A plan I did for Euo Car Parts.... School assignment

1. Digital Strategy

2. The Approach
4. Audience
Who are we trying to target
6. Budget & Control
How do we monitor
1. About Euro Parts
3. Goals
What are we trying to achieve
2 Situation Analysis
Where are we
5. Strategy
How will we reach and engage
S
AS
B
C A
G
Why are we here

3.  Euro Car Parts is the UK’s largest car and van parts
distributor. ECP started from humble beginnings in
North London, but is now a major employer with
4000 people in 100 branches across the UK.
 Its core proposition to the market is “Any part for
any vehicle any time” and it is around this message
that its sourcing, stocking, delivery and pricing
propositions are developed.
 Until now, it has not efficiently used digital
platforms and is in now open to harnessing the
channel.

4. Euro Car
Parts
Makes
250M a
year
Mostly sell
to Garages
140,000
Daily sales
to
Individuals
Want to
grow
turnover
to approx
300M this
year

5. Website
• Alexa – ranked 529 in Great Britain
• Approx 1 million visits in a month
Social Media
• Facebook – 15,000 Fans
• Twitter – 8445 followes

6. Build equity by
having at least
10% engagement
per social post
Increase social communities –
Facebook to 500,000, Twitter to
100,000.
Increase usage
amongst end by
consumer
segment and
switch retail
buyers to digital
buyers
Maintain 50% Share of Voice
for industry conversations
online MoM .
Goals –
The brand is already known.We want to create a community of loyalists
online, make them fall in love with the brand, and be brand advocates

7. Male &
Female of 25-
40 years
Residents of
the UK
Love ease
and
convenience
Compulsive
sharers and
Influencers
Innovation
Enthusiasts

8. Currently, the brand is positioned as a
marketer, as seen from their website
design and other platforms.
As we know, nobody likes marketers.
To successfully build it’s digital brand and
increase sales, that personality has to
change

9. Euro Car Parts has
nothing new for
me
Contextually
relevant
message
Wow! Let
me check
this out!
Awareness is not a problem.
Relevance is
Task is to create reasons
for people to come in
What can we offerYOU
Hyper targeted messaging
Based on behavior,
motivation
Day of week, context and
other
extrapolations
Attention given;Views, Fans, Follow
Etc as proof.
Quality score increasing landing
pages
Repeat inducing content
Email sign-ups
Sign-ups to product and
services

10. We will position Euro Car Parts as a content-driven brand,
constantly providing solutions to needs, car parts and beyond.We
will drive this home with our communication, social media content
and media advertising.
Something for Everyone

11. About Euro
Parts
Products –in-
use
Lifestyle
How – to/DIY
techniques
Car Fun Facts
Trivia/Compe
titions

12. Digital Assets
An App – For easy ordering
Loyalty club for online
buyers where they win and
accumulate points
Social Media
Check in: People are
incentivized for checking-
in into retail shops when
picking up goods.This
helps boost awareness
Youtube How-To
aggregator: with user
generated content that
places Euro Car Part as the
source of every solution

13. Branding
Build the brand
with the
Audience
which counts
the most
ENGAGEMENT
Leverage innovative
platform to encourage
“stickiness”
LEADS
Get new revenue
streams and
customers
Branding Engagement Leads e-commerce
E-Commerce
Drive e-commerce
with an audience
already transacting
online

14. Search
Display
Mobile
Desktop
✔
Mobile
✔
Tablets
✔
Branding Engagement Leads e-commerce

15. 15
Awareness Purchase LoyaltyConsideration
Rich Media
Image Ads
Always On Search
ExpandableVideos
Remarketing
Video Ads
GDN Blast

16. Digital Media Framework
Mobile Centric & Device specific – across // Mobile // Tablet
(some Desktop)
Awareness
Google
Paid
Search
Micro targeted
Keywords
YouTube/V
ideo
Pre-Roll /
Companion/Ma
sthead
Google
Display
Network
Interest
/Topical
Targeting
Engagement
Google
Display
Network
Engagement
Ads
YouTube/V
ideo
Pre-
Roll/Masthead
Re-
enforce
ment
GDN &
YouTube
Remarketi
ng
MediaApproach

17. Connecting with customers
Branding Engagement Leads e-commerce

18. Innovation Examples
 Site links: this offers
additional links in the ads
that help consumers
make decisions on the
spot
 Image Extensions :
(works better more like
display ads) see Samsung
example on the right

20. Offer Extensions:
Be present when your
existing consumers are
searching for you with value
adding opportunities
Click to mSite:
Target your existing
customers with your added
value opportunities across
apps & sites

