奧美培訓奧美ogilvys033

1、Contents.5.Our presentation to youThe creative workThe team and the costs Ogilvy Worldwide Credentials Relevant case studies1.Our Presentation to YouThe OpportunityFord Motor CompanyLaunch a card that will provide incremental sales, deepen customerloyalty, and develop relationship marketing p

2、latform and data collection toolThe CardCustomer identificationTransaction data for customer insight Rewards to influence behaviour Loyalty to enable cross-sellWhat weve done..9.GM Card launchKAE research Research InternationalConducted UK consumer research Taken the idea to the key ma

3、rkets Goldfish launchCrash course in the Ford brandVisited the dealerships Globalbeach10. Next CThe ProblemWho needs another card in their wallet? Rationalise ChoiceWho wants another loyalty scheme? Burden TimeIs there room for another player? Not possible New entrantsHow valuable are loyalty

4、 cards.?All the Mintel research we have shows that loyalty schemes do notwork (Mark Price, Marketing Director, Waitrose)We asked consumers why they were loyal and they said price, rangeand service. Loyalty cards didnt feature (Verdict Research)Theyre very,very expensiveyou have to charge the custome

5、r for it(William Morrison, Chairman Morrison)We would need to see sales uplift of 1-1.5% to offset the investment in the Clubcard (Lord Maclaurin, Tesco)Loyalty is a like a danceathon where everyone feels they must participate and no-one dares to be the first to stop (Marketing)Our consumer research

6、 shows that shoppers want value today, notpoints tomorrow (Superdrug)The Market Status.The UK80 cards in 1990. Today - 1400.Credit Card spending doubled - 4 years0.5 cards per head1,500 per cardDominated by Barclaycard and Lloyds/TSBThe Market Status.Loyalty/rewards schemes have become increasingly

7、importantnonbank competition will increase as the likes of Sainsburys cards andother retail schemes take offResearch International, 1998The British are showing an even greater enthusiasm for plasticNick Cobhan, Director, Credit Card ResearchThe Market Status.FranceDominated by co-operation and not c

8、ompetitionSlow up takePrivate issuers made inroads Little differentiationLimited InnovationHigh smart card penetration High card usage marketThe Market Status.GermanyStrong cash market, weak in creditOnly 2 million credit cards in Germany Bank structure is fragmentedCard market emerging slowlyForeig

9、n issuers having success with the younger audience Highest loyalty rate in car purchase across EuropeThe Market Status.ItalyLow penetration of credit and debit cardsLowest level of cards per head Dominated by Servizi Interbancari 3% revolveMinimum interest for credit card companiesTSP predict Smartc

10、ards will reach 200 million by 2004The Market Status.Spain8.5 million cards2-3 times per month Top five banks dominateHoliday destination has accelerate card growth 11.5% revolveLoyalty cards making an impact.Where does that leave us?The English continue to accept credit cards and loyalty schemesThe

11、 French who do do. The rest are ambivalent to credit and loyalty The Germans are less likely to revolve but more likely to be loyal The Italians dont think much of revolving credit, but a Smart Card? The Spanish are happier to revolve and could be tomorrows loyalistsOnly 11% of European adults have

12、a cardWho needs another loyalty card?“My purse is full of them” (Mondeo driver)“You need to spend a fortune” (KA driver)“You dont realise how many cards you have”(KA Driver)“This points system gets on my nerves” (Sierra Driver)You always need the right card?“Most cards dont work for youit needs tobe

13、 instant” (Galaxy Driver)“It needs to be a card that rewards me” (KA Driver) “If the offers were good, Id have it” (Escort Driver)“As long as at its core it was saving you money” (KA Driver)What does the Ford brand bring to a card?Two key words here:FordCardTaking each in turnWhat does Ford bring?Go

14、ldfish from British GasBlue from AmexOrange from Hutchinson WhampoaInventing a brand is different from building on one.GoldfishAMEX BlueOrangeThe Ford BrandAcross Europe, different in detail, similar in character.TrustedHonest Heritage Integrity(Ford research data)The Ford BrandBrandDynamics Pyramid

15、How does the Brand compare with its CompetitorCars - UKFordVW ( Volkswagen)Advantage5643Performance6354Relevance8261(Base)(403)(403) This Brand Dy namics Py ramid and the underly ing methodologies are the copy right of Millward BrownPresence9974Bonding124The Ford BrandCars - UKFord %Ford v CategoryV

16、W ( Volkswagen) v CategoryUnaided4121-7Would recommend543-2Want to be seen18-8-9Higher opinion27-61Most popular5233-8Appeals more27-8-8Better to drive29-3-4Better quality16-153Better price/deal598-5Different10-12-8Growing popular27-5-1More stylish12-20-14Setting trends293-1(Base)(252)(252)(219) This

