Issuu

Tynan Motors Mercedes-Benz Miranda 2019 Marketing Star Award Entry. New Strategy and Re-Design Newsletter EDM Communications.

Tynan Motors Mercedes-Benz Miranda 2019 Marketing Star Award Entry. New Strategy and Re-Design Newsletter EDM Communications. 1. The Marketing Activity Objectives Our goal was to improve the quality of engagement with our customer database and prospective clients. The marketing landscape is cluttered with sales offers and promotions from many different media sources we needed cut through so our communication message would be effective. The message needed to be genuinely interesting, visually appealing and inviting above and beyond price and offer. Key Objectives 1. Improve sales in the 5 pillars of our business. (Vehicle Sales, Finance, Parts, after market and service) 2. Increase our database. 3. Strengthen customer relations. 4. Create media compatable with mobile as well as desktop platforms to increase cut-through. 5. Increase video content. 6. Highlight our Community involvement . 2. The Marketing Activity Strategy Our key strategy was to examine and enhance communications of the past 3 years and to analyse the metrics of opening rates, headline styles, photographs, images of personalised messages from staff members relating to new product releases and quantity of copy in order to determine what format had been most successful. The decision was made that a magazine style (flip book) would be the ideal vehicle for cut through. . This would give us the opportunity to combine stories of interest from events and activities held by Tynan Motors Mercedes-Benz and improving the participation of not only existing customers but others who are influenced by their friends and family and sharing their participation on social media.

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3. Execution of Activity We chose ISSUU this was the ideal medium to carry our combined messages of new release passenger cars, vans, demonstrator, service, parts and merchandise offers. We had our own in-house creative team build a multi-page document which was uploaded to ISSUU and attached the live links to each message that would make the experience for our customers an easy and engaging one. Combined with news features about other events held by Tynan Motors Mercedes-Benz. We have also started creating personal video messages from sales staff, presenting all the combined messages for our 5 pillars of the business.

4. Results of the Marketing Activity Our results from July 2019 have been outstanding, we had an improved opening rate of 22% coupled with a higher click-through rate of 73. Aftermarket showed opening rate of 35.69% a higher click-through rate of 971. (See table as first attachment) Regular meetings discussing results with the sales and service staff have given us the insight to tailor specific offers that would be able featured in each monthly newsletter.

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Attachments.

Comparison results of our first send. Regular edm vs Flip book style.

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Live samples of each publication with results expressed as first and second send* *Second send is sent to recipients who have not opened first send. Also used as split testing for Subject headings.

July 2019