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

2. The Early Days…

3. Present Day…

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

5. 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

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

7. Data Analytics

8. Creative

9. Communication Channels

10. Targeted Marketing… brought to life

11. 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

12. 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

13. 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

14. Targeted Marketing… why does it exist?

15. Life of Buy: Plasma TV, 1999

16. 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.

17. The Customer Journey, Yesterday

18. Life of Buy: LED TV, 2013

19. 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.

20. The Customer Journey, Today

21. Life of Buy: Cloud TV, 2018

22. 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.

23. The Customer Journey, Tomorrow

24. 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