CRM Target Marketing For CITROEN DS (Shanghai) Sales Conversion
Transcript of CRM Target Marketing For CITROEN DS (Shanghai) Sales Conversion
CRM Target Marketing
For
CITROEN DS (Shanghai)
Sales Conversion
Bach Moh
Chief Branding Strategist
Agenda• Overview of SinoDMS / 智邮营销公司简介
† About SinoDMS / 关于智邮营销
† Past Cases (Auto Industry) / 案例(汽车行业)
• Proposal: Target-Customer Invitation for DS 2013 Road Show / DS 2013 年路演目标客户邀请方案
† Campaign Objectives / 项目目标
† Implementation Strategy / 执行策略
† Implementation Plan / 执行计划
† Implementation Process / 执行流程
† Analysis Report / 分析报告
† Timeline / 项目时间表
† Project Management Team Structure / 项目管理组织架构
† Our Competencies / 我们的优势
智邮营销北京SinoDMS Beijing
智邮营销南京SinoDMS Nanjing
智邮营销杭州SinoDMS Hangzhou
智邮营销深圳SinoDMS Shenzhen
• Providing marketing services for over 7 years, registered capital RMB10mil, about 250 employees spread over 6 offices in China (Shanghai, Beijing, Shenzhen, Hangzhou, Changchun & Nanjing)
• 有7年以上的专业营销服务经验,注册资本1千万,员工逾250人,经营机构分部在全国6个城市(上海/北京/深圳/杭州/长春/南京)
About SinoDMS / 关于智邮营销
智邮营销上海 (总部)SinoDMS Shanghai (HQ)
智邮营销长春SinoDMS Changchun
• A leading integrated marketing company, 20% of the Top 500 global companies in China are our clients
• 中国领先的整合营销公司,20%的在华全球500强企业使用智邮的服务
About SinoDMS / 关于智邮营销
About SinoDMS / 关于智邮营销
• The ONLY marketing-unit member agency in CADA (China Automobile Dealers Association)
• 中国汽车行业流通协会唯一市场营销单位且理事会员单位
• Partner of 4 commercial insurance companies (Ping An, CPIC , Tianping, Samsung)
• 四大商业保险公司(平安、太平洋、天平、三星)的合作伙伴
• Services / 服务范围:
Database Marketing
精准营销
CustomerRelationship Marketing
客户关系营销
CampaignMarketing
活动营销
Interactive Marketing
互动营销
We Do
Past Case 1: Volvo S80L Test Drive Invitation
服务案例分享: Volvo S80L 试乘试驾活动邀约
Objectives Achievements
1,299 tgt customers in 8
cities to the dealers’
showrooms for test drive
• 1,569 tgt customers
showed up
• Reached out to 172,897
potential customers
Enhance tgt customers’
knowledge of S80L
-
Promote sales thru’
increased interactions
-
Objectives Achievements
3,000 tgt customers in
nation-wide to the
dealers' showrooms for
test drive
• 3,102 tgt customers
showed up
Enhance tgt customers’
knowledge of Audi R8
-
Promote sales thru’
increased interactions
-
Past Case 2: Audi R8 Test Drive Invitation
服务案例分享:奥迪R8试乘试驾活动邀约
Past Case 3: Cadillac JS Region Test Drive Invitation 服务案例分享:凯迪拉克江苏地区试乘试驾活动邀约
Objectives Achievements
2,000 tgt customers to
the dealers' showrooms
for brand appreciation &
test drive
• 2,203 tgt customers
showed up
Enhance tgt customers’
knowledge of Cadillac (all
models)
-
Promote sales thru’
increased interactions
-
• Only agency member who is a marketing unit in
CADA
• Many automobile target-customer invitation past
cases
• Very rich experiences in CRM-based operations
Why We Are Best Suited For This Project?
• Campaign Target / 项目目标
† Invite at least 20 potential customers every day to attend DS test drive campaign / 邀约不低于每场20
位潜客到活动现场参加 DS 试乘试驾活动
† Enhance target customers' knowledge of DS (all models) / 通过活动体验促进目标客户群体对DS车型的
了解与认同
† Promote sales through increased interactions / 提高销售顾问与潜客的接触机会,促进DS车型的销售
• Achievement Expected / 项目预期收益
Campaign Objectives / 活动目标
Description 描述项Qty
预计数量
Percentage
预计百分比KPI 指标
No. of tgt customers reached
活动覆盖目标客户数量360,000 100%
Database qualifying rate
数据有效率
No. of tgt customers (tel follow-up)
电话跟进目标数量252,000 70%
Database acceptance rate
按品牌或按车型的活动邀约接受率
No. of successful invitations
预计成功邀约客户数7,560 2.1% (3%)
Invitation success rate
邀约成功率
No. of tgt customers who show up
预计到现场客户数3,780 1.05% (50%)
Show-up rate
出席率
• 年龄/Age: 25-40
• 良好的教育程度/High
education/
• 中上层阶级/Mid-upper
class/
•男性/Male
“Shall we make it more
accurate and precise?
