1. The Digital Bridge
to your Customers

2. Continental Tyres
Multi-channel Campaign
May 2013

3. Goal
• Increase awareness of the Continental
Tyres brand
• Increase network footfall
• Increase sales of Continental Tyres via
nationwide network

4. Strategy
• Pilot an integrated Direct Marketing
campaign across a single dealership with a
variety of outlets within a specific allocation
of postcode areas
• Review success of pilot with a view to
national rollout

5. Tactics
• Email Campaign to both businesses and
consumers within selected postcodes
specific to the clients criteria
• Postal DM Campaign to the email openers
• Social Media Campaign to the email
openers (Facebook)

6. Logic
• Whilst email marketing is on its own a major traffic
driver for many organisations around the world, at
Emailmovers we believe in the further opportunity of
the follow up
• A postal or hardcopy campaign to the email openers
offers a higher return on investment because of the
reduction in volume required as a direct result of the
email marketing campaign. It is also a significant
reduction in the carbon footprint of the overall
campaign, especially when running at a national level.

7. Target Audience
• Geographical Information
• Specific Postcodes
It was agreed that no further filters be added to
the selection criteria at this stage although further
selection criteria maybe added at a national level.
It is also suggested we profile the responders to
add to market intelligence and identify common
criteria, this can all be done in-house by
Emailmovers.

8. Postcode Areas
• The target audience of 48,827 is based on
geographical information - specifically the
postcode areas on the following slide in the
UK that relate to a single dealership with a
number of outlets.

9. Postcode Breakdown

10. Campaign Flow
• Overview
• Costs

11. Phase 1 - email marketingPhase 1 - email marketing
Phase 2 - hardcopy DMPhase 2 - hardcopy DM
Phase 3 - facebookPhase 3 - facebook
Phase 4 - SMS ?Phase 4 - SMS ?
Phase 6 - responders follow up ?Phase 6 - responders follow up ?
RespondersResponders
Phase 5 - telephone ?Phase 5 - telephone ?

12. Phase 1 - Email
Campaign
• B2C Email Contacts - 30,267
• B2B Email Contacts - 18,562
• Total Email Contacts - 48,829
Anticipated open rate 6% (3000)
Anticipated click through rate 3% (90)

13. Phase 1 - Costs
• B2C Data Rental Cost - Single Use - £50/CPM
30,267 x £0.05 = £1,513
• B2B Data Rental Cost - Single Use - £90/CPM
15,862 x £0.09 = £1,427
• Email Delivery - Deliver,Tracking And
Reporting - £5 CPM
46,129 x 0.005 = £230
• Total Costs for Phase 1 = £3,170

14. Phase 2 - DM Follow-Up
• DM Postal Campaign to approximately
3000 postal records
• Data provided as a .CSV or .TXT file for
the client to use preferred fulfilment
service.
• 3000 x £0.05 = £150
• Total Costs for Phase 2 = £150

15. Phase 3 - Social Media
• Facebook
Custom Audience Creation
Upload openers emails (cross check for matches with
Facebook accounts)
Facebook Campaign creation (using client creative assets if
possible)
• Setup Cost = £500
• Total cost per click budget = £1,000
400 x £2.50 (Actual CPC unknown)
• Total Estimated Facebook costs = £1,500
Please note that CPC budget can be capped.

16. • Email Data and Delivery - £3,170
• Postal Data - £150
• Facebook - £1500
• Total Cost = £
(All costs subject toVAT at 20%)
Cost Summary