www.ambbn.com 04/05/2011 Amundi Liquidity A creative market introduction Date 1
Notre cible : les Trésoriers d entreprise 2
Notre dilemne : à la fois leader et challenger! 3 Un marché trusté par les plus grands acteurs américains Barrières à l'entrée Développement du marché vs prise de parts de marché Offre de produits peu différencié Une nécessité : émerger! Date
Notre stratégie : la rupture 4 Un positionnement produit résolument offensif Baisse des Prix en conservant les plus hauts standards en terme de services Une communication en rupture avec les codes du secteur Couleur, discours agressif sur le prix, vidéos publicitaires vs white paper Un lancement agressif pour émerger / créer le buzz Engager le dialogue en interrompant leur quotidien surchargée et stéréoypée Puis une présence continue pour entrer durablement dans le «top of mind» des acheteurs Budget et choix des médias Date
liquidity.amundi.com 5
Tout a commencé avec Lady Gaga
Et avec le concept des vidéos 1 minute 7 Date
Press ad 9 Date
04/05/2011 Date 10
I know my clients!
Contact Strategy European integrated multichannel marketing Social media marketing UNAWARE Social media channels Digital advertising UNAWARE In bound campaign traffic Launch events AWARE Face to face contact Direct marketing AWARE Out bound campaign traffic E-CRM automation AWARE Out bound triggered Mail Ads Social monitoring Search network Contextual targeting Top 100 Web sites FT Breakfast launch No open Open & no click LinkedIn You tube Forums News articles Flickr Slideshare Banners PPC MPUs Behavioral adserving Country Tailored event Internal launch D-mail E-mail Triggered E-mails Outbound calls Sales Visit Personalised E-mail Treasurer Pin entry URL codes Brand marketing UNAWARE In bound campaign traffic Organic search Ads (print) Links (directory) URLs Product site Web forensics Profile manager Registration Company check Central database Country Sales team Senior bankers Real-time profiling Brand marketing UNAWARE Direct traffic Direct (URL or Bookmark) User goal reporting and page tracking Profile manager Activity dashboard Engagement Web 2.0 and UGC Information Web 2.0 and UGC features Campaign reporting Review and optimise Search optimisation Amundi News Launch event Amundi TV Amundi overview Forward to CFO Product registration Pull content RSS feeds XML feed Segmented Video Trading info Things to do In a minute Amundi MMF Overview Legislation How to trade Event Podcasts Download CFO Pres. Webinar on demand Community Trade now link Direct sales contact Content distributed and shared to branded channels/profiles Sales pres Bankers login area Visitor behaviour tracking and campaign measurement Web site analytics data Source: Google, Yahoo Medium: PPC, banner, e-mail, search, direct mail, launch event, print ads Campaign: Product launch, Content: Small, Medium, Large
Le site de lancement 13 04/05/2011 Date
04/05/2011 Date 14
2011: Campaign plan April May Juin September Sales Activities Roadshows + intensive sale contacts PR D-mailing activities PR conferences Action Press Releases Commerciale DM 1 DM2 DM3 DM4 E-mailing activities Em1 Em2 Em3 Em4 Em5 Em6 Internet website liquidity.amundi.com Webinar Webinar on demand Advertising April to May September to December Online banners April October Online presence along the year on some portals Google Adwords Online presence on Google Adwords campaign Events from Amundi FT event Germany FT event UK Tradeshows Eurofinance Amsterdam Finanz - symposium Mannheim Corporate Treasury Dublin NordicCash & Treasurers Stockholm Eurofinance Rome
E-mail campaign (Contact with opt-in emails) 16 Variable subject lines PIN CODE Link to Web site Homepage Segment and value driven message Content targeted at user with key messages PIN CODE Link to Web site Webinar registration form PIN CODE Link to Web site Amundi Minutes section Segmented features PIN CODE Link to Web site Homepage
Direct Mail N 1 17 04/05/2011 Date
Direct Mail N 2, N 3 & N 4 18 04/05/2011 Date
Banners: Good bye Lady Gaga
Premier bilan du lancement : une love story 22 04/05/2011 Date
23 Merci de votre écoute Et à votre disposition pour échanger online et offline! charles.melanie@amundi.com http://fr.linkedin.com/in/charlesmelanie Date