Guide on how to localize and promote the Philips kitchen appliances website
Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1 Content and functionalities of the website . . . . . . . . . . . . . . . . . . . 5 1.1 Content and functionalities of phase 1 . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.2 The Recipes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2 How to localize the website? . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.1 Step 1: Defining the scope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.2 Step 2: Formulating and registering your local URL . . . . . . . . . . . . . . . . . . . . 8 2.2.1 Formulating your local URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.2.2 Where to register your URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.2.3 DAP URL Approval Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.2.4 Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.3 Step 3: Translate (existing) global content / Create (new) local content . . . . . . . . 10 2.4 Step 4: Make a clear and complete localization brief . . . . . . . . . . . . . . . . . . 10 2.5 Step 5: Implementation of localization . . . . . . . . . . . . . . . . . . . . . . . . . 10 2.6 Step 6: Check the implementation of your local version of website . . . . . . . . . . 10 2.7 Step 7: Correction and publication of your local version of website . . . . . . . . . . 11 2.8 Timeline & Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3 How to promote the website? . . . . . . . . . . . . . . . . . . . . . . . . . . 12 3.1 Communicate the URL of the website in all Marcom materials . . . . . . . . . . . . . 12 3.2 Banner promotion on local Philips consumer website . . . . . . . . . . . . . . . . . 12 3.2.2 Lead time to book banner space on Philips Consumer website . . . . . . . . . . . . . 14 3.2.3 Guidelines for creating banners for the Philips consumer website . . . . . . . . . . . . 14 3.2.4 The briefing document template . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 3.2.5 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 3.3 Using relevant external websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 3.3.1 How to organize this? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 3.3.2 Lead time to book banner space on external websites and set-up . . . . . . . . . . . 16 3.3.3 The briefing document template . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.3.4 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.4 CRM activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.4.1 The CRM Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.4.2 The briefing document template . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.4.3 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.5 Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 3.5.1 How to organize? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 3.5.2 The briefing document template . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 3.5.3 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 3.5 Share your best practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
4 Global support after Go-Live . . . . . . . . . . . . . . . . . . . . . . . . . . 19 4.1 Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 4.1.1 Sources of reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 4.1.2 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 4.2 Support on Philips websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 4.2.1 Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 4.2.2 Best practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 4.2.3 The document template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 4.2.4 Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 A
B
C
Guide to Consumer Relationship Marketing (CRM) Activities . . . . . . . . . . . . . 21 Concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Objective of this Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 CRM Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Examples of CRM activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 DAP Way of Working for CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Email Newsletters/Campaign – Brand Identity . . . . . . . . . . . . . . . . . . . . . 24 When to use email newsletters/campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . 24 General rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Identity elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Text alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Mandatory components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Additional components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Golden rules of email marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Change history Version no. Date 1 15-Nov-2006 1.1
22-Jan-2007
Editor Dorien Koolen, Natasja Gielen, and Elaine Chum Elaine Chum
Change description Initial document Contact information
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
Introduction You are about to localize the Philips kitchen appliances website! This document provides you with a checklist and clear guidance on how to localize this website. But not only that, it also provides you with clear guidance and ideas on how to promote the website in your local market. Chapter 1 provides you with an overview of the current content of the website and gives some insight in what you can expect from the Kitchen Appliances Marketing team in the future as we intend to keep improving and extending the content and the (interactive) functionalities of this website. Chapter 2 provides you with a clear step approach on how to localize the website, and what it will mean in terms of timings and costs.Very important to realize is that we provide you with a global framework and global content. But in addition to this, please feel completely free to add your local activation activities to the website. That will only lead to an increased level of relevance of the website for your target audience. Chapter 3 provides you with clear guidance and ideas on how to promote the website in your local market. The website should not be a stand-alone activity, it should be part of an integrated BTL / PR campaign to be really effective. And very important is to generate traffic to the website, for instance via online advertising. Find out what the guidelines and possibilities are to promote the site, and how to organize that. Chapter 4 provides you with the support you could expect from the BU after your local version of the website is live. We will keep you informed about all our initiatives to extend and improve the website and the interactivity with our consumers. And we would like to encourage you to make this website ‘as your own’ to get the most out of it.
Good luck!
