With 215 years of experience, D’Ieteren Automotive is a key player in sustainable mobility. This Belgian company’s portfolio includes diverse car brands such as Audi, Seat, Volkswagen, Skoda, Porsche, Bugatti, Lamborghini and Bentley.
As a resolutely forward-looking company, D’Ieteren Automotive is ready to tackle future challenges by leveraging innovative mobility solutions. In addition to its traditional car sales and distribution services, the company has embraced a broad ecosystem of brands, products and services aimed at making consumers’ everyday lives easier.
The company’s mission is to move towards a clear and collective working method across its many brands. In January 2020, our Marketing Cloud Consultant was tasked with setting up an accessible and harmonised marketing automation system to manage the company’s campaigns and e-mail marketing, and to do so in time for the ensuing Brussels Motor Show. The project resulted in a clear branding and campaign strategy for each brand, and naturally achieved the deadline.
The system implemented in 2020 is now being further developed by a team of campaign officers driven by the individual brand briefings. Each brand has a specific set of expectations and requirements for its marketing campaigns. In addition to drawing on these criteria to develop an exhaustive campaign, the D’Ieteren Automotive campaign team carefully monitors the quality of each individual brand.
Creating a Brussels Motor Show e-mail campaign in 2020 with high scores in deliverability, engagement and conversion proved to be challenging. Managing the extensive database involved in the diverse collection of brands was also tricky given the care required in handling customer data. For obvious reasons, 2021 presented a new challenge for D’Ieteren Automotive: finding a creative way to approach the motor show campaign. Each brand had to shift their focus to online sales, which made the campaigns more important than ever before. Creative solutions were sought with respect to distributing, reporting on, and analysing the campaigns.
D’Ieteren Automotive manages a wide variety of car brands, each with a very different tone of voice towards customers. To gain more control over brand communication, the emphasis lay on a clear branding strategy within the different business units of Marketing Cloud. In January 2020, Forward’s consultant created a total of 30 campaigns over six months, ranging from newsletters, special offers and contests to new car launches. This was an average of two to three campaigns per brand. As well as using multiple templates, content blocks and logos, Forward applied its usual best practices on e-mail and template design.
There is no doubting the value of clear reporting for campaign managers, and Marketing Cloud certainly provided numerous opportunities to acquire important insights. Forward made recommendations based on daily and weekly reporting and applied them to continue improvement, even during ongoing campaigns. We reviewed the latest reporting features through Marketing Cloud in order to quickly and efficiently achieve the desired metrics – such as open rate, delivery rate, click rate and opt-out rate – and compare them to the industry rates. The impact and growth potential of online marketing on both existing and new clients was huge, and was enhanced by strong communication between D’Ieteren Automotive and the Forward team.
Thanks to Marketing Cloud and Forward, D’Ieteren Automotive successfully built a strong multi-brand strategy and launched a wide variety of targeted campaigns culminating in the Brussels Motor Show.
30 campaigns: 30 campaigns for 5 different brands
Agile learning from reports: Daily and weekly reports provided insights and learnings from promotional campaigns
6 months: This project lasted 6 months culminating in the Brussels Motor Show
Branding strategy: Multiple brands require multiple approaches; this was all managed from one place in Marketing Cloud
“As a campaign manager you nurture reporting. The impact on digital business with both existing and new clients is enormous.”
Nikki Münch – Marketing Cloud Consultant at Forward
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