emflConf 2016 - Mitsubishi Electric
•Download as PPTX, PDF•
0 likes•448 views
This document summarizes a lead generation campaign conducted by O'Connor Company for Mitsubishi Electric. The campaign included strategic planning to identify target customer segments, paid search and display ads directing to product microsites, and email nurturing of leads. The campaign generated 644 leads at a cost of $120 per lead, less than the industry average of $400. It resulted in a 14.1% increase in business for Mitsubishi Electric in 2015. Key tactics included automated messages, variable content, and surveys to evaluate lead behavior and satisfaction.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to emflConf 2016 - Mitsubishi Electric
Similar to emflConf 2016 - Mitsubishi Electric (20)
More from emfluence
More from emfluence (20)
Recently uploaded
Recently uploaded (20)
emflConf 2016 - Mitsubishi Electric
- 1. #emflConf2016@emfluence Presented by Amy McDaid, O’Connor Company with Michael Tipton, emfluence amcdaid@oconnorcompanyinc.com Mitsubishi Electric Lead Generation Campaign @amymcdaid mtipton@emfluence.com @Mike_Tipton
- 3. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Strategic Planning • Research on top customer segments and their purchasing considerations • Factors in profiling customer segments @amymcdaid @OConnor_Company
- 4. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Strategic Planning • Target Audience • Comfort and Technology Seekers • 3 Purchasing Considerations @amymcdaid @OConnor_Company
- 5. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Strategic Planning • Challenges • Reaching people with hot or cold spots and empty rooms in their homes • Overall awareness of ductless products • Fear of installation being invasive • Distrust around HVAC contractors @amymcdaid @OConnor_Company “Mitsubishi”
- 6. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Creative and messaging split by purchasing segment 1. Operating Cost 2. Energy Efficiency 3. Reliability @amymcdaid @OConnor_Company
- 7. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Channels • Paid search and display ads • 3-page microsite for each purchasing segment • Lead nurture emails • Timing • Fall and Summer campaigns targeting weather-related search terms • Lead Routing • Round-robin: 8 areas, 15 dealers • Call Tracking @amymcdaid @OConnor_Company
- 8. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Paid Search and Display Ads @amymcdaid @OConnor_Company
- 9. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Microsite • Benefits • How It Works • Contact Us @amymcdaid @OConnor_Company
- 10. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Lead Submission/Routing @amymcdaid @OConnor_Company Dealer #2 Dealer #3 Dealer #4 Dealer #5 Dealer #1 -OR-
- 11. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Email Lead Nurturing • Thank You • Deliver Requested Brochure • Follow-Up • Survey @Mike_Tipton
- 12. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Email Lead Nurturing • Thank You – Sent 15 min. after prospect fills out lead form – Introduces dealer @Mike_Tipton
- 13. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Email Lead Nurturing • Deliver Requested Brochure – Sent 30 min. after prospect requests brochure on website – Includes a link to download the brochure PDF @Mike_Tipton
- 14. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Email Lead Nurturing • Follow-Up – Sent 7 days after initial info request – Reiterates benefits from the microsite @Mike_Tipton
- 15. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Tactics • Email Lead Nurturing • Survey – Sent 21 days after initial info request – Invites prospects to take a survey » Did you purchase? Why/Why not? » Identify purchasing and/or product search behavior » Rate the service @Mike_Tipton
- 16. #emflConf2016@emfluence Mitsubishi Electric Lead Generation emfluence Platform Implementation • The features O’Connor uses: Automated messages –Delayed and Drip Series Logic Variable text Assigned data for locations Variable content blocks for dealer signatures Surveys @Mike_Tipton
- 17. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Results • More than 21M Impressions • $0.94 per Click • 644 Leads (contact form submission or call) • $120 Cost per Lead • Compared to $400 average cost per lead • 14.1% increase in business in 2015 @amymcdaid @OConnor_Company
- 18. #emflConf2016@emfluence Mitsubishi Electric Lead Generation The Value of a Lead • Mitsubishi Electric Heating & Cooling units cost $3K+ @amymcdaid @OConnor_Company
- 19. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Campaign Results • Email Response • Unique view rate: 47.2% • Total view rate: 117% • Unique click rate: 8.9% • Clicks-to-views rate: 18.9% @amymcdaid @OConnor_Company Average Email Marketing Metrics for automated or triggered emails Open Rate Click Rate Clicks-to-Views 40.19% 10.92% 18.47% Source: emfluence, Average Email Metrics: Batched vs. Triggered (January 1 – December 31, 2015)
- 20. #emflConf2016@emfluence Mitsubishi Electric Lead Generation Takeaways • Call tracking is crucial for quality control during automated campaigns • Important to make all levels of customer support aware of the campaign • Phone etiquette and staff training help in converting more leads • Kansas City had great success – 30% conversion rate for campaign leads – Sales up 20% year over year @amymcdaid @OConnor_Company
Editor's Notes
- Factors in profiling customer segments: Housing – size and age of home, household income, number of rooms/occupants Energy/climate – energy costs, climate, primary fuel types HVAC system perceptions and purchase journey Baby boomers: Known for their high level of consumerism and affinity to luxury goods Echo boomers: Tend to marry and form households later in life, value technology and are socially conscious. Echo Boomers like a home customized to their preferences, driving further renovations. They are early adopters of new technology and are more likely to pay a premium price A range of criteria will profile respondents by home type, including square footage, number and type of occupants, number of rooms, age, and basement/attic (full or crawlspace).
