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Cross-Media Marketing Case Study #1
 

Cross-Media Marketing Case Study #1

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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
    • 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
      Blog