Innovative marketing of media products

Cross-medial use of
customer relationship management (CRM) at
Axel Springer Media Impact

Ulrike Matz Nicholas Pöschl

Management CRM Center Partner
Axel Springer AG Sensix AG

30.09.2010 Copyright 2010 | Sensix AG Frankfurt Hamburg München Wien Zürich

we get, grow and keep your customer relations 1

 Axel Springer Media Impact – a strong partner
for effective communication solutions
  Coverage: more than 95 mio contacts*

  Portfolio: over 50 print titles as well as online and mobile offerings

  Ad sales print: 1,25 billion mm²**

  Outstanding customer contact: 8.800 personal discussions

with customers**
350.000 telephone contacts**

* ma 2010 II (gross reach) total, AWA 2010 (gross reach) total, AGOF internet facts 2010 I (overlaps not considered; period: average month) – basis ma + AGOF: German-speaking population aged 14 and older;
basis AWA: German populations aged 14 and older
** Publisher‘s imprints, period: May 2008 until May 2009

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 Axel Springer Media Impact – a strong partner
for effective communication solutions

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 Overview of customers – media (extract)

30.09.2010 Presentation Sensix 4

 Agenda
➜  1 + 1 = 1,5 ?

➜  Consumer – who ?

➜  Allrounder ?
➜  A swamp for investments ?

➜  ‘Magic bullet’ iPad ?

30.09.2010 Agenda 5
 1 + 1 = 1,5 ?
➜  Objective ‘cross-media’: 1 + 1 = 3

➜  Cross-medial sale is no systemic problem

➜  Results from interviews: “Cross-media is a creative

idea“, “The idea takes centre-stage“, “It is a matter of
efficiency in marketing“, “I can feel the lawn in print
and mow it virtually on the net“

➜  Am I a product company or a consulting firm?

30.09.2010 1 + 1 = 1,5 ? 6
 Costumer - who?

➜  Existing customers

➜  Alibi ABC segmentation? Sales forecast on

every level? What about a real pipeline?

➜  New customers

➜  What about a structured cultivation of the

market? “I do not need this. Anyway, I am
achieving a sufficient turnover!“

➜  I have to hit the target everywhere, not only right in

the middle.

30.09.2010 Costumer - who? 7

 Allrounder ?
➜  What major purpose does CRM fulfill? Controlling
and management or concentrated, effective market
cultivation for sales success?

➜  An employee‘s success is measured only according

to incoming orders

➜  What is CRM? Strategy, system, …? The focus

should be on the costumer – there is a great danger
that the system will become more important than the
market.

30.09.2010 Allrounder ? 8
 A swamp for investments?

➜  How much does CRM cost?

➜  Only licences and services? What about

internal workload? Management attention?
Training? Further development?

➜  There is hardly any tool in a company that has to

go through so many changes

➜  What was the use of it?

➜  ROI is “calculated“ before the initiative

➜  After completion there is no wish to calculate

ROI

30.09.2010 A swamp for investments? 9

 CRM – a swamp for investments?

30.09.2010 A swamp for investments ? 10

 Magic Bullet iPad ?

➜  “The iPad will revolutionise the world?“, “Finally

cross-media!“, “Our publisher has such a thing!“

➜  The iPad does not make the topic “cross-media“

easier, but in fact more complex.

➜  The use in filed service is a good start!

30.09.2010 Magic Bullet iPad ? 11

 Magic bullet iPad?

30.09.2010 Magic bullet iPad? 12


Deutschland
Sensix GmbH
Fraunhofer Straße 20
D-82152 Martinsried
Tel. +49 (0)89 41 11 98 - 0
Thank you very much for your
attention
Ulrike Matz
Axel Springer AG
Nicholas Pöschl
Sensix AG
nick.poeschl@sensix.net
Österreich Schweiz
Sensix GmbH Sensix GmbH Sensix IT-Solutions GmbH Sensix AG Sensix GmbH
Bahnhofstraße 17 Glockengießerwall 17 Storchengasse 1 Storchengasse 1 Wyssgasse 6
D-61250 Usingen D-20095 Hamburg A-1150 Wien A-1150 Wien CH-8004 Zürich
Tel. +49 (0)6081 984 - 101 Tel. +49 (0)40 33 31 35 05 Tel. +43 (0)1 897 24 26 Tel. +43 (0)1 897 24 26 +41 (0) 44 24 45 85 00
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