Best Practice breakout session
Collateral Management/General Motors of Canada
Presented by:
Chris Watson, Managing Director, CM2 Solutions Inc.
Best Practice breakout session
Collateral Management/General Motors of Canada
Presented by:
Chris Watson, Managing Director, CM2 Solutions Inc.
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Agenda
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Introduction
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GM Dealer Direct overview
•Campaign order workflow
•Integrated services
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Question period
Launching Great Dealer Networks
General Motors of Canada
Introduction to CM2 & GM Canada
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CM2 Solutions Inc.
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PODi member located in Toronto, Canada
•Database marketing service provider:
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Strategy, Planning, Data Management, Execution
•Analytics, Measurement and Insight
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Campaign manager for General Motors of Canada
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General Motors of Canada Limited
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Brands: Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac,
Saab, Saturn, Goodwrench Service
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24% of Canadian vehicle sales in 2007, > 400K vehicles sold
•Retail network of 700 Dealers
Introduction to CM2 & GM Canada
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The Helicopter Group
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PODi member located in Richmond Hill, Canada
•Integrated services provider:
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Imaging
•Lettershop
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Data Processing and Data Management
•Print Management
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Response Capture and Fulfillment
•Storage and Distribution
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Mail production of Corporate, Dealer Group, and Dealer
campaigns for General Motors of Canada Limited
Campaign Management
Process Integration
Campaign
Management Team
(CM2 Solutions Inc.)
CRM Enterprise Development Enterprise CRM Strategic Process & CapabilityDevelopment
IS&S
Technical
Platform/Execution Agencies
Marketing Campaign Pre Planning and Execution Customer Management/ Brand Teams Program Analytics/Reporting and Campaign Development Dealers Dealer Direct
GM Dealer Direct Overview
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What is GM Dealer Direct
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It’s an end-to-end web based marketing tool for Dealers,
which enables the user to plan, design, and send targeted
direct mail and email quickly, easily, and cost efficiently
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GM Dealer Direct enables Dealers to
action
their
Major features of the tool
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Template based approach for Creative
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Pre-designed DM formats (ex. Postcard, Self Mailer, Letter,
Invitation)
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Flexible Email Templates
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Templates are pre-populated based on user selectable
‘Themes’
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Managed creative asset inventory
•Dealer asset upload capability
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Online template customization and final PDF approval by the
user
Major features of the tool (cont'd)
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Integrated list management (Audience Manager)
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GM Enterprise Data (Sales, Service, Insurance, Leads, etc.)
•Integrated external lists (White pages, Overlay data, etc.)
•Central data hygiene processes
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Extensive ‘filtering’ capability to develop a targeted mail list
•Dealer list upload capability
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Multi-channel, multi-wave campaign capability
•Automated payment processes
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Fixed twice-weekly production schedule for mail. The email
delivery schedule is user defined.
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Reporting module – Planning, Tracking, and Results
•Test & Control measurement methodology
Rationale for GM Dealer Direct
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Improve the management of campaign touchpoints
• Comprehensive management of the Dealer’s customer contact history • Facilitates effective planning (i.e. replicating past successful
campaigns)
• Effective management of communication costs
• Coordination of Corporate, Dealer Group, and Dealer communications
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Increase quality of Dealer communications
• Improve targeting intelligence
• Reduce time and effort required to execute and track campaigns • Consistent, high quality direct mail assets
Rationale for GM Dealer Direct (cont'd)
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Develop and maintain a scalable infrastructure
• Can be used for all types of direct marketing campaigns (Corporate,
Dealer Group, Dealer)
• Quick to market … New formats, templates, themes and assets can be
easily added
• Dealers can mobilize their own customer data, or use any combination
Interface
Interface
GM Dealer Direct
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Customizing
Creative
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Dealers are guided
through a 5-Step
process to build a
new campaign
Dealers like to add their own content
Dealers like to add their own content
Email Example
Highlights:
• Reporting of customer activities • Multi-channel capability
•Email available, and mail the balance
• Dealer scheduled delivery of email messages
Email Template Content:
•User defned links
•Prominent display of Dealer map & logo •Leverages GM assets
•Flexible design of the templates makes them suitable for many purposes (e.g. Promotion, Newsletter, etc.)