The Kitchen Appliances Marketing Team
Available as separate MS Word documents: • One-to-One Briefing • One-to-One Issue Log
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
1 Content and functionalities of the website The current Philips kitchen appliances website is part of the toolkit that we made available to support the Health theme in your country (Health Marketing program). The website now only contains Health content but will be expanded with Culinary content as well (March ’07, Culinary Marketing program). For sure, we will add new products and recipes. But we also intend to add new (interactive) functionalities on the website. Also, we will provide on short notice concepts for newsletters to send out on a quarterly basis to all consumers who have registered on our site. All this we will do, because it is very important that we need to keep the website relevant and interesting for our consumers. We should keep giving them reasons to want to visit our website on a regular basis and really interact with it.
1.1 Content and functionalities of phase 1 Page
Page Content
1. Home
• Introduction to the content and functionalities of the website • Space for local promotions (banner on homepage that can link to (an) additional local web page(s). In the global version, this space is used for a banner to link to the aluminum website. However, this can be replaced. • Keep me informed This allows visitors to sign up to a database (Club Philips) and receive a quarterly newsletter • Recipe search functionality
2. Healthy Living
• Healthy Living column - first edition featuring Maria Griffiths of the UK Institute for Optimum Nutrition • Tips on Healthy Living - what to do with pulp, what to juice, what to do for smoother options (combine with a blender!) • Recipe search functionality
Screen Shot
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
3. Our Products
• Information about our products that can contribute to a (more) healthy lifestyle • Link to recipes you can make with these products • Link to the consumer catalogue to ‘Find out more’ about these products • Recipe search functionality
4. Recipes
• Healthy recipes with search functionality, option to print (new window launch with recipe in printable format) and send to a friend. • Recipes are linked via a banner to the product you will have to use to prepare the recipe. If you click on the banner, you will go to the ‘Our products’ section.
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
1.2 The Recipes Search Function
No. of Recipes
Search Results
1. Juicer recipes
10
• • • • • • • • • •
Apple & pear juice Pineapple, peach & pear juice Beetroot & orange juice Celery & grape juice Carrot, apple & cucumber juice Beetroot, apple & carrot juice Celery, carrot & apple juice Watermelon, cucumber and apple juice Melon & celery juice Virgin Mary
2. Blender recipes
9
• • • • • • • • •
Pineapple and coriander juice with fresh ginger Watermelon, strawberry and orange juice Cucumber and apple juice Banana and honey milkshake Apple smoothie with buttermilk and raspberry Mango and vanilla ice shake Chilled spring onion soup with blue cheese Carrot and coriander soup Italian tomato soup
3. Health grill recipes
8
• Steak with shallots in balsamic vinegar • Chicken fillets marinated in yoghurt, garlic and ginger in naan bread • Grilled sardines with lime and bay leaves • Tuna steaks with green herb sauce • Tofu marinated in soy sauce with orange juice • Grilled nectarines with honey yoghurt and pine nuts • Rocket salad with grilled courgette, tomato and mozzarella • Grilled strawberry sandwich with tarragon cream
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
2 How to localize the website? In this section we will provide you with a checklist of steps you would have to take in order to localize the website.
2.1 Step 1: Defining the scope • Product Availability in Country • Check local availability for the following product categories, currently present on the website: Grills, Blenders, and Juicers. • Decide, based on your check, if content (for instance recipes or product information) related to certain product categories should be removed from your local version of the website. • Check all the product images on the website. Are all the versions of the products we show available in your country, or should we leave out or replace certain images. • Decide if specific recipes should be removed from your local version (for instance because of cultural reasons (e.g. pork recipes in Muslim countries), cooking habits or because of local availability of certain ingredients). • Decide if (other) content should be removed or adapted. • Local Promotion(s) • Decide on if you want to add local promotion(s) and/or other local content to the website. • We have allocated space on the homepage that can be used to link to your local promotion/content. That space is now used for a banner linking to the aluminium homepage, but this banner can be removed and replaced by another banner that will bring the visitor to additional local web pages that we can implement for you.
2.2 Step 2: Formulating and registering your local URL It’s not mandatory to ‘localize’ the global URL, if for instance using English words (like ‘kitchen’) is very common in your country. Please, realize that we will add the global URL (www.philips.com/kitchen) on all the packaging worldwide. So, if you choose to localize your URL, you will be communicating two different URL’s to consumers.
