Creative Agency Secrets » Honeycomb software

Videos from event, “Should Brands be Broadcasters?”

Rebecca Caroe — Wed, 18 Jun 2008 11:19:49 +0000

Many thanks to Mireira Fontbernat from Qik who has uploaded video of the three speakers this morning (and a little bit of me doing introductions).

Bloggers reactions: FreshNetworks' Helen Trim

Charlie Robertson of Red Spider

Quentin Boyes of Honeycomb Software

Sadly the one of Andrew Howells of Zype didn't come out…. darn phone reception.

Come to Breakfast and debate “Should Brands be Broadcasters?”

Rebecca Caroe — Thu, 05 Jun 2008 10:10:24 +0000

I am hosting my third breakfast event. "Should Brands be Broadcasters?" on Wednesday 18th June, 2008 at One Alfred Place

I run these breakfasts in order to showcase new ideas and innovative marketing thinking. Past speakers include Adriana Lukas on Social Media and Mark McGuinnes s on the Enneagram.

Three speakers will give their unique points of view on this issue:

Andrew Howells, Zype speaking about Honda TV

Quentin Boyes, Honeycomb Software speaking about Closed Loop Marketing and brand conversations

Charlie Robertson, Red Spider speaking on extending brand strategy to the online world

PS if anyone is willing to blog the gig for me, please get in touch!

Need more revenues? Here’s an idea for your agency

Rebecca Caroe — Wed, 23 Apr 2008 16:59:10 +0000

[declaration: this is a client - and they have a great product that many of you may find useful for biz dev on your own potential clients].

We are running a seminar to show how to use customer data in order to stop 'campaigns' and start long-running 'conversations'.
This drives improved ROI for brands (retention, lower costs, higher response rates – makes you look good for your clients).
And for agencies, can be a new income stream (selling data services, analysis, results-based fees). Three UK agencies already work with us – with some success – and we can give references.

The event is in London, UK on Tuesday 29 April. It is free to attend.
The Secrets of Closed Loop Marketing Event Details and registration page

Last time I checked there were 4 places remaining.

And, if you happen to mention my name when you register, I'll get loads of kudos!

thanks

Can you come to a seminar I am running for a client?

Rebecca Caroe — Wed, 16 Apr 2008 17:24:27 +0000

It is for both brand managers and Marketing Agencies to show how to use customer data in order to stop 'campaigns' and start long-running 'conversations'.

This drives improved ROI for brands (retention, lower costs, higher response rates).And for agencies, can be a new income stream (selling data services, analysis, results-based fees).

Event is in London, UK on Tuesday 29 April. The Secrets of Closed Loop Marketing Event Details:

It is free to attend.

The product is called Data Centre. It is a desktop application for the marketing department / marketing agency. It uses data feeds from multiple sources (sales, prospects, e-commerce etc) drawn overnight.

It is innovative in that it enables:

Single Customer View
Customer Data Profiles
Highly targeted marketing campaigns in a closed loop environment

The major smart thing about it is that your data CAN be siloed, CAN be in multiple formats and places and Data Centre CAN STILL be used.

Data Centre allows you to

run multi-channel campaigns
by-pass the IT department….(!)
closed-loop tracking and analysis for SMS, email & telesales
web and email marketing integration

Can you blog / circulate it? Anyone who wants copies of the case studies (Kettle Crisps, Hoverspeed) write a comment and I’ll send them over on email.

Afterthought… if you have a client who you want to challenge and educate about integrated campaigns, bring them along!

Junk mail dead – premature?

Rebecca Caroe — Fri, 04 Jan 2008 09:41:37 +0000

Many companies are continuing to send direct mail to large audiences who have not opted in to recieve it.

Read this if you want convincing about what the ‘average’ consumer in the UK does with it.

And if you want to see the future do some research into VRM. Vendor Relationship Management or the ability of the consumer to pre-select the brands they will allow to communicate with them.

Definition: VRM, or Vendor Relationship Management, is the reciprocal of CRM or Customer Relationship Management. It provides customers with tools for engaging with vendors in ways that work for both parties.

CRM systems until now have borne the full burden of relating with customers. VRM will provide customers with the means to bear some of that weight, and to help make markets work for both vendors and customers — in ways that don’t require the former to “lock in” the latter.

The goal of VRM is to improve the relationship between Demand and Supply by providing new and better ways for the former to relate to the latter. In a larger sense, VRM immodestly intends to improve markets and their mechanisms by equipping customers to be independent leaders and not just captive followers in their relationships with vendors and other parties on the supply side of the marketplace.

For VRM to work, vendors must have reason to value it, and customers must have reasons to invest the necessary time, effort and attention to making it work. Providing those reasons to both sides is the primary challenge for VRM.

Be scared, be very scared if you company is a heavy DM user and has not started to work towards an adapted / altered database marketing strategy – your world is dying a slow, lingering death and your brand’s marketing budget will go with it.

Learn more by subscribing to the Harvard ProjectVRM updates; James Burke does a good summary here and Read Adriana’s blog (link is to all her VRM articles). And if you want to move towards database marketing using a cost-effective, laptop based database package, have a look at Honeycomb.