文档介绍：Realizing Kodak’s Relationship Marketing Vision: QUICKSCAN Results
December 16, 1998
Today’s Agenda
Introduction & Credentials
The Strategic Role of Relationship Marketing
OgilvyOne’s Approach: Customer Ownership
Relationship Marketing Development Curve
Best Practices: petencies and Requirements
Key Observations from QuickScan Results
Next Steps & Options
Credentials: OgilvyOne Strengths
Fresh approach to Customer Marketing
Deep understanding of your Brand
Seamless integration
Unrivaled Creative reputation
World’s strongest, most experienced direct work
World’s Strongest and Most Experienced work
Los Angeles
New York
Toronto
Dallas
Chicago
Miami
Montréal
Staff: 425
Detroit
Worldwide: 1,521 employees, 89 offices, 43 countries, $ Billion in billings*
North America: 425 staff, 7 offices, $486 Million in billings*
New York (HQ): 300+ staff, $342 Million in billings*
* 1998 estimated billings
Seamless Integration
Information Mgmt.
Media
OgilvyOne Interactive
OgilvyOne Hispana
Directory Advertising
Strategic Services
Production
Account Mgmt.
Creative
Direct Design
Client
Within Brand Teams
Between Disciplines
Among Offices
Customer Ownership Clients
GTE
Ford
Peterson’s
Five Brothers
American Express
IBM
ADP
Ryder
Pacific Bell
The Strategic Role of Relationship Marketing
Database Marketing: The Nexus of Strategic Development
The Power of Information
Focus on Customer
The Marketing Database
Relationship Management 1:1 Marketing
Not All Customers are Created Equal Or Generate the Same Amount of Value
Does the 80/20 Rule apply to Kodak’s business?
Where is your marketing investment being spent?
Generate
Generate
20% of Customers
80% of Customers
80% of Revenue
20% of Revenue