2.2.1 Formulating your local URL The URLs will need to follow the Philips guidelines and what we have created for the Philips kitchen appliances website. Explanation and example below: URL
www
.
philips
.
com
.
Country prefix
/
Translation of ‘Kitchen’
Brasil
www
.
philips
.
com
.
br
/
cozinha
UK
www
.
philips
.
co
.
uk
/
kitchen
URL
www
.
philips
.
Country prefix /
Translation of ‘Kitchen’
Netherlands
www
.
philips
.
nl
/
keuken
France
www
.
philips
.
fr
/
cuisine
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
2.2.2 Where to register your URL To register the URL, please go to http://pww.webreg.philips.com/apps/p_dir/e34304/e3430401.nsf/index.htm to submit your URL registration.
2.2.3 DAP URL Approval Team All DAP URL naming requests submitted on Philips Intranet will come through to DAP team approver. • Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com
2.2.4 Process Step
Description
Responsibility
1
Formulate your Local URL (see 2.2.1)
NSOs
2
Register your Local URL at http://pww.webreg.philips.com/apps/p_dir/e34304/e3430401.nsf/index.htm
NSOs
3
Local URL review and approval
One-to-One Marketing Team
a If Local URL follows guidelines, go to Step 4 b If Local URL does NOT follow the guidelines, reject request. * Note: This step will loop back to Step 2 until the Local URL is approved as in 3a 4
IPS (Intellectual Property Services) reviews and gives final approval * Note: IPS checks on legal aspects
IPS
a If approve, go to Step 4 b If NOT approve, reject request. * Note: This step will loop back to Step 2 until the Local URL is approved as in 4a 5
NSOs receive approval on Local URL
Auto email generated
6
URL setup
CMST
7
Completed
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
2.3 Step 3: Translate (existing) global content / Create (new) local content • Translation • Translate the (existing) global content by using the translation file (please, also strike through the text parts that don’t need to be localized). • You can approach your local translation agency, or you can contact our global translation agency (Bart Porta, SDL International Belgium NV, bporta@sdl.com, +32 1662 9235) • Local/ New Content Creation • Alternative content for unusable global content (Provide as MS Word document, in which you should clearly state, which content needs to be replaced). • Content for local promotion(s) and or other local content (Provide as MS Word document) • Legal Checks • Have all content (existing and new) checked by your local legal department.
2.4 Step 4: Make a clear and complete localization brief The localization brief should: • Report on the decisions you have made in step 1. • Be accompanied by the translation file and the MS Word document(s) with your local content, you have made in step 2. The localization brief should be sent to: • Annick van Eeckhoven, Account Manager Design Domain, annick@designdomain.nl • Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com
2.5 Step 5: Implementation of localization Our agency, Design Domain, will implement your localization brief. Action Required
Website localization implementation
Responsibility
Design Domain
Number of business days required
9
2.6 Step 6: Check the implementation of your local version of website You need to check and test your local version of the website and give feedback to our agency Design Domain. Action Required
Review, check, test and feedback on test website
Responsibility
NSOs
Number of business days required
3
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
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2.7 Step 7: Correction and publication of your local version of website Our agency, Design Domain, will implement your corrections and will publish your local version of the website. Action Required
Implementation of feedback/ corrections on test website
Responsibility
Design Domain
Number of business days required
3
2.8 Timeline & Costs The estimated timeline and costs for localizing the content are: Costs
€ 2500,00
Number of Business Days
15
Notes
• The estimates above are based on a basic localization of the existing global content. • Depending on the adaptations you want to make and the amount of local content you would like to add, the costs and timelines could vary. • A tailor made timeline will be made by Design Domain upon receipt of the localization brief
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
11
3 How to promote the website? This website should not be a stand-alone activity, it should be part of an integrated BTL/PR/ Online campaign to be really effective. Creating awareness and traffic to the website is key for its success. Generating traffic, for instance, can be achieved by online advertising, but there a lot more ways! Find out what the guidelines and possibilities are to promote the site, and how to organize that. The guideline to invest at least 10% of your ATL media budget is a mandatory one and we highly recommend you to do this.
