REISSWOLF ESPAÑA LEAD GENERATION

Transcription

1 REISSWOLF ESPAÑA LEAD GENERATION strategy draft Oststeinbek, May 3rd 2013 REISSWOLF: Oliver Graumann, Yvonne Huber, Christoph Smaczny RelevantFirst: Guido Dommengét, Ulrich Hofmann, Jens Reinhard

2 Contents Objectives Rebriefing Strategy Research Creatives (examples) Multichannel Dialogue PR Campaigning Event Marketing Budget example ARTE DE LA TRITURACIÓN 2

3 Objectives ESTAR EN CONTACTO CON CLIENTES POTENCIALES We want to show a specific approach how to grow in the Spanish market by generating leads 3

4 Rebriefing Business goal 20 customers ( 120,000 GI) 5x 240-boxes within 6 month Structure 4 partners (+1 Barcelona) Market Data protection legally demanded 4 competitors Target groups Sectors with high confidential information Decision maker (procurement, administration, data protection) CONQUISTAR ESPAÑA 4

5 Strategy Detailed briefing: commercial figures, development, history, status-quo, competitor situation, legal circumstances, budget Market analysis/research Rough concept (business development, marketing) Kick-off meeting: top management, key-account manager, franchise partner Test campaign (regional and/or industry specific) Learnings/adaptions Roll-out: campaign PROGRAMAR Briefing Analyses Concept Kickoff Testrun Learnings Rollout 3 weeks 6 weeks 5

6 RESEARCH INVESTIGACIÓN 6

7 Quick research ENTENDER REISSWOLF 3 interesting market segments: German companies with subsidiaries in Spain 1,100 (Germany is Spain s biggest trade partner) Lawyers: 170,000 in Spain (D 140,000) Spain has the 3rd highest density of advocates in the world 271/capita, USA: 270, Israel: 235, D: 596 Hospitals: 800 in Spain (D 2,000) the health sector is less effected by Spain s economic recession 7

8 CREATIVES CREATIVOS 8

9 Concept draft Example of marketing activity Sponsoring, events chamber of commerce Additional values (e.g. data protection laws in Spain, Agencia Española de Protección de datos) GERMAN COMPANIES 9

10 Concept draft Example of marketing activity LAWYERS PR & Advertising Editorials (special interest) Specific landing page CHAMBER LEAKS 10

11 Creative THE WIKILEAKS EFFECT Lawyers Lead Generation via PR + LP Ads & Editorials What happens, if your client files go public? What happens, Story: if confidential files are going public, detailed information of data protection law What happens, if your client files go public? Answer: 11

12 Creative THE WIKILEAKS EFFECT Lawyers Mobile landing page Bienvenido Hallo, mein Name ist ESTADO DE LA TÉCNICA Yaris Hybrid. Ich bin Ihr neuer Umweltfreund. landing page Mobile entrance via QR code (well established in spain) Awareness Seriousness Engagement Interaction Measurability Lernen Sie mich und unser Plus für Lüneburg am bei S&K kennen. Minus CO2 +Lüneburg Die S&K-Initiative Eigenen Buchsbaum reservieren. get rid lock safe 12

13 Draft concept Example of marketing activity HOSPITALS Regional selection (Greater Madrid), identify decision makers/ influencers, dialogue marketing campaign (2 step mail shot, individual landing page) 13

14 Campaign course HOSPITALS Lead generation via multichannel dialogue A.I.D.A. 1 Identification Prospects Listing Social Net (B2B) 2 Qualification 4 Interest Personalized Decision Maker Influencer Personalized Teaser Microsite/ Landingpage 7 FollowUp Face-to-Face Contact 3 Attention 6 Action RealtimeCall with Hot Lead 5 Demand Si Individual information requests 14

15 Creative LOST & FOUND Hospital mail shot teaser confidential patient file Story: (branded by recipient sender address and fictive patient data 10 years ago) send back from lost&found with hint: The safest way for disposal: Better watch your data protection URL for tracking Personalized responses N IÓ C N E T A A L A R E N E G CURIOSIDAD 15

16 Creative LOST & FOUND Hospital mail shot landing page page tells the Landing story through 4 screens: Bienvenido Señor D. Gonzales, Entrada CUENTACUENTOS welcome, problem, solution, call-to-action form (prefilled) Awareness Involvement Engagement Interaction Measurability Recommendation: Incentive for leads 16

17 Budget LOST & FOUND Example: mail shot + landing page + follow up Adresses: classification, qualification, at least one contact person Agency concept & strategy, project management creation mail shot (text, design, layout) creation landing page (text, layout, data base, programming) Print, production digital personalized print, confection, lettershop (800 pieces) Postage + handling (partner in Spain) Follow up call (partner in Spain) approx / address 2, , , approx / mail shot 0.90 ( 100 gr.) 5.00 /Lead 17

18 RelevantFirst: What we do, who we are Positioning B2B agency with international experience We develop strategies and solutions for companies which offer products and services that are not self-explaining. Portfolio Business Development Marketing Management Corporate Communication Management/Team 3 Partners 18 Freelancers/Employees 18

19 THANK YOU. WE ARE READY TO START VAMOS