The Greatest Campaign You Never Want to Launch Antony Ugoni Marketing May 2012

Marketing The Greatest Campaign… 2 Campaign Overview The campaign in question was….. Timing – November 2010 Number of targeted customers – Significant Above the line support – Plentiful

Marketing The Greatest Campaign… 3 Good CRM Practices? Identified THE best conversation to be having with these customers

Marketing The Greatest Campaign… 4 Good CRM Practices? Identified THE best conversation to be having with these customers Targeted customers isolated within a single campaign

Marketing The Greatest Campaign… 5 Good CRM Practices? Identified THE best conversation to be having with these customers Targeted customers isolated within a single campaign Supporting channels fully engaged

Marketing The Greatest Campaign… 6 Good CRM Practices? Identified THE best conversation to be having with these customers Targeted customers isolated within a single campaign Supporting channels fully engaged Post campaign contact rules strictly adhered to

Marketing The Greatest Campaign… 7 Good CRM Practices? Identified THE best conversation to be having with these customers Targeted customers isolated within a single campaign Supporting channels fully engaged Post campaign contact rules strictly adhered to Executive support and mandate to execute

Marketing The Greatest Campaign… 8 Good CRM Practices? Identified THE best conversation to be having with these customers Targeted customers isolated within a single campaign Supporting channels fully engaged Post campaign contact rules strictly adhered to Executive support and mandate to execute Board endorsement

Marketing The Greatest Campaign… 9 Results

Marketing The Greatest Campaign… 10 Target Criteria Propensity models?

Marketing The Greatest Campaign… 11 Target Criteria Propensity models? Data driven clusters?

Marketing The Greatest Campaign… 12 Target Criteria Propensity models? Data driven clusters? Research driven segments?

Marketing The Greatest Campaign… 13 Target Criteria Propensity models? Data driven clusters? Research driven segments? Hypothesis (Test and Learn) marketing?

Marketing The Greatest Campaign… 14 Target Criteria Propensity models? Data driven clusters? Research driven segments? Hypothesis (Test and Learn) marketing? Portfolio gap?

Marketing The Greatest Campaign… 15 Target Criteria Propensity models? Data driven clusters? Research driven segments? Hypothesis (Test and Learn) marketing? Portfolio gap? Offer?

Marketing The Greatest Campaign… 16 So what was the campaign?

Marketing The Greatest Campaign… 17 Results (again)

Marketing The Greatest Campaign… 18 Precedent Global Selected (Conversation) Selected (No Conversation)

Marketing The Greatest Campaign… 19 Precedent Pilot “Soft” launch /102005/122006/022006/ /062006/082006/102006/122007/022007/042007/062007/082007/ /122008/022008/04 Opportunities Linked INDEXED Full launch

Marketing The Greatest Campaign… 20 Take Away Talking to customers gets results (but make sure you a relevant)

Marketing The Greatest Campaign… 21 Take Away Talking to customers gets results (but make sure you a relevant) A single enterprise message is crucial for success

Marketing The Greatest Campaign… 22 Take Away Talking to customers gets results (but make sure you a relevant) A single enterprise message is crucial for success The best analytics without a communication strategy will rarely drive value

Marketing The Greatest Campaign… 23 Questions