CRM Target Marketing For CITROEN DS (Shanghai) Sales Conversion
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The document proposes a CRM target marketing campaign for Citroen DS in Shanghai. It outlines SinoDMS's capabilities and experience in automotive CRM campaigns. The proposal includes defining target customer characteristics, an implementation strategy using SinoDMS's databases, an implementation plan, timeline, and project management structure. The objectives are to invite at least 20 potential customers daily to DS test drives and enhance knowledge of DS models to promote sales.
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CRM Target Marketing For CITROEN DS (Shanghai) Sales Conversion
- 1. CRM Target Marketing For CITROEN DS (Shanghai) Sales Conversion Bach Moh Chief Branding Strategist bach@sinodms.com
- 2. Agenda • Overview of SinoDMS / 智邮营销公司简介 † About SinoDMS / 关于智邮营销 † Past Cases (Auto Industry) / 案例（汽车行业） • Proposal: Target-Customer Invitation for DS 2013 Road Show / DS 2013 年路演目标客户邀请方案 † Campaign Objectives / 项目目标 † Implementation Strategy / 执行策略 † Implementation Plan / 执行计划 † Implementation Process / 执行流程 † Analysis Report / 分析报告 † Timeline / 项目时间表 † Project Management Team Structure / 项目管理组织架构 † Our Competencies / 我们的优势
- 3. About SinoDMS / 关于智邮营销
- 4. 智邮营销北京 SinoDMS Beijing 智邮营销南京 SinoDMS Nanjing 智邮营销杭州 SinoDMS Hangzhou 智邮营销深圳 SinoDMS Shenzhen • Providing marketing services for over 7 years, registered capital RMB10mil, about 250 employees spread over 6 offices in China (Shanghai, Beijing, Shenzhen, Hangzhou, Changchun & Nanjing) • 有7年以上的专业营销服务经验，注册资本1千万，员工逾250人，经营机构分部在全国6个城市（上 海/北京/深圳/杭州/长春/南京） About SinoDMS / 关于智邮营销 智邮营销上海 (总部) SinoDMS Shanghai (HQ) 智邮营销长春 SinoDMS Changchun
- 5. • A leading integrated marketing company, 20% of the Top 500 global companies in China are our clients • 中国领先的整合营销公司，20%的在华全球500强企业使用智邮的服务 About SinoDMS / 关于智邮营销
- 6. About SinoDMS / 关于智邮营销 • The ONLY marketing-unit member agency in CADA (China Automobile Dealers Association) • 中国汽车行业流通协会唯一市场营销单位且理事会员单位 • Partner of 4 commercial insurance companies (Ping An, CPIC , Tianping, Samsung) • 四大商业保险公司（平安、太平洋、天平、三星）的合作伙伴 • Services / 服务范围： Database Marketing 精准营销 Customer Relationship Marketing 客户关系营销 Campaign Marketing 活动营销 Interactive Marketing 互动营销 We Do
- 7. Past Cases (Auto Industry） 案例（汽车行业）
- 8. Past Case 1: Volvo S80L Test Drive Invitation 服务案例分享： Volvo S80L 试乘试驾活动邀约 Objectives Achievements 1,299 tgt customers in 8 cities to the dealers’ showrooms for test drive • 1,569 tgt customers showed up • Reached out to 172,897 potential customers Enhance tgt customers’ knowledge of S80L - Promote sales thru’ increased interactions -
- 9. Objectives Achievements 3,000 tgt customers in nation-wide to the dealers' showrooms for test drive • 3,102 tgt customers showed up Enhance tgt customers’ knowledge of Audi R8 - Promote sales thru’ increased interactions - Past Case 2: Audi R8 Test Drive Invitation 服务案例分享：奥迪R8试乘试驾活动邀约
- 10. Past Case 3: Cadillac JS Region Test Drive Invitation 服务案例分享：凯迪拉克江苏地区试乘试驾活动邀约 Objectives Achievements 2,000 tgt customers to the dealers' showrooms for brand appreciation & test drive • 2,203 tgt customers showed up Enhance tgt customers’ knowledge of Cadillac (all models) - Promote sales thru’ increased interactions -
- 11. Proposal: Target-Customer Invitation for DS 2013 Roadshow / DS 2013路演邀约方案
- 12. • Only agency member who is a marketing unit in CADA • Many automobile target-customer invitation past cases • Very rich experiences in CRM-based operations Why We Are Best Suited For This Project?
