Case Studies – Digital Marketing
IMS work with clients from concept to commercialisation, bring strategic marketing and hands-on tactical support.
The following is a selection of our work and the results we have delivered for our clients.
Click each case study to read more…
CRM and E-Mail Campaign Integration
A clean database of contacts can often be the basis for highly effective outbound marketing campaigns. IMS Marketing were asked to put a targeted online marketing campaign in place to target a database of current and lapsed customers and contacts. With no CRM system in place our first task was the choice of Salesforce and customisation to suit the specific sales processes of the client. Next we analysed and carefully segmented the database of over 5000 contatcs before developing a calendar of e-mail marketing which integrated with the CRM database and would track all leads generated. IMS designed, split tested and implemented campaigns for the client over a 12 month period.
This integrated approach had outstanding results for the client. Newsletter open rates increased from 10% to an average of 30% with average click-throughs of 20%. This was achieved from an average mailing list size of 3500 contacts. The integrated CRM approach also resulted in monthly leads increased by 100% from 75 to consistently over 150 per month within 6 months of campaign commencement. Quotations also increased by 80% in this same period of time and resulted in successful sales growth for the company.
UK Lead Generation
This renewable technology company needed a UK growth plan when the recession hit and chose to work with IMS in the planning and implementation of a digital marketing strategy. Our work involved the design of a .co.uk website and the development of localised campaigns to increase awareness and generate traffic to the new site. A key aspect of our strategy was the implementation of geographic targeted Google PPC campaign within a 50km radius of the company’s UK office location in the midlands.
The new website and campaigns generated a steady stream of leads to the extent that the company needed to pause the campaign at different periods in order to professionally follow-up on the leads. All of this was achieved with a relatively modest advertising spend of €300 per month an a cost per click of less than €2.00 and demonstrates the benefits of a focused approach and well managed campaign.
Like many companies in Ireland, this client offered highly specialised contract services to medical device OEMs domestically and internationally. Our client saw the opportunity of selling more of its services to other divisions and locations of its existing multinational customer base but needed a strategy for doing so. Mass marketing was never an option for increasing awareness and generating sales opportunities so instead IMS developed a targeted plan specific to each target customer. Starting with our top 3 target companies, customer specific newsletters were designed which highlighted case studies of work delivered by our client and key competencies they could offer. Emphasis was placed on the ability of the existing database of contacts sharing the newsletters internally and LinkedIn research was used to further extend the database of contacts.
While the database of contacts for our newsletters averaged at less than 100 contacts, the quality was high and this approach yielded an 80%+ open rate on the different newsletters prepared. We also achieved a 15-20% referral rate from people who opened the newsletters and shared it internally. Customer feedback was very positive and led to new project enquiries in the months that followed and these can be directly attributed to the awareness campaigns undertaken.
The building services market can be very traditional in the sales and marketing approaches used so innovation needs to be carefully considered. Our client was a leading manufacturer of kitchen counter tops and needed a strategy to increase awareness and generate leads for the launch of its latest product range. This plan needed to motivate both end customers, kitchen makers and kitchen retailers to participate. Our approach involved the design of a new kitchen styler feature on the website which allowed website visitors to plan their kitchen design and order a sample of the counter top based on this design. This feature was then promoted via social media, e-mail and SMS campaigns with prizes for kitchen makers/retailers and customers who participated.
Our campaign resulted in 260 competition enquiries and 57 leads over a 2 month period and far exceeded both the client’s and our expectations. In addition it created a huge amount of brand engagement and social media activity which was positive for the company’s reputation. The campaign won a major digital marketing award and has since been run on a number of occasions by the client to coincide with new product launches and seasonal promotions.
Pan European Google PPC
This client is a leading manufacturer of data communications hardware and connectivity devices. The company was operating pan-European Google PPC campaigns but were unhappy with the poor return and worse still, the increasing costs of their campaigns and the leads generated. Due to our expertise in this area, IMS were requested to audit the campaign and make a proposal to optimise the campaigns and ultimately improve results for our client
Over a 6 month period, we reduced the average monthly spend from $5500 to approximately $3000. Through a more focused approach we delivered the following results:
Number of conversions (leads) per month grew from 181 to 980
Cost per conversion fell from $27 to $4
How do you get engagement from a technical audience? Our client was an expert in the provision of testing services to OEMs across a number of market sectors. They needed a way to cultivate leads from their database of contacts and identify new contacts in target companies. IMS proposed the running of a series of educational webinars which would primarily promote the expertise of our client and as a secondary goal, generate enquiries. Our involvement covered all elements of the planning and delivery including topic planning, landing page design, e-mail marketing campaigns, social media and PPC, webinar training for the person delivering the webinar and a post-webinar survey.
The first webinar was a huge success and attracted over 100 registrations and 74 people attending the webinar. Customer feedback was very positive and new leads were generated. Most importantly, our client had the confidence to run the webinars on two further occasions in the following 6 months, again yielding a high registration rate.
Trial and User Signup
Our client is an award-winning developer of e-learning software. Ahead of full product release IMS developed a pre-registration campaign designed to attract user sign-ups and a database of leads upon go-live. The reward for user pre-registration was a 20% product discount. Our campaign was largely social media driven with organic and paid Facebook campaigns focusing on the target demongraphic across 10 international markets. This campaign was complimented by a limited Google PPC campaign
Over the 4 weeks of the campagn, 1200 pre-registrations were secured.
IMS Marketing were requested to develop a campaign 4 government state bodies working in India to promote brand Ireland. India is a cricket mad country and the meeting of India v Ireland in the Cricket World Cup on Tuesday 10th March 2015 offered the opportunity to leverage the meeting to foster brand empathy and resonance within India’s business community.
India has the highest smartphone usage in the world. The campaign centred on the match and the opportunity to enter a draw for a cricket inspired trip to Ireland. While Ireland isn’t a traditional strong cricket country, an intrigue needed to be built into the ads as to Ireland as a small but proud cricket tradition. Trivia such as Ireland’s meeting with India at the 2011 World Cup was one of the most watched Irish sporting event in history and that current player Kevin O’Brien became a record-breaker against England at the 2011 World Cup in India when he scored the fastest 100 in World Cup history all fed into the intrigue of the campaign. Facebook was the primary channel utilised because of the niche targeting options available which allowed us to pinpoint our exact audience demographically and psychographically from the 113 million people on Facebook from India.
With a budget of €7,750, the campaign reached 1.9 million people in India and generated over 46,000 visits to the www.ireland.in website. The Cost per click was only €0.17 per visitor