E-Commerce Strategies in Europe

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2 CONTENT: RENTAL OF ADDRESSES QUALIFICATION AND SEGMENTATION OF DATA BASES... 6 INTEGRATED CAMPAIGN MANAGEMENT... 8 CAMPAIGN ROUTING DESIGN THE BOOMING QUALITY CHARTER ADVICES FOR SELECTING FIRST-CLASS -MARKETING LISTS. 19

3 THEY TRUST US: Our international firm is widely known for its expertise. Hundreds of clients use our services. What are you waiting for?

4 RENTAL OF ADRESSES: 11 million business contacts through Europe! USA: Brasil: Canada: Australia : China: OPT-IN ADDRESS: SOURCE, IP, DATE AND TIME. THE CONTACTS ARE, AMONGST OTHER: Official company addresses (95 % are small companies, where s are read either by the manager or by his/her secretary) Addresses of managers and leaders (essentially in general, commercial, human resources, logistics, financial, etc. functions).

5 You can operate on each segment of these data bases, intersecting, collecting and sorting by: AREA OF ACTIVITY: Financial activities Public administration Insurances Retail FMCG and buying groups Car selling & repairing Construction Education Storage and logistics Hotels and restaurants Real estate Mining and energy industries Manufacturing industries Rental International organisations Health and social care General services (information technology, recruitment, human resources, cleansing, etc.) Collective, social and personal services Domestic services Telecommunications Transport

6 COMPANY S CHARACTERISTICS: Official address Name of the company Address and city Phone number Fax number Identification number Turn over Number of employees Area of activity (NAF, Nace-Bel, Nace, SIC) Qualification and segmentation of data bases We are excelling in enhancing our data bases, allowing you to segment your campaigns and your actions based upon 3 selection criteria: COMPANY S CHARACTERISTICS: for each registered company, we gain very accurate information regarding:

7 Official , website Nomination Postal address Telephone and fax numbers Identification number Turn over Number of employees Area of activity MANAGEMENT FUNCTIONS: we provide very precise information regarding functions, responsibilities, etc related to management and leading teams of the companies. AREA OF ACTIVITY: at this point, we collect information out of international and national registers, listed trade and industry activities.

8 INTEGRATED CAMPAIGN MANAGEMENT Are you looking for expertise? We fully manage your campaigns! Gain from an in-depth expertise, acquired through thousands successfully managed campaigns. Our consultants will lead you through the different stages of your campaign in order to hit the final goal. You will benefit from a full service. 1. DEFINITION OF STRATEGY The aim of this first stage is to determine precisely your needs and expectations, strategically and operationally, qualitatively and quantitatively. Targets are selected in order to ensure an optimal recruitment of potential partners. Correctly defined targets ensure at least 50 % of a successful strategy. 2. SELECTION OF FILES A very accurate selection needs to be done starting with the area of activity, the legal entity, the geographical area, the name of company, the address, the number of employees and the turn over... This will help us providing you files fully in line with your queries.

9 3. CONCEPT OF MESSAGES AND SUPPORT You will be able to send your communications in several formats such as text, HTML, richmedia. With or without personalising your messages : name, content,... Your message has to be attractive and ergonomic. Our designers can help you creating either a simple or a very complex message. On page 9 and 10 of this brochure, you will find some examples. 4. ROUTING OF CAMPAIGNS Once you defined the timing of the mailing, potential buyers can be contacted within the hour, thanks to our powerful routing platforms. A very precise planning will be defined before the set off. This planning will take into account the different deadlines of the campaign (set-up, testing, mailing, management of undeliverable mails, etc.) as well as with the calendar (school holidays, bank holidays, etc.). 5. REPORTING It is very important to ensure a follow-up of a campaign. We provide you with a very secure access allowing you to follow in real time the progress of your campaign. Thanks to available statistics, you will be able to measure the return on your campaign investment.

