How intelligent segmentation helped Homebase drive instore bookings and increased revenue
eCircle worked with their client Homebase to support them in increasing their Ecommerce revenue through planning and executing a highly targeted personalised triggered email campaign, to sell their high value kitchens.
This blog post takes you through the campaign goals, planning and execution and to show the approach Homebase used.
Recommended Guide:
Just updated for 2013, our 80 page email guide will help you review all aspects of email marketing from communications strategy to creative and copy.
Download our 7 Steps to Email marketing guide.
Email Campaign Goals
The business goal of Homebase was primarily to increase their sales revenue of their high value products (kitchens) by drawing in customers instore to meet their Kitchen Designers,…
A case study of marketing for start-ups with low/no budgets
In our current and future enterprises, we all have the duty and obligation to generate new customers for our services or products. To maintain our dream and vision, unfortunately, despite being an absolute truth, the main barrier for start-up companies is the lack of capital for investment. Case studies of how Nike, Sony and McDonalds invest in brand marketing isn't too relevant - although you are also aiming to build your brand! However, facing this financial limitation, we can use online marketing in our favour to take the first steps in overcoming the investment barrier.
Here are some ideas based on our experience of creating an online presence on a shoestring budget.
1. Initial contact to start building contacts
Building initial contacts on an email list is what our initial success was based on. These were our 'Early adopters.' To begin with, we do…
How are companies managing content marketing today?
Lee Odden gave a great webcast on Creative Content marketing for Smart Insights on the 12th April - thanks if you attended and many thanks Lee for your great insights! If you want to catch up on Lee's advice and examples you can review it at the end of this post.
A couple of quotes from Lee to live by in your content marketing that I picked out are:
@leeodden's formula for successful #contentmarketing: "Ask people to share something, then recognise or reward them: ow.ly/k02xK
— Dr Dave Chaffey (@DaveChaffey) April 12, 2013
and
"Successful #contentmarketing is Creative + Social + Optimised" @leeodden of @toprank
— Dr Dave Chaffey (@DaveChaffey) April 12, 2013
I also wanted to share the results of some of the polls that Lee and I devised for the webcast. These Votes are good for increasing the…
What are the marketing applications of Google Glass?
The German blog Brille Kaufen has created a really interesting infographic explaining how Google Glass works. Thanks to @wbw_Jeff of Who's blogging What for alerting us to it.
Jeff Ente notes that little has been written on the marketing implications of Glass just yet although Paid Content has written about the style of content and apps that could work for Google Glass. Exciting...and scary!
You probably saw the original demo of Google Glass, this is Google's latest from February.
…
Carlsberg Somersby Cider Viral Video campaign takes the perfect 'Apple' takeoff
With summer on the way (hopefully!) this new campaign has achieved over 1 million Youtube views, so it seems to have some of the impact it was looking to achieve thanks to taking a risk with using humour. We love it too, so at the end of a hard week, put up your feet and enjoy its creativity!
Thanks to John Newton for recommending this via LinkedIn - this Somersby Cider video - in his words - 'Loving the Somersby cider ad. Perfect apple takeoff. Hits the target market right between the eye'.
This one minute video with the strap line 'Less apps More apple' relates a tongue firmly in cheek product launch similar to the hype a new Apple phone or IPAD. We love the symbolic interpretation: single…
Take control by reducing WILFING and other timesappers
"Every action has an equal and opposite reaction" Isaac Newton
And, of course every inaction has, well, an equal and opposite non-reaction. If we don't work on the right marketing priorities, if we lack focus on the right marketing activities, then you won't get the result. After all, the world doesn't sit still because you're busy on something of (questionable) priority.
Busy - what does that mean?
It was only recently that the word 'busy' made me think how accurate a term it is for a lot of wasted time in marketing teams. A lot of marketers, me included, have and do spend time being busy - that's busy avoiding the priorities, avoiding doing the hard work. A few friends I have from Liverpool use the term "busy" as a negative term, meaning that…
How to identify rogue affiliates using advanced segments
This post will explain a technique that online retailers can use to save some badly spent money. It will also be of interest to affiliates, to website owners, and may spark a couple of ideas for anyone looking to get more usable information out of Google Analytics.
The post covers 4 things:
Rogue "Brand bidders" - what they are, why they cause a problem, and how they waste money.
A few tactics rogue brand bidders may use to sneakily make thousands of pounds.
How to spot the problem using Google Analytics.
A couple of bonus tips on how you could extend & automate this.
(more…)…
5 ways of encouraging Disruptive Innovation
Disruptive innovation is no longer the exception, it’s becoming the rule as category incumbents are swept aside by new entrants. Just look at Blackberry, Blockbuster, Borders, Kodak and even Polaroid – all erstwhile “innovative” companies that somehow missed opportunities to leapfrog to the next big thing in subsequent innovation that is often digitally fuelled.
Memorex can be added to this infamous listing, once darling of the US stock market, when its innovative pipeline under a new CEO ran dry in a most spectacular way embarrassing its entire board.
This is by no way an isolated example. If we’re not proactively driving disruption in a systemic manner, we’ll eventually need to react to it or confront reality. Most Leaders however, aren’t prepared for the challenges of leading through such prolonged periods of uncertainty and the often accompanying…
Examples show why advertising still has its place
I am a dinosaur because I believe in advertising!. When I wrote my book, ‘Brilliant Marketing’ I spent little time writing on digital but when, three years later it went to a second edition I’d come to realise that digital and social media occupied a rather more important role in marketing than before.
But does this mean advertising is dead?
Maurice Saatchi of M&C Saatchi had a slightly morbid view himself when he wrote:
‘Sometimes I feel as though I am standing at the graveside of a well-loved friend called advertising. The funeral rites have been observed. The gravediggers have done their work. The mourners are assembled. Most of them are embarrassed to say they ever knew the deceased. ‘Advertising?’ they say. ‘I’m not in that business.’ At the age of 50, advertising was cut down in its prime.’
But he was wrong.
The media spend on pure…
Mystery shopping survey on consumer sentiment towards videos
In our new guide to video marketing we show how video marketing can help support marketing goals using examples from across B2B and B2C sectors. In consumer retail it's recognised that videos can have a dramatic impact in some categories. For example, the well known Zappos video conversion test that saw employee demonstration videos yield a sales impact of +6 to +30%. But how do consumers perceive video marketing and what are they looking for? There are useful insights in this research from Etailing Group and Invodo who carried out a Mystery Shopping Survey to draw out ‘consumers use of sentiment towards video with delivering superior shopping experience via video'.
It probed questions to look into video consumption, what consumers expect from videos, how it affects their purchasing, where they…
