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Case Study 1 : Mitsubishi Electric - Diamond Digital DVD optical drives
THE PROBLEM
In late November 2003, Diamond Digital (Mitsubishi Electric-Australia's Electronics Division) discovered an opportunity to immediately secure a shipment of the latest multi-format 8x DVD optical drives.
The vendor saw this as an opportunity to capitalise on both the popularity of the device and the December selling period. This was Diamond Digital's first multi-format offering to the Australian marketplace and, given last-minute availability, the vendor severely lacked awareness of the features and benefits its device could offer. Product reviews were yet to be published.
THE PLAN
A one-month blitz with Haymarket Interactive's consumer websites (www.pcauthority.com.au and www.Atomicmpc.com) promoting Diamond Digital's optical drive via a 'Win a DVD burner every week for five weeks' promotion. The competition was promoted via a mix of banner ads and special text links to a landing page on www.AuthorityNetwork.com where the device specifications could be found. Entrants were invited to enter by answering a weekly question. This competition was also supported by PC Authority's daily email newsletter. A number of creatives were designed to push both the price point (linked to Mitsubishi Electric Australia’s website) and traffic to the competition. Using 'Dart for Publishers', all creative and text links were recorded and reported on throughout the campaign. Harris Technology was also promoted as the preferred reseller for this campaign.
THE PROCESS
It was revealed Diamond Digital's DVD/RW optical drive was among the most competitive price-points in the optical drive market - a USP most vendors were unable to compete with. Haymarket Interactive also arranged for a link (trafficked through Dart) to Harris Technology where the customer could immediately purchase the device at a further discount of 7 percent.
THE PERFORMANCE
Diamond Digital's turnover... 2 percent of all of those who interacted with the promotion were converted to direct sales.
"This was Mitsubishi Electric Australia’s first venture into the world of online advertising. The re-active nature of the online environment was just what Mitsubishi Electric needed to get its product out into the marketplace. Michael and the team at Haymarket Interactive were quick to provide an effective solution. Diamond Digital will most definitely be advertising on Haymarket Interactive in future." - Richard Freggi (General Manager)
Case Study 2 : Carat Interactive - Toshiba newsletter subscription drive
THE PROBLEM
Toshiba, a client of Carat Interactive, wanted to increase the number of subscribers to its monthly product email newsletter. The target market was made up of C-level and IT decision makers. The agency delivered a top-line brief and Haymarket Interactive team worked on a relevant solution. A budget was set to meet a defined goal of new subscribers by a set deadline.
THE PLAN
A one-off email blitz through both the iTnewswire and PC Authority newsletter drove users to the www.AuthorityNetwork.com website where recipients were able to access a special feature on Wireless and Mobility. This bespoke content was written by the PC Authority editorial team in association with Toshiba and was accessible after opting in to receive Toshiba’s newsletter through an interstitial page. Haymarket Interactive was responsible for complete fulfillment including delivery of subscriber data
THE PERFORMANCE
Smashed target by 253%
"This is a great example of how well the team at Haymarket Interactive can respond to broad-brush briefs. Haymarket’s willingness to tailor content and work towards performance targets differentiates them from the competition. Michael and the team have gone the extra mile to achieve real results for my client" – Eugene Chew (Carat Interactive).
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M-Digital
"We recommend the AuthorityNetwork an integral component of the media mix to our clients for business, consumer and IT channel campaigns. Clients including IBM, Nokia, Symantec and SAP have benefited from the dedicated service offered by the Haymarket online sales team. Our sales manager not only responds to advertising briefs and associated questions in a timely and professional manner, but is proactive in bringing forward creative ideas to assist our clients in harnessing the power of the online medium to achieve their marketing objectives."
Sam Stark, Consumer Connection Strategist, M Digital
Beyond Interactive
"I have always found client servicing at Haymarket to be excellent, our account manager is quick to respond and always helpful. He obviously knows very well both his online publications and the marketplace in which he is operating. All these things make a big difference to us in planning and optimising campaigns so that they are as effective as they possibly can be in this fluid but exciting medium."
Sarah Treliving, Head of Business Unit, Beyond Interactive (A Mediacom company)
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