Euro car parts
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Euro Car Parts wants to grow its digital presence to increase sales from £250M to £300M annually. It will position itself as a content brand, providing solutions for customers' automotive needs. The strategy involves building communities on social media, increasing online transactions, and using digital and mobile to extend Euro Car Parts' customer service. Performance will be monitored monthly through tracking, checking goals and conversions, and measuring key indicators to allow for recommendations.
Euro car parts
- 2. The Approach 4. Audience Who are we trying to target 6. Budget & Control How do we monitor 1. About Euro Parts 3. Goals What are we trying to achieve 2 Situation Analysis Where are we 5. Strategy How will we reach and engage S AS B C A G Why are we here
- 3. Euro Car Parts is the UK’s largest car and van parts distributor. ECP started from humble beginnings in North London, but is now a major employer with 4000 people in 100 branches across the UK. Its core proposition to the market is “Any part for any vehicle any time” and it is around this message that its sourcing, stocking, delivery and pricing propositions are developed. Until now, it has not efficiently used digital platforms and is in now open to harnessing the channel.
- 4. Euro Car Parts Makes 250M a year Mostly sell to Garages 140,000 Daily sales to Individuals Want to grow turnover to approx 300M this year
- 5. Website • Alexa – ranked 529 in Great Britain • Approx 1 million visits in a month Social Media • Facebook – 15,000 Fans • Twitter – 8445 followes
- 6. Build equity by having at least 10% engagement per social post Increase social communities – Facebook to 500,000, Twitter to 100,000. Increase usage amongst end by consumer segment and switch retail buyers to digital buyers Maintain 50% Share of Voice for industry conversations online MoM . Goals – The brand is already known.We want to create a community of loyalists online, make them fall in love with the brand, and be brand advocates
- 7. Male & Female of 25- 40 years Residents of the UK Love ease and convenience Compulsive sharers and Influencers Innovation Enthusiasts
- 8. Currently, the brand is positioned as a marketer, as seen from their website design and other platforms. As we know, nobody likes marketers. To successfully build it’s digital brand and increase sales, that personality has to change
- 9. Euro Car Parts has nothing new for me Contextually relevant message Wow! Let me check this out! Awareness is not a problem. Relevance is Task is to create reasons for people to come in What can we offerYOU Hyper targeted messaging Based on behavior, motivation Day of week, context and other extrapolations Attention given;Views, Fans, Follow Etc as proof. Quality score increasing landing pages Repeat inducing content Email sign-ups Sign-ups to product and services
- 10. We will position Euro Car Parts as a content-driven brand, constantly providing solutions to needs, car parts and beyond.We will drive this home with our communication, social media content and media advertising. Something for Everyone
- 11. About Euro Parts Products –in- use Lifestyle How – to/DIY techniques Car Fun Facts Trivia/Compe titions
- 12. Digital Assets An App – For easy ordering Loyalty club for online buyers where they win and accumulate points Social Media Check in: People are incentivized for checking- in into retail shops when picking up goods.This helps boost awareness Youtube How-To aggregator: with user generated content that places Euro Car Part as the source of every solution
- 13. Branding Build the brand with the Audience which counts the most ENGAGEMENT Leverage innovative platform to encourage “stickiness” LEADS Get new revenue streams and customers Branding Engagement Leads e-commerce E-Commerce Drive e-commerce with an audience already transacting online
- 15. 15 Awareness Purchase LoyaltyConsideration Rich Media Image Ads Always On Search ExpandableVideos Remarketing Video Ads GDN Blast
- 16. Digital Media Framework Mobile Centric & Device specific – across // Mobile // Tablet (some Desktop) Awareness Google Paid Search Micro targeted Keywords YouTube/V ideo Pre-Roll / Companion/Ma sthead Google Display Network Interest /Topical Targeting Engagement Google Display Network Engagement Ads YouTube/V ideo Pre- Roll/Masthead Re- enforce ment GDN & YouTube Remarketi ng MediaApproach
- 17. Connecting with customers Branding Engagement Leads e-commerce
