Cross-Media Marketing Case Study #1

Multi-channel Campaigns
adaptation | success | pitfalls
Case study - Atomic Media Works
Wrich Printz | CEO & President of L2, Inc
L2, Inc |Provider of Fuse Cross Media Technology

Overview:
Case study: Atomic Media Works
Adapting the strategy
Yielding successful results
Pitfalls to avoid

Case study overview:
Atomic Media Works – Marketing Agency
Client: Nissan of Redlands
Target list – 4850 customers (who did not visit dealership for over 24 months)
Objective: motivate customers to schedule a service appointment
Offer: free oil change/discounted rates

Campaign setup:
1
customers
4
2
3
Personalized postcards w/ pURLs are sent out to customers
1
Customers receive postcard – some respond to the pURL, some don’t
2
pURL captures all response actions and updates customer data list
3
Based on response actions captured, a personalized email is triggered and sent to those who did not respond. Email invites them to the same pURL.
4

personalized collateral w/ offer (postcard & email)
Postcard/email are highly personalized to each customer
Speaks to the customer as an individual & offers appeals to their personal needs
Invitation to visit pURL to redeem coupons for free oil change and other discounts
A reminder email (same offer and graphics) is scheduled to go out to those who don’t respond in 3 days
customer’s name
customized offers
image of customer’s car type
personalized URL

Capturing all responses and optimize customer data
Landing site is highly personalized to customer
personalized audio presentation of instructions
Customer data is pre-populated
Customers who respond arrive at their personalized landing site (pURL)
Customers are asked to confirm / update their personal data
An personalized audio clip (announcing their name) provides instructions
Customers then enter code (found on the email or postcard) to redeem coupons

Learning more about customers for future campaigns
Offers are personalized to the customers’
Car type (yr and model)
Customers are provided with a list of coupons for a free oil change a various discounts
Each offer is designed to capture more data about the customer. Based on their selection:
Find out the state of condition the car is in (e.g. mileage)
Day of time they prefer to schedule service
Do they own more than one Nissan car
Etc…

Results:
Sent:
4850 (postcards)
3089 (emails)
Visited webpage: 161
Appointments made: 61 (first 2 weeks)
35.6% of those who visited pURLscheduled an appointment
Total parts/labor sales:
Last visit > 9 months - $27,878 (655% ROI)
Last visit >12 months - $19,882 (467% ROI)
Total ROI > 485% (as of 02/20/08)

Adaptation:
Marketing needs? Objective?
Atomic/Nissan clearly defined the needs and objective before executing campaign
Is data available (CRM)?
Nissan had customer data from previous services & purchases – designed campaign to capture up-to-date customer data
What technology/solution?
A cross-media platform was implemented to: personalize collateral, automate campaign and track responses. L2’s Fuse platform was used for this campaign
In house vs. out source
Atomic Media had the personnel and resources to plan, execute and report campaign results. All they needed was a small team, a plan and the right technology

Yielding Successful Results:
The planning process
Atomic determined who to target, which channels to use, what offers to make and how to capture response
Relevance is the key
Atomic personalized every aspect of the communication – did not over do it, creating the “creepy effect”
Testing is critical
Different offers were made to customers to see what produced higher results
Follow up plan
A reminder email was scheduled to go out to those who didn’t respond within 3 days
Tracking and reporting response actions
All responses and actions were captured on the pURLs

Pitfalls to avoid:
More channels ≠ more effective
Only use channels that communicate effectively to the target – too much turns communication into blasting
Over personalization – creepy factor
It gets “creepy” if you know too much about the target
Good offers that are irrelevant
Free oil changes and discounts for major services – only applies to cars that are over a certain mileage
No initiative is perfect – constant optimization is required
Initiate, learn and adjust
Content – decorative or functional?
Don’t focus all on fancy wording and nice graphics – are you really communicating to the target?
Doubts about the initiative?
Simply don’t do anything you have doubts on

Always keep in mind:
Data is the source of fuel
Using more channels ≠ successful results
Always have an objective and plan
Relevant messaging/offer?
Relevance is the key – avoid creepy factor
Testing – analyze data before making initiative

Connect:
Contact:
(408) 457 9300
Email: info@L2soft.com
Website: www.L2soft.com
2890 Zanker Rd. Suite 209
San Jose, CA 95134
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Cross-Media Marketing Case Study #1

by L2, Inc. on Mar 22, 2010

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Cross-Media Marketing Case Study #1 — Presentation Transcript