10 CAMPAIGN ROUTING: Take advantage out of the most performing routing and tracking platforms in Europe! Gain from an in-depth expertise, acquired through thousands successfully managed campaigns. Our consultants will lead you through the different stages of your campaign in order to hit the final goal. You will benefit from a full service. Either you have your own files or you rent ours. In both cases, we put at your disposal the most performing platforms through Europe. THANKS TO OUR PLATFORMS, YOU WILL MANAGE YOUR CAMPAIGNS: In complete autonomy: Direct access to the platform In complete efficiency: No treats of several anti-spam wear In complete transparency: Direct access to results AN OVERVIEW OF THEIR FUNCTIONS: 1. COLLECTING AND IMPORTING DATA AND ADDRESSES Automatic or manual import Import through Excel, Access, text files,... Standard of parametrical standards (for example: gender, forename, name,...)

11 2. ANALYSIS AND CORRECTION OF DATA BASES Analysis and correction of domains, address syntaxes,... Sorting during or after import Viewing of membership statistics in real time Write, change and sort data with a filter command. 3. SEGMENTATION AND TARGETING Segmentation of your campaign targets with filter commands. Possible targeting on all basic criteria. Possible targeting on hitting behaviours during your previous campaigns. Cross checking criteria based upon files and hitting behaviours. 4. WRITING AND MAILING OF THE MESSAGE Write or import HTML or text messages. Insert tracked links from the general dash board. Customize with basic criteria or fixed values. Origin, destination and reply address have to be defined. 5. TRACKING AND MAILING STATISTICS Details of addressed and undeliverable mails (reasons why). Opening rates (with identification). Hitting rates (with identification). Transformation rates (with identification). Tracking opening links over several mailings. Export statistics. History of campaigns and their statistics on line.

12 EXEMPLE OF REPORTING :

13 DESIGN How to create visually performing s? To break free from dozens of s your prospects receive daily, your message has to be very recognisable thanks to its graphics and its ergonomics. THE AIM OF A GOOD DESIGN IS : To draw attention on your in particular To increase retention on your message To boost the image of your company To multiply the number of reactions.

14 OUR DESIGNERS WILL HELP YOU THROUGH THE ENTIRE PROCESS. THEY WILL ASSIST YOU BY COMPLYING TO TECHNICAL REQUIREMENTS, SUCH AS: Weight of the Format of the (text, HTML, Rich- Media) Technical compatibility Optimisation of request forms (bookings, seminaries, etc.)

15 THE BOOMING Why is marketing booming over the past 5 years? ADVANTAGES OF DIRECT INTERACTIVE MARKETING: Infinite segmentation possibilities No representatives, no salesmen, no shops Full control on expenses : no surprises Variable geometry of actions (from 100 up to contacts) Reduced fixed costs Prospection costs split by half, even by 3 Easy concept and kick off (maximum of days) Personalised and customised messages High transformation rates Agility and reactivity of campaigns Measurable results in real time

16 MARKETING OFFERS A GREAT OPPORTUNITY: To optimise your sales strategy To enlarge your geographical markets To contact the right person in the right place on the right time To react much more alert To manage the relationship with the customer To rationalise expenses AN -MARKETING CAMPAIGN IS 3 TO 5 TIMES CHEAPER THAN A CLASSIC POST MAILING. ING SIGNIFICANTLY REDUCES, EVEN SUPPRESSES: Routing expenses Administrative expenses (fulfilment) Stamping expenses Return management expenses

17 QUALITY CHARTER -Brokers commits itself to respect the following rules, listed in its procedures, rules and contracts: 1. TAILOR-MADE AND CUSTOMISATION As from the start, we will deploy our expertise to fully understand your needs and convert them into a project or a performing communication plan. This human relationship will last until the completion of the project. 2. COMMERCIAL TRANSPARENCY AND DETAILED QUOTE Our estimations and quotes are FREE OF CHARGES, our general conditions are published together with our sales policy. After exchanges and discussions, you will receive a detailed quote listing all steps of the project, qualitative objectives, for approval. This quote also reports our duties and your insurances together with the financial issues. No catches of hidden expenses. 100 % transparency. 3. QUALIFICATION AND UPDATE OF DATA BASES Our data bases are fully validated, tested and qualified. Authorisations have been checked. Data bases are updated daily. Preventing eventual pitfalls: overexploitation. 4. SETTLEMENT UPON RESULT Your settlement will be based upon performance and final result: no payment for mail addresses you already have, no invoices for undeliverable mails.

