:: The Campaign Technology People 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
Nov 27, 2014
:: The Campaign Technology People
Multi-channel Campaignsadaptation | success | pitfallsCase study - Atomic Media Works
Wrich Printz | CEO & President of L2, IncL2, Inc | Provider of Fuse Cross Media Technology
:: The Campaign Technology People
Overview:
• Case study: Atomic Media Works
• Adapting the strategy
• Yielding successful results
• Pitfalls to avoid
:: The Campaign Technology People
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
:: The Campaign Technology People
Campaign setup:
customers
1
23
4
1 Personalized postcards w/ pURLs are sent out to customers
2 Customers receive postcard – some respond to the pURL, some don’t
3 pURL captures all response actions and updates customer data list
4 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.
:: The Campaign Technology People
personalized collateral w/ offer (postcard & email)
personalized URL
customer’s name
image of customer’s car type
customized offers
• 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
:: The Campaign Technology People
Capturing all responses and optimize customer data
Customer data is pre-populated
personalized audio presentation of instructions
Landing site is highly personalized to customer
• 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
:: The Campaign Technology People
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…
:: The Campaign Technology People
Results:• Sent:
• 4850 (postcards)• 3089 (emails)
• Visited webpage: 161• Appointments made: 61 (first 2 weeks)• 35.6% of those who visited pURL scheduled 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)
:: The Campaign Technology People
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
:: The Campaign Technology People
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
:: The Campaign Technology People
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
:: The Campaign Technology People
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
:: The Campaign Technology People
Connect:Contact:
(408) 457 9300
Email: [email protected]
Website: www.L2soft.com
2890 Zanker Rd. Suite 209San Jose, CA 95134
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