3.1 Communicate the URL (www.philips.com/kitchen or your Local URL) of the website in all Marcom materials To include the URL you chose to communicate to consumers on: • All local POS materials • All your local promotional materials • All your local PR activities (press releases, advertorials, events)
3.2 Banner promotion on local Philips consumer website We have made available on MXC a ‘general’ banner, which you could use to re-direct traffic from your local Philips consumer website to the Philips kitchen appliances website
step 1
step 2
step 3
3.2.1 How to organize this? Step
Description
Responsibility
1
Determine if you would like to use the banner on MXC or you would NSOs like to develop your own banner a If you would like to use the banner on MXC, go to Step 2a b If you would like to develop your own banner, go to Step 2b
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
12
2
Prepare the briefing document and contact the relevant people to translate or create the banner. * Note: The briefing document should include details on what you want them to develop, the banner specifications (e.g. format, size/ dimensions), the banner setup and take down date, countries applicable, etc
NSOs
a Contact Design Domain and provide them with your translation of the banner (you can use the translation file for this) b Contact Design Domain to create the new banners c Contact One-to-One team on setting up of banners on Philips Consumer website 3
Design Domain to send proposal, cost estimates and timelines
Design Domain
4
Review and approve proposals/ costs * Note: Please ensure that you consult with the One-to-One team for approval on the banner compliancy (e.g. brand identity, brand promise, etc) before submitting approval to agency)
NSOs
5
Development/ Creation of banners
Design Domain
6
Test, review and approve of banners
NSOs
a If there is no feedback and the banner is correct, go to Step 7 b If there is feedback and/ or the banner is not correct, provide feedback to Design Domain Repeat Step 5 and 6 until there is no more feedback and the banner is correct. 7
Design Domain to prepare banners files and sent to One-to-One team
8
One-to-One team to work with Philips CMST team to setup the banners
Design Domain
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
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3.2.2 Lead time to book banner space on Philips Consumer website There is NO official turnaround time stated by Philips IT to have banners up on the Philips Consumer website. The table below shows a good guide on the turnaround time: Description
Time Required
Booking of banner space
2 weeks before banner go live date
Provision of banner files to One-to-One team
1 week before banner go live date
3.2.3 Guidelines for creating banners for the Philips consumer website If you would like to create your own banners for the Philips kitchen appliances website, only banners in these dimensions are acceptable on Philips Consumer website. Slot name
Image size (in pixels)
Page visible
Feature slot
370 x 130
• Landingpage • Club Philips Landingpage • Group page
PromotionSlot1
180 x 90
• Landingpage (left) • Club Philips Landingpage (left) • Group page (left)
PromotionSlot2
180 x 90
• Landingpage (right) • Club Philips Landingpage (right) • Group page (right)
BigSquareSlot1Up
160 x 95
• • • •
BigSquareSlot2Down
160 x 96
• Product Decision page (middle) • Group page (middle)
Landingpage Club Philips Landingpage Product Decision page (top) Group page (top)
The general banner that is available on MXC will also be available on MXC in all these dimensions.
3.2.4 The briefing document template Please use the briefing document template to provide detailed information on the jobs required. The briefing document is available as separate MS Word document.
3.2.5 Contact information • Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com • Annick van Eeckhoven, Account Manager Design Domain*, annick@designdomain.nl * Note: We prefer if you would contact Design Domain for localizing the banner or to create your own local banner. They have created this website for us, so they have a full understanding of the content of the website and all the possibilities.
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
14
3.3 Using relevant external websites The most effective way to create traffic to your site is to advertise it on other popular sites amongst the target audience. Relevant sites could be sites on: Health, Food, Kitchen design, Women magazine sites (health/ food pages), Institutional websites with food and dietary pages for instance Heart society, Cancer society, Communities like Weight Watchers, Fit for Life etc.). There are different advertisement options. From sponsored content – by for instance placing a recipe with click through option – to bannering. The media agency can help you find the best options to create awareness and attract targeted visitors. Brief them to develop a plan for you. Elements in brief: budget, objective, target audience, timing, creative. Elements
Description
Target Audience
• • • • • • • •
Timing
Creating site traffic is a continuous activity. We therefore advice you to advertise on external sites over a longer period. This also enables you optimize and use sites that are most effective. Again, your media agency can advise and optimize.
Creative
The same banner as shown in paragraph 3.2 you could use, or you could develop your own banner.
Women between 25-50 with average to high income; Young families; Medium education; Prefer home entertainment; Kitchen in centre of family life; Find pleasure in caring for a happy family; Health conscious; Willing to spend time and money for health and indulgence for themselves and their family.
