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Valassis V11 - 2.28.17

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Transcript of Valassis V11 - 2.28.17

Success
Stories

ion plans lead to results
What you’ve accomplished
in
2016
has
accelerated
the
growth
and
success

we will see in
2017
.
Those who sold digital did better
The
products
&
solutions
we are offering will help our clients
grow
.
with leadership
Collaborate
You must
Share Stories
of best practices

We are back!!
that must be further integrated to bring our
Today, we have a successful
omni-channel
approach
A few years ago we were a company largely focused on
print
with a
digital group
operating in silos.
Intelligent Media Delivery vision to life
2017
We have to
do more
Sabrina Reeves
Account Background:
Retail Business Center
Printing & shipping services
Based in Denver
240 Franchisees
Partnered with
2014
2016
for many years
Client
Business
Challenges
Driving foot traffic & holiday shipping sales
Brand awareness & ROI
Each franchise has specific marketing challenges
PostNet’s national campaigns not driving at the local level
Approach, Keys to
Custom targeting on Print & Digital & using new targeting approach and KPI track-ability
Team Success
PostNet

Print & Digital, New Business
Valassis Solution Center & executing nationally driven campaigns at franchisee level
Print is being tracked by coupon redemption via internal POS
Rolled up a national foot traffic study based on Dynamic Mobile results
Client realizes the importance of multiple touch points through print & digital
Key take-aways
Regaining trust
with client was challenging
Growth in 2017
monthly franchise campaigns
2 national programs
60%
YOY increase
looking at a
Results
1 month program
in December 2016:
$180k print
Rolled out PostNet holiday campaign by utilizing
VSC Team
(
6 dedicated sellers
) via Brian Glynn
$105k digital
Solution
included
custom oversized insert
,
VDP
&
audience driven dynamic mobile

In just 2 years
all our clients know the
Make sure
improved print & digital solutions
we now offer.
we have developed stronger
digital solutions
analytics capabilities
New products
opportunities.
Cross-sell
critical to
2017 success
For every
dollar
a client
spends with us
,
they are
spending
another
$100

somewhere else.
Leverage
product portfolio
and
of the
$100
they are
spending elsewhere
.
We have to capture
more
We have
multiple solutions
beyond our core and
digital products that we
must sell our clients
.
Our successful transformation
depends on
your ability to
sell products
&
solutions

New integrated campaigns
Clients also did better
&
focus
on selling the
right digital solutions
for our
clients’ needs
We must focus on our
digital capabilities
How many of our clients use digital marketing?
All of them
Our strength
is in delivering
omni-channel
, intelligent media delivery solutions
&
we
must
sell
You are the
key
to accelerating our
future success.
&
to capitalize on that
New team member resources exist to help you
ion
here's a example of that put into
will rely on
Everything we will
accomplish

collaboration.
2013
2016
Last ran with
BevMo!
Account background:
157 Stores
primarily in California
10 in Arizona
10 Washington
running
15
shared mail programs
2015
gained
13% sales
lift over control
Client
Business
Challenges
New Customer Acquisition
. Reengage lapsed customers.
Total Wine
& More was a
large competitor
, moving in as a
threat to grab customer share
.
Results
Success
of program drove
$3.2MM in incremental revenue ($1.3MM in Q4 alone)
With

frequency each event analyzed
drove higher same store sales
Approach, Keys to
Partnered with the
MI Analytics (MAAX) team
. Client successfully utilized
VCI targeting & analytics
.
Team Success
Database analysis
of their Club Bev! customer list to i
dentify high sales Geo’s
Testing different offers with a more
aggressive offer
to
increase average ticke
t.
Utilized high sales per household indices for
Shared Mail targeting from DBM analysis
.
Client is considering running

weekly in
2017
($18MM annual opportunity)
Key take-aways
Enlist
MI Analytics team
to measure
new customers, average ticket
, &
sales lift.

Utilize
customer loyalty addresses
&
sales transactions
to identify new customer
acquisition opportunities.
is the way we win
collaboration
Data and Analytics
capabilities
Client campaigns can become exponentially more powerful
Proprietary data
to help our clients succeed
Apio
Targeted
customer information
to
grow revenue
Customer
location
&
purchases
Help customers be
more successful
We will continue to experiment using
advanced technology

in new industries to establish ourselves as the leader in
intelligent media delivery
Chatbot

Hyper locals
Jeff Anderson
Learning Care Group
Print & Digital, New Business
Account Background:
Learning Centers
for children
age 0-10
Client
Business
Challenges
Increase
enrollments across
multiple brands
with a
limited budget

Approach, Keys to
Team Success
Client called to plan a Shared Mail program
New CEO and marketing department
Innovative targeting approach that was able to identify high prospect households around every center

Provide us with a
$10K budget
Proposed a lower cost, highly efficient campaign that would make a big impact
$45-50K
Trusted us with the max budget of
Results
Targeting Approach:
HHI of $50K+
Program #1
Summer Camp Shared Mail Die Cut
ROI = 1,069%
& a
$71.31 cost per lead

Program #2
Back to School Shared Mail + Digital
ROI = 8,314% &
a
$45.77 cost per lead
Revenue
$240K
in
2016
&
$500K
in
2017
Key Take-Aways
of selling
Capitalize

on the
challenger method
Collaborate
with your
clients
to find the
best solutions
Share Stories
of best practices
Build a
Support network
Learn
what your colleagues are doing
Goals
Strengths
Improvement opportunities
Development
needs
Tailor your
message
to address
client’s objectives
Utilize client’s
database
Don’t take
no for an answer
, provide other media options
Engage
all your cross-functional partners

Molly Kemski
Wayside Furniture
Challenger Selling, New Business
A
family business
offering
more than 5 acres of inventory
on their single
Akron site
Account Background:
Delving into their
Status Quo
Rethinking customer
acquisition strategy
Client
Business
Challenges
Approach, Keys to
Team Success
Interest & opportunity
were grand openings & more effective frequency
Unique Approach
Results
Gained a
2-year
agreement worth
$250k annually
Key Take-Aways
Sales to engage Marketing and other support functions
March 31
March 31
Year round
Wayside
Converted ROP campaigns to a near
monthly 2-page broadsheet program
Learning
Skills
Knowledge
2017
Personal goals
Full transcript