The Brief

TJS have worked with ZR Tyres from its inception. A joint commercial venture between B.A.Bush & Sons and Tanvic Tyres to open a new branch in Lincoln’s city centre. TJS were given a brief to come up with a digital marketing strategy for a new fast-fit branch with deliverables to include desktop and mobile e-commerce websites, digital launch campaign, logo and brand guidelines.

One of the key pieces of work was judged at the Lincolnshire Digital Awards 2015 in the Best Digital Campaign category. Unfortunately, it came in a close second to the winner, our client Hemswell Antiques.

Our Solution

John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

We needed to gain brand awareness for the new fast-fit premises in the centre of Lincoln. Traditionally fast-fit marketing communication uses off-line local press advertising, we wanted to shift this to measurable, digital channels. The end goal was to generate a 1,000 new enquiries into the brand new branch within the first month.

TJS were engaged to provide a connected set of promotional activities from initial communication to sale with measurable outcomes.

Step 1 – AdWords

We crafted a Google AdWord campaign with long-tail phrases that drove customers to specific landing pages on ZR’s website via Google’s search network. Long-tail phrases are keywords that show that the customer is ready to buy but have lower competition amongst other advertisers and are therefore cheaper e.g. “Tyres for Vauxhall Corsa” rather than “tyres”. Research suggest customers will only travel a specific distance to their tyre retailer so adverts were shown to web customers within a specific geographical radius of the new store.

Step 2 – Remarketing

Remarketing lets you show ads to users who’ve previously visited your website as they browse the web up to 18 months after their first visit. Remarking is a relatively cheap way of getting your brand in front of customers as they carry out research on the web. It is ideal for price sensitive products where customers may visit 3 or 4 sites looking for the best deal.

Step 3 – Measurable call to action

Those customers that visited the ZR website were given a “call to action” to search for their tyre and /or call the branch manager on a unique website-only telephone number.

Step 4 – Telephone conversion

The trained staff at the new branch were able to convert the customers to a booking. A VOIP telephone system recorded the frequency and the content of the calls.

What was the impact?

Over 36,000 customers in the Lincoln area visited the ZR website after viewing a Google AdWord message.

The remarking adverts were served 787,791 times to the audience of over 36,000 Lincoln customers.

The store achieved it’s goal of 1,000 new enquiries within 18 days of the store opening

How was it measured?

Google Analytics provides detailed data on all interactions with AdWords and the website. We continued to track interactions with customers over the VOIP telephone system, contact enquiries from the website and footfall at the branch.

How did it exceed expectations?

The campaign achieved nearly twice the number of expected enquiries in half the time.

The beauty of a fully integrated digital campaign is the level of detail available not just on the goal but at every interaction. This allows us to continually improve our future communications. Furthermore, we can remarket again to the same audience without the additional cost of identifying new customers. The campaign used Google text display adverts and remarking banners which all appeared online.

It is rare for a campaign to not only achieve it’s goal, but also for every step to be measurable and effective. It is also remarkable that a relatively small, independent company are using powerful marketing tools in an industry that is not known for its cutting edge promotional activity. The risks associated with moving from traditional off-line advertising to purely digital were a necessary step to take as consumers move online.

During the campaign adverts for ZR were served to potential customers on some of the UKs top automotive websites. These were independently spotted by staff from multi-national tyre suppliers who got in touch as they couldn’t understand how we had achieved this level of visibility on such a low budget. They are now remarketing for themselves.

The campaign not only exceeded the target, but it raised the profile of the company within the industry and within the targeted geographical area. It also created an engaged audience of new customers which is now a huge asset to the business.

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