Ann Arbor Ad Club Presentation
March 17th, 2005
One to One Marketing
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case Studies
1. Albertson College
2. HP Educational Services
Peppers and Rogers
• Peppers and Rogers
• “One to One Future”
• 1993 Toledo Ad Club
• Coined the phrase
“one to one
marketing”
• Summer 2003
revisited the Toledo
Ad Club and revised
what they envisioned.
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case studies
• Seven (8) predictions
– Share of customer vs Share of market
– Make customers your partners
– Treating different customers differently
– Scope will win out over scale
– Products will come to buyers
– Customers will be managed in portfolios
– Profiting from protecting privacy
– Transforming the supply chain
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case studies
Groups, groups, groups!
• HMO, PPO, Group Health, Soccer Mom,
NASCAR Dad
• Want the same aspects different ways
• Quality, Price, When we want it
• How do we manufacture and market both
effectively and efficiently in a “One to one”
environment?
• “One to one” marketing is here today and will
increase in the future
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case studies
1993 Revisited
• The Electronic
World
• Print
Electronic World
• The internet
• E-mail
• Software
• Computers
• Desk Top Printers
Print
• Quality – Offset is the quality standard
• Variable
– Nearly impossible to be cost effective in an
offset environment
– Versioning possibly cost effective if “groups”
are large enough
– Data compilation and file creation software
still not strong for variable print.
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were
-Where we are now
-Where we are going
-Case studies
Reality of 2005
• The Electronic World
– E-mail today
– The changing role of the internet
– Software (overall, Adobe, etc.)
• Print
– Software (template design and generation)
– Print engines
• Quality
• Speed
Static B&W to Full Color
Variable
• Static Mailing - .46%
• Name only personalization – 44% increase
• Addition of full color – 45% increase over B&W
• Name only/full color – 135% increased over B&W
static
• Dynamic Database – 500% increase
• Discount Coupon – 1000% increase
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case studies
Future or Sci-Fi
• Collaborative interactive campaigns
• Effective and efficient Cross Media
– E-mail feeding Web (PURL)
– Web feeding print
– Print feeding Web
– Web feeding e-mail or print
• Interactive T.V.
• RFID chips and smart products
One to One Marketing
-Peppers and Rogers
-7 (8) predictions
-What does it mean?
-Where we were then
-Where we are now
-Where we are going
-Case studies
Albertson Case Review
HP Educational Services
HP education services case study
inspire enrollment of previous students
Objective:
Generate awareness and
registration for follow-on
HPES courses.
Target customer:
Previous HP course
attendees.
Solution:
Target previous students
with offer relevant to
prerequisite courses already
completed.
18 direct marketing
campaigns across 13
training centers in N.
America.
HP education and nimblefish software
drives next generation 1:1 sales &
marketing
Front Side of Printed Direct Mail Personalized Web Response Page
www.hp-education.com/herb.herbertson
PURL
Personal note to
prospect
Back Side of Printed Direct Mail
Print Image of
prospect’s city Web
Most probable
cross-sell
based on
Personal note to prospect
includes course benefits previous class
Most probable cross-sell
based on previous class Personalized URL (PURL)
Personal note to prospect Image of course location
© 2002 hp-inside program May, 2002 page 22
Relevant links to
references prior course class information
Copy cites class name, location, & date
Personalized Email Campaign Graphs and Reports
Details from the Dashboard
Response and
conversions can be
graphed or displayed
in a tabular report
Relevant Location
Photo
Personalized URL
Results can be easily
Email Report
exported in a comma
Cross-sell Class, separated file (.CSV)
Closest City,
Date of Class
Standard graphs
include views by
segment, offer, and
territory
Graphical summary of daily results to date
Results
Useful Web Sites
• www.1to1.com
• www.podi.org
• www.ondemandjournal.com
Thank You!!!