“我们能不能更加确切?”
SinoDMS Model智邮的预测模型*
Initial Positioning初步的定位标准
Pilot/ 测试
Optimization/优化
• 针对客户分类与评分需要
运用动态更新的全套指标
与变量/Customer classification
• 进行排名/Ranking
• 分析结果,得到最适合10%的
顶端客户/Analysis, with an
aim to filter the top 10% most
suitable customers
Scoring评分
• 设立验证指标/Set up verification
standards
• 进行测试/Testing
• 阅读结果/Result generation
• 项目CR及生命曲线/Project CR
• 项目盈利/Project revenue
进一步完善模型,增强针对性与精准度
Further improve the model ,
Enhance its relevance & accuracy
人口统计特征Demographic characteristics/
• 年龄/Age
• 性别/Gender
• 婚姻/Marital status
• 是否有孩子/No. of children
• 地区/Region
• 教育/Education
• ……
生活方式/Lifestyle
• 业余爱好/Habit
• 健康与美容/Health & beauty
• ……
消费特征/Spending Traits
• 品牌偏好/Brand preference
• 消费习惯/Spending habits
• ……
* The selection of the optimal set of variables would be a deliverable
of actual modelling operations / 选择哪些变量,需要通过实际建模的运算
Implementation Strategy / 执行策略
年龄/Age: 27-55 years old
性别/Gender: 男性/Male
家庭/Family: 已婚且有孩子/Married, with children
教育/Education: 高学历/High education
… 职业/Occupation, 中级车车主/Middle-class vehicle owners, 中小
企业主/SME owners, 中高管理层/Mid or senior management, 工程
行业的专才/Engineering professionals etc.
SinoDMS Business
People Database
智邮商务人群数据库
Target CustomerGeneration / 目标客户获取
DS Target-Customer
Definition Analysis
目标客户特征分析
SinoDMS vehicle
Owner Database
智邮车主数据库
Potential Customer Namelist
潜在目标客户名单SinoDMS Partnership
Database
外部合作资源
† Filter qualifying target customers (based on DS target-customer definition) from SinoDMS
database / 根据目标客户特征在智邮数据库中筛选目标客户
Target-Customer Characteristics
目标客户特征
Implementation Plan / 执行计划
Target-Customer Definition
目标客户定义
Implementation Process / 执行流程
OB Script, SMS/MMS, EDM,
邀约话术、短信/彩信、电子刊物
Variable Selection确定变量
Modelling建模
Pilot Test测试
Optimization优化
Target Customer List获取客户名单
Reminder活动提醒
Show Up List Match现场名单匹配
Evaluation评估报告
SVW Polo/ 菠萝, 17.30%
SVW Santana/ 全新桑塔纳,
11.35%
Chevy jingcheng / 雪佛兰景
程
23.78%
SAIS Rowe 550/ 荣威550,
9.73%
SAIS MG3/ MG3, 5.41%
Beijing Hyundai E/北京现代
伊兰特, 32.43%
Invitation Success Rate By Car Model Type
外呼邀约成功率(按照车型)
SVW Polo/ 菠萝
SVW Santana/ 全新桑塔纳
Chevy jingcheng / 雪佛兰景程
SAIS Rowe 550/ 荣威550
SAIS MG3/ MG3
Beijing Hyundai E/北京现代伊兰特
Analysis Report 1 / 分析报告 1
SMB/ 中小企业主
9.73% State-owned enterprises
superviser/国有企业主管
6.49%
Multinational firm Middle
level management/跨国企
业中高层管理
25.95%
Joint firm Manager/合资企
业管理人员
27.68%
Doctor/ 医生
16.54%
Lawyer/ 律师
13.62%
Invitation Success Rate By Occupation
外呼邀约成功率( 按照职业)
SMB/ 中小企业主
State-owned enterprises
superviser/国有企业主管
Multinational firm Middle
level management/跨国企业
中高层管理Joint firm Manager/合资企业
管理人员
Doctor/ 医生
Lawyer/ 律师
Analysis Report 2 / 分析报告 2
Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉
Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Nantong/南通 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉 Guiyang/贵阳
Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Changchun/长春 Guiyang/贵阳
Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Suzhou/苏州 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Jinan/济南 Changchun/长春 Tangshan/唐山
2013-05
12 cities
2013-08
14 cities
2013-09
9 cities
2013-10
10 cities
2013-11
9 cities2013-08
2013-07
12 cities
2013-06
11 cities
2013-12
9 cities
Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Suzhou/ 苏州 Changzhou/常州 Jinhua/金华 Beijing/北京 Tianjin/天津 Chongqing/重庆
Shanghai/上海 Suzhou/苏州 Wuxi/无锡 Beijing/北京 Tianjin/天津 Chongqing/重庆 Jinan/济南 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明
