Austria 2011 CRM Plan

Austria CRM programmePartnering with mums

2011 Plans

Pregnancy 6mBirth

Recruit

24m

CRM Strategy

Be top of mind at BOFC

Build relationship & increase engagement

12m

Proposition: Answers that put your mind at rest

Extend the journey

2011 Brief

Focus on engagement to drive conversion up• particularly careline as our HERO service (+20%)• improve outbound to drive more inbound• focus on pregnancy

Consider new innovative services to engage mum• videos, mobile apps, expert video live chats

Review content to identify gaps in support • particularly around key emotional milestones

Strengthen the brand positioning• Milupa, hearts, laughing babies, complete care

Extend journey and influence into toddler

Pregnancy 6mBirth

Recruit

24m

CRM Strategy



12m


Extend the journey

Priority 1

Priority 2

2011 Timelines

Progressing online survey & other

ways of tracking service satisfaction

Also planning qualitative research

Make relatively low cost

improvements

Major initiatives to be developed on

new brand platform

Q4 10 Q3 11

Some overarching considerations ...

38

62

7074

48

38

14 15

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100%

0-3 mths 4-6 mths 7-9 mths 10-12 mths

13-18 mths

19-24 mths

25-30 mths

31-36 mths

Proportion of mums using infant formula

Pregnancy is important, but so is 0-6m

Only half our mums have switched to IF by 3m

On average, Austrian mums don’t make their

brand choice until

3.8m

Pregnancy is important, but so is 0-6m

50% of our recruits join post birth

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80%

100%% of new recruits who are pregnant

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-9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11

Stage when recruited

E-mail opt-ins are growing, but 60% of mums still only get mailings

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Proportion of new recruits opting in to e-mail

40% of new recruits are

now opted into e-mail – up from 30% last year

Current outbound programme

Welcome (20%)

Pregnancy 6mBirth 24m12m

Toddler nutrition & GUM

15wk - weaning

6wk – coping with the

early days and

bottle insert

36wk – labour & breast feeding

16wk – scan

26wk – preparing for baby

e-CRM: weekly fortnightly monthly

All CRM mums

40% of CRM mums



15wk - weaning

30% of our CRM

mums just get two mailings prior to or

around brand choice – not really a

‘relationship’ – limited opportunity to influence

6wk – coping with the

early days and

bottle insert

Competitors

Competitors are also fighting for mum’s attention – we’ve had a look to see what they’re doing and fed that into our thinking

Pregnancy 6mBirth

Recruit

24m

CRM Strategy



12m


Extend the journey

Priority 1

Key engagement strategies for 2011

1. Big push to drive more careline engagement

2. More engaging ways to deliver content • videos, expert live chat, mobile apps

3. Strengthening our brand proposition• new branding, laughing babies

4. Right content at the right time to meet mum’s needs

5. Extending engagement through social media



2. More engaging ways to deliver content • videos, expert live chat, mobile apps

3. Strengthening our brand proposition• new branding, laughing babies



1. Big push to drive more careline contacts

Continue to drive e-mail sign-up to maximise touchpoints • the more mums we have on e-mail, the more opportunities we create to

promote the careline, particularly livechat

Incentivise online sign-up in offline recruitment channels• particularly the gyny pregnancy packs and birth packs• incentivise online sign-up with freebies

• FREE bear• FREE pregnancy or baby development DVD

• babypedia content• FREE first pack of Milunatal• Donation to baby charity (making more babies happy)• Voucher booket (3rd party offers)

• incentivise salesforce to collect e-mail addresses

Step up online recruitment which drives high e-mail opt-in (80%+)• PPC, SEO, facebook ads, online co-registration partners (more later)


Clarify our careline proposition• Use a range of explanatory ‘calls to action’, not just one to avoid ‘wallpaper’

‘Ask us anything! We’re here to help you’

‘For practical advice about practically anything ...’

‘Every pregnancy/baby is different. To discuss your concerns ...’

