Gig case study

12
Channel Engagement & Sales Integration Case Study

description

Channel Marketing Case Study

Transcript of Gig case study

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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"

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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  

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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  

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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  

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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"