PMS_AWARDS_p047 22/4/08 17:16 Page 47
PrecisionMarketing Response Awards 47
Sponsored by Client Marketer of the Year
WINNER
Christopher Pitt
Winner: Chris Pitt
Head of direct marketing
HSBC
Chris is responsible for the direct marketing activ-
ity of all HSBC’s brands in the UK – HSBC (per-
sonal and business), First Direct and John Lewis
Partnership’s credit card. To deliver the businesses’
messages, he has access to direct mail, statement
inserts, outbound telephony, inbound sales prompts
and email. To this end, he has established HSBC
Direct Marketing – a specialist team based in Leeds,
of which 80 per cent are new to the organisation.
His objective is to maximise the return on invest-
ment (ROI) made by the HSBC Group in direct mar-
keting. Chris has done this by establishing a cus-
tomer data driven DNA within the organisation
through people, process, planning and results
analysis – educating colleagues to think about the
customer and then delivering a relevant message
based on real insight to drive income.
Results have been essential to delivering on this
objective. Establishing control groups for all cam-
paigns and calculating the increment generated by
direct marketing have been key to establishing direct
marketing as both an effective and efficient means of
promoting an offer. HSBC now knows the value cre- a71Introducing new campaigns, promoting financial Creative agencies have been central to deliver-
ated by the investment in named marketing. reviews to customers who are nearing retirement ing a successful year for HSBC Direct Marketing.
Creating an objective set of criteria by which to a71 Doubling the run rate on Home Insurance sales, Relationships have been redefined through regu-
assess marketing investment has seen investment at the same time as testing data sources, creative, lar and honest feedback, both ways, based on real
in direct marketing increase by 30 per cent in 2008. product positioning and the product offer evidence. This has created an environment of
Key successes driving this increase in 2007 have a71 Implementing new creative such as Home Insur- mutual trust and respect.
been: ance “Wallpaper”, Near Retired, The Times and Over the last 18 months, Chris and his team
a71 Building layered direct marketing plans, requir- “Till Receipt” mailings. have revolutionised HSBC’s use of direct market-
ing an ROI of 2.5 to 1 from each campaign, as a min- a71 Establishing an electronic campaign manage- ing techniques. This has been achieved by recruit-
imum. Overall HSBC direct marketing investment ment process to “normalise” the delivery of direct ing experienced direct marketers, creating the
generated an ROI of 7 to 1 during 2007. marketing campaigns right environment in which to operate, setting
a71Building propensity models to target mortgages, sav- a71 Saving over £3m in rationalising print and data them clear objectives, providing them with results
ings, personal loans and general insurance products supplier relationships and letting them do what they do best.
Second In addition, loyalty levels increased by 7 per cent Third
Matt Button
to 49 per cent – higher than Mercedes, BMW and
Clive Peoples
CRM and database marketing
Audi in the premium segment (NCBS Survey).
The biggest challenge is to build a market for
Director of customer
manager
Hybrid vehicles from scratch. Direct marketing in
communications
Lexus GB
all its forms has enabled Matt’s team to identify the
right prospects, build relationships with them and
Expedia
The direct marketing for Lexus combines push and deliver them as sales leads to dealers. As a direct Over the past year Clive has expanded Expedia’s
pull strategies that use a number of different chan- result, the proportion of Hybrid vehicles sold com- marketing strategy from purely email to
nels in order to: identify and acquire prospects; nur- pared to all Lexus vehicles has steadily grown. embrace a much wider set of disciplines, includ-
ture and warm up prospects over time; deliver these Lexus has strengthened relations with its agency ing direct mail and contact centres. This has
prospects to the dealer network as sales leads; and Partners Andrews Aldridge. resulted in campaigns achieving an ROI of up to
maintain profitable customer relationships. Each year it conducts an appraisal of the rela- 8:1.
The company uses a mixture of techniques, and tionship and it was awarded a performance bonus And from mass-marketing to personalised
has witnessed an impressive set of results, includ- in 2007. Chris balances traditional techniques with email, direct mail, call centres and website in a
ing a 12 per cent increase in footfall at dealerships; innovation and creativity, from blogging to brand year – with budget only being released by prov-
a 32 per cent rise in website visits; over 19,000 sales events and unique online experiences. He has a ing results and success each time – Expedia has
leads delivered to dealers; and an average cost per vision and courage to ensure Lexus stays ahead of won by greatly increased profits, customers have
response of £39 across all campaigns. the game. won by getting a tailored personal experience.
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