21. This will be based on Facebook and Twitter
Here will focus on
 Promoted tweets for on twitter targeting
top 10* handles in UK
 Promoted posts on Facebook targeting our
TG
 Click ads that will take people to landing
page

22. Seamless video experience across devices

23. Seamless video experience across devices
In-App
(across Andriod & iOS)
m.web
(mainly served on Blackberry)

24. The ad begins in
a standard,
scalable
ad unit
The ad expands
when customers
hover over the
creative for more
than two
seconds
The expanded creative
provides a canvas for
deep interaction with the
brand
Rollover-to-expand ads become accountable
and efficient with Google’s two-second hover
delay
Example:
http://goo.gl/TacX3O

25. $0.10
CPV
In-stream ad format
20 seconds max
$0.10
CPVIn-video ad unit is a
480x70 and a
300x250 banner ad
+

26. Drive acquisition online
Branding Engagement Leads e-commerce

27. Brand Performance
Build Awareness
Help recognize and
remember a brand by
using the right media
type across screens
Drive Sales
Drive interested users
to a desired point in
the conversion cycle
Influence
consideration
Customize messaging
based on audience to
increase product interest
Grow Loyalty and
Retention
Build on existing
consumer
relationships

28. 1
X
Effective
Formats See an
open rate of up to
3.5% on average
Cost-efficient
PricingPay once
per user
per campaign with
cost-per-
click pricing
High
Performance
See at-par, if not
better,
performance
compared to other
display
placements
30
X
Optimum
DeliveryShow
ads 14-30x per
month
(depending on
performance)

29. Innovative
Take
advantage
of this high-
impact ad
format
tailored to
Gmail
Insightful
Maximize
optimization
opportunities with
interaction
metrics
SmartTarget
actual users
rather than
cookies
Reach
Engage
hundreds
of millions of
users across all
devices

31. Extend the reach of the Euro Car Parts retail store
Branding Engagement Leads e-commerce

32.  source 1: MRI, spring 2011
 source 2: STELLAService and Ovum “the value of great customer service” mar
2010
8in10find customer service
somewhat, very important1
consumers will pay…
10%more for good customer
service2

33. “How-to” questions lend themselves well to digital & consumers
increasingly turn to mobile search & video for the answers. What are
they looking for?
“How-to” videos from
key carriers &
manufacturers on
mobileYouTube
Official content
from carriers &
manufacturers
on mobile
search

34. Provide advice to consumers on their mobile
device with how-to-videos
Drive users to the Ecommerce site, build
affinity and spur purchase
We will extend customer service strategy to
mobiles drive more revenue, and reduce lowest
cost of contact

35.  A simpler site that gives the visitor lesser options to
choose from, but immediately defines the essence
of the brand.
 Fewer homepage Menu
 Simpler Mobile site
 Subscriber sign up form should be at the top for
better lead generation

36. Search Imps CPC Clicks CTR Media Spend
Total 22,580,645 $0.31 225,806 1.00% $70,000
GDN Imps CPC Clicks CTR Media Spend
Total 138,888,889 $0.27 555,556 0.40% $150,000
Twitter Impressions CPEEngagements CTR Media Spend
Promoted Account & Tweets 4,444,444 $0.90 44,444 1.00% $40,000
Innovation Imps CPC Clicks CTR Media Spend
Premium local buys 8,000,000 $0.60 80,000 1.00% $48,000
Yahoo Imps CPC Clicks CTR Media Spend
Home Takeover 7,000,000 $1.00 35,000 0.50% $35,000
Facebook
Post Engagement/Like Ads Imps CPE Clicks Engagement CTR CVRMedia Spend
Total 83,333,333 $0.03 2,000,000 2,000,000 2.40% 90% $60,000
YouTube Imps CPC Clicks Views CTR CVRMedia Spend
intream and RMA ads 50,000,000 $0.60 50,000 150,000 1.50% 70% $30,000
GSP Imps CPC Clicks CTR Media Spend Conv RateConversions
Total 2,500,000 $0.60 25,000 1.00% $15,000 4% 1,000
LinkedIn Imps CPM Clicks CTR Media Spend Conv RateConversions
Total 7,500,000 $2.00 22,500 0.30% $15,000 3% 675
Media Budget $463,000 £300,950.00
*Budget calculated in dollars as most third party suppliers will be paid in dollars

37. Monthly
Tracking
Error
Checks
Goals &
Conversion
Monitoring
of spend
and ROI
Key Performance
Indicator
Measurement
Recommenda
tions
Control – How do we monitor