it is all about sales pm primoz inkret_warszaw_28.5.2015 power of content marketing conference

It is all about salesWarszawa , May 2015

Who am I ?

Ursula asked me to talk about our way of work. Best on a good case.

PM, poslovni mediji: CM agency in Slovenia for 10 years,

working for Skoda for 8 years.

We figured out we do different:

1. Strategic approach

2. Digital budgets

Primož InkretBusiness DirectorClient Team

PM is the leading Content Marketing Agency in Slovenia

30 min planIs it really just about Sales?

1. Numbers

2. Big picture

3. Secret ingredients

1. Numbers

“Škoda Slovenia vehicle sales”

What competitors see

0

1500

3000

4500

6000

2008 2009 2010 2011 2012 2013 2014 2015

Sold vehicles

4,2%

Market Share%

4,3%

4,9%5,5%

6,6%7,1%

9,5%

9,7%*

+2,4% year on

year

“It is what we all can see in traditional media.“

Advertising

“Every touchpoint is integrated part of lead generation and loyalty system”

What competitors do not see

0

15000

30000

45000

60000

2008 2009 2010 2011 2012 2013 2014 2015

But we do.

Channel activity visual data boardsPerformance indicators on Škoda channels

TV  /  RADIO  /  OUTDOOR  /  PRINT  

‣Planned  budget  ‣Daily/weekly/monthly  spending  ‣Comparisons  with  previous  periods    (pie  charts)

‣CirculaEon  ‣Current  subscribers  base  ‣New  subscribers  ‣Nr.  of  distribuEon  locaEons

‣Engagment  ‣Number  of  followers/New  followers    ‣Page  views  ‣Top  content  ‣Age  of  followers%  of  change

‣Number  of  subscribers  ‣Number  of  video  views  ‣Demography  ‣Average  Eme  of  viewing    ‣%  of  change  

‣Visitors  count  &  bounce  rate  Top  content  ‣Technology    ‣New  vs  returning  ‣Conversions  for  different  goals  +  Adwords  ‣%  of  change  with  different  periods

‣Number  of  Eurotax  calculaEons  ‣Average  age  of  cars  ‣Average  value  ‣Number  of  Contacts  who  own  Skoda

‣Number  of  visitors  ‣New  leads,  new  registraEons  ‣Top  content

‣All  reservaEons  &  All  test  drives    ‣Number  of  contacted  people  &  Success  rate    ‣Lead  conversion  by  source  &  Comparisons    ‣%  of  change  graphs

‣Number  of  interacEons  ‣Number  of  leads  &  Success  rate  ‣Favourable  cars  list  &  average  value  of  cars  ‣Gender,  average  age  of  visitor  ‣LocaEon  /  address  of  leads

‣Current  number  of  subscribers  ‣Male  vs.  Female  ‣Sent  &  Opened  &  bounced  ‣Number  of  new  subscribers  ‣%  of  change  with  different  periods  

‣Number  of  dealer  visits  ‣All  test  drive  reservaEons  ‣Top  dealers  with  reservaEons/drives/deals  ‣Car  models  availability  &  Performed  test  drives  ‣Calculated  financial  offers  &  Closed  deals

‣Number  of  closed  deals  ‣Weekly  graph  and  comparisons  ‣Number  of  rejected  inquiries  and  %  of  change  ‣Comparison  by  models  ‣Average  financed  value

WWW.ŠKODA.SI   EUROTAX  CALCULATIONS   WWW.SIMPLYCLEVER.SI   CALL  CENTRE  

MAGAZINE   FACEBOOK   YOUTUBE  

SPECIAL  DIGITAL  CAMPAIGNS   NEWSLETTERS   PFGS  DEALERS  

„Now we can exactly plan our test drives vehicles and prepare documentation for person who is coming to our dealerships.“

Test drives DASHBOARD

With spark line comparison

Web sites and Facebook activity DASHBOARD

Live activity DASHBOARDEurotax lead sources

‣Media type comparison‣Regional comparison‣Devices used‣Dealer listing response

count

2. Big picture

ŠKODA PM Activities: We solve communicative tasks for Skoda with content marketing

CONTENT & MEDIA CREATIONSimply Clever print & digital magazine, Simply Clever Business, Video production, simplyclever.si content…

WEB & MOBILE APPLICATIONSWeb portals, web applications, responsive sites,

mobile applications, intranet solutions…

BUSINESS ANALYTICS & INSIGHTSIntegrated system for client digital and other

activities, API data integration, cross platform…

EVENT MANAGEMENTSmall boutique events, big test drive and entertainment events,

experiences, cultural happenings…

LEAD GENERATION Lead generation tactics, lead management, targeting tactics, lead profiling and database management…

