文档介绍：1
Customer Relationship Marketing 12-Nov-17
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Philips Brand Equity Board
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Why Relationship Marketing
A consumer perspective
CRM as petitive advantage
Media effect and media efficiency
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CRM: A consumer perspective
The consumer (in Europe) is changing:
Feel unconfident about their future *
Need a feel of trust to buy *
Trust from a brand will grow when the brand is more open and ‘on level’ with the consumer *
If customers trust you, it will be easier to sell and they e back for more...
* = source: The Henley Centre
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CRM: Competitive advantage
Where products e more and more similar, communication es the differentiating factor
In every category, very few households make or break a brand (the high spending minority)
The most essful brands are those with the most loyal heavy users (Garth Hallberg)
CRM aims to build better bonds with this segment
The advertiser who finds a direct way to the hearts and minds of these people wins
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from counting the people you reach to reaching the people who count
CRM: Competitive advantage
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CRM: Media perspective
The number of brands is still increasing in almost every market (. Korean brands)
munication gets less efficient due to media-fragmentation
munication gets less effective due to increasing mass media and outdoor information-pressure; outspending petition is not the solution
Consumers ‘zap’ in TV and print more than ever
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CRM: Media efficiency Felix mercial
Split run test on users database: 50% no mailing (control), 50% received a mailing that announced a new mercial.
Announcement mailing was sent 1 week before broadcasting.
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Results Felix: (after broadcasting 15 spots)
EFFECT:
just TV DM+TV
Reach 26 % 56 %
Spont. awareness 44 % 77 %
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from mass media to integrated media
CRM: Media Perspective
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