The AA (display)

Background:

AA Business Services developed a more comprehensive and more complex product offer in order to create a degree of product differentiation within what had become a very crowded and competitive sector – the car breakdown market for small businesses. In addition to its standard fleet breakdown offered by Fleetwide, Fleet Advantage offers a fuel card and fleet management solution for the SME sector. 


AABS has in the past been very successful in promoting and selling its product using traditional routes to market and had never before tested the efficacy of using online as a direct recruitment channel.  Quite clearly, if it was going to compete, then it needed to broaden its reach and test alternative routes to market.

The brief to Cheeze and its partners within Digital Marketing Group, Inbox and HSM, was to develop and implement a plan that delivered to the following objectives:

•    Evaluate online as a direct selling channel
•    Understand whether the more complex Fleet Advantage could be sold in a direct manner
•    Generate sales in order to establish an ROI model.


Cheeze’s Deliverables:

•    Search Marketing across Google and Yahoo.
•    Keyword bidding strategies.
•    Digital Display campaign that using Fleetwide and FleetAdvantage banners and buttons on a rotational basis on a highly targeted website – Bytestart – the online portal for small businesses.
•    Interactive banners and buttons took the prospect through to a landing page relevant to the product in question.
•    Detailed data analysis.
•    Result collation and presentation
•    Creative optimisation
•    Campaign optimisation.


Results:

The outcomes of the programme were very encouraging.  As the client stated “We have sold more products online during this short test than we did in the whole of 2006”

Detailed results remain confidential. However, we can report that:

•    Number of vehicles registered for cover increased by 120% during the test

•    ROI was 3:1 (profit)

In terms of the original objectives, the test programme proved that online could work very cost effectively as a route to market.  Moreover, it established that a product such as Fleet Advantage can also be sold via an online channel. As a result of this test activity, AABS has rolled out the programme and increased media spend by a factor of 10 over the original test budget.

Case Studies