Please feel free to contact me for a chat or to arrange a meeting. Gary Howard T. +44 (0) 2074 626 161 M. +44 (0) 7973 304 459 E. Gary.Howard@tangentsnowball.com Tangent Snowball 84-86, Great Portland Street London W1W 7NR www.tangentsnowball.com INTEGRATED MARKETING PLATFORM
Creating connections Multiple channels, retailers and partners have made marketing more exciting, more dynamic, and opened up more opportunities for brands. At the same time, they ve also made marketing more complex than ever, with many relationships to nurture and manage. Of course, there s ever-increasing volumes of data to collect and analyse too. As these challenges continue to evolve, marketing and sales departments often find themselves under increased pressure to deliver more with less: less budget, less people, and less time. 1. ENGAGEMENT COMMUNITY 4. 2. 3. LOYALTY COMMERCE Carlsberg, Wolseley, Citroen and The Labour Party have all faced these challenges and conquered them with the help of Tangent Snowball and the TS Connect integrated marketing platform. Combining industry expertise with flexible technology, TS Connect uses marketing tools, loyalty systems, data management, ecommerce, reporting and a community platform to bring brands closer to their customers. Reduce time to market for campaign distribution Improve campaign implementation in the field Regional, local and single customer reporting views Improve marketing effectiveness reporting Automate marketing fulfillment Reduce costs as campaign materials are more effectively delivered Take offline relationships online Direct access to the brand Access to quality, branded assets for local marketing initiatives 24/7 access to product and campaign information and training Rewards for loyalty and effective campaign implementation Competitions, prizes and incentives for free or discounted products Access training and education as well as promotions Shop online
Influence brand activation at store level Marketing is most effective when it s targeted and relevant. Using a mix of modules or the complete suite of TS Connect marketing tools, you can empower customers to become excellent marketers in their own right. By giving customers access to pre-approved brand assets such as email and direct mail templates, imagery and copy, they can create targeted communications to suit the product range they hold, a special offer they want to run or a specific market segment. Even the smallest outlet has access to high quality, professional materials. This decentralised approach to campaign implementation speeds up the time to market by removing the need to go through head office while ensuring national campaigns are aligned across multiple outlets. It also reduces wastage and therefore costs as customers order only what they plan to use. All campaigns created with TS Connect are tracked; giving a view on who s doing what, where and when. This information can be used to guide future campaigns and encourage those customers who aren t taking actions. TS Connect marketing tools POS shop Bespoke print creation and ordering Product and promotion information pages including videos and guides Web-to-print direct mail Email creation, distribution and tracking SMS creation, distribution and tracking Prospect data from Experian or Salesforce or integration with existing customer database Dashboard to view customer sales data Encourage local marketing initiatives Central portal for disseminating all marketing and campaign information and materials Monitor and report on regional, local and individual customer marketing activities Easy central access to product and campaign information Access to high quality, inexpensive marketing materials Ability to track campaigns and sales via customised dashboard
Build customer loyalty Take offline sales online Loyalty is one of the most valuable assets in a sales portfolio. But loyalty has to be earned. Customers want to feel supported and more importantly, rewarded for their efforts in supporting your brand. TS Connect has a loyalty program that recognises and rewards engagement with content, marketing activation and repeat behaviour. It encourages customers to learn about your products, effectively implement campaigns, share data and results with you, and share learnings with each other. The program utilises the concept of gamification where small incentives are offered on a regular basis. It takes the form of a points scheme where customers collect points whenever they use the site or fulfill a specified task. For example, correctly implementing POS in their stores. The accumulated points can be redeemed for discounted or free products, promotional merchandise or personal prizes. The incentives can be customised by customer groups ensuring that the program remains relevant and interesting for each of your customer segments. Build enriched data on customers and outlets to tailor how you sell to them Gain new business referrals through positive word of mouth Create a point of difference to your competition Rewarded for marketing efforts Get ideas from the marketing activities of other local retailers Use rewards to market their business or treat themselves In a channel where wholesalers form a crucial role in the distribution of products, TS Connect can be aligned with wholesalers for product sales and offer redemption. Where brands do have the opportunity to sell directly to customers, TS Connect s ecommerce functionality can support the ordering and invoicing process. Having created a central hub for interacting with clients and empowering them to be active in their marketing, brands are in the perfect position to sell products directly. The platform can support customised offers across regional, local and even an individual basis. Sell at the point when the customer is already engaged with the brand Expose customers to product ranges or related products Customise offers depending on location, current product range or previous spend Easy ordering process Offers tailored specific to them Access to spot deals and promotions
Join the dots with data Foster a community spirit Make data work for you We integrate your data and business systems with TS Connect and give everyone in your organisation a single view of sales and marketing actions at the local, regional and national levels. Dashboard reporting can reveal a variety of data such as sales, purchase history, campaign engagement, site visits and dwell times. Armed with this information you can more easily monitor campaign performance, spot gaps in product purchasing and trigger campaigns to address this. You can track ROI and publish reports to target lapsed or underperforming customers and reward your loyal ones. Make data work for your customers Sales and prospect data can provide business and customer insights that help inform decisions about segmentation strategies, product and customer engagement as well as monitor current campaign performance. The system can integrate with prospect data from multiple proprietary and third party databases, providing access to targeted business and consumer leads. Aligning data across the organisation to help build a single customer view for sales teams Ability to run targeted data driven campaigns based on real time data Easier reporting on campaign activity and ROI Access to sales data helps to guide business and marketing decisions Ability to create personalised direct marketing campaigns Easily track effectiveness of campaigns and identify new opportunities We can help you create a professional networking platform where customers can share learnings and campaign materials. This walled garden is also a powerful listening tool. By monitoring and responding to conversation you ll always appear one step ahead, having anticipated their needs with practical advice or solutions. You can also run polls and surveys to gain quick and cost effective feedback from the field. Instant feedback tool for market research on new products and promotions Valuable listening tool to understand issues and identify opportunities in the field A place to share ideas, ask for help or sell materials like shop fittings Provide direct customer feedback about campaigns
