Personalisa*on 

 to  

Generate qualita*ve Leads 

LESS FOR MORE (ROI) 

GET ATTENTION 

DIFFERENTIATION 

 Customer insights 

Buying consumer process… 

•  Starts 6 months before purchase decision 

•  High variety of selec*on criteria ( price, space, comfort, security, design, power, ..) 

•  No personalised advise outside showroom 

•  Mul*‐layer mass communica*on is the rule (TV, MOF, Print, radio, internet, door‐to‐door) 

•  Poten*al customers feel to be leN alone in their search of informa*on 

 Door‐to‐door (22 models) 

 Supplier Challenge 

The challenge of Lead genera*on… 

•  Do not know who are the poten*al customers 

•  No possibility for customised communica*on ( price, space, comfort, security, design, power, ..) 

•  Use of high cos*ng mul*‐layer mass communica*on  (TV, MOF, Print, radio, internet, door‐to‐door) 

        

      

                  Communica*on effec*veness ?  ROI ? 

 1:1 approach A personalised brochure… 

•  4 to 6 months before purchase decision 

•  Focus on 3 models (out of 22 !) 

•  Model presenta*on focusing on : 

SelecFon criteria 

usage criteria  

•  Personalised financial proposal  

Ex: regional ECO premium, Leasing 

        

      

    

A brand building introduc*on in line with your concerns… 

        

      

    

The best op*ons YOU should consider based on YOUR driving needs… 

        

      

    

The 3 models YOU consider + USPs based on YOUR purchase criteria… 

        

      

    

Pricing summary and financial mode YOU consider… 

        

      

    

Call to Ac*on… 

        

      

    

1to1 Lab process 

Segmentation Esurvey

Personalized Brochure

Qualified & segmented

DB

Recruitment Activation

1to1 Layouting

VW DB Prospects

Rented DB

Recruitment Email Unique DB

VW DB Customers

Offers / Sales ROI

Mktg efficiency Call center

Lead Mgt

Building Relevancy 

•  Selects who is purchaser or not 

Recruitment Email

Segmenting questions to drive 1to1 content ?

•  Self‐expression of needs 

•  Prospect in awareness & purchase mode 

•  Enrichment of DB 

•  Survey with market needs 

•  PersonalizaFon in line with expressed needs  

•  PUSH  PULL MKTG 

•  High Recall, brand inFmacy, act & purchase intenFon 

Segmentation Esurvey Personalized Catalog

Consumer journey & Marketing Benefits

How to recruit & motivate ?

DB ?

2 3 1 4

Segmentation & content ? Fixed & variable datas.

A B C

SystemaFzaFon of process ? 

Segmentation Esurvey

Qualified & segmented

DB

Recruitment & qualification Activation

1to1 Layouting

VW DB Prospects

Recruitment Email Unique DB VW DB

Customers

VW Web Visit Recruitment

Pop-in

Qualification Web

analytics

Scenario Purchase < 6 month

Data exchange

Testdrives

Offers

Sales Reporting Automated dashboards

100.000 / year

Product DB

Marketing Automation

14 

Impact overview 

% of respondents (n=600) – 100% of the respondents

Recall having received it

Opened it Recall content (content or message)

Intent to act Intent to (top boxes)

“Do you remember receiving a DM?”

“What did you do with the DM?”

“Can you describe the DM?”

“Do you have the intention to react?”

“Do you have the intention to visit a Volkswagen showroom?”

Read it

Total n=300

81 98 67 74 59 58 39 98 60 36

High recall rate High opening rate Very high reading rate

Very hign content recall

High direct activation

63 88 58 89 Average nB2C=31

67 39 35 22 44 Average nB2C=31

+ + + + +

MarkeFng efficiency 

Recall rate

Act

ivati

on

rate

Average (49.1%)

Average (66.4%)

Efficient

Strong activation case Limited recall mailing

Strong recall case Limited reaction level

Do it again Improve attention

Improve action

N B2C=31 Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)

1:1 lab VW

Recall ‐ acFvaFon matrix: Belgian Post role  MarkeFng efficiency 

1to1 Lab  Global Conversion Funnel 1to1 communication delivered = 100 %

Communication Recall = 74 %

Want to Act = 39 %

POS traffic = 15 -20 %

Offers = 12 %

Sales = 6 %

•  conversion by source / media  Improve media mix 

•  conversion by call to acFon  Improve commercial pracFces 

•  conversion by target group  Improve targeFng 

POS conversion

X 3

Trafic creation X 10

Brand image

+++

Sales profits

+++