- 18. Innovation Examples Site links: this offers additional links in the ads that help consumers make decisions on the spot Image Extensions : (works better more like display ads) see Samsung example on the right
- 20. Offer Extensions: Be present when your existing consumers are searching for you with value adding opportunities Click to mSite: Target your existing customers with your added value opportunities across apps & sites
- 21. This will be based on Facebook and Twitter Here will focus on Promoted tweets for on twitter targeting top 10* handles in UK Promoted posts on Facebook targeting our TG Click ads that will take people to landing page
- 22. Seamless video experience across devices
- 23. Seamless video experience across devices In-App (across Andriod & iOS) m.web (mainly served on Blackberry)
- 24. The ad begins in a standard, scalable ad unit The ad expands when customers hover over the creative for more than two seconds The expanded creative provides a canvas for deep interaction with the brand Rollover-to-expand ads become accountable and efficient with Google’s two-second hover delay Example: http://goo.gl/TacX3O
- 25. $0.10 CPV In-stream ad format 20 seconds max $0.10 CPVIn-video ad unit is a 480x70 and a 300x250 banner ad +
- 26. Drive acquisition online Branding Engagement Leads e-commerce
- 27. Brand Performance Build Awareness Help recognize and remember a brand by using the right media type across screens Drive Sales Drive interested users to a desired point in the conversion cycle Influence consideration Customize messaging based on audience to increase product interest Grow Loyalty and Retention Build on existing consumer relationships
- 28. 1 X Effective Formats See an open rate of up to 3.5% on average Cost-efficient PricingPay once per user per campaign with cost-per- click pricing High Performance See at-par, if not better, performance compared to other display placements 30 X Optimum DeliveryShow ads 14-30x per month (depending on performance)
- 29. Innovative Take advantage of this high- impact ad format tailored to Gmail Insightful Maximize optimization opportunities with interaction metrics SmartTarget actual users rather than cookies Reach Engage hundreds of millions of users across all devices
- 31. Extend the reach of the Euro Car Parts retail store Branding Engagement Leads e-commerce
- 32. source 1: MRI, spring 2011 source 2: STELLAService and Ovum “the value of great customer service” mar 2010 8in10find customer service somewhat, very important1 consumers will pay… 10%more for good customer service2
- 33. “How-to” questions lend themselves well to digital & consumers increasingly turn to mobile search & video for the answers. What are they looking for? “How-to” videos from key carriers & manufacturers on mobileYouTube Official content from carriers & manufacturers on mobile search
- 34. Provide advice to consumers on their mobile device with how-to-videos Drive users to the Ecommerce site, build affinity and spur purchase We will extend customer service strategy to mobiles drive more revenue, and reduce lowest cost of contact
- 35. A simpler site that gives the visitor lesser options to choose from, but immediately defines the essence of the brand. Fewer homepage Menu Simpler Mobile site Subscriber sign up form should be at the top for better lead generation
- 36. Search Imps CPC Clicks CTR Media Spend Total 22,580,645 $0.31 225,806 1.00% $70,000 GDN Imps CPC Clicks CTR Media Spend Total 138,888,889 $0.27 555,556 0.40% $150,000 Twitter Impressions CPEEngagements CTR Media Spend Promoted Account & Tweets 4,444,444 $0.90 44,444 1.00% $40,000 Innovation Imps CPC Clicks CTR Media Spend Premium local buys 8,000,000 $0.60 80,000 1.00% $48,000 Yahoo Imps CPC Clicks CTR Media Spend Home Takeover 7,000,000 $1.00 35,000 0.50% $35,000 Facebook Post Engagement/Like Ads Imps CPE Clicks Engagement CTR CVRMedia Spend Total 83,333,333 $0.03 2,000,000 2,000,000 2.40% 90% $60,000 YouTube Imps CPC Clicks Views CTR CVRMedia Spend intream and RMA ads 50,000,000 $0.60 50,000 150,000 1.50% 70% $30,000 GSP Imps CPC Clicks CTR Media Spend Conv RateConversions Total 2,500,000 $0.60 25,000 1.00% $15,000 4% 1,000 LinkedIn Imps CPM Clicks CTR Media Spend Conv RateConversions Total 7,500,000 $2.00 22,500 0.30% $15,000 3% 675 Media Budget $463,000 £300,950.00 *Budget calculated in dollars as most third party suppliers will be paid in dollars
- 37. Monthly Tracking Error Checks Goals & Conversion Monitoring of spend and ROI Key Performance Indicator Measurement Recommenda tions Control – How do we monitor