Shanghai/上海 Guangzhou/广州 Nanning/南宁 Beijing/北京 Tianjin/天津 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明 Dalian/大连
Shanghai/上海 Foshan/佛山 Nanning/南宁 Beijing/北京 Jining/济宁 Dalian/大连 Qingdao/青岛 Weifang/潍坊 Yinchuan/银川
Timeline / 执行时间表
项目执行层
Execution Level
项目管理层
Project Management
行政管理层
Admin Management
销售线索挖据DS项目组
智邮行政管理
DS Lead Generation (by SinoDMS)
项目总协调人/Project Leader: Murphy
项目经理/Project Manager: Lucy Li
职能团队
Job Function Team
督导/质检 x 1
培训师 x 0.5
电话营销团队
Call Centre
座席 x 9
数据分析团队
Data Analysis Team
数据分析员 x 1
Project Management Team Structure项目管理组织架构
Strong Network / 完善的网络
- 6 offices in China
全国6个分公司
- Leading database marketing agency, China's Top 3
精准营销营业的领先者,业界排名前三
Perfect Combination / 完美组合
- Professional and efficient marketing, with strong technical support
专业而高效的营销,强大的技术支撑
- Core members have over 10 years experiences in CRM, database and campaign marketing
核心成员在CRM、精准营销和活动营销均有10年以
上的行业经验
Rich Experiences / 丰富的经验
- One-stop service for CRM consulting, campaign planning & implementation
CRM咨询、活动策划以及执行一站式服务
- In-depth knowledge and experience in auto industry , luxury, real estate, education etc
尤其对于汽车、奢侈品、家纺、房地产、教育等营业累积
了殷实的知识和深度的洞察
Loyal Team / 忠实的服务团队
- Experienced mid-level managers with at least 5 years of related experiences
所有中层干部均有5年以上的服务经验
Reasonable Price / 合理的价格
- High-value validated data
高价值的有效数据
- Higher service quality
服务更专业
Our Competencies / 我们的优势
Case Sharing: Volvo S80L Test Drive Invitation
• Campaign Target/ 项目目标
† Invite at least 1,299 potential customers in 8 cities to dealers’
showroom to attend S80L test drive / 8个城市,邀约不低于1299位潜客到
店参加Volvo S80L的试乘试驾活动
† Through the campaign, enhance the further understanding and
recognition of target potential customer / 通过活动体验促进目标客户群体
对S80L T6的了解与认同
† Promote S80L sales by increasing the contact between the sales and
potential customer/ 提高销售顾问与潜客的接触机会,促进S80L的销售
• Achievement/ 项目收益
† Totally invited 1,569 potential customers to dealers’ showroom to
attend S80L test drive campaign/ 成功邀约1569个客户到经销商展厅参加
活动
† Totally 172,897 target customers were informed about this campaign in
8 cities/ 8个城市,共接触目标客户群172,897人
服务案例分享: Volvo S80L试乘试驾活动邀约
Case Sharing: Audi R8 Test Drive Invitation
• Campaign Target/ 项目目标
† Invite at least 3,000 potential customers national wide to attend Audi
R8 test drive campaign / 全国邀约不低于3000位潜客参加奥迪R8的试乘试
驾活动
† Through the campaign, enhance the further understanding and
recognition of R8/ 通过活动体验促进目标客户群体对R8的了解与认同
† Promote R8 sales by increasing the contact between the sales and
potential customer/ 提高销售顾问与潜客的接触机会,促进R8的销售
• Achievement/ 项目收益
† Totally invited 3,102 potential customers to to attend R8 test drive
campaign/ 成功邀约3,102个客户参加R8试乘试驾活动
服务案例分享: 奥迪R8试乘试驾活动邀约
Case Sharing: Cadillac JS Region Test Drive Invitation
• Campaign Target/ 项目目标
† Invite at least 2,000 potential customers to the dealers’ showroom to
attend Cadillac brand appreciation and test drive campaign / 邀约不低于
2,000位潜客到经销商展厅参加凯迪拉克的品牌品鉴与试乘试驾活动
† Through the campaign, enhance the further understanding and
recognition of Cadillac all models/ 通过活动体验促进目标客户群体对凯迪拉
克车型的了解与认同
† Promote Cadillac sales by increasing the contact between the sales and
potential customer/ 提高销售顾问与潜客的接触机会,促进凯迪拉克车型的销
售
• Achievement/ 项目收益
† Totally invited 2,203 potential customers to to attend the Cadillac test
drive campaign/ 成功邀约2,203个客户参加凯迪拉克品牌品鉴与试乘试驾活动
服务案例分享: 凯迪拉克江苏地区试乘试驾活动邀约