Best Practice breakout session

Transcription

1 Best Practice breakout session Collateral Management/General Motors of Canada Presented by: Chris Watson, Managing Director, CM2 Solutions Inc. Mike Macerollo, Account Manager, The Helecopter Group

2 Best Practice breakout session Collateral Management/General Motors of Canada Presented by: Chris Watson, Managing Director, CM2 Solutions Inc. Mike Macerollo, Account Manager, The Helecopter Group

3 Launching Great Dealer Networks General Motors of Canada Agenda Introduction GM Dealer Direct overview Campaign order workflow Integrated services Question period

4 Introduction to CM2 & GM Canada CM2 Solutions Inc. PODi member located in Toronto, Canada Database marketing service provider: Strategy, Planning, Data Management, Execution Analytics, Measurement and Insight Campaign manager for General Motors of Canada General Motors of Canada Limited Brands: Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac, Saab, Saturn, Goodwrench Service 24% of Canadian vehicle sales in 2007, > 400K vehicles sold Retail network of 700 Dealers

5 Introduction to CM2 & GM Canada The Helicopter Group PODi member located in Richmond Hill, Canada Integrated services provider: Imaging Lettershop Data Processing and Data Management Print Management Response Capture and Fulfillment Storage and Distribution Mail production of Corporate, Dealer Group, and Dealer campaigns for General Motors of Canada Limited

6 Campaign Management Process Integration Program Analytics/Reporting and Campaign Development Customer Management/ Brand Teams CRM Enterprise Development Campaign Management Team (CM2 Solutions Inc.) Marketing Campaign Pre Planning and Execution Agencies IS&S Enterprise CRM Strategic Process & Capability Development Dealers Dealer Direct Technical Platform/Execution

7 GM Dealer Direct Overview What is GM Dealer Direct It s an end-to-end web based marketing tool for Dealers, which enables the user to plan, design, and send targeted direct mail and quickly, easily, and cost efficiently GM Dealer Direct enables Dealers to action their neighborhood-level opportunities

8 Major features of the tool Template based approach for Creative Pre-designed DM formats (ex. Postcard, Self Mailer, Letter, Invitation) Flexible Templates Templates are pre-populated based on user selectable Themes Managed creative asset inventory Dealer asset upload capability Online template customization and final PDF approval by the user

9 Major features of the tool (cont'd) Integrated list management (Audience Manager) GM Enterprise Data (Sales, Service, Insurance, Leads, etc.) Integrated external lists (White pages, Overlay data, etc.) Central data hygiene processes Extensive filtering capability to develop a targeted mail list Dealer list upload capability Multi-channel, multi-wave campaign capability Automated payment processes Fixed twice-weekly production schedule for mail. The delivery schedule is user defined. Reporting module Planning, Tracking, and Results Test & Control measurement methodology

10 Rationale for GM Dealer Direct Improve the management of campaign touchpoints Comprehensive management of the Dealer s customer contact history Facilitates effective planning (i.e. replicating past successful campaigns) Effective management of communication costs Coordination of Corporate, Dealer Group, and Dealer communications Increase quality of Dealer communications Improve targeting intelligence Reduce time and effort required to execute and track campaigns Consistent, high quality direct mail assets Economies of scale through consolidation

11 Rationale for GM Dealer Direct (cont'd) Develop and maintain a scalable infrastructure Can be used for all types of direct marketing campaigns (Corporate, Dealer Group, Dealer) Quick to market New formats, templates, themes and assets can be easily added Dealers can mobilize their own customer data, or use any combination of theirs and GM s

12 GM Dealer Direct Interface

13 Interface GM Dealer Direct Customizing Creative Dealers are guided through a 5-Step process to build a new campaign

14 Mail template examples Dealers like to add their own content

15 Dealers Example like to add their own content Highlights: Reporting of customer activities Multi-channel capability available, and mail the balance Dealer scheduled delivery of messages Template Content: User defned links Prominent display of Dealer map & logo Leverages GM assets Flexible design of the templates makes them suitable for many purposes (e.g. Promotion, Newsletter, etc.)