18 5. ADVICE, EASY USAGE AND COMFORT The synergy of your and our services can cover the overall management of marketing development : relations with subcontractors, concept, different reply messages, management of rejections, etc. 6. TRACEABILITY AND REPORTING Thanks to information technology, one exactly knows who is where and when doing what. As -marketing client, you will receive detailed reports on your campaigns : number of messages sent, reading rates, conversion rates, together with the details of these conversions, etc. 7. CONFIDENTIALITY AND SECURITY Our data and development servers as well as our marketing platforms are highly protected and follow strict safeguard and back-up procedures. There is no risk whatsoever that filed or trusted data could be hacked. Our employees are also committed to severe professional secrecy. 8. RIGHTS AND ETHICS E-marketing is strictly regulated in Europe. We not only have to subscribe to high legal requirements (black lists, rejections, etc.) but we also have to compel to very high ethical standards.

19 13 ADVICES for selecting first-class -marketing lists 1. FIND YOUR WAY IN THE JUNGLE OF LISTINGS A large number of listings are created from a prime sources, completed and achieved by their editor ; most of them compiles other sources; others start from a research, poll or contest data bases or are issued out of an authorised or illegal behaviour list (buyers or subscribers). 2. DO YOU HAVE THE CONSENT OF YOUR ADDRESSEES? Business-to-consumer communication requests a very clear, explicit and upfront consent for mail advertising (Opt-in principle). For business-to-business communication, an optout agreement would generally be sufficient. Do you know how the data is collected? Do you understand the legal entity of the contacts? 3.WHAT IS THE MARKET SHARE of your list compared to your target? A large number of micro-listings are travelling around, but what is their relevance if you do not reach at least 10 % of your target?

20 4. WHAT ARE YOUR SEGMENTATION CRITERIA? Are at least compulsory : the address, the area of activity, the turn over and the number of employees. Be careful regarding the business activity: the company might be known for a primary activity but have switched to the secondary one due to business priorities. Some very expensive listings give you access to defined financial backgrounds. High quality lists use data format benchmarks and standards. 5. IS THE LIST ACTIVE AND REGULARLY UPDATED? Fight obsoletes. Between 10 % to 30 % of information regarding persons becomes obsolete after one year : not only preferences and behaviours, but also functions, addresses, etc. 6. CHECK IF THE LIST IS NOT OVEREXPLOITED! Addresses are rented more than ten times a week and automatically lose their reactivity and hit rates. 7. IMPLEMENT A GOOD SCALE UNIT Do not broaden indefinitely your communication target. The more you step away from your heart, the more reactivity towards your campaign will decline. 8. SKIMMING OR HIGH INSIGHT? Light and cheap lists will tolerate a skimming strategy, but certainly not permit a high insight policy. Therefore, give priority to high quality lists with names and job titles of the addressees. 9. SEGMENTATION OF LISTS FOR CUSTOMISED COMMUNICATION Ten highly customised messages will have more impact than one common text without any contempt or subtlety. 10. TEST YOUR NEW LISTS Do not take any risk. Are you convinced that the affinity of your list matches your communication? Launch a first try-out of your campaign and test your list together with your communication on a representative sample.

21 11. GATHER AND CLEAN OUT LISTS BEFORE USAGE Do not forget to clean out your lists from doubles en delete rejections or potential buyers from a previous campaign, etc. A proper routing contract will avoid expenses for non deliverables. 12. GUARANTEE OF DELIVERY The delivery rate of a high quality list must be superior to 90 %, even 95 % (excluding firewalls and anti-span wear). 13. DO NOT FORGET YOUR HOME MADE LISTS Nothing is more valuable than your own customers or relations files, patiently built up and updated. So do not hesitate to use them for obtaining better results. OUR DATA BASES ARE FROM A PRIME SOURCE AND CERTAINLY NOT COMPILED OR EXCHANGED! WHICH QUALITY MAY I EXPECT? OUR DATA BASES ARE ACTIVE AND UPDATED DAILY. MOREOVER, THEY GAIN IN VALUE THANKS TO OUR PARTNERSHIPS. AND FINALLY, EVERY INPUT IS CHECKED MANUALLY.

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