This is a presentation that was amde by Jonathan Pritchard of Tangent Snowball and Hannah Leyland of Plumb Center at the Marketing Week LIVE show 2012, 27th June 2012. Tangent and Plumb Center have worked together for several years. Tangent origianlly created the Branch Marketing Toolbox to help local branch marketing. Tangent then began working with the customer data to really undersatnd how to best drive footfall locally into branches. This campaign is one of the most succesful that has been run (it's success has just been repeated as of 1st July 2012) and really showed how, by using insight, innovation and influence, we could all really help to make a financial difference in a very competitive market place.

1. TANGENT SNOWBALL

2. HOW WE GENERATED AN ROI OF 10:1 BY
BRINGING DATA TO LIFE

3. E E !!
HOW WE GENERATED AN ROI OF 10:1 BY
FR
BRINGING DATA TOLE
FF LIFE
WA

4. WHO WE ARE:
CRM and Digital Agency
Specialists in B2B (2C)
Worked with Plumb Center for 6 years
Marketing Week Engage Award 2012 winner for our work with them
Our philosophy: if we can’t measure it, we don’t do it

5. OUR APPROACH
INSIGHT INNOVATION INFLUENCE
• Strategy based on • Create technology solutions • Influence behaviour across
data insight to meet business needs multiple channels
• Use technology to serve • Drive savings, efficiencies • Report on everything we do,
businesses and people and new revenue show value at each stage
• Gain single customer view • Create personal, • Help make the business case
from disparate data sources relevant communications for future campaigns

6. WHO ARE PLUMB CENTER?
Wolseley Group Company
The world’s largest distributor of plumbing and heating products
Traditional, operations-led business
Facing similar challenges to everyone else.....

7. CHALLENGES:
Falling revenues in a recession
Large, inconsistently engaged local store network
Not getting sales traction where it really matters
National brand, but with an intensely local focus
Lack of visibility on what works vs what doesn’t
Marketing treated as a ‘service’ rather than integral to the business

8. MORE FREQUENT, REGULAR,
PROFITABLE CUSTOMERS

9. OK. SO WE ADMIT PLUMBING
ISN’T VERY SEXY.
BUT WE THINK THIS IS....

10. 10:1 RETURN ON INVESTMENT
£MILLIONS IN INCREMENTAL REVENUE
‘SEA CHANGE’ IN COMPANY CULTURE

11. SO WHAT DID WE DO?

12. INSIGHT...

13. INSIGHT
High levels of cut through to be successful
Real business insights have to be delivered when and where they are needed
All strategy based on data - right message, right person, right channel, right time
Make sure all insights are actionable - ‘So what?’

14. OUR APPROACH
TRANSACTION
BUILD LOCAL SEGMENT BY
RELATIONSHIP CATEGORY &
VALUE
TANGENT
SNOWBALL
CREATE
COMMUNICATE CAMPAIGN &
& INTERACT DEFINE
OBJECTIVES

15. INNOVATION...

16. INNOVATION
Tangent Snowball Dashboard
Contained vital information
• Promotional spend to date
• Their targets
• Their reward
• Their previous sales data
• Categories they were buying in and more importantly, not buying
• Their up-to-date contact information

17. INNOVATION

18. INNOVATION

19. INNOVATION
Regular, multi-channel, personal communications
Sent on behalf of branch manager
Customer facing microsite updated daily with personal spend
Personalised offers which incentivised spend in areas that customers were not
already spending

20. INNOVATION

21. INNOVATION

22. INNOVATION

23. INFLUENCE...

24. INFLUENCE
84% of branch managers accessed their dashboards during the campaign
Branches using their dashboard saw a 53% uplift in customers that hit their targets
Number of baskets during 2 months of promotion increased by 80%
AOV increased by 37% in the same period

25. INFLUENCE

26. LOOKING TO THE FUTURE:
Business is now accepting and inquisitive
Marketing now an integral part of the organisation
Increased use of multi-channel marketing
Promotional framework to content marketing framework
Can be used to ‘drive’ sales bumps when needed
Moving through the difficult ‘teenage’ years, and optimistic about the future

27. 5 INTERESTING LESSONS LEARNED...

28. 1. CULTURE:
TO MAKE CHANGES, YOU WILL HAVE TO
CHANGE THINGS

29. 2. STAKEHOLDERS:
PEOPLE WILL RESPOND IF YOU ADD REAL,
MEANINGFUL VALUE TO THEIR LIVES

30. 3. INSIGHT:
GET INSIGHT TO WHERE IT MATTERS
(AND WORK WITH GREAT PEOPLE)

31. 4. TECHNOLOGY:
MAKE TECHNOLOGY FIT YOUR BUSINESS
(NOT THE OTHER WAY ROUND)

32. 5. YOUR CAREER:
EVERYONE LOVES THE PERSON WHO JUST
MAKES A BUSINESS BETTER

33. 6. BONUS LESSON:
THE SOONER YOU START, THE SOONER
YOU WILL SEE RESULTS

34. THANK YOU!