‘Silly questions or serious questions, we answer them all’

‘Something you want to talk about? We’re here to help you’

‘Whatever’s on your mind, we’re here to help you’

‘For individual advice about [topic] ... ‘

Avoid using careline to fulfil offers/DVD – focus on calling for support


Add clarifying call to action to careline assets (on & offline)

... and the end of articles

• for 1:1 advice if she still hasn’t found the answer after reading the article


Add a careline specific insert to key mailings around brand choice

• particularly important for the 60% of mums not in eCRM

• clarify role of careline, complete care, attach card, testimonials


15wk - weaning

6wk – coping

with early days and

bottle insert

36wk – labour & breast feeding

Birth pack

Pregnancy pack


Add testimonials to create endorsement from mums

• sourced from our various feedback mechanisms

Add as promos or at the end of articles or within mailings


Send the welcome pack to all offline recruits not in eCRM

• currently only sent to c.20% – online recruits only

• pre & post birth versions• clarify that ‘complete care’ = service

and product• bear incentive to sign up online


Create a careline video to be viewed online – ‘out’ the careline• introduce the careliners • show them in action• show mums reactions • show them helping mums at different stages

• pregnancy, post birth, weaning, toddler


More outbound to drive inbound - send 2-3 postcards/e-mails at key emotional or transitional milestones

• focus on lead up to brand choice to maximise impact

• particularly important for the 60% of mums not in eCRM

• lead with careline as ‘here to help you’ (and include testimonials)

• topics and timings be informed by careline call analysis

Pregnancy 6mBirth 12m

Signs of labour

WeaningSupport with

Breastfeeding

Sleep routines

Teething

Cramps & contractions

ImmunisationsCongrats!

Expressing & Storing


Open up new ways for mums to interact with the careline

Text the careline• Young mums are

very comfortable texting

• UK is exploring ways to enable mums to start careline conversations by text

Facebook• Create direct access

to the careline via facebook

• c65% penetration among 18-34s in Austria and growing

• Hipp already there• Need to act sooner

rather than later

Extend opening hours• Under review

Outbound calling•Initial testing in the UK has been very positive•Mums have been very receptive to calls•2nd wave due in Nov/Dec to see if it affects conversion

Priority


Acknowledge a contact and encourage repeat usage

Could personalise intro copy of ‘next’ mailing• but relatively small impact and complex to set up for low volumes

Alternative – send a ‘thank you’ card/e-mail• triggered after mum has contacted the careline• space for a personalised message from the

careliner who dealt with the mum – build ‘comment box’ into front end

• signed from the careliner (digitally)• CTA to contact us again if they have any other

queries • low cost but high impact


Consider a more emotive name?



2. More engaging ways to deliver content

3. Strengthening our brand proposition




MobilesBabypedia videos Expert video live chats


Babypedia videos• Great opportunity to deliver content in a more engaging way• Informative rather than advisory (not actually seen them yet!)• Propose to piggy-back the UK approach

Stages Videos for each stage

Pregnancy1st trimester2nd trimester3rd trimester

What you can see / feel – mum’s experience

What you cannot see - development of baby

Your diet

Mum’s pregnancy experiences (not by stage)

Post birth0-3m4-6m7-9m10-12m13-18m

Age stage overviewWhat You Can See (video per topic)•Growing, Doing, Saying, Seeing

What You Can't See (video per topic)•Bones, Brain, Digestion

Feeding Your BabyMum’s experiences (not by stage)

c.60 videos


Babypedia videos – build on UK approach to website integration

• Mum is looking for info/advice , not formats .... so we’re integrating videos into content areas, not creating a separate video section

• Generally featuring videos at higher levels because they have broader themes – rather than in articles which have more specific topic areas (some exceptions)

• Videos are hosted on a youtube channel

Home page

Writtenarticle

Use

r jo

urne

y

Stage summary (top nav)

Topic sub section

Video article

Topic summary (left hand nav)

Videos on the home page

Videos integrated into the pregnancy and baby development calendars

Videos in the topic summary pages (left hand nav)

