Cross-Media Marketing Case Study #1
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Cross-Media Marketing Case Study #1



Cross Media Campaigns: adaptation, yield success and pitfalls to avoid. ...

Cross Media Campaigns: adaptation, yield success and pitfalls to avoid.

Insights on successful cross media marketing through a case study.

Presentation brought to you by L2, Inc - The Campaign Technology People



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Cross-Media Marketing Case Study #1 Cross-Media Marketing Case Study #1 Presentation Transcript

  • 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
    View slide
  • Campaign setup:
    Personalized postcards w/ pURLs are sent out to customers
    Customers receive postcard – some respond to the pURL, some don’t
    pURL captures all response actions and updates customer data list
    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.
    View slide
  • 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:
    (408) 457 9300
    2890 Zanker Rd. Suite 209
    San Jose, CA 95134