Our client saw a strong marketing synergy between a motoring services organization that it owned, and a direct marketing business it was seeking to acquire. It needed insights into digital marketing to develop sales and cost projections for the acquisition plan.
David’s specialist skills were used to deliver three strands of work
The proposed acquisition was a successful niche direct marketing business that “recycled” the results of prospecting calls to insurance customers, by building a database of contactable customers with pertinent details on the cars that they owned. Our client believed that this stream of data could be used to increase sales within its motoring service business. Our assessment was that provided the source data predicted accurately the timing of important events such as an MOT or service, the propensity to respond to a marketing message would be much higher than a normal cold call. Thus direct marketing campaigns to engage customer via text and/or email, together with selective use of outbound telephony, would achieve good conversion rates and revenue uplift.
We identified that there were some prerequisites for success that required both initial investment and ongoing operational expenditure. These were(1) to create a data analytics capability (people, process and technology) to deliver the insights required to maximize campaign effectiveness, and to maximize the value of the data itself and (2); a contact centre capability to support selective outbound calls and any inbound demand stimulated by customer contact during the campaign.