Post on 03-Jul-2015
description
Channel Engagement & Sales Integration Case Study "
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CHALLENGE!
"Engage and Excite a Dealer Network
and Sales Channel Disenfranchised by the Historical
Corporate Marketing Initiative"
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
4
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
Corporate direc.ves to dealer needs
Product focus to customer
focus
Marke.ng Evolu.on
5
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
ACer
“Corporate marke.ng programs are important to my
business”
“Corporate leads are genera.ng sales”
“Corporate marke.ng is a
partner”
Engaged and mo.vated dealer’s …branding consistency and
marke.ng efficiency
Marke.ng Evolu.on
Corporate direc.ves to dealer needs
Product focus to customer
focus
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SOLUTION!
"Corporate Sponsored, Dealer Controlled, Customer Centric,
Tier 3 Sales Promotion"
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CHANNEL DIRECTED!
Local Control
• Media Mix • Distribu.on List • Product Selec.on • Offer Choices • Dealer Logos
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INTEGRATED CAMPAIGN!
Tradi.onal
Retail
Online & Mobile
Local Search
10
Microsite Dealer/POS
Businesses w Class 4, 5, 6 or 7 Trucks <300 Trucks / Bought 2006 or Newer
Class 4/5 and SIC = Emergency, Utility, or Recovery
Targeted
Med
ia
Self-‐Iden
5fying M
edia
IT.Com
• Sweeps Entry • Data Capture • E-Mail Opt-In
• Configurator • Coupon
Download • Dealer Lookup
Core Target Audiences
1st Effort 2nd Effort / Reminder 3rd Effort / Last Chance
Dealer Reports
Marke5ng Database
IT.Com
Banner Ads
Viral -‐ VeriTalk
Social Media • Sweeps Entries • Leads • Inquiries • Suspects • New E-Mail Addresses • Purchase Intent / Timing
Sweeps
10-14 Ltr / Non-Ford, GM, Chevy
Customers 30%+ ITE
Conquest <30% ITE
Customers 30%+ ITE
Conquest <30% ITE
TerraStar Corporate Mailer Direct Mail / E-Mail Post Card / E-Mail E-Mails (3)
COMPREHENSIVE CONTACT STRATEGY!
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LOCAL MEASUREMENT!
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RESULTS!• 71% of dealers registered for the sales event; a 600% increase over the
previous year"
• Program generated for over 8000 delivered trucks"