The holistic approach to the Goldenmark group’s business goals has been helped by the recognition of tactical tasks based on the SEE-THINK-DO-CARE sales strategy. The essence of the strategy was to design several places where the client meets the subject of investment gold. It was assumed that as time passed after the user’s first interaction with the product, his motivation to buy in the Mint of Wroclaw was to increase.
Challenges we have taken in this case:
- Awareness – presentation of competitive investment methods for bank deposits
- Trust – physical investment gold products have often been confused with funds investing in gold
- Multidimensionality – the correlation of the stage at which the client is located with the place and time of displaying the advertisement
Customer feedback
We have been cooperating with specialists of interactive agencies for 5 years. Long-term cooperation allows us to understand our business goals and set new ones as our strategy and company develop. Our cooperation with the Orange Juice interactive agency is successfully determined by three slogans: professionalism, effect orientation, trust.
Implementation
Efficient meeting customer expectations was possible thanks to the implementation of the comprehensive DoubleClick self-service advertising platform, reporting the results of all the tools used in the campaign in one place:
- Generation of awareness about alternative investment forms was carried out by mysaver.pl
- The stage of confirming the correctness of the purchasing decision was carried out on the portal dedicated to investments in gold marketzlota24.pl
- Product experience took place in the offline channel, thanks to which a potential customer could buy physical gold
- After-sales service, communicating the guarantee of purchase of purchased gold at the Mennica Wroclawska was carried out using the portal buzzlota24.pl
The implementation of the integrated DoubleClick campaign using various messages, forms of advertising or targeting methods across all information services, allowed to achieve 28% higher revenues compared to the period of running only an efficiency campaign. The above effect was largely influenced by the 46% higher average order value, which has its sources in the successively conducted education of the target group.