Videos in the stage summary pages (top nav)

Videos in article pages


Babypedia videos – e-mail integration

• As the videos have broad content, they’re not embedded in e-mails

• They are featured as part of the pregnancy or baby development calendar


Babypedia videos – offline

• Create compilation DVD for mums not in eCRM• not doing in the UK – but good way to engage

with our 60% offline mums

• Use as incentive to sign up online

• Create 3 versions • pregnancy• baby• toddler

• Send out via • welcome pack, toddler pack


Expert video live chats MobilesBabypedia videos


Expert video live chats• valuable for mums to hear the opinion of experts

Live?• getting mums to watch at a particular time will be hard and limit reach• only needs to be live if there is a ‘live’ element to it • regulations mean we have to be very careful what we say – risky if live• get mums to pose questions via website or e-mail might be difficult

• value for mum?

• disappointment if not answered?

• we already know FAQs

• effort to benefit?

• new software required for ‘live’ transmission (£10-20k)


Expert video live chats

Take ‘top topics’ from research, careline and e-mail open/click analysis • e.g. preparing for birth, breast/bottle feeding, weaning

Alternative - stage based rather than topic based?• expert(s) answer a range of questions about each stage

• fit with babypedia stages

Alternative – ‘group’ chats with experts• groups of mums at each stage • opinions from experts AND other mums• feature real mums with real questions


Expert video live chats MobilesBabypedia videos


Pregnancy 6mBirth 12m 18m

My Pregnancy Diary• Record how I feel and

what I’m thinking• Scan photo• Record heartbeat• Record photos of the

bump getting bigger• Include babypedia and

expert chat videos• Week by week

information and advice

Lots of potential roles for apps that mums can use ‘on the go’• either to support mums or build association with happy/laughing moments


My Mum & Baby Diary• To record ‘happy moments’

and milestones• Capture photos of me and

my baby week by week• Record how I feel and what

baby did• Week by week information

and advice• Downloadable onto PC





Breastfeeding Diary• Record when baby

fed, for how long and on which breast

• Identify feeding patterns and plan a routine

• Tips and advice

18m



Starting Weaning • Day by day, spoon

by spoon guide to the first days and weeks of weaning

• How to cook for your baby

• Simple puree recipe ideas





Mealtime inspiration• Inspirational ideas to

make every mealtime happy and healthy

• Recipe generator – tell us what’s in the fridge and we’ll give you some recipe ideas

18m




Happy Toddlers!•Inspirational ideas to help you feed your toddler a varied and healthy diet•Tool – fun activity generator – fun ideas for keeping toddlers happy and entertained



Influencing brand of first choice ...

My Pregnancy DiaryPros• Very on brand • Emotionally engaging

Cons ...• Significant investment

£20-30k• Relative low take up

My Mum & Baby DiaryPros• Very on brand • Emotionally engaging

Cons ...• Significant investment

£20-30k

Breastfeeding DiaryPros• Lower cost if copy UK

Cons ...• Functional not emotional• Limited input to

execution• UK timings unknown

Investment also required to promote the app so mums download it


Technology considerations• Would need to pick one operating system or create versions for each

• 22% iphone, 16% android, 46% Symbian (new version due)

• Different operating systems require duplicate investment

Cost benefit?• Requires significant investment to create and promote (£20-30k per

platform)• Relatively few mums will download (5% = 2.5k = £10 per mum)• Investment would need to justified by

• impact on brand perceptions

• longer term returns (3-4 years)

