Client:
German cable provider
Challenge:
The marketing function within a company is constantly under the pressure of demonstrating the contribution marketing makes with regard to the company´s success. In the face of reduced budgets for marketing and sales, the issue of campaign management and the contribution of communication measures to corporate success is becoming paramount.
Core issues:
- How can marketing create sustainable values for a company?
- How sensible is orientation on monetary figures?
- Are there any success patterns for campaigns?
- What is a successful campaign anyway?
- Which process steps are to be observed?
- What are the specific strengths and weaknesses of individual measures?
Our input:
- Optimization of the overall campaign processes of classic measures
- Introduction of a new target group segmentation for direct marketing measures aimed at the acquisition of new customers
- Interim management of the Performance Marketing department
Results:
- Increase of brand awareness by 8%
- Increase of response rate by 0.5%
