{"id":751,"date":"2016-03-02T00:00:00","date_gmt":"2016-03-02T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2016\/03\/02\/elanintersport-cas-je-za-nove-dilce-2\/"},"modified":"2023-04-28T09:07:49","modified_gmt":"2023-04-28T07:07:49","slug":"elanintersport-cas-je-za-nove-dilce-2","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/elanintersport-cas-je-za-nove-dilce-2\/","title":{"rendered":"Elan&Intersport: \u010cas je za nove dilce"},"content":{"rendered":"

Danes velik del nakupne poti poteka na spletu, tudi pri nakupu smu\u010di. Potencialni kupci se dobro pozanimajo, kaj ponuja trg, kak\u0161ne zmogljivosti potrebujejo in kje lahko dobijo najve\u010d za svoj denar. \u0160ele nato se odpravijo v trgovino.
\nLead generation<\/a>\u00a0kampanja, ki smo jo izvedli za\u00a0Elan<\/a>\u00a0in\u00a0Intersport<\/a>, je imela za cilj\u00a0pove\u010danje prepoznavnosti Elanovih smu\u010di in povi\u0161anje njihove prodaje v leto\u0161nji sezoni<\/strong>.\u00a0\u00a0Osredoto\u010dili smo se na dva modela: Elan Amphibio 11 Fusion za mo\u0161ke in \u00a0najla\u017eje \u017eenske smu\u010dke Elan Delight QT.<\/p>\n

Pot od prepoznavnosti do nakupa<\/h2>\n

\"ElanS\u00a0ciljanim spletnim ogla\u0161evanjem<\/strong>\u00a0smo ozko opredelili na\u0161e potencialne stranke in jih povabili do osrednjega elementa kampanje \u2013\u00a0pristajalne strani<\/a>. Tam so lahko spoznali Elanove smu\u010dke in v\u00a0zameno za kontakt<\/strong>\u00a0prenesli kupon z darilom ob nakupu smu\u010di.<\/p>\n

Skozi\u00a0remarketing<\/strong>\u00a0oglase smo\u00a0nadalje naslavljali obiskovalce pristajalne strani.\u00a0Tiste, ki so prenesli kupon, smo pozivali k obisku Intersportovih trgovin in unov\u010ditvi kupona, preostale pa k samemu prenosu kupona. Uporabili smo tudi kraj\u0161i\u00a0lead nurturing<\/strong>\u00a0program, ki se je izkazal za zelo u\u010dinkovitega.<\/p>\n

 <\/p>\n

Pristajalna stran za lead generation<\/h2>\n

\"ElanPrimarni cilj pristajalne strani je bil prenos kupona za darilo.<\/strong>\u00a0V zameno smo \u017eeleli kontaktne podatke. Na ta na\u010din lahko z ljudmi, zainteresiranimi za nakup smu\u010di, Elan tudi v prihodnje komunicira, jih vabi na teste smu\u010di in jim zagotavlja uporabne informacije.<\/p>\n

Ker digitalna orodja omogo\u010dajo oziroma kar kli\u010dejo po\u00a0optimizaciji<\/strong>, smo v dveh mesecih kampanje pripravili 3 razli\u010dice pristajalne strani z razli\u010dnimi obrazci, razli\u010dnimi mo\u017enostmi kuponov z darili ter brez nagradne igre. Z vidika\u00a0konverzij<\/a>\u00a0se je nabolj odrezala zadnja \u2013 kar dodatno potrjuje\u00a0lead generation priporo\u010dila o enostavnosti in jasnosti pristajalnih strani<\/strong>.<\/p>\n

\"ElanOglasi<\/h2>\n

V kampanji sta bila uporabljena tako Google kot Facebook omre\u017eje. Podobno kot smo izbolj\u0161evali kampanjo, smo\u00a0optimizirali tudi uporabljene oglase ter tako dosegali najbolj\u0161e razmerje med ceno in kliki<\/strong>.<\/p>\n

 <\/p>\n

Lead nurturing<\/h2>\n

\"ElanVse obiskovalci, ki so \u017eeleli svoj kupon z darilo in na pristajalni strani pustili svoj kontakt, smo umestili v\u00a0lead nurturing<\/em>\u00a0<\/a>program. Kampanja je predstavljala dva modela smu\u010dk, enega mo\u0161kega in enega \u017eenskega, zato smo lahko\u00a0komunikacijo pripravili razli\u010dno glede na spol in pripadajo\u010di model<\/strong>.<\/p>\n

E-mail sporo\u010dila za dame so se tako osredoto\u010dila na dejstvo, da je Elan Delight QT najla\u017eja smu\u010dka na svetu. Prina\u0161a eleganco in lahkotnost smu\u010danja \u2026 pa \u0161e lahko jo je nositi naokoli. Medtem pa smo pri komuniciranju modela Amphibio 11 Fusion izpostavili njegove vrhunske tehni\u010dne lastnosti.<\/p>\n

Lead nurturing kampanjo smo prilagajali razmeram tako na smu\u010di\u0161\u010dih kot na trgu. Informiranje o posebnih sezonskih akcijah je bilo tako izredno dobro sprejeto.<\/p>\n

 <\/p>\n

In za konec \u0161e nekaj \u0161tevilk lead generation kampanje:<\/h2>\n

\u0160tevilo prene\u0161enih kuponov:\u00a0403<\/strong><\/p>\n

\u0160tevilo sodelujo\u010dih v nagradni igri:\u00a0415<\/strong><\/p>\n

povpre\u010dna stopnja odpiranja (open rate<\/em>) e-mailov:\u00a047%\u00a0<\/strong><\/p>\n

za primerjavo: povpre\u010dje v \u0161portni industriji je 21%.<\/p>\n

S pomo\u010djo izkori\u0161\u010denih kuponov smo lahko povezani\u00a0online<\/em>\u00a0in\u00a0offline<\/em>\u00a0svet in izmerili \u010disto prodajni u\u010dinek akcije. O teh \u0161tevilkah ne moremo govoriti, lahko pa povemo, da je Elan z rezultatom zadovoljen.<\/p>\n

 <\/p>\n

* Kampanja \u201c\u010cas je za nove dilce\u201d je bila predstavljena tudi v Izboru MMeseca v\u00a0Marketing Magazinu<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Danes velik del nakupne poti poteka na spletu, tudi pri nakupu smu\u010di. Potencialni kupci se dobro pozanimajo, kaj ponuja trg, kak\u0161ne zmogljivosti potrebujejo in kje lahko dobijo najve\u010d za svoj denar. \u0160ele nato se odpravijo v trgovino. Lead generation\u00a0kampanja, ki smo jo izvedli za\u00a0Elan\u00a0in\u00a0Intersport, je imela za cilj\u00a0pove\u010danje prepoznavnosti Elanovih smu\u010di in povi\u0161anje njihove prodaje […]<\/p>\n","protected":false},"author":14,"featured_media":1115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nLead generation kampanja: Elan & Intersport<\/title>\n<meta name=\"description\" content=\"Lead generation deluje, ne glede na produkt. Splet je v nakupnem procesu tako mo\u010dno orodje, da ga uporabljamo tudi pri kupovanju smu\u010di. 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