Case Studies

Qualified Lead Generation Incentive Campaign

Over $500,000 in new sales potential generated

Challenge

An international OEM has eight regions with over 100 employees across the U.S. that regularly interact with dealership service managers. The OEM and our client have a shared goal to provide the latest service equipment to dealers so they can offer high quality, cost effective services to consumers. To this end, they were looking for a new and innovative way to motivate OEM regional business centers to provide qualified leads. These business centers had never participated in a campaign of this type and their involvement would create a new, untapped business development channel.

Solution

Phoenix developed a contest that encouraged regional business centers to submit leads from dealerships. We built a website to help facilitate and manage the leads and the contest. The online solution provided a user-friendly avenue for the business centers to enter leads, as well as the perfect tool for our client to view, measure and act on the leads. To increase the level of participation, prize incentives were offered to the regions capturing and submitting the most leads. A self-registration process was implemented to eliminate the need to manage access. To add to the competitive spirit, a virtual graphical chart was developed to display real-time results to contestants so they could see their standings compared to the other business center regions as they added leads.

OEM New Vehicle Launch

10,000 entries generated
2,500 "tell a friend" emails
100 new vehicle sales within 90 days

Challenge

To generate interest in a new vehicle launch that would engage consumers and spread awareness through word of mouth.

Solution

Phoenix Innovate created a sweepstakes contest asking industry magazine readers to describe the new vehicle in seven words or less for a chance to win an all-expense-paid trip to New York City. Readers were encouraged to get creative and have fun with the contest. To ease entry, we developed a microsite, enabling readers to submit their entries online, vote for the winner and tell friends about the contest. Through the microsite, we were able to track entrants and provide leads to the OEM’s dealership leads system. Phoenix also developed the rules and handled the prize acquisition and fulfillment.

The contest resulted in over 10,000 quality entries and over 2,500 "tell a friend" emails. From these leads, our client closed over 100 vehicle sales within 90 days following the contest.

Fulfillment Website for Branded Promotional Products

Savings to our client in relieving staff from handling fulfillment, calls and emails
Eliminated frustration

Challenge

An OEM had a substantial inventory of branded promotional items, but its field sales force had no direct access to place orders. This was a source of frustration for both the sales force and the marketing staff.

Solution

Phoenix Innovate proposed a robust fulfillment website that would allow the client’s field sales force to place orders for all the promotional products available in inventory and allow the marketing staff to regulate and monitor order activity. In building the website we photographed the products, programmed all the business rules and created a shopping cart for orders. Our solution included hosting as well as handling all of the procurement and fulfillment. With this easy to use fulfillment site, our client was able to streamline the distribution of their branded promotional products as well as identify additional items that would be beneficial to their sales force. This significantly reduced financial and staffing burdens by eliminating the need for the client’s marketing staff to manage fulfillment or handle calls and emails from their sales force.

Create an Email Prospect/Customer List from Scratch

Over 500,000 email group members in less than 2 years
Increased customer per visit spend from $150 to $450

Challenge

A regional auto service retailer wanted to develop email relationships with its best customers and legitimate prospects based on personal connections and brand loyalty.

Solution

Phoenix Innovate created a preferred customer campaign to connect our client with their audience using email. Our solution implemented custom technology that integrated the client’s point of sale system to our variable email engine, which allowed us to generate custom emails containing service orders, estimates and receipts. These transaction emails allowed us to communicate the advantages of becoming a member and gain a valid opt-in program that meets CAN-SPAM requirements for on-going email communications. The sign up process also offered members an opportunity to personalize the content of their emails to receive only the information relevant to them.

The results of Phoenix Innovate’s program greatly exceeded the client’s expectations. The size of the email list has grown to over 500,000 members, while redemption of exclusive discounts has increased by 300%.

Changing the Channel - Migrate Customers from Direct Mail to Email

50% reduction in direct mail expenses
80% of customers on file now include email

Challenge

A division of an international organization faced historic changes to their customer base in the automotive service sector. Significant dealership closings combined with a downturn in the economy caused many of the body shop customers they supported to disappear from the market.

Our client was looking for a way to migrate from a purely direct mail communication model to a multi-channel approach, relying on email to do the heavy lifting. The communication process used for managing these relationships through direct mail was slow, labor intensive and costly, with a large amount of waste in the form of returned mail costs due to customer data that was not up to date. The client saw the potential speed and cost saving benefits of using email and web technologies to communicate with their customers, so they set a goal to be paperless by the year 2013.

The challenge in meeting this goal was the acquisition and maintenance of accurate contact information from their customers and getting them to “opt-in” for email communications. This was further complicated by the fact that they sell to their customers through a network of 1,200 distributors and have limited access to contact information, which made it difficult to manage the on-going updates.

Solution

The Phoenix team used their extensive knowledge of this industry to craft a campaign that would achieve the client’s goals. We crafted a multi-channeled approach to address the contact information issues and a program to migrate customers out of direct mail and into email-only communications.

A multi-channel campaign composed of variable data direct mail, email and a web registration process was created with an incentive to those that responded within a specific time period. Responses were collected via a BRC reply card and a web contact form using a pURL to link to the respondent’s data. This information was collected in a single database that became the central source for customers to manage their contact information and opt-in for email communications. Responses to the campaign required little human contact due to the web technology used and slashed the response time cycle to less than a week.

The campaign had a 42% response. The size of the original email contact list has tripled and all emails now meet the CAN-SPAM requirements for opt-in. Over 3,000 address records have been updated and the first-class mailing campaign has helped in cleansing the data list to remove over 1,500 records that are no longer in business.

The emails that replaced the historic direct mail program achieved an average 35% open rate and 55% click-through rate. This newly created channel of communication has opened many possibilities for the organization to market its products to end users, and the on-going use of this campaign has acquired emails for 80% of their customers.

Reduce Program Fulfillment Cost and Acquire Contact Information

72% response rate
$144,000 annual savings

Challenge

A division of an international organization faced historic changes to their customer base in the automotive service sector. Significant dealership closings combined with a downturn in the economy caused many of the body shop customers they supported to disappear from the market.

Our client needed a way to understand the registration and update status of specification cabinets placed with customers. Understanding the level of use of these cabinets was difficult because a network of 1,200 distributors installed them. Historically the process of acquiring the registration information and managing it was expensive, labor intensive and slow, with a six-month average cycle of response time.

Solution

The Phoenix Innovate team worked quickly to gain an understanding of the challenges facing our client and the opportunities that existed to achieve their goals. We crafted a multipronged strategy to address specification cabinet registration and fulfillment along with contact information updates simultaneously.

A direct mail pURL campaign was created to manage the 6,000 product specification units used in the field by the client’s customers. Historically, unit updates were automatically mailed to all customer contacts in the organization’s database. They rarely received requests to stop mailing the unit updates and only undeliverable mail was removed from the database. By using a customer specific registration process that allowed customers to provide their contact information and status of their unit, the campaign was able to increase response rates. Not only did this yield significant savings in the cost of producing and distributing the units to customers that no longer required updates, it also increased the amount of accurate contact information and accumulated email opt-ins. Responses to the campaign required little human contact due to the web technology employed and slashed the response time cycle from six months to less than two weeks.

The results of Phoenix Innovate’s programs have been exciting. Over 3,000 contact information records have been updated and the campaign has helped in cleansing the customer list by removing over 1,500 companies that are no longer in business.

The registration campaign had a 72% response rate, 45% of respondents updated their contact information while 50% provided an email address. Even more importantly, the program has identified 448 customers and 128 non-responders that do not need unit updates, which saved our client $144,000 annually.