing systems: Generate personalised, 1/2/1 multi-channel communications Track and measure levels of audience engagement Learns from its data and tailors communications from what it s learnt Manage leads for sales conversion CAN DRAMATICALLY INCREASE RESPONSE RATES AND REDUCE TIME TO MARKET AND COST PER-LEAD Kevin Mason Intimis
12 Do s and don ts Timing is crucial Recall on previous communications is short, especially hour telephone window before leads go cold DM and response creative principles still apply Personalisation alone will not make a bad piece of DM good Throwing the kitchen sink at a bad proposition still wont increase sales Kevin Mason Intimis
13 Case Study: Inside Track Kevin Mason Intimis
14 Inside Track Property Investment Services Education Seminars, Investment Property, Letting Services, Buy to Let Mortgages Kevin Mason Intimis
15 The Challenge Improve response rates over existing long copy dm and Hit or come under target cost per response Kevin Mason Intimis
16 Strategy Lead with a personalised, single message -shot Second wave -shot promoting workshops in the area Final wave personalised DM Kevin Mason Intimis
17 Strategy Move long copy to personal microsites with booking form (Personalised URL used in and DM for response) Track individual visits and feed respondents who haven t converted (Booked) into tele-sales for warm lead conversion Trial in London area Kevin Mason Intimis
18 1 Personalised Direct Smile creative Personalised web address Unique telephone number & tracking code (int1) Kevin Mason Intimis
19 Microsite Click through to book Click through to case studies Kevin Mason Intimis
20 Wave 2 Promotes local workshops Sense of urgency To non-responders of wave 1 Kevin Mason Intimis
21 Wave 3 Direct Mail Kevin Mason Intimis
22 Wave 3 Direct Mail To non-responders of waves Same personal microsite fulfilment, tracking and telesales leads Same unique response telephone number, different reference tracking code (int2) Kevin Mason Intimis
23 Web-based, real time results tracking dashboard Results tracked for each wave in real-time Responders (those who visit microsite) who don t book, fed into telesales for conversion Kevin Mason Intimis
24 Web-based telesales lead management Kevin Mason Intimis
25 Results Campaign increased response rate (course bookings) by 300% overall Cost per response under target by 50% Kevin Mason Intimis
26 Results Click through/site visit rate doubled Microsite conversion rate 20% Telesales close/conversion rate 25% Kevin Mason Intimis
27 Results Direct Smile/Personalisation doubled the click-through/visit rate Personal URL tracking/telesales lead management enabled the conversion of 25% more of the 80% who had visited but not booked Kevin Mason Intimis
28 Results The results of the campaign were very impressive. Proctors used a new approach to integrated channel marketing. Personalisation was one of the significant factors responsible for generating consumer attention and interest, which they maximised through the Intimis personalised URL and lead management software John Pickles, Marketing Director, Inside Track. Kevin Mason Intimis
29 Case Study: Picture Financial Kevin Mason Intimis
30 Driven by a competitive consumer landscape Take the customer out of market as soon as possible Take the friction out of the application/buying process Kevin Mason Intimis
31 From customer acquisition... Kevin Mason Intimis
32 ...through web applications... Kevin Mason Intimis
33 ...passed into a call centre queue... Kevin Mason Intimis
34 ...for pick-up by a Picture Consultant... Kevin Mason Intimis
35 ...who responds to you personally... Kevin Mason Intimis
36 ...data has been tracked and managed through to fulfilment.. Creative/Business rules Online media TV Press Website Call Centre A P P L I C A T I O N S INTIMIS Media tracking Volume/quality Application data management Call centre contact management Creative variability rules & tools Business rules Variable print output Print workflow Management reporting & admin A P R O V A L S Fulfilment Digital Print Client data systems Kevin Mason Intimis
37 ..removing the Friction from the Application Process. Up to 220 print variables enable tailored brochure style agreements, personalised to you and your consultant Pre-populated forms make it easy to sign & send Same day generation, print despatch and tracking all automated through intimis PICTURE ONE OF THE FASTEST GROWING COMPANIES IN Kevin Mason Intimis of 31
38 Case Study: IGEL Kevin Mason Intimis
39 Previously with this client European DM campaign 18 Languages in 16 countries 3 job functions, 12 industry sectors Achieved 4x acquisition 9.8% overall (previous 1.5%) Halved acquisition cost Drove outbound telemarketing at 50% conversion Kevin Mason Intimis
40 Current: IGEL Carbon Footprint Campaign A highly variablised global DM campaign driven by some simple data points and a scientific formula Kevin Mason Intimis
41 Current: Carbon Footprint Campaign Kevin Mason Intimis
42 Current: Carbon Footprint Campaign Personal microsite Proposition overview White paper downloads Webcast Click through to dotcom for specs Book a trial All behaviour on calls to action tracked for qualification and follow-up: Interested Strategically evaluating Detailed evaluation: close to decision Hot: trial booked Kevin Mason Intimis
43 Current: Carbon Footprint Campaign Real-time reporting for campaign optimisation Leads scored and filtered for telesales follow up. Integration into Superoffice Kevin Mason Intimis
44 Contact Kevin Mason Tel: Mob: Content in any proposal or presentation, and in any associated or subsequent material produced, may well contain material in which intellectual property rights exist. Unless we have expressly acknowledged in writing that any intellectual property right originated with you, or have expressly in writing transferred any intellectual property right to you, then all such rights are reserved to Intimis Limited. In particular the rights in the systems, software, data structures, business processes workflows and models devised by Intimis Limited, including, but not limited to the Intimis system, for use in its services to clients are its legal property, as are rights in any text or visual material. No material or information in which those rights exist is to be reproduced, adapted, copied, or otherwise used in any form whatsoever. Intimis Ltd Kevin Mason Intimis
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