- 13. • Campaign Target / 项目目标 † Invite at least 20 potential customers every day to attend DS test drive campaign / 邀约不低于每场20 位潜客到活动现场参加 DS 试乘试驾活动 † Enhance target customers' knowledge of DS (all models) / 通过活动体验促进目标客户群体对DS车型的 了解与认同 † Promote sales through increased interactions / 提高销售顾问与潜客的接触机会，促进DS车型的销售 • Achievement Expected / 项目预期收益 Campaign Objectives / 活动目标 Description 描述项 Qty 预计数量 Percentage 预计百分比 KPI 指标 No. of tgt customers reached 活动覆盖目标客户数量 360,000 100% Database qualifying rate 数据有效率 No. of tgt customers (tel follow-up) 电话跟进目标数量 252,000 70% Database acceptance rate 按品牌或按车型的活动邀约接受率 No. of successful invitations 预计成功邀约客户数 7,560 2.1% (3%) Invitation success rate 邀约成功率 No. of tgt customers who show up 预计到现场客户数 3,780 1.05% (50%) Show-up rate 出席率
- 14. • 年龄/Age: 25-40 • 良好的教育程度/High education/ • 中上层阶级/Mid-upper class/ •男性/Male “Shall we make it more accurate and precise? “我们能不能更加确切?” SinoDMS Model 智邮的预测模型* Initial Positioning 初步的定位标准 Pilot/ 测试 Optimization/优化 • 针对客户分类与评分需要 运用动态更新的全套指标 与变量/Customer classification • 进行排名/Ranking • 分析结果，得到最适合10%的 顶端客户/Analysis, with an aim to filter the top 10% most suitable customers Scoring 评分 • 设立验证指标/Set up verification standards • 进行测试/Testing • 阅读结果/Result generation • 项目CR及生命曲线/Project CR • 项目盈利/Project revenue 进一步完善模型，增强针对性与精准度 Further improve the model , Enhance its relevance & accuracy 人口统计特征 Demographic characteristics/ • 年龄/Age • 性别/Gender • 婚姻/Marital status • 是否有孩子/No. of children • 地区/Region • 教育/Education • …… 生活方式/Lifestyle • 业余爱好/Habit • 健康与美容/Health & beauty • …… 消费特征/Spending Traits • 品牌偏好/Brand preference • 消费习惯/Spending habits • …… * The selection of the optimal set of variables would be a deliverable of actual modelling operations / 选择哪些变量，需要通过实际建模的运算 Implementation Strategy / 执行策略
- 15. 年龄/Age: 27-55 years old 性别/Gender: 男性/Male 家庭/Family: 已婚且有孩子/Married, with children 教育/Education: 高学历/High education … 职业/Occupation, 中级车车主/Middle-class vehicle owners, 中小 企业主/SME owners, 中高管理层/Mid or senior management, 工程 行业的专才/Engineering professionals etc. SinoDMS Business People Database 智邮商务人群 数据库 Target Customer Generation / 目标客户获取 DS Target-Customer Definition Analysis 目标客户特征分析 SinoDMS vehicle Owner Database 智邮车主数据库 Potential Customer Namelist 潜在目标客户名单 SinoDMS Partnership Database 外部合作资源 † Filter qualifying target customers (based on DS target-customer definition) from SinoDMS database / 根据目标客户特征在智邮数据库中筛选目标客户 Target-Customer Characteristics 目标客户特征 Implementation Plan / 执行计划 Target-Customer Definition 目标客户定义
- 16. Implementation Process / 执行流程 OB Script, SMS/MMS, EDM, 邀约话术、短信/彩信、电子刊物 Variable Selection 确定变量 Modelling 建模 Pilot Test 测试 Optimization 优化 Target Customer List 获取客户名单 Reminder 活动提醒 Show Up List Match 现场名单匹配 Evaluation 评估报告
- 17. SVW Polo/ 菠萝, 17.30% SVW Santana/ 全新桑塔纳, 11.35% Chevy jingcheng / 雪佛兰景 程 23.78% SAIS Rowe 550/ 荣威550, 9.73% SAIS MG3/ MG3, 5.41% Beijing Hyundai E/北京现代 伊兰特, 32.43% Invitation Success Rate By Car Model Type 外呼邀约成功率（按照车型） SVW Polo/ 菠萝 SVW Santana/ 全新桑塔纳 Chevy jingcheng / 雪佛兰景程 SAIS Rowe 550/ 荣威550 SAIS MG3/ MG3 Beijing Hyundai E/北京现代伊兰特 Analysis Report 1 / 分析报告 1