Alternative - mobilise the website• All the app ideas ... and the rest of the site ... could be delivered via a

mobilised site instead

• Content re-designed to give a better experience if accessed via a mobile

• Deliver key functions – search, videos, forums, contact the careline,

• Mums search rather than browse

• One mobilised site works on all operating platforms


Alternative - mobilise the website• work across all operating platforms• Only 4% of traffic is currently coming to the site via mobile phones –

although it’s doubled in 6 months. Most traffic is from iphones

• UK considering website mobilisation next year – learn from their experience

• Suggest we review for 2012 – after the new branding is in place


Other1%

Sony1%

BlackBerry1%

iPad5%

SymbianOS5%iPod

7%

Android8%iPhone

72%0%

2%

4%

6%

8%

10% % of traffic to milupa.at from mobile phones







3. Strengthen our brand positioning

Laughing mums and babies

New branding

New branding to be introduced in Q3• Website• E-mails • Mailings

Brand guidelines available early November to inform the approach

UK implementing in Q1 – so opportunity to build on approach

Propose pre Christmas meeting to go through 1st creative ideas

For now ... just a (potentially big) thought ...



Liebe jeden Moment zusammen

Rationale:• Amplifies the meaning of the new hearts logo• Greater focus on the emotional rather than functional - appealing for happy

growth mums• Our products let you enjoy every moment – great taste, nutrition, convenience• Our services let you enjoy every moment – put your mind at rest• Works in pregnancy as mums begin their relationship with baby• Works a lot better with the idea of ‘laughing together’


Laughing mums and babies

New branding


Competition to find Austria’s Happiest (Mum and) Baby• Run successfully by UK (and Ireland)

• 45k mums, 80k visits, 10k entries, 220k votes

• Engages post birth not pregnant mums• Mum AND baby limits options• Prizes for different categories

• best photo, best video• up to 6m, 6-12m, 12-18m

• Create compliation for the website and e-mail round to mums

• Milupa’s symphony of giggles

• Assets run and owned by Irish agencyso need to explore execution options

• Irish agency to manage/build for us• Rebuild functionality• Run within a social site e.g. flickr


Create a compilation of laughing mums and babies• competition entries and links to youtube clips• add to website and e-mail to mums

• viral benefits

• associate Milupa with happy mums and babies

• create youtube channel and ‘favourite’ clips

http://www.youtube.com/watch?v=64eht-rUakE

http://www.youtube.com/watch?v=vsl64yaq95s&feature=related

http://www.youtube.com/watch?v=5P6UU6m3cqk


Share your happy baby moments online• We create a ‘wall’ of happy moments on the website for other mums to enjoy

• Photos• Videos• Stories

• Participating mums are entered into a prize draw

Each e-mail contains something to make you and/or your baby laugh!• ideas to make your baby smile/laugh - funny faces, noises, tickles, toys• a clip of laughing mums and babies

Send out a ‘giggle’ card• Record your own baby’s giggle and keep it forever• Send out at 3-4 months – around brand choice and when babies start laughing• Adapt UK version







4. Right content at the right time – complete care for mum

Use range of sources to make sure we’re covering key topics at key times

• New online survey• Careline call subjects by stage• E-mail click-through analysis

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E-mail Click Through Rates


Opportunities to engage mums with more content e.g.

UKAustria

Calendar week by

week42%

When am i due19%

Conception11%

Common health

worries8%

Labour and birth

7%

Nutrition and health

5%

Pregnant again

5%

Practical info and advice

3%



3rd most popular content in the UK pregnancy section



2nd most visited article in the UK is in the conception section

Top 10 articles

Calendar_week_by_week/article/week_6

conception/article/Pregnancy_Signscommon_health_worries/article/stomach_pain_in_pregnancypregnancy_nutrition/article/which_foods_should_i_avoid_during_pregnancyCalendar_week_by_week/article/week_7pregnancy_nutrition/article/eating_well_in_pregnancycommon_health_worries/article/baby_kicksCalendar_week_by_week/article/week_8Calendar_week_by_week/article/week_9nutrition_and_health/article/what_exercise_can_i_do