DIGITAL ADVERTISINGIntegrated turnkey digital campaigns for all digital

platforms, and digital television…

Customer journeyCrucial moments in discovery and research towards new Škoda

LOST  SALE  -­‐  NegaEve  reviews

Word of mouth

Television Outdoor Radio Direct mail

Offline  promoEons  Terrain  sales  &  promoEons  Car  show    Dealer  visit  

SMOT (experience)

‣Offline promotions‣Terrain sales & promotions‣Car show ‣Dealer visit

‣Call‣Magazine subscriptions‣Submit lead‣Walk in / test drive‣Online financing, online offers

FMOT (web&personal)Narrowchoices

Actionbehaviour

‣ Financing  offers  at  the  dealers  ‣CalculaEons  ‣Old4new  offers

DECISON (purchase)

Realcomparisons

‣Financing‣Price‣Performance‣Styling‣Size‣Video‣Review‣ Industry sites‣New model promotion sites‣Games‣Lead generation

ZMOT (web)

Researchonline

WON  SALE  -­‐  PosiEve  reviews

+ Digital advertising

Customer journeyCrucial moments in discovery and research towards new Škoda

LOST  SALE  -­‐  NegaEve  reviews

Word of mouth

Television Outdoor Radio Direct mail

Offline  promoEons  Terrain  sales  &  promoEons  Car  show    Dealer  visit  

SMOT (experience)

‣Offline promotions‣Terrain sales & promotions‣Car show ‣Dealer visit

‣Call‣Magazine subscriptions‣Submit lead‣Walk in / test drive‣Online financing, online offers

FMOT (web&personal)EurotaxEventsApps…

Call centreNewsletterArticles…

‣ Financing  offers  at  the  dealers  ‣CalculaEons  ‣Old4new  offers

DECISON (purchase)

www.hudobro.siSpecial campaignsConfigurator…

‣Financing‣Price‣Performance‣Styling‣Size‣Video‣Review‣ Industry sites‣New model promotion sites‣Games‣Lead generation

ZMOT (web)www.skoda.si simplyclever.siMagazine,4x4.skoda.siYoutubeFacebook…

WON  SALE  -­‐  PosiEve  reviews

+ Digital advertising

MagazineFacebokNewsletterWebsite…

Awareness: Suspects

Understanding: Prospects

Consideration: Leads

Testing: Opportunities

Purchase: Sales

TV, Outdoor, Radio, Print, Digital advertising

Facebook, simplyclever.si, Magazine, skoda.si, 4x4.skoda.si, Youtube

fabia.skoda.si, www.hudobro.si, Articles, Eurotax value, Newsletter, Special campaigns

Call centre, Promotion events, Dealers visit, Test drive

VU2 - VW group CRM

Škoda lead-gen funnel

Škoda loyalty funnel

Loyalty

Advocacy

After sales Service, Apps

Reviews section and testimonials

Newsletter, Events, Magazine, Social media

New sale Eurotax value, Call centre

Awareness: Suspects

Understanding: Prospects

Consideration: Leads

Testing: Opportunities

Purchase: Sales

I do not have a Škoda Maybe I buy Škoda I will buy Škoda

We have to influence touch points that we can controlWho has the power?

Google search: best family car

Browsing simplyclever.si with iPad

Local dealer visit

Article in Avto magazine on Rapid Spaceback

Comparison video: Octavia vs. AstraChatting with friends

Liking Škoda FB page

Researching on-line catalogues of different brands

Downloading Škoda Octavia iPad catalogue

Calculation for financing

Visiting 3 different dealers

Searching for models on stock at near by dealers

Purchase: signing contract

Playing a game: Find your color footprint (on Fabia)

You tube video (add) on simplyclever solutions

Škoda configurator

Visiting Real fuel consumption community website

Watching explainer video on financing

Driving in new Ford from friendIndependent test results on resell value

Visiting Citroen dealer Chatting with friends

3. Secret ingredients

Relationship

‣ Part of the team‣ Faster decision making‣Details

Content

‣What is good content‣ Targeted (segmentation)‣ Actionable

Database

‣ Like your mobile contacts‣Honest hooks‣ Less leads, deeper insights

Lead agency

‣Responsibility‣ Influences advertising‣Makes it possible

Databoards

‣Not like husband promises‣ Know what is working now‣ Less is more

(but offer a substitute)No discounts.

90%

10%

Other1% Leasing

Primož Inkret, MBAprimoz.inkret@p-m.si

@pinkret

Thank you