Euro Car Parts

Digital Strategy

The Approach

4. Audience

Who are we trying to target

6. Budget & Control

How do we monitor

1. About Euro Parts

3. GoalsWhat are we trying to achieve

2 Situation AnalysisWhere are we

5. StrategyHow will we reach and engage

S

ASB

C A

G

Why are we here

About Euro Parts 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.

Situation Analysis

Euro Car

Parts

Makes 250M a

year

Mostly sell to

Garages

140,000 Daily

sales to Individu

als

Want to grow

turnover to

approx 300M this year

Situation Analysis - Digital Footprints

Website

• Alexa – ranked 529 in Great Britain

• Approx 1 million visits in a month

Social Media

• Facebook – 15,000 Fans• Twitter – 8445 followes

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

Target Audience – Bulls Eye

Male & Female of

25-40 years

Residents of the UK

Love ease and

convenience

Compulsive sharers

and Influencer

sInnovation Enthusiast

s

Insight

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

As Europarts, Where do we want to be?

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 offer YOU

Hyper targeted messagingBased on behavior, motivationDay of week, context and other extrapolations

Attention given; Views, Fans, FollowersEtc as proof.

Quality score increasing landing pagesRepeat inducing contentEmail sign-upsSign-ups to product and services

Propostion

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

Content Framework

About Euro Parts

Products –in-use

Lifestyle How – to/DIY

techniques

Car Fun Facts

Trivia/Competiti

ons

Innovation StrategyDigital 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

awarenessYoutube How-To aggregator: with user generated

content that places Euro Car Part as the

source of every solution

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-Commerc

e

Drive e-commerce with

an audience already

transacting online

The digital roadmap

Search

DisplayMobile

Desktop ✔

Mobile ✔

Tablets ✔

Branding Engagement Leads e-commerce

The roadmap begins with an “Always On” digital strategy

15

…at every stage of the customer life cycle

Awareness Purchase Loyalty Consideratio

n

Rich Media

Image Ads

Always On Search

Expandable Videos

Remarketing

Video AdsGDN Blast

Digital Media Framework

Mobile Centric & Device specific – across // Mobile // Tablet (some Desktop)

Awareness

Google Paid

Search

Micro targeted Keywords

YouTube/Video

Pre-Roll / Companion/M

asthead

Google Display Network

Interest /Topical

Targeting

Engagement

Google Display Network

Engagement Ads

YouTube/Video

Pre-Roll/Masthead

Re-enforcement

GDN & YouTube

Remarketing

Media Approach

Engagement

Connecting with customers

Branding Engagement Leads e-commerce

Search innovation

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

We will drive interaction with our offerings amongst existing customers, when they are browsing online with rich media

Communicate new offers, upgrade opportunities & added value with cost per click advertising, across mobile search & display

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

Will also use; Social Media Network

This will be based on Facebook and TwitterHere 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

Seamless video experience across devices

YouTube Video Masthead

Seamless video experience across devicesIn-App

(across Andriod & iOS)m.web

(mainly served on Blackberry)

Mobile Video Masthead

Engagement / Lightbox Ads

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

Ad formats – In-stream and In-video

$0.10 CPVIn-stream ad

format20 seconds max

$0.10 CPVIn-video ad unit is

a 480x70 and a 300x250 banner

ad

+

Leads

Drive acquisition online

Branding Engagement Leads e-commerce

Connect with consumers through an innovative and engaging ad designed specifically for Gmail. Works for a variety of marketing objectives:

Will use Gmail Sponsored Promotions (GSP)

Brand Performance

Build AwarenessHelp recognize and remember a brand by using the right media type across screens

Drive SalesDrive interested users to a desired point in the conversion cycle

Influence considerationCustomize messaging based on audience to increase product interest

Grow Loyalty and RetentionBuild on existing consumer relationships

Gmail Sponsored Promotions provide relevant messages

Key Benefits

1X

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

30X

Optimum DeliveryShow ads 14-30x per month (depending on performance)

Reach users while they are checking their personal email

Why GSPs are so Effective

InnovativeTake 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

Sample GSP Ads – On parts

E-Commerce | Customer Service

Extend the reach of the Euro Car Parts retail store

Branding Engagement Leads e-commerce

Customer service is a key loyalty driver for consumers

source 1: MRI, spring 2011 source 2: STELLAService and Ovum “the value of great customer

service” mar 2010

8

in10find customer service

somewhat, very important1

consumers will pay…

10% more for good

customer service2

Many of these queries are easily addressable online“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 mobile YouTube

Official content from

carriers & manufacturers on mobile

search

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

Website Recommendation 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

BudgetSearch Imps CPC Clicks CTR Media SpendTotal 22,580,645 $0.31 225,806 1.00% $70,000

GDN Imps CPC Clicks CTR Media SpendTotal 138,888,889 $0.27 555,556 0.40% $150,000

Twitter Impressions CPEEngagements CTR Media SpendPromoted Account & Tweets 4,444,444 $0.90 44,444 1.00% $40,000

Innovation Imps CPC Clicks CTR Media SpendPremium local buys 8,000,000 $0.60 80,000 1.00% $48,000

Yahoo Imps CPC Clicks CTR Media SpendHome Takeover 7,000,000 $1.00 35,000 0.50% $35,000FacebookPost Engagement/Like Ads Imps CPE Clicks Engagement CTR CVRMedia SpendTotal 83,333,333 $0.03 2,000,000 2,000,000 2.40% 90% $60,000

YouTube Imps CPC Clicks Views CTR CVRMedia Spendintream 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 RateConversionsTotal 2,500,000 $0.60 25,000 1.00% $15,000 4% 1,000

LinkedIn Imps CPM Clicks CTR Media Spend Conv RateConversionsTotal 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

Monthly Tracking Error

Checks

Goals & Conversion

Monitoring of spend and ROI

Key Performance Indicator Measurement

Recommendations

Control – How do we monitor