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Nissan’s local marketing was centered around press advertising – despite the fact that customers rarely use newspapers to research their prospective cars purchases.
How could Nissan change long established dealer habits and inspire their business to make the jump to using more accountable, more effective digital communications?
How could Nissan change long established dealer habits, make deployment into new marketing channels simple and address significant brand compliance issues?
Code implemented adZU for Nissan allowing retailers to build targeted, brand and legal compliant banners, press ads, e-mails and CRM campaigns in minutes – trafficking them to the relevant media end-points (local press, DoubleClick, printer, etc.), all at the click of a mouse.
Despite not being trained marketers, adZU enables dealers to take a more sophisticated approach to local marketing, reaching potential customers in a much more personalized and targeted way
Using Code’s adZU platform has increased Nissan’s marketing communications volume by 30%, shifting the marketing mix from 90% press to 50/50 press and digital, all without increasing the company’s marketing budgets.
Nissan now have a single system with which to monitor and track local marketing activity. Dealers have the flexibility to create tailored local messaging – without the risk of materials being non-compliant from a brand or legal point of view.
Vauxhall’s dealer network wasn’t maintaining brand or legal compliance when developing marketing materials. How could Vauxhall make deployment into new marketing channels simple and address significant brand compliance and legal issues?
Code implemented its leading marketing production automation platform – adZU. This allowed Vauxhall to automate the creation of print ads, direct mail, email, radio and outdoor ads so that they were brand and legally compliant. We also enabled on-line media buying to maximize buying power while minimizing administration costs, automated approval and distribution workflows and integrated with GM financial systems to automate billing. All this provides Vauxhall with real-time management reporting to maximize effectiveness.
Code has increased Vauxhall’s local advertising volume from 14,000 to more than 25,000 per year; has improved legal and brand compliance from 18% to 100%; and has reduced Vauxhall’s cost per ad by more than 90%.
It’s no coincidence that in that time, Vauxhall has gone from number 3 to number 1 in market share.
When we first started working with Coke and their agency, BD Network, the challenge they had was to create effective and cost-effective promotional point-of-sale material in restaurants. The issue was that each restaurant wanted POS communicating an offer relevant to their customers – some restaurants would offer a combo deal on a hotdog and Diet Coke, for others it would be a free 7 Up with the vegetarian special – but the cost for tailoring POS to each outlet was prohibitive.
Coca-Cola wanted to support their trade customers, drive volume and protect their brand. Our solution allows Coca-Cola sales reps to work with the customer to create POS material featuring an effective offer, an appealing food image (from a library of thousands) and the right Coca-Cola branding. The system generates a PDF in seconds which can be downloaded or sent for professional printing. It also works whether or not the sales rep is on-line.
The solution started off small – in workplace restaurants – but it saved money for the retailer, drove incremental sales for both Coke and its customers and improved the presentation of all Coca-Cola brands in retails. Its success with Coca-Cola and its customers has seen it rolled-out to the on-trade and now to Subway.
Peugeot needed help with managing and utilizing their marketing planning functionality, with changing dealer behaviour to use more media types and with streamlining the process of implementing campaigns.
For Peugeot, we implemented adZU to help their dealers plan their marketing spend by product, by channel and by campaign. Peugeot retail marketers have full visibility of proposed investment and can intervene to recommend more effective use of budget. Sales effect can now be measured against investment to create virtuous learning circle, where dealers are able to know what activity is working and channel their budgets accordingly.
Over 80% of dealer marketing was carried out by dealers in the local press. Introduction of email and online banners has moved this to a 50/50 split between digital and offline. Additionally by centralizing media buying via the system, Peugeot was able to show a 10-15% saving in overall media costs across the network.
When Pricewaterhouse Coopers rebranded to PwC, they wanted to allow the world to engage with the brand – from employees to partners and vendors. Far from a typically static brand site with fixed assets available for download, PwC were acutely aware that their new brand would be a far greater success if people were free to play with it, interact with it and be engaged by it.
So how could they achieve this level of engagement on such a grand scale – and how could they do it without the brand being misused?
Working with Wolff Olins, Code developed a global brand community platform that enabled PwC to achieve the balance of encouraging stakeholders to interact with the brand and one another, and managing those requests and conversations in real-time to ensure control is maintained.
Designed completely around PwC’s needs, the platform is built on an easy-to-use custom content management system, with structured workflow, custom asset finder and enterprise social networking to promote collaboration.
With 20,000 visits per month from over 100 countries, PwC employees and its many outside vendors around the world can now access all brand assets, marketing materials and brand guidelines and policies. PwC’s global brand team has gained real-time control of all global asset requests. Plus key metrics around knowledge management and brand engagement have all been exceeded – all with zero risk of materials being non-compliant from a brand or legal point of view.