- Target Audience 2 of 6 Customer Profiles: Comfort Seekers and Technology Seekers 3 Purchasing Considerations are important to all segments Operating Cost Energy Efficiency Reliability The homes of Comfort Seekers, Technology Seekers, and Basic Buyers are most likely to have empty rooms and hot-and cold-spot problems. HVAC operating cost, reliability, and efficiency are important to all segments. Technology Seekers and Comfort Seekers are the most demanding of additional features. Most consumers are concerned primarily with a system’s initial cost and energy efficiency/operating cost, while some consumers have secondary concerns with allergen filtering, ease of use, zoning, and eco-friendliness. Most consumers are positively influenced by messages that directly speak to cost and energy efficiency. A few are also positively influenced by messages that speak to technologies that enhance control capabilities.
- Most people struggle with hot/cold spots in their homes, but few believe there is, or are aware of, a suitable permanent solution. Most people are not aware of heating and cooling systems aside from central air, forced air, or window units; and there is not much further differentiation between system types. Awareness of Mitsubishi is closely tied with automobiles and large screen/projection televisions, and this association is not always positive. Split ductless systems are not received well by consumers with existing ductwork in their homes. They want a system that is compatible with the existing ductwork. Split ductless systems are perceived as systems that require extra renovation/remodeling, and are aesthetically unappealing. Consumers do, however, understand the benefit of a ductless system to fix a hot/cold spot problem. Distrust of contractor skills and motivations is greatest among Technology Seekers and Comfort Seekers
- CAMPAIGN OVERVIEW Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments: 1. Operating Costs 2. Energy Efficiency 3. Reliability These segments were determined by the 6 segments’ top purchase considerations. The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
- CAMPAIGN OVERVIEW Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments: 1. Operating Costs 2. Energy Efficiency 3. Reliability These segments were determined by the 6 segments’ top purchase considerations. The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
- CAMPAIGN OVERVIEW Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments: 1. Operating Costs 2. Energy Efficiency 3. Reliability These segments were determined by the 6 segments’ top purchase considerations. The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments’ home HVAC situation, their philosophical drivers, and branding assets.
- Landing Page Supports the ad message and purchase consideration How It Works FAQ and instructional videos Contact a Local Mitsubishi Dealer Lead form
- Contact forms on each page of each site will collect leads of interested prospects. Once the contact form is submitted, that lead information will be distributed to one of the dealerships that service that zip code (round-robin style for equal distribution).
- We will then nurture the leads that are distributed by delivering emails during the sales cycle that have valuable content for the homeowner. Personalized to appear that it’s coming from the prospect’s assigned dealer
- The web forms in WordPress assign a dealer to each lead submitted based on the region the user indicates (round-robin style). The dealer’s name and email are passed through the Platform so that we can pull in a dealer content block that has their contact info.
- Total Web Form Leads: 247 Total Calls: 397 Total Web Form Leads and Calls: 644
- Pricing depends on the number of units in your home
- Open rate and clicks to views rate higher than benchmark average. Click rate was not as high but there were also not as many opportunities to click – aside from the survey and PDF, the emails were purely informational with dealer info.
- Call recordings can tell you what happened with the leads (did they schedule appointments?), and enables you to review how well your employees handle leads. Important to make all levels of customer support aware of the campaign – there was some confusion with the sites being branded as Mitsubishi and then getting connected to a dealer. Potentially some missed opportunities or dropped leads from the receptionists not clearing up confusion by recognizing that the caller may have been driven by this campaign. Staff training - A missed opportunity can translate to thousands of dollars per year in lost revenue.