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Multi-channel Campaignsadaptation | success | pitfallsCase study - Atomic Media Works

Wrich Printz | CEO & President of L2, IncL2, Inc | Provider of Fuse Cross Media Technology

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Overview:

• Case study: Atomic Media Works

• Adapting the strategy

• Yielding successful results

• Pitfalls to avoid

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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

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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.

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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

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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

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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…

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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)

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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

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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

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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

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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

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Connect:Contact:

(408) 457 9300

Email: info@L2soft.com

Website: www.L2soft.com

2890 Zanker Rd. Suite 209San Jose, CA 95134

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