Our client is a full service digital marketing agency who specialise in researching media channels. Based in the North of England, they are ranked amongst the top ten advertising agencies in the region.
What they needed
Our client offers a range of advertising and digital marketing services – from television and radio advertising through to digital marketing and more traditional advertising channels such as billboards, print and press. They work with one of the UK’s largest motor groups, providing a fully integrated, multi-channel advertising solution.
Our client wanted to establish key motivations and influencing factors for customers when buying a vehicle from the motor group, including understanding the full customer journey and the impact of the advertising they had been exposed to in the lead up to point of sale. Results from this feedback would help inform future advertising efforts, such as identifying the most effective media channels for each customer demographic. Responses would also help our client to evidence real return on investment, providing an evidence base for the overall strategy that would not otherwise be easily identified given the subliminal messaging within aspects of their advertising campaign. For example, to track those more difficult to measure channels, such as radio, and how effective it can be in encouraging purchases.
What we did
We worked with our client to design and develop an integrated customer research project aimed at understanding customer behaviour, motivations and reactions to the multichannel advertising campaigns. The approach was delivered over the phone and was tailored to each customer demographic, ordering questions based on relevancy and prioritising those that were likely to elicit more meaningful feedback. As the customer journey can be lengthy and include a number of touchpoints which may go unnoticed prior to meeting with a sales person at the motor group, it was important that we identified the zero moment of truth (ZMOT), and which channels impacted the customers decision making process most.
As we were able to speak so closely with customers of the motor group, we made it a priority to communicate any potential opportunities to re-engage or rectify any issues communicated, whilst at the same time cleansing their customer data and future-proofing it, gaining permissions for further marketing content.
What we achieved
Of the relevant people we spoke to, we achieved an 89% survey completion rate, providing our client with an executive summary of feedback alongside the full raw data, which our client could use for further marketing. We identified those channels which resonated most across the different customer demographics, and were able to put forward actionable advice for the different branches of the motor group based on these responses.
Due to the success of the project, we now form a continuous part of our client’s engagement strategy which is concurrent every quarter and is pivotal in justifying advertising spend, as well as providing a business case for future budget allocations.