3.3.1 How to organize this? Step
Description
Responsibility
1
Brief Carat for media plan creating awareness and site traffic (see above)
NSOs
2
Determine if you would like to use the banner on MXC or you would like to develop your own banner
NSOs
a If you would like to use the banner on MXC, go to Step 3a b If you would like to develop your own banner, go to Step 3b 3
Prepare briefing document and contact the relevant people to translate/ create the banners
NSOs
* Note: The briefing document should include details on what you want them to develop, the banner specifications (e.g. format, size/ dimensions), the banner advertising/ campaign period, countries applicable, etc a Contact Design Domain and send brief for translating the banners Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
15
b Contact Design Domain and send brief for creating the new banners c Send copy of briefing document to Carat and One-to-One team 4
Design Domain to send proposal, cost estimates and timelines
Design Domain
5
Review and approve proposals/ costs
NSOs
* Note: Please ensure that you consult with the One-to-One team for approval on the banner compliancy (e.g. brand identity, brand promise, etc) before submitting approval to agency) 6
Development/ Creation of banners
Design Domain
7
Test, review and approve of banners
NSOs
a If there are no feedback and the banner is correct, go to Step 7 b If there is feedback and/ or the banner is not correct, provide feedback to Design Domain Repeat Step 6 and 7 until there is no more feedback and the banner is correct. 8
Design Domain to prepare banners files and sent to Carat (and copy Design Domain One-to-One team)
9
Design Domain to work with Carat on the setup of banners
Design Domain/ Carat
Kitchen appliances banner for external websites (available on MXC) step 1
step 2
step 3
3.3.2 Lead time to book banner space on external websites and set-up The lead-time required to book and setup banners on websites outside of Philips needs to be advised by your local media agency.
Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
16
The table below shows a good guide on the turnaround time based on previous experiences: Description
Time Required
Booking of banner space
4 weeks before banner go live date
Provision of banner files to One-to-One team
2 weeks before banner go live date
3.3.3 The briefing document template Please use the same briefing document template to provide detailed information on the jobs required as found on 3.2.4. The briefing document is available as separate MS Word document.
3.3.4 Contact information • Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com • Annick van Eeckhoven, Account Manager Design Domain*, annick@designdomain.nl * Note: We prefer if you would contact Design Domain for localizing the banner or to create your own local banner. They have created this website for us, so they have a full understanding of the content of the website and all the possibilities.
3.4 CRM activities To organize a CRM or email marketing campaign: Step
Description
Responsibility
1
Fill in brief using the One-to-One briefing template
NSO
2
Submit brief to One-to-One team
NSO
3
Review brief
One-to-One Marketing Team
a If there are questions, One-to-One team to clarify with NSO b If there are no questions, go to Step 4 4
Revert with proposal
One-to-One Team
5
Review and approve proposal
NSO
3.4.1 The CRM Guide In the appendix you will find some CRM guides to assist you in understanding CRM. A Guide to Consumer Relationship Marketing (CRM) Activities B Email Newsletters/Campaign – Brand Identity C Golden rules of email marketing
3.4.2 The briefing document template Please use the same briefing document template to provide detailed information on the jobs required as found on 3.2.4.
3.4.3 Contact information Patrick Degenhardt, DAP – One-to-One Marketing Team, patrick.degenhardt@philips.com Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
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3.5 Search Engine Marketing Philips works directly with Google on a global basis for Search Engine Marketing.
3.5.1 How to organize? Step
Description
Responsibility
1
Fill in brief using the One-to-One template
NSO
2
Submit brief and all relevant marketing information to Google contact in relevant region (see below), and copy DAP One-to-One Marketing Team.
NSO
* Note: Marketing information consists of, e.g. local consumer brochure, translated taglines, ATL materials, some product shots, etc 3
Revert with proposal
4
Review proposal
NSO
5
Approve proposal
NSO
6
Setup and test
7
Go live
3.5.2 The briefing document template Please use the same briefing document template to provide detailed information on the jobs required as found on 3.2.4.
3.5.3 Contact information • • • • •
Bas Bloom, Google – Europe, bblom@google.com Kolleen Boyle, Google – US, kolleen@google.com Bas Bloom, Google – South America, bblom@google.com Bas Bloom, Google – Asia Pacific, bblom@google.com Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com
3.5 Share your best practices We have provided you with the most common possibilities to promote the website and to generate traffic. But of course there are much more ways! Please share your best practices with your Marketing Manager, so that we create a learning loop!!
