Channel Marketing Case Study

1. Channel Engagement & Sales Integration
Case Study "

2. CHALLENGE!
"
Engage and Excite a Dealer Network
and Sales Channel
Disenfranchised by the Historical
Corporate Marketing Initiative"
2

3. Before
“Corporate
marke.ng
programs
are
ineffec.ve”
“Corporate
leads
are
crap”
“Corporate
doesn’t
understand
the
dealer’s
needs”
Misinformed
and
disenfranchised
dealer
body
…
branding
and
marke.ng
chaos
3

4. Marke.ng
Before
Evolu.on
“Corporate
marke.ng
programs
are
ineffec.ve”
Corporate
“Corporate
leads
are
crap”
direc.ves
to
dealer
needs
“Corporate
doesn’t
understand
the
dealer’s
needs”
Product
focus
to
customer
focus
Misinformed
and
disenfranchised
dealer
body
…
branding
and
marke.ng
chaos
4

5. Marke.ng
Before
Evolu.on
ACer
“Corporate
marke.ng
“Corporate
marke.ng
programs
programs
are
important
to
my
are
ineffec.ve”
business”
Corporate
“Corporate
leads
are
crap”
direc.ves
to
“Corporate
leads
are
dealer
needs
genera.ng
sales”
“Corporate
doesn’t
understand
“Corporate
marke.ng
is
a
the
dealer’s
needs”
partner”
Product
focus
to
customer
focus
Misinformed
and
Engaged
and
mo.vated
dealer’s
disenfranchised
dealer
body
…
…branding
consistency
and
branding
and
marke.ng
chaos
marke.ng
efficiency
5

6. SOLUTION!
"
Corporate Sponsored, Dealer
Controlled, Customer Centric,
Tier 3 Sales Promotion"
6

7. 7

8. CHANNEL DIRECTED!
Local
Control
• Media
Mix
• Distribu.on
List
• Product
Selec.on
• Offer
Choices
• Dealer
Logos
8

9. INTEGRATED CAMPAIGN!
Tradi.onal
Retail
Local
Search
Online
&
Mobile
9

10. COMPREHENSIVE CONTACT STRATEGY!
TerraStar
1st
Effort
2nd
Effort
/
Reminder
3rd
Effort
/
Last
Chance
Targeted
Media
Corporate Mailer Direct Mail / E-Mail Post Card / E-Mail E-Mails (3)
Core
Target
Audiences
Dealer
Reports
IT.Com
IT.Com
Businesses w Class 4, 5, 6 or 7 Trucks
<300 Trucks / Bought 2006 or Newer
Class 4/5 and SIC = Emergency, 10-14 Ltr / Non-Ford, GM, Chevy
Utility, or Recovery
Customers Conquest Customers Conquest
Self-­‐Iden5fying
Media
30%+ ITE <30% ITE 30%+ ITE <30% ITE
Banner
Ads
Microsite Sweeps Dealer/POS
Viral
-­‐
VeriTalk
Marke5ng
Database
Social
Media
• Sweeps Entry
• Data Capture • Sweeps Entries
• E-Mail Opt-In
• Leads
• Configurator
• Inquiries
• Coupon
• Suspects
Download
10 • Dealer Lookup
• New E-Mail Addresses
• Purchase Intent / Timing

11. LOCAL MEASUREMENT!
11

12. RESULTS!
• 71% of dealers registered for the sales event; a 600% increase over the
previous year"
• Program generated for over 8000 delivered trucks"
12