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1. What can’t I see?
POMP; Ljubljana, September 2015

3. Venture capital founding for content marketing
$ 1,097,847,416
since 2006
89 CM companies
* Source: Newscreed research sept 2015

4. Who am I ?
Half polish, editor, CM judge and speaker, diver, father, economist with an MBA…
Partner at PM, poslovni mediji: leading CM agency in Slovenia
10 Years in PM.
What do we really do very good/different:
1. Strategic approach
2. Digital focus (including budgets)
Primož Inkret
Business Director
Client Team

5. CMI research B2C 2015
What goals do organizations follow?
1. Customer Retention/Loyalty
2. Engagement
3. Brand Awareness
4. Sales
5. Customer Evangelism
6. Lead Generation
7. Lead Nurturing
8. Upsell/Cross-sell

6. Rebecca Lieb
Business value of content strategy (execution)
1. Brand Health (growth, nurturing); attitude, conversation and behavior
2. Marketing Optimization; effectiveness
3. Revenue Generation; how
4. Operational Efficiency; reducing expanses
5. Customer Experience; relationship
6. Innovation; Collaboration for future products

7. 30 min plan
3 Key points
1. What can’t I see
2. Big picture
3. Secret ingredients

8. 1. What can’t I see

9. 1. CASE
Škoda Slovenia

11. “Škoda Slovenia
vehicle sales”
What
competitors see
0
1500
3000
4500
6000
2008 2009 2010 2011 2012 2013 2014 2015
Sold vehicles
4,2%
Market Share%
4,3%
4,9%
5,5%
6,6%
7,1%
9,5%
9,7%*
+2,4%
year on
year

12. “It is what we all can
see in traditional
media.“
Advertising

13. “Every touchpoint is
integrated part of lead
generation and loyalty
system”
What competitors
do not see
0
15000
30000
45000
60000
2008 2009 2010 2011 2012 2013 2014 2015
FB Contacts Test drives
Magazine Call centre Eurotax
But we do.

14. Channel activity visual data boards
Performance indicators on Škoda channels
TV / RADIO / OUTDOOR / PRINT
‣ Planned budget
‣ Daily/weekly/monthly spending
‣ Comparisons with previous periods (pie
charts)
‣Circulation
‣Current subscribers base
‣New subscribers
‣Nr. of distribution locations
‣Engagment
‣Number of followers/New followers
‣Page views
‣Top content
‣Age of followers% of change
‣Number of subscribers
‣Number of video views
‣Demography
‣Average time of viewing
‣% of change
‣Visitors count & bounce rate Top content
‣Technology
‣New vs returning
‣Conversions for different goals + Adwords
‣% of change with different periods
‣Number of Eurotax calculations
‣Average age of cars
‣Average value
‣Number of Contacts who own Skoda
‣Number of visitors
‣New leads, new registrations
‣Top content
‣All reservations & All test drives
‣Number of contacted people & Success rate
‣Lead conversion by source & Comparisons
‣% of change graphs
‣Number of interactions
‣Number of leads & Success rate
‣Favourable cars list & average value of cars
‣Gender, average age of visitor
‣Location / address of leads
‣Current number of subscribers
‣Male vs. Female
‣Sent & Opened & bounced
‣Number of new subscribers
‣% of change with different periods
‣Number of dealer visits
‣All test drive reservations
‣Top dealers with reservations/drives/deals
‣Car models availability & Performed test
drives
‣Number of closed deals
‣Weekly graph and comparisons
‣Number of rejected inquiries and % of
change
‣Comparison by models
WWW.ŠKODA.SI EUROTAX CALCULATIONS WWW.SIMPLYCLEVER.SI CALL CENTRE
MAGAZINE FACEBOOK YOUTUBE
SPECIAL DIGITAL CAMPAIGNS NEWSLETTERS PFGSDEALERS

15. „Now we can exactly
plan our test drives
vehicles and prepare
documentation for
person who is coming
to our dealerships.“
Call center app
DASHBOARD