16 Campaign order workflow CM2/Dealer Direct Framework Plan Setup Order Proof Delivery Mgr. Order Consolidation Mail Prod CM2 DB

17 Campaign Order Fulfillment The Helicopter Group Production Process PDF print files pulled off the Dealer Direct FTP site PDF s are submitted to their appropriate format Hot Folders on the press front end Formats include: Self Mailers, Invitations, Postcards, and Letters Formats are based on Templates which allow for Creative Versatility and Production Standardization Hot Folders contain all print settings specific to the Format Ex. Multi-up imposition, crop marks, etc.

18 Campaign Order Fulfillment The Helicopter Group Production Process Once off the press they flow through the Lettershop Process based on a standardized set of production procedures Standardized production processes based on format requirments enable efficient workflow Dealer Direct programs follow THG standard quality control checks 3 days from file reception to mail induction Statement of Mailing provided back to CM2

19 Dealers like to add their own content

20 Additional Services Support services that drive utilization Dealer Direct Concierge campaign support that suits your needs! Bronze Concierge Our complementary service to assist you in executing your own Dealer Direct campaign, or taking advantage of the extensive features on the site Silver Concierge Our Click for Me service, offered to those who have the details and know what they want to do, but need the support team to make it happen Reasonably priced at $x per campaign Gold Concierge This service draws on the skills of the Dealer Direct analytical team to assist you in selecting the right audience for your campaign, and pulling it all together into a successful execution Available to you at $y per campaign

21 Additional Services Support services that drive utilization Dealer Direct Subscriptions Your Dealers have an idea for a great ongoing campaign, but their staff can t find the time to keep it going? Wouldn t it be great to know that some of your most productive marketing audiences were receiving automated communications at key points in time? Regulates the flow of business (customer response) to the Dealer Contributes to a predictable mail volume plan (GM and Dealer) Combine Subscription an with Concierge, for th most extensive level of support Enables Corporate and Dealer coordination in their marketing plans Coordinated touchpoint management Budget and Contact Strategy

22 Additional Services Support services that drive utilization Pre-built Campaigns & Best Practices The tool is loaded with campaigns that align with Corporate objectives Developed a process to identify Best Practices The Corporate sponsors look for what s working Interview the Field Staff and Dealers to learn more about why they re working Share learnings with Corporate, Field Staff, and Dealers

23 Additional Services Support services that drive utilization Packaged One Step campaigns that coordinate with the big Corporate campaigns Save the Dealers time, attract higher usage, and increase the likelyhood of measurable results Prepackaged Targeting and Creative Create a selling process around these campaigns Home office letter/corporate support, , OBTM Maintain a user-customizable solution

24 Reporting Services Campaign Integration Look for opportunities in the data Facilitate Field Staff and Dealers through the transition from insight, into a marketing action Example: Customer Retention The Build a Campaign link takes the user to the Campaign Setup screens of Dealer Direct, to execute a campaign for this audience.

25 GM Dealer Direct Activity Dealer Enrollment Over 95% of Dealers are enrolled: 700 Over 95% of those Dealers have executed a campaign Dealer Campaign Volumes Over 8,000 campaigns Over 2 million pieces of mail Over 250 Dealers enrolled in Subscription campaigns Average mail campaign quantity: 300 Average campaign quantity: 550

26 Summary thoughts on mobilizing a CRM vision Make it visual enterprise view Institutionalize the process help people understand their role Support the strategy through aligned initiatives Enable key stakeholders through training and funding Test and learn, test and learn, test and learn Grow into it start small, with a prescribed growth plan

27 Additional Questions Webinar coming in February/March - TBD With General Motors of Canada Limited How to reach us: Chris Watson, CM2 Solutions Inc. [email protected] OR Mike Macerollo, The Helicopter Group [email protected] OR Additional questions???