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