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4 Global support after Go-Live 4.1 Reporting After the website and the campaign go live, there are many reports that in-countries can look at to interpret the results of the campaign and/ or website.
4.1.1 Sources of reports Report Category
Report Source
Report Description
Search engine marketing
• Provides information about the search engine marketing campaign. • A login account information to
Online media
Carat
• Provides information about the online media campaign, e.g. banner impressions, click through rates • *Note: Such reporting can only be measured and made available if the website are instilled with Carat’s media tracking codes.
Website
Philips CMST/ One-to-One team
• Provides information about the statistics of the websites. E.g. no. of visits, no. of clicks, etc • *Note: Such reporting can only be measured and made available if the website are instilled with web statistics codes.
*Note: It is assumed that the local marketing team has a resource that has the basic knowledgeable of online and is able to provide assistance to interpret online reports. If this is not a case, than a suggested web statistics workshop should be organized to help ‘educate’ the in-country folks.
4.1.2 Contact information • • • • • •
Bas Bloom, Google – Europe, bblom@google.com Kolleen Boyle, Google – US, kolleen@google.com Bas Bloom, Google – South America, bblom@google.com Bas Bloom, Google – Asia Pacific, bblom@google.com CMST, Philips CMST, central.marketing.support@philips.com Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com
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4.2 Support on Philips websites If you discover any issues on the website, it needs to be raised to Philips CMST team.
4.2.1 Process Step
Description
Responsibility
1
Discovery of issue or bug on website
NSO
2
Create and submit issue log
NSO
* Note: The issue log should clearly state the issue description and the screen shot of the issue 3
Review issue log
CMST
a If there are any questions on the issue log, CMST to contact with NSO to discuss and clarify b If there are no questions on the issue log, go to Step 4 4
Fix issue
CMST
5
Inform NSO
CMST
6
Check and close case
NSO
4.2.2 Best practice Whenever a bug or issue on the website is discovered, it is good practice to provide a description and a screen shot of the error message to facilitate the technical team to understand the issue better.
4.2.3 The document template Please use the issue log to log down any issue discovered on the website that requires support.
4.2.4 Contact information • CMST, Philips CMST, central.marketing.support@philips.com • Elaine Chum, Senior Online Marketing Manager, Domestic Appliances, Philips DAP, elaine.chum@philips.com
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Appendices A
Guide to Consumer Relationship Marketing (CRM) Activities
Concept CRM plays an increasingly important role in the marketing mix of media campaigns and product launches today. Due to the fact that thousands of marketing messages from every corner bombards consumers daily, only few of these messages are truly capable of creating a meaningful connection with them. On the other hand, CRM activities are by definition designed to impact a specific consumer with certain specific characteristics, in other words, a market segment. CRM is segmented and designed from the start to impact the very needs of a person who might be willing to purchase a product or service, or even spark a previously unconscious desire to do so. Especially for Philips, where “Designed Around You” is such an important brand pillar, CRM plays a key role in improving the Philips brand experience since it allows us to tailor messages to consumers. For us, CRM can be characterized by the following: 1. Use of individual consumer data to communicate with that consumer; 2. While it can be used tactically, it is generally a long-term strategy that communicates with a consumer a number of times over the consumer’s lifecycle; 3. Philips strongly adheres to permission-based CRM – meaning that we will not use their data for communication unless we have the consumer’s permission in advance.
Objective of this Guide Help NSOs improve the effectiveness of campaigns by better understanding the power of CRM and support their use of CRM-related projects. By adhering to the way of work explained in this Guide they will incorporate the right approach for CRM, thus avoiding issues with privacy policies and company guidelines.
CRM Objectives By deploying CRM initiatives, you may be able to achieve: • Higher consumer preference for the brand; • Increased brand awareness in specific market segments; • Higher product conversion, thus more revenue through indirect sales, via the usual partnerships with Retailers; • Reach smaller segments more efficiently than you can using mass media; • Communicate with consumer segments with more targeted messages, thus, more relevant impact.
Examples of CRM activities • Direct mail or Email campaigns aimed at consumers target for a specific need and product; • Registration of consumers using any media or activity (for example, promotions, fairs, websites, product registration, etc.); Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
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• Direct mail or Email to key people from the Retailers; • Building a Microsite with consumer registration (specific Microsite policies exist within Philips, which are not covered by this Guide. Please refer to the One-to-One team before you start to develop a Microsite).
