‘Targeted Marketing’ Presentation Steve Williams Cross Media Sales Director, Communisis

The Early Days…

Present Day…

What is Targeted Marketing… and why does it now exist?

What is Targeted Marketing..? “We need to understand what the individual likes, wants and needs if we are going to present our solution in the best way and maintain our brand integrity” Richard Branson

Individual Segmentation Utilisation Limits Turnover Products Balances Propensity Attitude Likes/Dislikes Employment Appetite Family Commitments Indebtedness Social Standing Wealth Affluence

Data Analytics

Creative

Communication Channels

Targeted Marketing… brought to life

18 bullets, conditional selection provides c5,000 variations Creative Personalisation Golf Clubs covered Dad’s family jewels – even sheds are covered Child contents covered at university Garage and out buildings are covered Priority winter call-outs – boilers, roofs, gutters Old for new replacement covering electrical and jewellery Covers all the critical appliances – we know that washing machine is working Covers all essential appliances including boiler, fridge, television and computers Covers all the critical electrical gadgets – even away from home Freezer contents covered You won’t be left in the cold – priority winter call-outs Christmas, covered – extra cover for the gifts you’ve purchased Accidental Damage – even caused by pets Accidental Damage – even caused by kids Repair or Replace – if your treasured items can rep… New for old replacement 20% discount when you buy online Dedicated support team and personal claim handler Golf Clubs covered Dad’s family jewels – even sheds are covered Child contents covered at university Garage and out buildings are covered Priority winter call-outs – boilers, roofs, gutters Old for new replacement covering electrical and jewellery Covers all the critical appliances – we know that washing machine is working Covers all essential appliances including boiler, fridge, television and computers Covers all the critical electrical gadgets – even away from home Freezer contents covered You won’t be left in the cold – priority winter call-outs Christmas, covered – extra cover for the gifts you’ve purchased Accidental Damage – even caused by pets Accidental Damage – even caused by kids Repair or Replace – if your treasured items can be repaired… New for old replacement 20% discount when you buy online Dedicated support team and personal claim handler Retired not-affluent segment Features and benefits emphasised for more mature or rural audience Prioritised cover features (bullets) Magazine incentive varies based on likes and hobbies 18 bullets, conditional selection provides c5,000 variations 11

Creative Personalisation Family with older children - Value/Price led Further tailored for a man from Newcastle (regional imagery) Prioritised cover features Calendar has copy specific to micro-segment and individual (IP) 12

Creative Personalisation Family with young children segment - female micro segment Segment driven images on fridge Prioritised cover features (micro segment) and copy Fridge has individual based quote and name badge (IP) 13

Targeted Marketing… why does it exist?

Life of Buy: Plasma TV, 1999

The Customer Journey, Yesterday Simple, standardised, passive A fixed journey There was a typical path-to-purchase that all customers shared. Push communications Communications were primarily one-way, from brand to customer. Hearts rule heads Purchasing decisions relied on value judgements more than hard evidence. Single trip The journey ends at the purchase with little comeback or after-sales service.

The Customer Journey, Yesterday

Life of Buy: LED TV, 2013

The Customer Journey, Today Informed, complex, divided Power shift The game has changed: brands don’t sell to customers; customers choose to buy. Multi-channel Many channels, many locations, competing messages. Push, pull and peer-to-peer Brand-to-customer, customer-driven and customer-to-customer communication. Information overload • Consumers are better-informed but the journey is now complex and less personal.

The Customer Journey, Today

Life of Buy: Cloud TV, 2018

The Customer Journey, Tomorrow Precise, personal, two-way Not online Vs. offline, but inline Communications are networked to build the brand story irrespective of channel. A consistent message, universally broadcast Many channels, many locations, many devices, one conversation. Intelligent, dynamic and engaging Highly personalised, trigger-driven, data-rich communications. A one-to-one conversation Customer communications work together to micro-manage the path-to-purchase across a range of touchpoints.

The Customer Journey, Tomorrow

Targeted Marketing…Summary Content is King… Data – Creative – Channel Start a one-to-one conversation Build loyalty through campaigns that add value, from acquisition to post-purchase Capture Campaign Performance – Analyse – Refine