ACTIVE CAPITAL Marketing de la Relation Client (Prospection et Fidélisation Clients)

Challenge

Ipsos Prévisions Marketing & Stratégies is a new business unit of IPSOS, a leading research company, that provides advertising, marketing and political expertise for top companies around the world.

Ipsos Marketing Sciences and Strategies brings its expertise on 3 areas: Market potential, Market research and Market forecast. Ipsos Prévisions Marketing & Stratégies offers a range of complex and innovative solutions to acurately forecast markets.

Therefore Ipsos Prévisions Marketing & Stratégies was facing 3 critical challenges :

- explain its know-how and the value added of its innovative solutions to a market not familiar with these complex analysis.

- Convince Ipsos clients to adopt Prévisions Marketing & Stratégies innovative solutions to go further in the knowledge of their market

- Win new clients which needs a real expertise on market modeling and forecasting and which are not clients of traditional research companies.

The Big Idea
The 21st century marketplace has shifted emphasis from customer acquisition to retention. Ipsos Prévisions Marketing & Stratégies did not have a singular communications piece that added value or offered two-way communications opportunities with key clients. It needed a more concrete method of consistently keeping Ipsos Prévisions Marketing & Stratégies in the front of clients’ minds, as well as a marketing piece that demonstrated the business unit expertise and its “premium positionning”.

A “Marketing Sciences” magazine was developed. It is sent monthly to the clients, distributed in electronic and print format, and stored in the Ipsos Prévisions Marketing & Stratégies website designed by Active Capital (www.ipsos-previsions.com) . A high degree of design and content personalization is included for each recipient. Using a creative theme throughout all program materials, “Marketing Sciences” provided important market information and case studies in a 1:1 format to readers.

In addition, “Marketing Sciences” includes various means of collecting customer data. This information can be used later to generate additional excitement about the opportunities Ipsos Prévisions Marketing & Stratégies can offer to clients and drive future “Marketing Sciences” content. Ideally, “Marketing Sciences” would inspire existing and prospective clients to contact Ipsos Prévisions Marketing & Stratégies about how its solutions could help their company.

Strategic Solution

Teaser campaign
A Flash-animated introductory email is sent to the entire database of Ipsos Prévisions Marketing & Stratégies.

HTML email version
Participants receive electronic version of the magazine, which includes :
- Personalized content, including a feature, solution and case study chosen by the Ipsos Prévisions Marketing & Stratégies contact
- Explanations about innovative and complex solutions and analysis, and clients interviews
- Survey questions (used for loyalty builders and data collection)
- Link to the salesperson’s email
- Link to the Ipsos Prévisions Marketing & Stratégies web site

Print version
Published and designed in a magazine format, the print version included a high degree of variable art.

Website
A new website has been designed to inform about Ipsos Prévisions Marketing & Stratégies. This Web-based communications vehicle, includes development and content management. The website has been designed to encourage users loyalty: contents are updated weekly, users can submit their brief online, can receive extra-content by requesting it online ....

Calendar
A “premium” calendar has been sent to clients. Illustraded with famous economists and mathematicians, it provides economic indictors on a daily basis. This calendar is a way to keep Ipsos Prévisions Marketing & Stratégies in client’ minds.

Measures of Success
After the first drop of the magazine, response rates and online surveys have reached 22%. This is considered a great success considering the educational, rather than sales, nature of the piece. As a direct result of “Marketing Sciences”, past Ipsos clients have returned to Ipsos via the Prévisions Marketing & Stratégies Business Unit. Others are equally interested, commenting that “I can’t wait to see more of “Marketing Sciences”. Finally, Bertrand Chokrane, head of the Business unit, explains that “Marketing Sciences” has become the first tool to generate new business and to secure loyalty of existing clients. Since the launch of “Marketing Sciences”, the website has had rapid growth in both the number of users and the frequency of their visits. Thanks to the whole scheme, Ipsos Prévisions Marketing & Stratégies is building customer relationship that last.