CRM means Customer Relationship Management, and it’s the art of turning a series of contacts with people into a managed conversation over time by increasing your share of mind and share of spend with that individual as they move along the sales funnel.

Circle newsletter programme

Over two years I executed a rolling monthly programme of newsletters and case studies for healthcare partnership Circle, reaching 3000 staff with over 60 pieces attaining readership rates of 28-32%. Here’s the programme.

Equant postcards

This postcard programme in Europe pushed actual offerings each month to a database of 3000. There were 9 executions in total. I liked the copy here; each postcard was a micro-case-study and the wordplay worked without being annoying. Here’s the programme.

Perrier

To mark the millennium, I designed a web-based CRM programme for Perrier’s bubbly mineral water. Rather than a website, the concept extended across multiple media sites – giving people the opportunity to collect bubbles by rolling over and clicking pup-up ads. The programme remembered each user, and prompted them to offer more information at strategic points in the programme – asking them to deepen the relationship only when they felt engaged.

Unilever Dove

The first broadband campaign in the Netherlands was a CRM programme too: a double first, as part of Dove’s move towards a younger audience. I wrote it as an A/B split to research whether broadband users would respond more to images or text.

American Express mailers

In Singapore I wrote a number of mailers for Amex’s Membership Rewards programme, sent to several hundred thousand cardmembers. Here are two of them.

BMW seasonal mailer

As part of a Christmas advertising push in Singapore, I wrote this mailer to sync with the print campaign’s aspirational feel. Here it is.

Singapore Airlines mailer

Singapore Airlines Cargo is one of the few airfreight divisions offering a door-to-door facility, and this mailer – to an audience of freight forwarder around Asia/Pacific – introduced the service. Here’s the piece.