360º marketing actions to point of sale.

http://www.renuevastusgafas.com

Company: General Óptica
Product: Prescription Glasses and Sunglasses
Objectives: To generate sales at POS
Target: Potential buyers
Fecha: May-July 2009

Thanks to Nopiun who have agreed to let us share this marketing plan. We planned this campaign with a very limited marketing budget, it was designed to support a TV campaign that had just launched. The results of this first test, business model (lead generation), led to General Optica multiplying their initial marketing investment by 4..

Actions

  1. 1. Develop a microsite with a registration tool to get a discount on glasses via e-mail & SMS. To qualify, the customer has to fill in a form with their details, including post code to be able to send them to the closest Point of Sale
  2. 2. Display banner ads, email marketing, SEM & SEO to direct traffic to the microsite.

Results

More than 54.000 unique users captured.
Cost of acquisition (the first visit to the shop and a sale) was much less than on any other Previous campaign.
General Óptica has reduced their offline budget to invest more online which has a higher ROI.

CPC

If your main objective for an online campaign is to attract new users to the site, a CPC campaign is an easy, quick and efficient way to do so.