16. Live activity
DASHBOARD
Eurotax lead sources
‣ Media type comparison
‣ Regional comparison
‣ Devices used
‣ Dealer listing response
count

17. Test Drives
DASHBOARD
Hot lead source
‣ Per dealer
‣ Comments
‣ Trend
‣ Car model

18. Active web
applications
DASHBOARD
Individual set up
‣ Monte Carlo campaign
‣ KPI’s for goals
‣ Trend
‣ Car model

19. Special off line
campaigns
DASHBOARD
Organizing and tracking
‣ VIP
‣ Multi-user
‣ Capacity monitoring

20. 2. CASE
Adria Mobil

21. NON#RESPONSIVE#
#
#
#
Channels#
#Proprietary#CMS#
system#
Services#
Data/content#
Interna=onal#and#market#
independent#Content#
All#markets#web#sites
Avstrija
Belgija
Danska
Finska
Izrael
Italija
Nemčija
Nizozemska#
Norveška#
Rusija#
Španija#
Švedska#
Švica#
Ukrajina#
Slovenija#
Koreja#
Francija#
VB#
Japonska#
Facebook#
Youtube#
Data#via#API#
MANUAL#
VOYAGER#
connec=on#
Adria#technical#and#
commercial#updates#
Visitors#/#contacts#
Before...##

22. Market'specific'Adria'web'RESPONSIVE'sites'with'
country'subdomains'>'country.adriaAmobil.com'
'
'
'
'
Channels'
Centralised'
OPENSOURCE'CMS'
system'
Services'
Data/content'
InternaHonal'and'market'
independent'Content'
Content'
planning'
and'
syndicaHon'
according'to'
markeHng'
and'others''
All#markets#web#sites
Avstrija
Belgija
Danska
Finska
Izrael
Italija
Nemčija
Nizozemska'
Norveška'
Rusija'
Španija'
Švedska'
Švica'
Ukrajina'
Slovenija'
Koreja'
Francija'
VB'
Japonska'
Live''Social'
media'
external'data'
Facebook'
Linkedin'
Youtube'
TwiSer'
Data'via'API'
EANewsleSer''
InspiraHons'
InternaHonal'
and'local'
social'media'
Visitors'/'contacts'
ADRIA'MOBIL'DIGITAL'ACTIVITIES'DASHBOARD'
CMS,'newsleSer,'market'specific'database,'contacts'to'leads'conversion,'traffic'analyHcs,'visitor'type'analysis,''
social'media'data,'adverHsing'analyHcs'
Live'
connecHon'
Market'dependant'
updates'
Adria'technical'and'
commercial'updates'
VOYAGER'
&'
TEF'
A"er...''

23. Executive
managers
DATABOARD
Helicopter view
‣ Market activity
‣ Benchmarks
‣ Trends (red zone)

24. Lead Generation
DATABOARD
Database management
‣ Contacts=gold
‣ Interest
‣ Hook comparison

25. Printed materials
effectiveness
DATABOARD
Smart QR codes
‣ Off line effect
‣ Model Interest (research)
‣ Campaigning

26. Contacts APP
Contacts management
‣ Sources
‣ Funnel stage
‣ History (1 person)

27. Newsletter APP
Segmented nurturing
‣ Integrated for easy to use
‣ Precise targeting
‣ Funnel stage templates

28. 2. Big picture

29. Awareness:
Suspects
Understanding:
Prospects
Consideration:
Leads
Testing:
Opportunities
Purchase:
Sales
I do not have a desire Maybe I would like to have a new car I will buy Škoda
We have to influence touch points that we can control
Who has the power-Škoda?
Google search: best family car
Browsing simplyclever.si with iPad
Local dealer visit
Article in Avto magazine
on Rapid Spaceback
Comparison video: Octavia vs. Astra
Chatting with friends
Liking Škoda FB page
Researching on-line catalogues
of different brands
Downloading Škoda Octavia
iPad catalogue
Calculation for financing
Visiting 3 different dealers
Searching for models on stock
at near by dealers
Purchase: signing contract
Playing a game: Find your
color footprint (on Fabia)
You tube video (add) on
simplyclever solutions
Škoda configurator
Visiting Real fuel consumption
community website
Watching explainer
video on financing
Driving in new Ford from friend
Independent test results
on resell value
Visiting Citroen dealer Chatting with friends
I have Škoda