‘Trying for a baby’ is also in our top 15 forums

Most popular forumsForums_Pregnancy_Introduce yourself 3128Forums_Pregnancy_General concerns 2481Forums_Pregnancy_Pregnancy pains and problems 1931Forums_Pregnancy_Other 1012Forums_Mums_Sleeping 957Forums_Mums_Other 952Forums_Pregnancy_Labour worries 923Forums_Mums_Feeding problems and questions 784Forums_Mums_Introduce yourself 764Forums_Pregnancy_Baby names 730Forums_Pregnancy_scans and tests 711Forums_Mums_Weaning 691Forums_Mums_Bottlefeeding 617Forums_Mums_Baby development and behaviour 550

Forums_Pregnancy_Trying for a baby 525



Opportunity to attract mums early

Adapt the UK content and build on it

Ovulation calculator? (Hipp have one)



UKAustria



Calendar week by

week42%

When am i due19%

Conception11%

Common health

worries8%

Labour and birth

7%

Nutrition and health

5%

Pregnant again

5%

Practical info and advice

3%


The bigger the pregnancy content net, the more pregnant mums we’ll catch – and the more mums we’ll convert to the programme


• Money, finances, budgeting, benefits

• Buying and selling baby stuff

• Looking and feeling good pregnant• fashion and beauty tips

• What to buy for baby – personalised checklist


Proposal: create a priority list new content• based on best performing UK topics that don’t appear in the Austria site –

particularly in late pregnancy and 0-6 months• combined with feedback from research

Driving more mums to our content - SEO

• Adding new articles to broaden our content reach

• Other content or structural changes that improve SEO

• Fat footer• Glossary of terms

• Fund on a project by project basis

• Most effective way to climb the rankings

• Focus on pregnancy keywords and high quality sites

• Allocate 1.5 days a month

• Using keywords in the right parts of the page (including images, hidden ‘meta’ parts)

• Ensure content is structured in a hierarchical way

• Use keywords as internal link text

• Allocate 1 day a month

Driving more mums to our content - SEO

Link building• separate call with Senior Search Specialist to discuss approach

Fat Footer• Google scores links to content from the homepage highly• focus on mid performing keywords

Glossary of terms• prioritise high volume pregnancy key words• 2-3 terms per page to ensure optimisation








65% of 18-34s are on facebook in Austria (1.1m out of 1.8m). 10% increase in the last 6m

45% 44%

31% 30% 29% 28%25% 25%

18%15%

0%5%

10%15%20%25%30%35%40%45%50%

Facebook penetration by country Age split of facebook users in Austria


Hipp are active (2,200 fans)

Turkey & France have launched successfully. UK going live in November.

Pregnant mums want to interact• e.g. Emma’s Diary

• 4k to 40k fans in 12 months

• 100k visits & 60k interactions per week

• More visits than their website

Big opportunity for Milupa to increase engagement with mums• low cost but resource requirement


Role: • Primary: increase engagement

• in an environment where mums are comfortable engaging

• Secondary: increase reach

Proposition:• Get answers to questions and share your thoughts/experiences

• Connects mums to other mums AND the careline


Content

Discussions

Where mums can set up forum threads and interact with each other on topics

Ask an Expert

Introduce careline with links through to e-mail and

livechat

Wall

Standard wall where mums and C&G can post , comment and like

Find out …

Links to top articles and content on our website,

include join the club

Info

Introduction from careline explaining who we are

Videos

Upload stage based video ‘albums’ (babypedia)


Management:• posting plan

• offering support with links to web content• conversation starters• regulatory sign off

• sensitive content plan

• response guidelines

• moderation plan

• careline key to success

Other engagement activities

Encourage greater conversation in forums• trigger e-mail when someone else posts

E-mails • test ‘topic’ subject headers• test rather than change – may be contributing to high open rates• new intro copy for Lieber ...

Mailers• new intro copy for Lieber ...• new headlines??

Pregnancy 6mBirth

Recruit

24m

CRM Strategy



12m


Extend the journey


30% of our CRM

mums just get two mailings prior to or

around brand choice – not really a

‘relationship’ – limited opportunity to influence

Pregnancy 6mBirth

6wk – coping with the early

days and bottle insert

15wk - weaning

Boosting the offline journey around brand choice

Pregnancy 6mBirth

15wk - weaning

Welcome pack?• With careline card• DVD? Careline postcards at

key milestones?

