DIRECT MARKETING POSÍLENÍ ZNAČKY NA ZAHRANIČNÍM TRHU MIROSLAV NEČAS

DIRECT MARKETING Adresné oslovení Různé komunikační kanály  Telemarketing  Direct Mail  ing  Obchodní zástupci Cílený výběr

CÍLOVÁ SKUPINA TRH Cílová skupina TRH Cílová skupina

VÝHODY DM Selektivní oslovení Individuální přístup k zákazníkovi Zpětná vazba Měřitelná odezva Přímý ekonomický přínos

NEVÝHODY DM Selektivní oslovení Práce s individuálními daty

SÍLA ZNAČKY

DM & ZNAČKA Pozitiva  Individuální přístup k zákazníkovi  Zpětná vazba  Jednoduše měřitelná odezva  Přímý ekonomický přínos Negativa  Selektivní oslovení  Práce s individuálními daty

VHODNÉ APLIKACE Úzká cílová skupina Produkt „na míru“

BRITISH TELECOM Produkt: Zahraniční hlasové služby  Úzká cílová skupina  Individuální přístup k zákazníkovi DM: Telemarketing + sales  Selektivní oslovení  Zpětná vazba  Přímý ekonomický přínos

3 OTÁZKY DM Co?  Produkt  Benefity Komu?  Cílová skupina  Požadavky Jak?  Benefity produktu X požadavky zákazníka

DELL COMPUTER Produkt: Podnikový server  Úzká cílová skupina  Individuální přístup k zákazníkovi DM: Direct Mail + Follow-up-Call  Selektivní oslovení  Technická dokumentace  Zpětná vazba  Přímý ekonomický přínos

VÝBĚR PARTNERA Co? Jaký produkt, kde nabízet  Výzkumná agentura Komu?  Cílová skupina Jak?  Benefity produktu X požadavky zákazníka

THE PRESENT SITUATION Target Group Business and Individuals Business Banking Group Consumer Banking Credit Cards CitiBusiness External Call CentersDirect Sales AgentsTelesales Personal BankersCitiPhone Several subjects sell Citibank products (CP, TS, ECC, DSA, PB)

EXAMPLE OF TELEMARKETING RES Yellow pages - Business Yellow pages - Individuals Registers Positive contacts 500 Leads 200 Applications 100 Accounts

MULTIPLE CAMPAIGNS 100 Accounts Registers 100 Accounts Registers 100 Accounts Registers 100 Accounts Registers 100 Accounts Registers 100 Accounts RES Yellow pages - Business Yellow pages - Individuals

Each subject wants to get the best incentive NEGATIVE IMPACTS OF THE PRESENT SITUATION Several subjects sell Citibank products (DSA, PB, ECC, TS, CP) Each subject is rated according to the number of gained clients Each subject uses its own database Each subject do its best to get as many clients as possible Each subject address the multitude of people Several subjects uses often the same contacts Costs per acquisition are uselessly high Citibank brand is damaged Citibank do not manage databases

Each subject wants to get the best incentive NEGATIVE IMPACTS OF THE PRESENT SITUATION Several subjects sell Citibank products (DSA, PB, ECC, TS, CP) Each subject is rated according to the number of gained clients Each subject uses its own database Each subject do its best to get as many clients as possible Each subject address the multitude of people Several subjects uses often the same contacts Costs per acquisition are uselessly high Citibank brand is damaged Citibank do not manage databases Verified databases are incomparable Each subject verifies data through DM Subjects can't participate on verified database CPA can't be lowered down

Each subject wants to get the best incentive CAUSES OF NEGATIVE IMPACTS Several subjects sell Citibank products (DSA, PB, ECC, TS, CP) Each subject is rated according to the number of gained clients Each subject uses its own database Each subject do its best to get as many clients as possible Each subject address the multitude of people Several subjects uses often the same contacts Costs per acquisition are uselessly high Citibank brand is damaged Citibank do not manage databases Verified databases are incomparable Each subject verifies data through DM Subjects can't participate on verified database CPA can't be lowered down

CPA is lowered down Costs per acquisition are uselessly high Citibank brand is damaged Citibank brand is not damaged Costs per acquisition are more efficient Each subject wants to get the best incentive NEGATIVE IMPACTS ELIMINATION Several subjects sell Citibank products (DSA, PB, ECC, TS, CP) Each subject is rated according to the number of gained clients Each subject uses its own database Each subject do its best to get as many clients as possible Each subject address the multitude of people Several subjects uses often the same contacts Citibank do not manage databases Verified databases are incomparable Each subject verifies data through DM Subjects can't participate on verified database Each subject uses central database Each subjects uses unique contacts Citibank manages databases Databases are comparable Subjects participate on verified database

Databases are comparable Each subject uses central database Citibank manages databases NEGATIVE IMPACTS ELIMINATION CPA can't be lowered down CPA is lowered down Costs per acquisition are uselessly high Citibank brand is damaged Citibank brand is not damaged Costs per acquisition are more efficient Each subject wants to get the best incentive Several subjects sell Citibank products (DSA, PB, ECC, TS, CP) Each subject is rated according to the number of gained clients Each subject do its best to get as many clients as possible Each subject address the multitude of people Several subjects uses often the same contacts Each subject verifies data through DM Subjects can't participate on verified database Each subjects uses unique contacts Subjects participate on verified database

COMPARABLE DATABASES Databases have different structure Some data are not structured Data sources are incomparable Databases are not complete Data actualization differs Data sources Transferring data to unified structure Unique ID assignment Reduplication Data actualization Data processing Data are in unified structure Each data has unique ID Data are continuously actualized Central Register Databases are comparable Citibank manages databases Each subject uses central database

DATA MANAGEMENT Citi Register Central Register Business Banking Group Credit CardsConsumer BankingCitiBusiness WWW tool Databases are comparable Citibank manages databases Each subject uses central database

DIRECTMAIL CAMPAIGN Citi Register Central Register Business Banking Group Credit CardsConsumer BankingCitiBusiness WWW tool Databases are comparable Citibank manages databases Each subject uses central database

BUSINESS MODEL Citi Register Central Register Business Banking Group Credit CardsConsumer BankingCitiBusiness WWW tool Central Register Citi Register WWW tool