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					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!!!

				
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