Campaign order workflow
CM2/Dealer Direct Framework
CM2 DB
Setup
Plan Order Proof
Order Consolidation Mail Prod Delivery Mgr. Email
Campaign Order Fulfillment
The Helicopter Group Production Process
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PDF print files pulled off the Dealer Direct FTP site
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PDF’s are submitted to their appropriate format Hot
Folders on the press front end
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Formats include: Self Mailers, Invitations, Postcards, and Letters
•Formats are based on Templates which allow for Creative
Versatility and Production Standardization
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Hot Folders contain all print settings specific to the Format
•Ex. Multi-up imposition, crop marks, etc.
Campaign Order Fulfillment
The Helicopter Group Production Process
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Once off the press they flow through the Lettershop
Process based on a standardized set of production
procedures
• Standardized production processes based on format requirments enable
efficient workflow
• Dealer Direct programs follow THG standard quality control checks • 3 days from file reception to mail induction
Dealer Direct Concierge… campaign support that suits your needs!
Bronze Concierge
• Our complementary service to assist you in executing your own Dealer Direct
campaign, or taking advantage of the extensive features on the site
Silver Concierge
• Our ‘Click for Me’ service, offered to those who have the details and know
what they want to do, but need the support team to ‘make it happen’
• Reasonably priced at $x per campaign
Gold Concierge
• This service draws on the skills of the Dealer Direct analytical team to assist
you in selecting the right audience for your campaign, and pulling it all together into a successful execution
• Available to you at $y per campaign
Additional Services
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Dealer Direct Subscriptions…
• Your Dealers have an idea for a great ongoing campaign, but their staff
can’t find the time to keep it going?
• “Wouldn’t it be great to know that some of your most productive marketing
audiences were receiving automated communications at key points in time?”
• Regulates the flow of business (customer response) to the Dealer • Contributes to a predictable mail volume plan (GM and Dealer)
• Combine Subscription an with Concierge, for th most extensive level of
support
• Enables Corporate and Dealer coordination in their marketing plans • Coordinated touchpoint management
• Budget and Contact Strategy
Additional Services
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Pre-built Campaigns & Best Practices
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The tool is loaded with campaigns that align with Corporate
objectives
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Developed a process to identify Best Practices
• The Corporate sponsors look for “what’s working”
• Interview the Field Staff and Dealers to learn more about why they’re
working
• Share learnings with Corporate, Field Staff, and Dealers
Additional Services
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Packaged “One Step” campaigns that coordinate with
the big Corporate campaigns
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Save the Dealers time, attract higher usage, and increase the
likelyhood of measurable results
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Prepackaged Targeting and Creative
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Create a selling process around these campaigns
• Home office letter/Corporate support, Email, OBTM
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Maintain a user-customizable solution
Additional Services
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Look for opportunities
in the data
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Facilitate Field Staff
and Dealers through
the transition from
insight, into a
marketing action
•Example: Customer
Retention
Reporting Services – Campaign
Integration
The “Build a
Campaign” link takes the user to the
Campaign Setup screens of Dealer Direct, to execute a campaign for this audience.
GM Dealer Direct – Activity
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Dealer Enrollment
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Over 95% of Dealers are enrolled: 700
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Over 95% of those Dealers have executed a campaign
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Dealer Campaign Volumes
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Over 8,000 campaigns
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Over 2 million pieces of mail
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Over 250 Dealers enrolled in Subscription campaigns
•Average mail campaign quantity: 300
Summary thoughts on mobilizing
a CRM vision …
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Make it visual – enterprise view
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Institutionalize the process – help people understand their
role
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Support the strategy through aligned initiatives
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Enable key stakeholders through training and funding
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Test and learn, test and learn, test and learn…
Additional Questions
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Webinar coming in February/March - TBD
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With General Motors of Canada Limited
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How to reach us:
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Chris Watson, CM2 Solutions Inc.
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[email protected]
OR 416-616-2955
•Mike Macerollo, The Helicopter Group
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