17、 Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millw ard Brow nThe Ford BrandAbsolutes %29Make cars that are more affordable to buyCars that are inexpensive to own and operate Dependable manufacturers who keep promises Are full of innovative ideasAre well-respected man

18、ufacturers Offer first class qualityMake cars that you would be proud to own26151229111315/2 - 1/8/99Base: Ford familiar (2549)Millward BrownThe Ford BrandMassDeal TrendsettingWould recommendThe Ford Brand for Financial ServicesBetter name for a Financial Service brand, than it is for cars in somepa

19、rts of Europe.No great surprise that Ford would get into it.Goldfarb researchThe Ford BrandSo, the financial services products have to offer individuals the kindof great deal theyd expect to come from a global company the sizeof Ford.The Ford CardStraight credit card not interestingWhat can Ford bri

20、ng to APR, Annual Fee?Apart from price fighting.Loyalty cardlight blue touchpaper and retireCheaper carsPetrolInsurance etc etc.The Ford CardWe assumed a name:Ford FinancialWe assumed a card design:Classy and stylish, but not flashWe assumed a model thats different and very FordFord FinancialThe fir

21、st true loyalty cardRewards you from the moment you get the cardNo points to build up Simple, great deals for youSo long as you put it on this card The first second card in your walletTo buy things youd really feel good aboutWhere weve done a deal“Rewarding me”“If its just a credit card with a Ford

22、logo on it, forget it. If it was agenuine loyalty card from Ford then Id sit down and think about it”(Galaxy Driver)“You should get something for your loyalty”(KA Driver)“Its the incentive that counts” (KA Driver)The Right Deal“I dont need flowers and chocolates. I need money off my petrol orinsuran

23、ce. Stuff you actually need” (Fiesta Driver)“You need relevant deals, where you can see an immediate effect”(Mondeo Driver)Creative DirectorRory SutherlandNextFord FinancialStrategy summaryPositioningMass deals for individualsCard proposition Great deals for you, instantlySupport Specific value adde

24、d or price discountoffers for all holders of the Ford financialcard.Creative DirectorNils AnderssonNextThe Creative IdeaA great dealso long as itsblackVOXPOPS 1“Its an instantthing”“You have to spenda fortune before yousee any reward”NextVOXPOPS 2“I have to spend4000 to see anything decent back”“Mos

25、t cards dontwork for you”NextVOXPOPS 3“If its going to be acard for Forddrivers.give them a genuinediscount”NextVOXPOPS 4“You never haveenough points forwhat you want”Id rather havesomething straightaway”Next2.The Creative WorkModelling and Data Cycle - Year 1Financially EvaluateMonth 11Test Mailing

26、sMonth 1Month 0Evaluate & ModelMonth 2Month 10ProfileMonth 3Month 9Roll-outAdjusttwo-way scorecard to improve acquisition modelsfrom Month 4 mailing, plus activation modelMonth 4Month 8Month 7Tailor MessageMonth 5Monitor & AdjustMonth 6Modelling and Data Cycle - Year 1Financially EvaluateMonth 11Tes

27、t MailingsMonth 0Month 1Evaluate & ModelMonth 2Month 10ProfileMonth 3Month 9Roll-outMonth 4Month 8Month 7Tailor MessageMonth 5Monitor & AdjustMonth 6Test Mailing - (weighted by expected response)* lower APR to high $ monthly payment customers* non - Ford Credit customersUKDFRITSPExisting Customers 1

28、year *10k22k14k18k24kExisting Customers 1 to 2 years *10k22k14k18k24kExisting Customers 3 years + *10k22k14k18k24kArchived Customers 1year10k22k14k18k22kArchived Customers 2 years +5k11k7k9k12kArchived Customers 3 years +5k11k7k9k12kCupid Customers 1year *10k22k14k18k24kCupid Customers 1 to 2 years

29、*5k11k7k9k12kCupid Customers 3 years + *5k11k7k9k12kModelling and Data Cycle - Year 1Test MailingsMonth 1Financially EvaluateMonth 11Month 0Evaluate & ModelMonth 2Month 10ProfileMonth 3Month 9Roll-outMonth 4Month 8Month 7Tailor MessageMonth 5Monitor & AdjustMonth 6Evaluate & ModelUndertake response

30、and conversion analysisInvestigate key data drivers for response, dependent upon test cellexisting customers by loan amount / product, term etccupid customers by car purchase date / size email address responsiveby countryAll possible interactions between mailing variants will be modelledDevelop two-

31、way scorecard for each country / target audienceTwo-way ScorecardLowResponseHighLowConversionHighModelling and Data Cycle - Year 1Test MailingsMonth 1Financially EvaluateMonth 11Month 0Evaluate & ModelMonth 2Month 10ProfileMonth 3Month 9Roll-outMonth 4Month 8Month 7Tailor MessageMonth 5Monitor & Adj