How does it all connect THE SYSTEM together? Every client is different, so we have a three stage approach to uncover exactly what it is your business needs. ONE Insight We work with you to understand the problems and opportunities individual to your business, and outline the business objectives of the system. TWO InnovatION We turn the insights into marketing strategies and help you put together the TS Connect system that will help you achieve your business goals. THREE Influence We launch your TS Connect system, supporting you with any training requirements and marketing activities to drive uptake of the system. We keep a close eye on its performance and meet regularly with you to discuss areas that can be improved and new insights we ve discovered. PAYMENT GATEWAY INTERFACE FULFILLMENT / WHM INTERFACE CATALOGUE MANAGEMENT / INTERFACE CUSTOMER SERVICES FULLY FEATURED ECOMMERCE DM EMAIL COMMS & SOCIAL EVENTS AND CALENDARING PRINT SMS ACCOUNTS BUDGETS EGC LOYALTY REPORTING CMS CRM AND LIST MANAGEMENT
Building loyalty for Wolseley Helping Wolseley tap into valuable customer data and turn it into a profit stream Due to the recession, Plumb Center and Parts Center found they had fewer customers to trade with, and each had less to spend. We helped them increase revenue by turning low-spending customers into repeat, high-spending customers during the key autumn season and beyond. A project we took very personally Using local branch knowledge, customer profiles and transaction histories, we gathered data on prospects and got branch-level buy-in before the campaign even launched. Our key insight was discovering that almost half of Plumb Center and Parts Center customers bought single items. This informed our strategy to increase revenue by engaging with customers through cross-selling and up-selling. The dash for success Every branch of Plumb Center and Parts Center had its own dashboard to help them create marketing initiatives. Staff could view customer details including profession, offers received and spend target to unlock the next level of discounts. In this respect, the dashboard sat at the heart of Plumb Center and Parts Center brand positioning of best local merchant. The campaign excelled, generating a return on investment of 4:1. For every pound spent, they received four back. Total sales in the last measured campaign equated to 46.5% of Plumb Center and Parts Center total sales. More than this: 13,000 trade customers registered for the scheme (over half the targeted customer base) Average spend per account was 93% higher than those not participating in the campaign We saw a 5% increase in average sales value For customers registered on myplumbcenter.co.uk this increased to 10%
Tools to build stronger channel partnerships Empowering channel partners to be your most effective marketers We helped Carlsberg distinguish itself from other drinks sellers by becoming a genuine business partner to the places that sell its beer. We Deliver More, a web portal built on the TS Connect platform, has helped Carlsberg s on and off-trade customers increase sales, save business costs and manage staff. The first platform was designed and built for Carlsberg UK. It provides their customers with access to customisable, high quality Carlsberg branded marketing materials via email, direct mail, POS and SMS tools. It s incentivised with Carlsberg Credits to encourage repeat use and shift sales from offline to online. Each time someone places an order they receive Carlsberg Credits, which can be redeemed for over 3,000 gifts. Expanding on the success of the UK platform, Carlsberg has started a global roll-out to 27 countries. The global implementations bring together sophisticated ecommerce technology and full integration with Carlsberg s SAP processes to let landlords and store owners do everything from order drink stock to create promotional materials. We Deliver More has become the main gateway to all of Carlsberg s online transactions across the world. It has helped increase market share of Carlsberg drinks, direct new business and boost volume. We ll drink to that.
Taking the hard work out of Labour s campaign creation The center of politics may be in Westminster, but it s at a local level where people engage. We helped Labour put local issues at the heart of their campaign by creating an engagement platform for hundreds of thousands of party members. Labour Member Centre is where the party held data on its members, former members and donors at local and regional level. In some cases, this was stored on PCs and laptops. We collated the data and stored it centrally and securely, making it accessible for MPs and those working and volunteering at Labour Party HQ. Along with this, we established a livelink to pull data in from the electoral role, using an external supplier that helped local groups identify others who would be sympathetic to their campaigns. We then empowered party members with a web-to-print system that gave them access to high quality professional materials such as leaflets, SMS, email templates and posters that they could adapt to reflect local concerns. Regional and national approval systems were built in to ensure messaging reflected that of the party at HQ level. The results are difficult to gauge. We ve seen hundreds of thousands of campaign materials produced, but the real result will be in byelections and at the next general election.
Accelerating CitroËn s CRM Cross-selling accessories is a key revenue generator for new car dealerships. Citroën dealers wanted more support to help educate their new customers on the optional extra s for newly purchased vehicles. Citroën HQ needed to ensure the communications were on-brand and easy to execute. Connect gives each TS dealership access to a variety of marketing tools including email, microsites and direct mail, all populated with pre-approved marketing assets. Communications are sent on behalf of the dealers on a daily basis through these channels. The campaigns vary in content and messaging depending on what vehicle the customer has purchased and what optional extras are available. The system can also manage the varying costs for parts per dealer and populates the assets automatically with the correct pricing. The results were outstanding. In the first 12 months 26,000 emails were sent by dealers, 11,000 were opened, 7,000 customers clicked through to the microsites and 1,300 placed orders. The average spend per order was 65 and the total turnover generated far exceeded expectations.