DAP Way of Working for CRM Because CRM relies on consumer data, there are a number of things to keep in mind when building your CRM program or campaign, including many legal issues and Philips corporate standards that must be considered carefully and have significant risk if not addressed correctly. The One-to-One Department has the specialized knowledge and experience to help you navigate your way through the mix of requirements and the skills to help you set up your CRM program for maximum effectiveness. The time to get One-to-One involved is before you get started, even if you plan on using an outside agency. How to set up basic CRM activities Nonetheless, some basic rules are easy to follow and may be applied by your organization in CRM campaigns: a. Forms to collect consumer information You can collect consumer information in events, fairs, on the Internet, etc. For information collected Online, the only form allowed to register consumers is via the Infrastructure provided by Philips ePlatform services. If you plan to collect consumer information on the Internet, contact the One-to-One team before you start. For information collected on hard materials, such as reply cards, leaflets, cards, etc in events or fairs, consumer data should be made available in any digital form (Excel sheet, Access, TXT file, etc.) and then sent to the One-to-One team to make it available in the official database of consumer data, the OCDB. It is not allowed for NSOs or any other Philips entity to keep local consumer databases. All consumer information should be stored centrally at the OCDB. b. What information to collect We must emphasize that the approach for collecting data should focus on collecting a small amount of information at a first point of contact, and then building the information gradually over time. This is based on research that shows that the registration rate is directly linked to the number of questions the consumer must answer on the registration form. The more questions, the lower the registration rate. If you can provide some form of incentive to motivate consumers to register, it is more likely that the return rates will increase dramatically. c. Minimum required fields in registration You can collect virtually any information from a consumer, as long as it follows local legislation, his/her privacy and Philips standards. Nonetheless, there are a number of minimum fields required, which are: - First Name - Surname - Email - Country - Check box if the person is 14 years of age or more; - Check box to opt-in for future communications (there is a specific copy text for that, see below); Text for Opt In: Yes, I would like to receive Philips Newsletters with information on next generation products, promotional offers and much more.
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If the registration takes place on the Internet, other guidelines apply as well, such as links to Philips Privacy Policy and Terms of Use. d. How and where to send data for data entry to the database Once you collected the data from an offline source, or if you have today a local database of consumers, send the files to the One-to-One department by Email. Send it to the One-toOne CRM Manager, patrick.degenhardt@philips.com. If you have a large database originated from a local Microsite, another set up will have to be prepared, please get in contact with the One-to-One department. e. Campaigning The process you should follow for campaigning to the consumers in your country is available through the One-to-One department. Specifically, Email campaigns can only be made through the CRM Infrastructure in place. This saves you money and ensures your campaign adheres to legal and Philips standards. If you want to create a campaign to impact consumers in your country, contact the Oneto-One team.You will create your creative materials with our guidance and they will be broadcast via our partner company, eLoyalty. f. How to get access to the data You can gain access to results and reports via the One-to-One team, which will check OCDB for the information requested. g. Creating Microsites There are specific Philips policies for creating a Microsite, so if you have plans to do so, please contact the One-to-One team first. The One-to-One team is looking forward to helping you make CRM an important part of you local marketing mix. Get in touch!
Information contained in this Guide is meant for instructional reasons only, and cannot be held responsible for activities not previously approved by the global One-to-One Marketing department, nor does it overrule global Philips or local market rules, policies, regulations and legislation.
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B
Email Newsletters/Campaign – Brand Identity
E-mail newsletters/campaigns are messages distributed by e-mail. Each e-mail provides the reader with news in summary form, and normally together with a link to a web page that provides more detailed information. This section describes the basic rules for internal and external e-mail newsletters/campaigns. For complete details including specific font sizes and colors, see the downloadable style guides on Philips Intranet.
