Anglian WindowsAnglian Windows

Latitude demonstrate fully integrated online and offline marketing activity and use of data generated by online marketing to drive successful offline campaigns for Anglian Home Improvements.

The Challenge

To deliver a fully-integrated campaign to ensure Anglian’s success in a competitive and rapidly changing market hit head-on by the credit crunch.

The Solution

  • A fully-integrated marketing campaign, covering TV, national press, digital display advertising (for awareness), affiliate advertising and niche press (for specific segments); enquiries driven by PPC and direct mail.
  • Real-time online feedback loop introduced in the call centre to help the sales team evaluate the quality of leads from different channels, respond to customer feedback and react quickly to market changes to maximise sales.
  • A new user-centred website with improved SEO to attract potential customers who are researching and comparing products online; PPC data used to identify best performing keywords for SEO.
  • User and Multivariate Testing (MVT) used to give better information access to improve online conversion to quote rates.

The Result

  • Anglian enjoyed success throughout 2008, when many competitors went into administration.
  • 18% increase in lead flow via online sources from Sept 07 - Oct 08.
  • Conversion from enquiries to leads increased from 35% in Jan 08 to 65% by Oct 08.
  • Cost-per-sale was very healthy against a marketing spend of 13.5% during a period of declining consumer demand.
  • Brand awareness and leads generated from SEO positions Anglian has held during 08.

How We Did It

  • Conducted seminars with the Anglian call centre and sales team about the importance of different marketing channels. We re-built the sales team’s confidence in online leads.
  • All marketing agencies (online and offline) encouraged to communicate freely, with a formal show and tell every quarter, to ensure consistent messaging.
  • Monthly digital meetings to generate new campaign ideas, share information and evaluate performance of current activity.
  • Brand management strategy implemented to monitor ‘brand noise’ on the internet; initiation of an Anglian blog to encourage customer discussion; involvement of Anglian Customer Services in this activity.
  • TV, press and door drop campaigns early in the year built in regional peak tests on terrestrial TV, to assess the uplift on business generated across all online and offline channels; this geographic targeting data was fed back to the sales team and call centre.
  • From Jan 08, we managed all PPC, display and affiliate activity, working closely with the advertising agency delivering all creative TV, press and door drop messages.
  • The best-performing PPC and MVT offers have gone on to be used for press ads, SEO metadata and the ‘Pick and Mix’ door drop strategy. For example, the ‘Reputation for quality since 1966’ tagline was selected using MVT and PPC results.
  • As soon as we saw performance of standard messaging drop, in response to the housing market crash, we implemented the text ‘Don’t move, improve’ across all PPC, display and affiliate ads, as it was already performing well on PPC.
 

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