6wk – coping with the early

days and bottle insert

Giggle card?

Birth pack?• Reinstating?• Add baby

development DVD (babypedia)

Pregnancy 6mBirth

Recruit

24m

CRM Strategy



12m


Extend the journey

Strategies for extending the journey

1. Extend the e-mail relationship to 24 months

2. Clarify the role of Milumil 3 v GUM

3. Expert video live chats

4. Strengthening our brand proposition (laughing babies)


6m 24m12m

Less need for support and advice

Mum becomes more confident

Spend on baby food

Mum moves onto to family foods

Mum moves onto cows milk

Using Infant formula

Mum’s needs and behaviour changes


Aims

Delay the move to cows milk

Reinforce the role and value of Milumil 3 and GUM

Support the growth of our toddler desserts and plates

Reinforce our food and nutrition credentials

Continue to give mums complete care as her baby and toddler develops

6m 24m12m


Our proposition?

Helping you make every mealtime

happy and healthy!

6m 24m12m

Our role and proposition needs to change

What is important for mum?

Baby’s enjoyment

Solving problems

Balanced diet Variety

Fun mealtimes

Progression


6m 24m12m

Recipe inspiration•Simple ways to a create a great variety of meals for your baby•Recipe videos to inspire mums

Problem solving•Fussy eaters•Getting enough vegetables•Achieving a balanced diet•Handling treats

Fun with food•Fun ways to get your toddler involved in making food•Creative ways to make mealtimes more fun – shapes, colours, patterns

Babypedia videos •What You Can See

• Growing, Doing, Saying, Seeing

•What You Can't See• Bones, Brain,

Digestion•Feeding Your BabyProduct messages

•Plates and desserts•Milumil 3•GUM

Toddler nutrition tool•Prompt mums to use the tool

Lots of engaging ways to keep mums interested and help make mealtimes happy and healthy...

6m 24m12m


Insight

Mums want their toddlers to develop into well rounded, confident, happy children

Beyond nutrition and mealtimes?

6m 24m12m


Proposition

Helping you to better understand and

support your toddler’s development

physical, mental, emotional, social – with the importance of great nutrition

at the core


6m 24m12m


Execution

Focus on different areas of your toddler’s development ... creativity, imagination, fine motor skills, speech, sharing, co-

ordination, etc

Provide fun activities you can do together

Include the same nutritional content as before, and position as key to healthy

development



6m 24m12m

Level of investment?

•Fortnightly e-mails from 6-24m = 36 new e-mails

•Expensive considering the return?

•Fortnightly until 12 months and then monthly = 24 new emails


Need to rework the current GUM insert to accommodate the comparison with Milumil 3

= meal (nutritious and satiating

= drink (nutritious alternative to cow’s milk)

Strategies for extending the journey



3. Expert video live chats

4. Strengthening our brand proposition (laughing babies)

Pregnancy 6mBirth

Recruit

24m

CRM Strategy



12m


Extend the journey

Opportunities to recruit more mums in pregnancy

Search•More SEO - will drive pregnancy traffic

•More PPC - recent activity has driven pregnant recruits cost effectively?

Co-registration•Contact other baby sites and clubs to see if they will collect an opt-in to our club as well•UK about the start with babycentre.co.uk – opportunity with babycenter.at?

New TV ads•Is it possible to have a call to action on the end frame to join the club

Facebook Ads•Worked effectively in the UK to recruit mums in pregnancy

•Would recommend a test for Austria

Costs

See separate sheet for costs of all activities

Budget- €485k inc 2010 underspend

£420k

Mailings £180k

Fixed costs inc fees £100k

Available for new activity £140k

Timings

Q4 – Q210 Q3 11

Careline initiatives

Babypedia integration

Expert live chats

Facebook

GUM leaflet

E-mail subject headers

New branding

Laughing babies

Extend toddler e-mails

end

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Austria 2011 CRM Plan

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