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Multi-channel Campaigns<br />adaptation | success | pitfalls<br />Case study - Atomic Media Works<br />Wrich Printz | CEO & President of L2, Inc<br />L2, Inc |Provider of Fuse Cross Media Technology<br />

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Overview:<br />Case study: Atomic Media Works<br />Adapting the strategy<br />Yielding successful results<br />Pitfalls to avoid<br />

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Case study overview:<br />Atomic Media Works – Marketing Agency<br />Client: Nissan of Redlands<br />Target list – 4850 customers (who did not visit dealership for over 24 months)<br />Objective: motivate customers to schedule a service appointment<br />Offer: free oil change/discounted rates<br />

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Campaign setup:<br />1<br />customers<br />4<br />2<br />3<br />Personalized postcards w/ pURLs are sent out to customers<br />1<br />Customers receive postcard – some respond to the pURL, some don’t<br />2<br />pURL captures all response actions and updates customer data list<br />3<br />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.<br />4<br />

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personalized collateral w/ offer (postcard & email)<br /><ul><li>Postcard/email are highly personalized to each customer

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Speaks to the customer as an individual & offers appeals to their personal needs

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Invitation to visit pURL to redeem coupons for free oil change and other discounts

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A reminder email (same offer and graphics) is scheduled to go out to those who don’t respond in 3 days</li></ul>customer’s name<br />customized offers<br />image of customer’s car type<br />personalized URL<br />

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Capturing all responses and optimize customer data<br />Landing site is highly personalized to customer<br />personalized audio presentation of instructions<br />Customer data is pre-populated <br /><ul><li>Customers who respond arrive at their personalized landing site (pURL)

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Customers are asked to confirm / update their personal data

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An personalized audio clip (announcing their name) provides instructions

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Customers then enter code (found on the email or postcard) to redeem coupons</li></li></ul><li>Learning more about customers for future campaigns<br />Offers are personalized to the customers’<br />Car type (yr and model)<br /><ul><li>Customers are provided with a list of coupons for a free oil change a various discounts

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Each offer is designed to capture more data about the customer. Based on their selection:

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Find out the state of condition the car is in (e.g. mileage)

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Day of time they prefer to schedule service

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Do they own more than one Nissan car

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Etc…</li></li></ul><li>Results:<br /><ul><li>Sent:

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4850 (postcards)

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3089 (emails)

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Visited webpage: 161

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Appointments made: 61 (first 2 weeks)

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35.6% of those who visited pURLscheduled an appointment

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Total parts/labor sales:

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Last visit > 9 months - $27,878 (655% ROI)

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Last visit >12 months - $19,882 (467% ROI)

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Total ROI > 485% (as of 02/20/08)</li></li></ul><li>Adaptation:<br />Marketing needs? Objective?<br />Atomic/Nissan clearly defined the needs and objective before executing campaign<br />Is data available (CRM)?<br />Nissan had customer data from previous services & purchases – designed campaign to capture up-to-date customer data<br />What technology/solution?<br />A cross-media platform was implemented to: personalize collateral, automate campaign and track responses. L2’s Fuse platform was used for this campaign<br />In house vs. out source<br />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<br />

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Yielding Successful Results:<br />The planning process<br />Atomic determined who to target, which channels to use, what offers to make and how to capture response<br />Relevance is the key<br />Atomic personalized every aspect of the communication – did not over do it, creating the “creepy effect”<br />Testing is critical<br />Different offers were made to customers to see what produced higher results<br />Follow up plan<br />A reminder email was scheduled to go out to those who didn’t respond within 3 days<br />Tracking and reporting response actions<br />All responses and actions were captured on the pURLs<br />

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Pitfalls to avoid:<br />More channels ≠ more effective<br />Only use channels that communicate effectively to the target – too much turns communication into blasting<br />Over personalization – creepy factor<br />It gets “creepy” if you know too much about the target<br />Good offers that are irrelevant<br />Free oil changes and discounts for major services – only applies to cars that are over a certain mileage<br />No initiative is perfect – constant optimization is required<br />Initiate, learn and adjust<br />Content – decorative or functional?<br />Don’t focus all on fancy wording and nice graphics – are you really communicating to the target?<br />Doubts about the initiative?<br />Simply don’t do anything you have doubts on<br />

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Always keep in mind:<br />Data is the source of fuel<br />Using more channels ≠ successful results<br />Always have an objective and plan<br />Relevant messaging/offer?<br />Relevance is the key – avoid creepy factor<br />Testing – analyze data before making initiative<br />

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