When to use email newsletters/campaigns? An e-mail newsletter/campaign is a strong alternative to conventional newsletters if you want to achieve any of the following: • Shorter publishing cycles • Increased traffic to web pages • Shorter and more frequent news updates • Lower costs
General rules Use an informative title that makes the recipient want to open the email. Do not use more than 50 characters for the title, since some email applications cannot handle longer titles. Ensure that the sender address (the address your readers will see) refers to the name of your organization and never changes. This minimizes the chance of it being caught by a junk mail filter and helps your reader recognize it. Keep summaries short.You can always provide more text on the web page. Make sure that there is a clear distinction between the summary text in the newsletter and the full text on the web page it links to. Do not repeat the summary on the web page and do not link to a web page for only a few lines of extra text. Distribute the e-mail at fixed intervals suiting the type of information contained. For example: • Weekly for time critical information intended for specific interest groups • Bi-weekly for regular updates about ongoing projects • Monthly for regular updates about a group’s activities • Quarterly for summaries of initiatives in stable areas, such as administrative procedures The newsletter must be as small as possible. Aim for 30 KB for mass circulation newsletters (up to 30,000 subscribers), 50 KB for large circulation newsletters (up to 10,000 subscribers) and 100 KB for medium circulation newsletters (up to 1,000 subscribers).
Identity elements • Wordmark: The wordmark appears in the footer of an internal newsletter and on the top left of an external newsletter. • Shield: Do not use the shield in newsletters • Brand promise: Do not use the brand promise in newsletters. • Typefaces: Use Gill Sans for graphics and the title. Use the default email font setting for all other text. Use consistent typefaces throughout the newsletter. • Colors: The colors of components on the page can be customized using the standard Philips intranet palette; use dark colors for text and medium or light colors for backgrounds. For internal newsletters, the colors for the Philips global bar, site context bar and site content navigation (top and left navigation). Guide on how to localize and promote the Philips kitchen appliances website - Phase 1 - Version 1.1 - January 2007
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Text alignment Align text to the left.
Mandatory components This section lists the components that must appear in every newsletter/campaign. See the downloadable style guide for details of font sizes and colors. • Title: Used to identify a newsletter; must only contain text. • Identifier: Contains the newsletter’s organization of origin, date of publication and the (un)subscribe function. It is aligned left and the first component after the title. • Footer: Displays the (un)subscribe link, the newsletter owner’s name, the copyright message and the Philips wordmark as an image. Aligned left. >> When using ePhipany system it will be automatically done. • Summaries: Contain a text of no more than 100 words and the URL of the link to the full news item or feature.
Additional components This section describes components that may appear in every newsletter/campaign. • Main header: Identifies the newsletter’s theme and should contain only text. • Introduction: Displays the main feature or news item. Consists of a header, a small section of text and a web link to the full article and/or a picture. Pictures use a 10 pixel wraparound. • Index: A table of contents that appears at the beginning of an e-mail and lists the main subjects of the newsletter. The index may be either a table of contents showing the main sections of the newsletter (see Index: layout 1 in examples) or links in the table of contents that take the reader to the relevant section. • Emphasized text box: Highlights information. For the background color, use the medium or light range colors from the Philips intranet color palette. Emphasized textboxes use a 10 pixel padding (left, right, top and bottom). • Section header: Defines the different content areas, creating a clear path through the newsletter. For the background color, use the medium or light range colors from the Philips intranet color palette. • Separator line: Separates items on a page or within a component. Use a 1 or 3 pixel line on a colored background. • Date: Should be in the order of month, day, year. For example, May 22, 2003. • Hypertext links: These should be blue #005AFF and underlined.
Images Optimize pictures as JPGs or GIFs. The recommended maximum file size is 20KB. Use no more than five images per newsletter.
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C
Golden rules of email marketing
• No Spam! The consumer has subscribed to the newsletter so it’s no Spam. • HTML v Plain text • Make the subject line inviting and attractive • Personalize the newsletter Always try to personalize the newsletter. As the consumer gave the name at subscribing to the newsletter we should use it. So it doesn’t feels like Spam. • Design newsletter (300 pixel rule) While designing a newsletter it is important to put the USP’s of the action in the first 300 pixels of the newsletter. These pixels stand for the preview window in Outlook before opening a newsletter. • Create relevant content Try to start actions, which are relevant to all the receivers. Maybe add some components while registering for a newsletter that the consumer can make a choice of products he/she is interested in. • Recognizable design • Measure the newsletter and learn • Planning and control (spelling checks and working links) Link to the homepage (state of the art that will impress the visitors). • Signature, make yourself known • Unsubscribe and send a friend Try always to incorporate send a friend button in the newsletter. Make sure the Unsubscribe page is in the same language as the E-mail Campaign itself.
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