- 18. SMB/ 中小企业主 9.73% State-owned enterprises superviser/国有企业主管 6.49% Multinational firm Middle level management/跨国企 业中高层管理 25.95% Joint firm Manager/合资企 业管理人员 27.68% Doctor/ 医生 16.54% Lawyer/ 律师 13.62% Invitation Success Rate By Occupation 外呼邀约成功率（ 按照职业） SMB/ 中小企业主 State-owned enterprises superviser/国有企业主管 Multinational firm Middle level management/跨国企业 中高层管理Joint firm Manager/合资企业 管理人员 Doctor/ 医生 Lawyer/ 律师 Analysis Report 2 / 分析报告 2
- 19. Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉 Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Ningbo/宁波 Nantong/南通 Beijing/北京 Chengdu/成都 Xian/西安 Wuhan/武汉 Guiyang/贵阳 Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Hangzhou/ 杭州 Nanjing/南京 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Changchun/长春 Guiyang/贵阳 Shanghai/上海 Shenzhen/深圳 Hangzhou/ 杭州 Nanjing/南京 Suzhou/苏州 Wuxi/无锡 Hefei/ 合肥 Beijing/北京 Chengdu/成都 Xian/西安 Chongqing/重庆 Jinan/济南 Changchun/长春 Tangshan/唐山 2013-05 12 cities 2013-08 14 cities 2013-09 9 cities 2013-10 10 cities 2013-11 9 cities 2013-08 2013-07 12 cities 2013-06 11 cities 2013-12 9 cities Shanghai/上海 Shenzhen/深圳 Guangzhou/广州 Suzhou/ 苏州 Changzhou/常州 Jinhua/金华 Beijing/北京 Tianjin/天津 Chongqing/重庆 Shanghai/上海 Suzhou/苏州 Wuxi/无锡 Beijing/北京 Tianjin/天津 Chongqing/重庆 Jinan/济南 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明 Shanghai/上海 Guangzhou/广州 Nanning/南宁 Beijing/北京 Tianjin/天津 Shenyang/沈阳 Zhengzhou/郑州 Kunming/昆明 Dalian/大连 Shanghai/上海 Foshan/佛山 Nanning/南宁 Beijing/北京 Jining/济宁 Dalian/大连 Qingdao/青岛 Weifang/潍坊 Yinchuan/银川 Timeline / 执行时间表
- 20. 项目执行层 Execution Level 项目管理层 Project Management 行政管理层 Admin Management 销售线索挖据DS项目组 智邮行政管理 DS Lead Generation (by SinoDMS) 项目总协调人/Project Leader: Murphy 项目经理/Project Manager: Lucy Li 职能团队 Job Function Team 督导/质检 x 1 培训师 x 0.5 电话营销团队 Call Centre 座席 x 9 数据分析团队 Data Analysis Team 数据分析员 x 1 Project Management Team Structure 项目管理组织架构
- 21. Strong Network / 完善的网络 - 6 offices in China 全国6个分公司 - Leading database marketing agency, China's Top 3 精准营销营业的领先者，业界排名前三 Perfect Combination / 完美组合 - Professional and efficient marketing, with strong technical support 专业而高效的营销，强大的技术支撑 - Core members have over 10 years experiences in CRM, database and campaign marketing 核心成员在CRM、精准营销和活动营销均有10年以 上的行业经验 Rich Experiences / 丰富的经验 - One-stop service for CRM consulting, campaign planning & implementation CRM咨询、活动策划以及执行一站式服务 - In-depth knowledge and experience in auto industry , luxury, real estate, education etc 尤其对于汽车、奢侈品、家纺、房地产、教育等营业累积 了殷实的知识和深度的洞察 Loyal Team / 忠实的服务团队 - Experienced mid-level managers with at least 5 years of related experiences 所有中层干部均有5年以上的服务经验 Reasonable Price / 合理的价格 - High-value validated data 高价值的有效数据 - Higher service quality 服务更专业 Our Competencies / 我们的优势
- 22. Merci Beaucoup!