32、ustMonth 6Customer Segmentation12345Customer Segmentation Lifestyle1234574% Female Middle IncomeMarried / 2 Children 5% on Email70% Male Middle Income Single55% on EmailHolidays abroadCustomer Segmentation- Value Data12345Uses card 3 /month Average monthly balance$50Low contact requiredUses card 10+

33、 /month Average monthly balance$2,000Takes out “deals”Contact Intensity HighCustomer SegmentationBuild Predictive Models Across Segments12345Customer SegmentationBuild Predictive Models Within Specific Segments12345Modelling and Data Cycle - Year 1Financially EvaluateMonth 11Month 0Test MailingsMont

34、h 1Evaluate & ModelMonth 2Month 10ProfileMonth 3Month 9Roll-outMonth 4Month 8Month 7Tailor MessageMonth 5Monitor & AdjustMonth 6Acquisition, Conversion and RetentionTrialist/ConversionRetention /UsageAcquireEnquireOnlyDormancyDeveloping the Value Modelnnt=1t=1=p-+GVN(Q)N( ATR )tttttGV = a given segm

35、ents Group Value for a given time periodQ= Average volume of purchases per periodA,T,R= Average cost of acquisition,trialist and retentionp =Margin per average purchaseN = Number of consumers in group / segmentDeveloping the Value ModelG =( aC n N- A(C n) + drC eE - T (C e) - (1-r )C eE + R (C e) )U

36、G= total growth in segment portfolio valuea= attraction rate of new customers, expressed as new divided by potential customersC n= number of potential new customers to the companyA(C n)= acquisition cost function N= value of each new customerd= development rate(increase of value) of remaining custom

37、ers E= value of an existing customerC e= number of existing customer at beginning of the periodT(C e)= trialist cost functionr= retention rate of existing customers(1-r)= switching rateR(C e) =retention cost functionU =utility function of perception of primary make from questionnaireModelling Factor

38、sDemographicsRegionality Activity Types Budget allocationProximity of competitor brands / pricing Existing market shareContinuous evaluation and adaptation due to success levels ofcampaignsFinancial Benefits ofDatabase NamesValue of Database Names100% Contacted% Response Rate0000100100100Indexed Dat

39、abase ValueUsability FunctionIndexed ROI on Name100Value of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability

40、 FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Databa

41、se Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response0000100100100100Usability FunctionROI IndexValue of Database Names100% Contacted%Response00

42、00100100100100Usability FunctionROI IndexExample of % Maintained Names100% Contacted%Response0000100100100100Usability FunctionROI IndexInteractiveRole of the WebDevelop customised digital CRMCapitalise on cost effective echannel toacquire new customersprovide frequent/timely contact shape the futur

43、e offerscollect data to provide insights/segmentationSupport mass customisationecustomers.New CustomersCollect email addresses with applicationAccept on-line applicationsprint out, sign and returnincentivise - lower APR?Establish web usage via testingFrequent ContactDemand Broking requires high cust

44、omer contactemail is cost effectivecombine with some tele-response (Automated Voice Response)Segment baseTailored Home Page Frame grab from:ecustomers.Customer enablementallow customers to determine offersgather insights via webmonthly email to cardholders t

45、o vote on-line MGM programmeadvocacy programmeMoving to tomorrows world.Integrate with traditional methodsdirect mailtelephoneMonthly statements Latest offers on billsAllow non ecustomers to shape the dealsDRTV? - FCN channel to employees/dealers Call centre for votingEvolutioncustomer segmentation

46、on linewider partnerships for greater consumer choice on-going card analysis - usage, lifestageecommunityWhat of the Dealer?Are our first sales contactCard part of “Optimise” packageCan we give dealers cards? Advocates at first, but cut out quickLaunch PlanStage 1 - (Tier 1 markets)Direct mail campa

47、ign to FCE base - test, evaluateDirect mail campaign to Ford (Cupid) - test evaluate Website developmentemail link and customer enablement - test, evaluate cost for Stage 1 development: cUS $750,000ProductionStage 2Roll out best practice - continue testing, refiningDirect mail to selected tier 2 mar

48、kets - test, evaluateAbove the line outside the base - posters, press, (DR)TV to build consumer household brand3.The Team and the CostsOgilvy capabilities across EuropeMarketAdvertisingOne-to-OneInteractiveMedia BuyingUKFrance Spain Italy Germany Austria BelgiumCzech Republic Denmark FinlandGreece H

49、ungary Ireland Netherlands Norway Poland Portugal Sweden Switzerland333333333333333333333333333333333333333333333333333333333333333333333Managing the account across EuropeStrategyDevelopmentCore Team (UK)MinorsMajorsIntelligentinterpretationEfficient ExecutionThe Core TeamRichardPinderRorySutherlandGuyLambertNilsAndersson