TIWDY itself ran on a moderate budget for just shy of 8 weeks, covering most of January, all of February and the first few days of March. This means that the campaign period also included LAMMA 2020, where some of the visual assets were served to visitors.
Of course, we can’t go into too much detail on the methods, channels and actions included in the TIWDY campaign, but in brief, the work included digital and traditional advertising covering a variety of mediums, all funnelling into a landing page where demo requests were submitted.
The landing page was built simply but effectively to high conversion rate standards and the forms on the page were set up to screen differently, depending on the users device.
The form submissions were linked by API to a constantly updating cloud spreadsheet which the sales team had direct access to handle. The marketing coordinator at the brand was responsible for making the first contact with the demo lead and paired each lead to an area manager.
The cloud spreadsheet was updated by the area sales personnel as they paired leads with dealers and ensured the links in the chain were kept tight.