Motorway Marketing- What can we learn?
Adam Oldfield Founder of Force24 (2010 - present) 20 years + supporting marketing departments With 4000 users – and counting. 2020 has already been a big year, with the team announcing it had reached the £5m organic investment milestone in September, and 682 updates rolled out to the expanding client base since January alone. Net recurring revenue is reported to have risen by 80% when compared to 2019 figures, user adoption is up 300% and 400 trillion data exchanges are now handled through the technology, per annum.
Free training and support for life Force24 is the biggest and best UK based marketing automation platform - you have never heard of… On behalf of our clients… We send over 190 million emails per month. 4000+ marketers rely on the Force24 platform each day. We manage thousands of highly personalised journeys. On an average day we monitor over 20,000 web interactions per min. Update 1,500,000 lead scores each day.
Free training and Support for life Free training and support for life We have all found ourselves at the services craving a coffee. But did we need one? Or were we sold to…. The Challenge
Free training and Support for life Free training and support for life The technique every digital marketer should know but only 10% do! Savvy marketers are always on the lookout for campaign inspiration, hacks to save them time and tools to better evidence their ROI. But are we missing what’s right under our noses? The Challenge
Free training and Support for life Free training and support for life The secret’s in the signage. The key to its e ff ective communication is simplicity and repetition without being repetitive. Motorway signs are seen as a support to motorists, where they get value and benefit. Their structure and position mean we are happy to see them. The Problem
Free training and Support for life Free training and support for life Creating scarcity and urgency is a critical part of marketing! When an unlimited never ending resource people have no reason to act now… By inserting scarcity and or urgency we can encourage people to act now . The Problem
Free training and support for life Free training and Support for life Everybody’s journey is different and can be at any time of the day or night. Each road user is travelling for di ff erent reasons and all needs are di ff erent. Yet, we observe not segmentation, variation or split testing. The Problem
Free training and support for life Free training and Support for life The 7-step motorway journey… To help, I have aligned the motorway signs with a marketer arranging an event. The Problem
Free training and Support for life Free training and support for life Building a savvy event sign-up campaign using the motorway marketing technique Step 1: The introduction. When we’re first notified about the service stations coming up, we usually have plenty notice, and there’s enough detail in there for us to think whether or not we want (or need!) to take time out to visit. But first..
Free training and Support for life Free training and support for life “OMG Can I last 22 miles till the next services?” “I think I can last 22 or 33 miles but I will need the loo before 66 miles?” Execution
Free training and Support for life Free training and support for life Step 2: Adding the detail. A driver might miss or ignore the first service sign – after all it is a long way ahead – so it is important to follow up with further comms that provides additional information plus a greater sense of urgency. Only 5 miles to act, could be what is needed to plan a stop and if not, visuals of well-known co ff ee, restaurant or hotel chains could be the brand signal that the motorist needs! But first..
Free training and Support for life Free training and support for life “Thank goodness only 5 miles to go and they have coffee” “Now you mention it I would like a break.” Execution
Free training and support for life Free training and Support for life Step 3: The real sense of urgency! With only 1 mile to go, the driver really needs to plan whether they’re going to make a visit to the service station. So likewise, back in the world of emails, announcing limited space availability could be the final catalyst to accepting the event invitation. But first..
Free training and Support for life Free training and support for life Keeping my eyes peeled for the exit… almost there… “How far was it till the next services?” Execution
Free training and support for life Free training and Support for life Step 3: Are you going to miss out? These signs clearly tell the driver, it’s here and now, so if you’re coming o ff the motorway, make plans to do it quickly (and safely of course!) For event communications, these markers could symbolise the need for emails that further communicate the sense of urgency or loss if someone does not attend, as well as prompting the action they must take if they have registered. But first..
Free training and Support for life Free training and support for life "Yes - here we go! Costa here I come!” “Let’s just go to these ones… we are here now.” Execution
Free training and support for life Free training and Support for life Sorry, you missed it! One of the high set engagement periods of your contacts journey is immediately post the missed opportunity. Are you making the most of this opportunity? But first..
Free training and support for life Free training and Support for life “Definitely going to this one!!!” Execution
Free training and support for life Free training and Support for life You must embrace your email deliverability role… Only 33% of email deliverability is a platform vendors role, the other 67% is down to you: • List hygiene • Engagement segmentation • Mailing practices • Delivery speed But first..
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life That’s all folks! Next week: Tuesday 14th of April An Introduction to marketing automation 12-1pm Thank you!
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