- 23. Case Sharing: Volvo S80L Test Drive Invitation • Campaign Target/ 项目目标 † Invite at least 1,299 potential customers in 8 cities to dealers’ showroom to attend S80L test drive / 8个城市，邀约不低于1299位潜客到 店参加Volvo S80L的试乘试驾活动 † Through the campaign, enhance the further understanding and recognition of target potential customer / 通过活动体验促进目标客户群体 对S80L T6的了解与认同 † Promote S80L sales by increasing the contact between the sales and potential customer/ 提高销售顾问与潜客的接触机会，促进S80L的销售 • Achievement/ 项目收益 † Totally invited 1,569 potential customers to dealers’ showroom to attend S80L test drive campaign/ 成功邀约1569个客户到经销商展厅参加 活动 † Totally 172,897 target customers were informed about this campaign in 8 cities/ 8个城市，共接触目标客户群172,897人 服务案例分享: Volvo S80L试乘试驾活动邀约
- 24. Case Sharing: Audi R8 Test Drive Invitation • Campaign Target/ 项目目标 † Invite at least 3,000 potential customers national wide to attend Audi R8 test drive campaign / 全国邀约不低于3000位潜客参加奥迪R8的试乘试 驾活动 † Through the campaign, enhance the further understanding and recognition of R8/ 通过活动体验促进目标客户群体对R8的了解与认同 † Promote R8 sales by increasing the contact between the sales and potential customer/ 提高销售顾问与潜客的接触机会，促进R8的销售 • Achievement/ 项目收益 † Totally invited 3,102 potential customers to to attend R8 test drive campaign/ 成功邀约3,102个客户参加R8试乘试驾活动 服务案例分享: 奥迪R8试乘试驾活动邀约
- 25. Case Sharing: Cadillac JS Region Test Drive Invitation • Campaign Target/ 项目目标 † Invite at least 2,000 potential customers to the dealers’ showroom to attend Cadillac brand appreciation and test drive campaign / 邀约不低于 2,000位潜客到经销商展厅参加凯迪拉克的品牌品鉴与试乘试驾活动 † Through the campaign, enhance the further understanding and recognition of Cadillac all models/ 通过活动体验促进目标客户群体对凯迪拉 克车型的了解与认同 † Promote Cadillac sales by increasing the contact between the sales and potential customer/ 提高销售顾问与潜客的接触机会，促进凯迪拉克车型的销 售 • Achievement/ 项目收益 † Totally invited 2,203 potential customers to to attend the Cadillac test drive campaign/ 成功邀约2,203个客户参加凯迪拉克品牌品鉴与试乘试驾活动 服务案例分享: 凯迪拉克江苏地区试乘试驾活动邀约
Hinweis der Redaktion
- Before I start my proposal, I would like to first introduce my team. My name is Bach Moh, “Bach” as in B, A, C , H, the same name as the late musician. I’m the Principal Brand Marketing Consultant of SinoDMS. With me here are my colleagues, Murphy and Michael. Murphy is the CRM Business Director, and also the leader of this project. Michael is our Executive Director.
- Today’s agenda is divided into two parts. The aim of the first part is to give you a glimpse of who we are, i.e. who DS would be potentially working with. The second part is the proposal proper. The subjects to be covered are all listed here.
- About us
- We are essentially a marketing service provider. We have been around for 7 years. We have a registered capital of 10mil RMB, and we have about 250 employees spread over the eastern belt of China, radiating our business to the other inland provinces.
- SinoDMS is a Marketing Group, with 6 companies under its holdings. We are the marketing agency of choice to a good 20% of the Top 500 global companies in China.
- Distinctively, we are the only member agency in CADA which is a marketing unit; the rest of the members are auto industry players. We are also a partner to the 4 commercial insurance companies. Our key services are as below.
- We have done a lot of target-customer invitations for the auto industry. We picked three to show you today.
- Case 1, Volvo. The left column shows our client’s objectives for the campaign. In which, we exceeded their demands, with this no. of target customers showing up. The other two objectives, of course, remain as the honorable tasks of our client.
- Case 2, Audi. Once again, we exceeded the intended no. of target customers.
- Case 3, Cadillac. Another example of our successful campaign.
- Next, the proposal proper.
- Before I carry on, I would like to emphasize three key advantages about working with us. We are well-respected for our professionalism to be admitted as the only marketing agency member of CADA. We have done many such projects with the auto industry. And lastly, our people down the line are very experienced with the own scopes of work, culminating in the final success of every campaign.
- We believe these are your campaign objectives, i.e. to get at least 20 target customers every day to attend your test drive; to let them know products better, and of course, to promote sales through increased interactions. We assess that the no. of qualified leads would be about 360,000. Of which, we would follow up with 70% of them over the telephone. The remaining 30%, suffice to say, the other means of communications, like SMSes, would do. Based on industry experiences, we can successfully invite 3% of those who received our calls, and of which, half of them will show up.
- The whole implementation strategy is about refining your target-customer parameters and tweaking the ways we approach these people. From your initial positioning, we convert them into operable CRM parameters, and later, go through a scoring system to derive the top 10% most suitable leads. After that, we would do a sample pilot test, and refine and optimize the process for getting the highest conversion from the lots.
- This is what we mean. We would analyse your target-customer definitions and derive the key characteristics, and later, match them with our respective databases to come out with the potential customer namelist.
- The whole process goes likes this.