30. Awareness:
Suspects
Understanding:
Prospects
Consideration:
Leads
Testing:
Opportunities
Purchase:
Sales
We have to influence touch points that we can control
Who has the power-Adria Mobil?
Purchase: signing contract
I do not have a desire Maybe I would like to have a new camper I will buy Adria I have Adria
Google search: best family vacation
Local dealer visti
Reading Adria reviews
Article in the Caravaning Magazine
Newsletter subscription
Browsing adria-mobil.com with iPad
Liking AM FB page
Watching video: camper vs. motorhome vacation
Researching catalogues
Calculation for financing
Visiting 3 different dealers
Searching for models on stock
at near by dealersWatching video New caravan range
Trying product selector
Renting out another brand
Reading explainer
on quality and durability
Exploring caravans in a camp
Visiting trade show
Google search: best caravans 2014
Comparing selection
Chatting with friend
on last vacation

31. Customer journey
Crucial moments in discovery and research towards new Škoda
LOST SALE - Negative reviews
Word of
mouth
Television Outdoor Radio Direct
mail
Offline promotions
Terrain sales & promotions
Car show
Dealer visit
SMOT (experience)
‣ Offline promotions
‣ Terrain sales & promotions
‣ Car show
‣ Dealer visit
‣ Call
‣ Magazine subscriptions
‣ Submit lead
‣ Walk in / test drive
‣ Online financing, online offers
FMOT (web&personal)
Narrow
choices
Action
behaviour
‣ Financing offers at the dealers
‣ Calculations
‣ Old4new offers
DECISON (purchase)
Real
comparisons
‣ Financing
‣ Price
‣ Performance
‣ Styling
‣ Size
‣ Video
‣ Review
‣ Industry sites
‣ New model promotion sites
‣ Games
‣ Lead generation
ZMOT (web)
Research
online
WON SALE - Positive reviews
+ Digital advertising

32. Customer journey
Crucial moments in discovery and research towards new Škoda
LOST SALE - Negative reviews
Word of
mouth
Television Outdoor Radio Direct
mail
Offline promotions
Terrain sales & promotions
Car show
Dealer visit
SMOT (experience)
‣ Offline promotions
‣ Terrain sales & promotions
‣ Car show
‣ Dealer visit
‣ Call
‣ Magazine subscriptions
‣ Submit lead
‣ Walk in / test drive
‣ Online financing, online offers
FMOT (web&personal)
Eurotax
Events
Apps
…
Call centre
Newsletter
Articles
…
‣ Financing offers at the dealers
‣ Calculations
‣ Old4new offers
DECISON (purchase)
www.hudobro.si
Special campaigns
Configurator
…
‣ Financing
‣ Price
‣ Performance
‣ Styling
‣ Size
‣ Video
‣ Review
‣ Industry sites
‣ New model promotion sites
‣ Games
‣ Lead generation
ZMOT (web)
www.skoda.si
simplyclever.si
Magazine,
4x4.skoda.si
Youtube
Facebook
…
WON SALE - Positive reviews
+ Digital advertising
Magazine
Facebok
Newsletter
Website
…

