Recently, as a web to print expert, I started to investigate the integrated One-to-One Cross Media opportunities and my eyes really opened up.
If you are a Service Provider and your purpose is to become a Marketing Service Provider, One-to-One Cross Media campaigns must be part of your future services.
Why?
First let us talk about our daily mass media options and see where the gaps are:
1. Commercial TV – are not yet personalized or interactive one-on-one advertisements. There are companies like Digital AD that are working very hard to change it, but they are focusing on the entire family.
2. Print – become personalized by Direct Mail campaigns (VDP), but they cannot offer us a way to engage with our customers.
3. Web Pages – fast growing interactive channel that can influence the customer choice, complete an on-line sale, expand brand recognition and receive feedbacks. In 2010, normal internet ads from well defined campaigns still cannot offer personalized messages!
Yes, today website campaigns (not including the online services companies) offer creativity with many fascinating technologies but they are not “speaking” to me and understanding my needs.
An intelligent One-to-One Cross Media campaign that integrates with the client data can overcome the personal and interactive gap, improve the respond rate and even monitor real-time engagements.
Where can we implement our One-to-One Cross Media campaigns?Mainly, in your customer's ongoing post-sale activities.
Try to find new creative ways to expand their client's daily services. It is more profitable to retain existing clients, than it is to acquire new prospects. Existing clients are easier to up-sell and cross-sell to, without using the high pre-sale costs. The one-to-one Cross Media capabilities let any company build client loyalty and create a “wow” affect, by adding non-financial offers that appeal to each client.
Each personal media, that is being used, needs to support the campaign from a different prospective and to target ONE personal message and ONE action.
Here are 2 examples that I have invented, which can demonstrate the use of One-to-One Cross Media campaigns in our daily life:
1. Travel & Hospitality Service:Hilton Hotels are using the latest One-to-One Cross Media technology and global CRM system to influence their guests to return for other enjoyable visits.
Michael Ben is one of their returning customers. He likes visiting Hilton's hotels in the weekends and use their SPA facilities for enjoyable relaxation.
He just finished his stay in Hilton NJ Hotel and went back home to find a Hilton’s “Thank You Card” waiting for him in his mail box. The card included a gift promotion that offered Michael an opportunity to answer a short questionnaire in his personalized URL and receive a nice gift.
When he entered his website: Hilton.michael-ben.com, he saw that the Hotel is asking him some short questions that match his hospitality experience:
1. Would you recommend Mr. Alex (our front desk service manager) services to your friends?
2. Do you like our special meal on Saturday (chicken with noodles)?
3. Did you enjoy your Deep Tissue massage?
4. Please write us any feedback on your room _______________
Michael Ben liked the wording of the questions and answered all of them right away.
When he finished, Hilton automatically sent him a “Thank You” email and sms message.
Inside the email, he was surprised to see a new personalized video clip from Hilton that presented a new opening of a stylish SPA center inside Hilton NY Hotel.
He was even more supersized to receive a 20% discount coupon in the sms that can be used in his next order for his favorite massage in any of Hilton SPA Hotels.
Where do you think he is going to plan his next visit?
2. Retail:John Bill is a member of SHAPE, a famous Health Club in downtown Chicago.
Last Sunday he received a nice one-on-one weekly magazine (brochure) that captured a new program and cooperation with Target grocery stores called: “SHAPE Your Diet”.
The campaign offered him a chance to set his diet profile based on an online questionnaire and receive personal diet tips, vote on product offers and submit suggestions that will affect the upcoming magazines. He also received a personal weekly gift coupon for a new energy mineral water to be received in Target.
When he logged onto his personal website, he filled out a questionnaire that identified his workout targets and his normal diet habits (food, tastes etc.) in order to match him up with the right diet profile.
When he finished filling out all the details, an sms message with the right diet profile number and barcode was sent to his mobile.
When he opened his mailbox, he saw a new email from SHAPE club “introducing TARGET your healthy choices program”.
The email included a funny 3 minutes video clip that elaborate on the importance of following a diet and a new and existing way to find the matching products in Target supermarket stores.
On Thursday, he went to one of Target's supermarket stores near his house and found out that in each section inside the store (dairy, deli, meat, canned goods, etc.) he can find a new interactive LCD display like the one he saw in the clip.
The “TARGET your healthy choices” LCD offered 4 main categories to select from: Low Calorie, Low Fat, Low Sugar and “SHAPE Your Diet”.
When he selected the SHAPE category the system requested his profile number, John entered his number (or displayed the barcode) and automatically received the 4 best products in that section that target his diet.
John enjoyed trying new tastes and texture, but he was tired of searching for the right ingredients on each product's label, so he liked Target and SHAPE's easy solution.
On his next visit, he won't miss it again and will be sure to try some other products too.
Conclusions:We saw that both solutions started with color print materials that target the heart of the campaign, moved to a personal website to collect relevant data, included an email with a personal video clip to explain the new service/offering and even opened up new up-sale opportunities by sending a personal sms to the same client.
2. Retail:John Bill is a member of SHAPE, a famous Health Club in downtown Chicago.
Last Sunday he received a nice one-on-one weekly magazine (brochure) that captured a new program and cooperation with Target grocery stores called: “SHAPE Your Diet”.
The campaign offered him a chance to set his diet profile based on an online questionnaire and receive personal diet tips, vote on product offers and submit suggestions that will affect the upcoming magazines. He also received a personal weekly gift coupon for a new energy mineral water to be received in Target.
When he logged onto his personal website, he filled out a questionnaire that identified his workout targets and his normal diet habits (food, tastes etc.) in order to match him up with the right diet profile.
When he finished filling out all the details, an sms message with the right diet profile number and barcode was sent to his mobile.
When he opened his mailbox, he saw a new email from SHAPE club “introducing TARGET your healthy choices program”.
The email included a funny 3 minutes video clip that elaborate on the importance of following a diet and a new and existing way to find the matching products in Target supermarket stores.
On Thursday, he went to one of Target's supermarket stores near his house and found out that in each section inside the store (dairy, deli, meat, canned goods, etc.) he can find a new interactive LCD display like the one he saw in the clip.
The “TARGET your healthy choices” LCD offered 4 main categories to select from: Low Calorie, Low Fat, Low Sugar and “SHAPE Your Diet”.
When he selected the SHAPE category the system requested his profile number, John entered his number (or displayed the barcode) and automatically received the 4 best products in that section that target his diet.
John enjoyed trying new tastes and texture, but he was tired of searching for the right ingredients on each product's label, so he liked Target and SHAPE's easy solution.
On his next visit, he won't miss it again and will be sure to try some other products too.
Conclusions:We saw that both solutions started with color print materials that target the heart of the campaign, moved to a personal website to collect relevant data, included an email with a personal video clip to explain the new service/offering and even opened up new up-sale opportunities by sending a personal sms to the same client.
I anticipate that One-to-One Cross Media will expand and will become a standard strategy in all our post-sale communication efforts.
Here are some examples for the technologies that can be used to support those scenarios:http://www.sundaysky.com/ - the solution can automatically generate current video, on the fly, using an existing personalized web content.
http://www.i-display.com/ - outform retail screens can target the right video clip based on a given barcode or mobile code.
http://www.xmpie.com/ - offers cross-media dynamic publishing software.
I hope you enjoyed my post,
Feel free to send me your comments or other examples.
Gilad Madmoni
LinkedIn Profile: giladmd
