1. The power of one to one Building a multichannel communications strategy Anthony Monger Solutions Development Manager Digital Marketing & Loyalty

2. Introduction The evolution of messaging The customer The journey The experience Opening your mind to what a ‘Channel’ can be

3. Acronym-tastic DINKY Double Income No Kids Yet KIPPERS Kids In Parents Pockets Eroding Retirement Savings NINJA Generation No Income, No Job or Assets (and lots of Debt!)

4. The customer

5. Evolution in consumer communication Feature based or literal

7. Evolution in consumer communication Feature based or literal Benefits - recognising the consumer’s needs and relating product benefits to those needs

9. Evolution in consumer communication Feature based or literal Benefits - recognising the consumer’s needs and relating product benefits to those needs Targeting around lifestyle – creative ways to engage customers and illustrate benefits

10. MINI Countryman

14. Evolution in consumer communication Feature based or literal Benefits - recognising the consumer’s needs and relating product benefits to those needs Targeting around lifestyle – creative ways to engage customers and illustrate benefits Engaging Interactive Experiential 2 Way

15. Lynx: Fallen Angels – above the line

17. Outdoor digital http://www.youtube.com/watch?v=rFuUFeQIdpk

18. Festival ‘brand immersion’

19. Social/gaming

20. The Lynx effect? Market penetration: (15-24 year old males) Coke? Higher or lower? The internet? Market share: 75%! Combining a mix of traditional and innovative comms, with a consistent message can work perfectly Source: Unilever market analysis 2009/2010

21. Who are you talking to? Education Gender Income Influences Culture Values

22. Communication preferences by generation

23. Avoiding communication overload Consumption of multiple messages Opt-in/opt-out/preferences Self-selection – how, what, where and when

24. Dynamic Segmentation! What does it really mean? Why is it important? You’ve got the data but you never have time to cut it By the time you’ve analysed behaviours your audience has changed You can capitalise on key MOTs Makes your data work for you Automated and triggered Get it right and define your rules first!

25. The journey

26. CAPTURE DETAILS INTERACT AND SEGMENT ENGENDER LOYALTY DEVELOP ADVOCACY

27. Lifetime customer value

28. The experience

29. Moments of truth - Automotive

30. Working with BMW

31. Putting it all together Building a multichannel communications strategy

36. In conclusion Know your audience Segment using dynamic processes Maintain consistency and availability across channels Broaden your thinking

37. CAPTURE DETAILS INTERACT AND SEGMENT ENGENDER LOYALTY DEVELOP ADVOCACY Employee & Channel Partner Engagement

38. Any questions? Little Red Book of Digital Marketing & Loyalty Copy of slides Further discussion Email me: anthony.monger@grg.comanthony.monger@grg.com Or grab me for a chat over lunch (another example of one to one communication!).