Making an impact
Great Rail Journeys/Rail Discoveries
Premium escorted rail holidays to over 55s
Due to inflexible production lead times, the client was unable to take advantage of discounted late space newspaper and magazine opportunities. Moreover, the same inflexibility hampered the client’s ability to decide advertising content at short notice in response to market changes.
To overhaul the client’s advertising production process with the objective of reducing production lead times with no loss of content accuracy.
The UK's longest-established laser eye provider
Despite strong customer enquiries, Ultralase were experiencing dissatisfactory levels of conversion to treatment resulting in a high cost per acquisition that was hampering overall financial performance
To review the customer acquisition marketing process at all stages with the objective of converting more enquirers to treatment.
ATP conducted a major audit of Ultralase’s marketing expenditure and implemented significant changes to the customer acquisition process as follows:
• Reduced marketing expenditure through more efficient media buying
• Introduced multi-faceted outbound marketing to specifically address individuals’ barriers to conversion – cost, fear, etc. – resulting in increased customer conversion
• Increased overall enquiries significantly with sales promotion activity
VW owned car manufacturer
Part of the Volkswagen Group, SEAT UK needed a means to make their centrally created tactical sales promotion campaigns available and adaptable to a network of 130 UK dealerships.
To establish a central marketing hub whereby individual dealerships could view and request ‘official’ marketing collateral that would be tailored to their precise local requirements and delivered efficiently.
One of the UK's leading providers of retirement solutions
With a database of over 250,000 enquirers aged 55+, Age Partnership identified the opportunity to produce a magazine-style direct mail piece but had no prior experience of delivering such a project.
The challenge: To produce a compelling magazine with a combination of lifestyle, age-appropriate content and relevant financial services content to maximise cross-selling opportunities.
To produce a compelling magazine with a combination of lifestyle, age-appropriate content and relevant financial services content to maximise cross-selling opportunities.
Having previously managed similar activity for both SEAT UK and TONI&GUY, ATP was able to streamline Great Rail Journey’s advertising production process in the following critical ways:
• ATP took pressure from the client by becoming the key point of contact with all external media providers
• Average lead times for production of advertising content was reduced from days to hours
• Implementation of an online workflow portal led to reduced client approval times
• Client was now able to brief required advertising content much closer to deadline and better reflect the time-sensitive needs of the business
• Late space advertising opportunities became viable, reducing overall cost per enquiry
ATP instigated an internal team, ‘SEAT Dealer Marketing’, as a one-stop shop for local marketing activity, contactable via dedicated hotline, email and, later, web portal.
• The service subsequently expanded to provide radio, email marketing and web banners as well as press advertising and direct mail
• Output averaged over 200 unique artwork requests per mont
• SEAT Dealer Marketing consistently received dealer satisfaction ratings of 90%+
Having previously developed a clear brand identity for Age Partnership, ATP designed and produced a complementary high quality magazine to be fulfilled to the database.
• ATP offset production costs by selling advertising space within the magazine to third party companies targeting the over-55 market
• ATP engaged relevant celebrity cover stars to increase accessibility of the subject matter including Prue Leith, Greg Wallace and Duncan Bannatyne.
• Conversions directly attributable to the magazine were so successful meant that regular follow-up issues have been produced