Continental tyres 22052013

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Continental tyres 22052013

  1. 1. The Digital Bridgeto your Customers
  2. 2. Continental TyresMulti-channel CampaignMay 2013
  3. 3. Goal• Increase awareness of the ContinentalTyres brand• Increase network footfall• Increase sales of Continental Tyres vianationwide network
  4. 4. Strategy• Pilot an integrated Direct Marketingcampaign across a single dealership with avariety of outlets within a specific allocationof postcode areas• Review success of pilot with a view tonational rollout
  5. 5. Tactics• Email Campaign to both businesses andconsumers within selected postcodesspecific to the clients criteria• Postal DM Campaign to the email openers• Social Media Campaign to the emailopeners (Facebook)
  6. 6. Logic• Whilst email marketing is on its own a major trafficdriver for many organisations around the world, atEmailmovers we believe in the further opportunity ofthe follow up• A postal or hardcopy campaign to the email openersoffers a higher return on investment because of thereduction in volume required as a direct result of theemail marketing campaign. It is also a significantreduction in the carbon footprint of the overallcampaign, especially when running at a national level.
  7. 7. Target Audience• Geographical Information• Specific PostcodesIt was agreed that no further filters be added tothe selection criteria at this stage although furtherselection criteria maybe added at a national level.It is also suggested we profile the responders toadd to market intelligence and identify commoncriteria, this can all be done in-house byEmailmovers.
  8. 8. Postcode Areas• The target audience of 48,827 is based ongeographical information - specifically thepostcode areas on the following slide in theUK that relate to a single dealership with anumber of outlets.
  9. 9. Postcode Breakdown
  10. 10. Campaign Flow• Overview• Costs
  11. 11. Phase 1 - email marketingPhase 1 - email marketingPhase 2 - hardcopy DMPhase 2 - hardcopy DMPhase 3 - facebookPhase 3 - facebookPhase 4 - SMS ?Phase 4 - SMS ?Phase 6 - responders follow up ?Phase 6 - responders follow up ?RespondersRespondersPhase 5 - telephone ?Phase 5 - telephone ?
  12. 12. Phase 1 - EmailCampaign• B2C Email Contacts - 30,267• B2B Email Contacts - 18,562• Total Email Contacts - 48,829Anticipated open rate 6% (3000)Anticipated click through rate 3% (90)
  13. 13. Phase 1 - Costs• B2C Data Rental Cost - Single Use - £50/CPM30,267 x £0.05 = £1,513• B2B Data Rental Cost - Single Use - £90/CPM15,862 x £0.09 = £1,427• Email Delivery - Deliver,Tracking AndReporting - £5 CPM46,129 x 0.005 = £230• Total Costs for Phase 1 = £3,170
  14. 14. Phase 2 - DM Follow-Up• DM Postal Campaign to approximately3000 postal records• Data provided as a .CSV or .TXT file forthe client to use preferred fulfilmentservice.• 3000 x £0.05 = £150• Total Costs for Phase 2 = £150
  15. 15. Phase 3 - Social Media• FacebookCustom Audience CreationUpload openers emails (cross check for matches withFacebook accounts)Facebook Campaign creation (using client creative assets ifpossible)• Setup Cost = £500• Total cost per click budget = £1,000400 x £2.50 (Actual CPC unknown)• Total Estimated Facebook costs = £1,500Please note that CPC budget can be capped.
  16. 16. • Email Data and Delivery - £3,170• Postal Data - £150• Facebook - £1500• Total Cost = £(All costs subject toVAT at 20%)Cost Summary

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