33. Customer journey
Crucial moments in discovery and research towards new Adria Mobil
LOST SALE - Negative reviews
Word of
mouth
Television Outdoor Radio Direct
mail
Offline promotions
Terrain sales & promotions
Car show
Dealer visit
SMOT (experience)
‣ Offline promotions
‣ Terrain sales & promotions
‣ Car show
‣ Dealer visit
‣ Call
‣ Magazine subscriptions
‣ Submit lead
‣ Walk in / test drive
‣ Online financing, online offers
FMOT (web&personal)
Narrow
choices
Action
behaviour
‣ Financing offers at the dealers
‣ Calculations
‣ Old4new offers
DECISON (purchase)
Real
comparisons
‣ Financing
‣ Price
‣ Performance
‣ Styling
‣ Size
‣ Video
‣ Review
‣ Industry sites
‣ New model promotion sites
‣ Games
‣ Lead generation
ZMOT (web)
Research
online
WON SALE - Positive reviews
+ Digital advertising

34. Customer journey
Crucial moments in discovery and research towards new Adria Mobil
LOST SALE - Negative reviews
Word of
mouth
Television Outdoor Radio Direct
mail
Offline promotions
Terrain sales & promotions
Car show
Dealer visit
SMOT (experience)
‣ Offline promotions
‣ Terrain sales & promotions
‣ Car show
‣ Dealer visit
‣ Call
‣ Magazine subscriptions
‣ Submit lead
‣ Walk in / test drive
‣ Online financing, online offers
FMOT (web&personal)
Trade
shows
Dealer
visits
Newsletter
‣ Financing offers at the dealers
‣ Calculations
‣ Old4new offers
DECISON (purchase)
Dealers
‣ Financing
‣ Price
‣ Performance
‣ Styling
‣ Size
‣ Video
‣ Review
‣ Industry sites
‣ New model promotion sites
‣ Games
‣ Lead generation
ZMOT (web)
www.adria-
mobil.com
Microsites
Inspirations Mag
Matrix suplement
Facebook
Youtube
WON SALE - Positive reviews
+ Digital advertising
Magazine
Facebok
Newsletter
Website
…

35. ŠKODA PM Activities: We solve communicative tasks for
Skoda with content marketing
CONTENT & MEDIA CREATION
Simply Clever print & digital magazine, Simply Clever
Business, Video production, simplyclever.si content…
WEB & MOBILE APPLICATIONS
Web portals, web applications, responsive sites,
mobile applications, intranet solutions…
BUSINESS ANALYTICS & INSIGHTS
Integrated system for client digital and other
activities, API data integration, cross platform…
EVENT MANAGEMENT
Small boutique events, big test drive and entertainment events,
experiences, cultural happenings…
LEAD GENERATION
Lead generation tactics, lead management, targeting
tactics, lead profiling and database management…
DIGITAL ADVERTISING
Integrated turnkey digital campaigns for all digital
platforms, and digital television…

36. Adria Mobil PM Activities: We solve communicative tasks
for Adria Mobil with content marketing
CONTENT & MEDIA CREATION
Inspirations Digital magazine, special content explorers
WEB & MOBILE APPLICATIONS
Main Web portal + language variations, intranet
solutions…
BUSINESS ANALYTICS & INSIGHTS
Integrated system for client digital and other
activities, API data integration, cross platform…
LEAD GENERATION
Lead generation tactics, lead management, targeting
tactics, lead profiling and database management…
DIGITAL ADVERTISING
Integrated turnkey digital campaigns for all digital
platforms…
In development:

37. 3. Secret ingredients

38. No free lunch
‣ Owned media-asset
‣ Combination
‣ Promote content
The only free
lunch left is
organic search.
#POMP2015

39. Content
‣ What is good content
‣ Targeted (segmentation)
‣ Actionable

40. Relationship
‣ Part of the team/details
‣ Faster decision making
‣ Partnership

41. Database
‣ Subscribers/readers quality
‣ Honest hooks
‣ Less leads, deeper insights

42. Databoards
‣ Not like husband promises
‣ Know what is working now
‣ Less is more

43. 3.200 % ROI
CTA: Revija Kontekst

44. Primož Inkret, MBA
primoz.inkret@p-m.si
@pinkret
Thank you