Presentation skill_Chao Ren

1AutoshowacquisitionMercedes-Benz2ContentBackgroundClient’squestion?OursolutionResultBackgroundMercedes-Benzasawell-knownluxurycarmanufactory.In2008,itaimedtosystematicallydevelopandmanageitscustomerresourcewhichwouldcontributetoboththebrandandsalesinthelongterm.Businessobjective•Sellmorecarsthroughasalesoffensiveapproach–generatesalesleadsthroughexistingmarketingplatforms•Monitorandassessmarketingdollarinvestment–ascertainthesalesconversionratefromexistingmarketingplatformsProjectobjective•TosetupapilotCRMprojectforautoshowplatform3Whatclientneed?•DevelopaCRMprogramforautoshows•Maintainaconquesttargetdatabaseandfollowupwithdirectmailing•PotentialcustomerdatahastoincludeallMBproductportfolio4OursolutionTosetupandmanageaninterimCRMsystemwhichincludesprospectdatabaseandOBtelemarketingcentertosupportleadsgenerationandconversionforallMBcarmodels.Sowedidas:•Dataacquisitionbyon-sitemarketerson19autoshowsintheyearof2008•Databasebuildupanddatacentralizedmanagement•Aninitialtelemarketingcentersetupforleadsfollowupandtracking•Systematicprocessandworkingflowofprospectsacquisitionandconversion•Leadsqualificationandfulfillments•DataanalysisandknowledgecontributiontoMBCRMmarketing56QualifiedLeads符合条件的潜在客户WorkflowLeadGeneration挖掘LeadConversion转化Autoshow车展ProspectsDatabase潜在客户数据库TelemarketingCenter电话行销中心Short-termModels现有车型Long-termModels未上市车型HotLeads3个月内有购车计划Warm,luke-warmLeads购车计划在3个月内及以上Segmentation&Prospecting数据分类Passontodealers转到经销商Enhancerelationship加强跟进Maintainrelationship保持联系Keeptrack继续跟踪Comm.Prog.沟通进程Database&Telemktg.数据库&电话行销DataAcquisition数据获取Registrationdata收集的数据ConsolidatedProspects数据整理甄别HotLeads3个月内有购车计划Warm,luke-warmLeads购车计划在3个月内及以上7ProspectInformationPersonalInformation•Name•Gender•Birthday•ContactAddress•CompanyName•ContactPhoneNumber•Mobile•Office•Home•EmailAddress•ProspectType•Personal•Company•DatasourcePurchaseInformation•InterestedCarModel•S,E,C,M,R,B,CL,GL,GLK-Class•Nichemodels:CLK,CLS,SLK,SL-Class•AMG•Whetherhavepurchaseplan•PurchaseBudget•PurchasePurpose•Purchasetime•0~3months•4~6months•7~12months•AfteroneyearContactInformation•ProspectName•ContactPerson•Dealer•Telemarketer•ContactDate&time•ContactResult•Buy•Consideration•Nointerest•Refuse•WrongNumber•ContactLaterToolsforon-sitedataacquisitionBuilt-inquestionnaireinPDAHardcopyforsupplement&salesuse8On-sitemarketer9•WelltrainedonMBmodels,workdiscipline,communicationskillandPDAuse•Flexibleshiftsdependsonshowsscale.•EquallyallottoMBcars•ChattingstartfrommodelintroductionanddemandinquireWhyweneedon-sitemarketerSupportedbytheexperiencesinthepreviousAutoshow,well-trainedon-sitemarketerscaneffectivelyhelpondataacquisition.Comparedtothemoderntech-drivenapproach,person-by-person(marketer)hasobviousadvantages:-Prospectqualitycontrol-Possibilitytogetmoreprospectdetails-Intelligentjudgments-Info-on-requesteddelivery-FriendlypersonalizedcontactDataCollection10On-sitemarketerworkingtrafficGreeting&Tracking•Welcomechatting•CheckingiftheguestisveryinterestedintheMBmodels•FAQ&findopportunityProspectDataCapture•Prospectsinfoinput•Deeperquestiononrequestsandneeds•ProductbrochureorgiftgivingDataConsolidation•Consolidatethedatacollectedontheday•Learningexchange1112Whaton-sitemarketercover•ObservationonvisitorstotheMBbooth•IdentificationofvisitorswhohaveshownaclearinterestaswellasapossiblelikelihoodtobuyMBmodels•Approachingandconversationforsuchvisitors,attendingtheirenquiry,andestablishingatrustfromthem•Collectrequirementinformationfromsuchvisitors(personalcontact,modelsinterested,etc.)usingelectronichandholddevicesWhatwedidaftereachautoshowLeadsverificationandconversionratetrack•Prospectdatainputandconsolidation•Verificationandsegmentation−0-3months−4-6months−7-12months−Afterayear•Fulfillmentandconversion−Vehiclebrochure,magazine13WhatMBgetfromourautoshowacquisition1419autoshowsin2008,including1Ashow,2Bshows,16Cshows:•Totally10,745(afterde-dup)datacollected•Approximately1,900morepeopleboughtcar•Amongabovefigure,600morepeopleboughtMBcar•GoodconversionrateforMB,upto6%•S-ClassisthemostfavoritemodelCutoffbyJul31st,,2009Onesuccessfulexampleonregularfollow-upconverttosalesAsourstrategywentthrough,regularouboundcallfollow-upshouldbeassistwithdirectmailing,includingbrochure,magazineorevengift.Thedetailsare:•NormalOBcall/survey•Proportionalcarmodelasagifttoprospect•Uniquefeelingfortheprospectthatitseemsaspecialcareonlyforhim•ThismovepushthisprospectalterhisideatopurchaseMBcarinsteadofBMW15Dataacquisition&LiNing16Thanks17