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

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

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

3. 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

4. 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

6. Speaks to the customer as an individual & offers appeals to their personal needs

7. Invitation to visit pURL to redeem coupons for free oil change and other discounts

8. A reminder email (same offer and graphics) is scheduled to go out to those who don’t respond in 3 dayscustomer’s name customized offers image of customer’s car type personalized URL

10. Customers are asked to confirm / update their personal data

11. An personalized audio clip (announcing their name) provides instructions

13. Each offer is designed to capture more data about the customer. Based on their selection:

14. Find out the state of condition the car is in (e.g. mileage)

15. Day of time they prefer to schedule service

16. Do they own more than one Nissan car

18. 4850 (postcards)

19. 3089 (emails)

20. Visited webpage: 161

21. Appointments made: 61 (first 2 weeks)

22. 35.6% of those who visited pURLscheduled an appointment

23. Total parts/labor sales:

24. Last visit > 9 months - $27,878 (655% ROI)

25. Last visit >12 months - $19,882 (467% ROI)

27. 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

28. 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

29. 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

30. Connect: Contact: (408) 457 9300 Email: info@L2soft.com Website: www.L2soft.com 2890 Zanker Rd. Suite 209 San Jose, CA 95134 Blog