emflConf 2016 - Mitsubishi Electric

PowerPoint Presentation

Presented by Amy McDaid, OConnor Company with Michael Tipton, [email protected]

Mitsubishi Electric Lead Generation Campaign@amymcdaid

[email protected]@Mike_Tipton

#emflConf2016@emfluence

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OConnor Company

@amymcdaid@OConnor_Company


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Mitsubishi Electric Lead Generation

Strategic PlanningResearch on top customer segments and their purchasing considerationsFactors in profiling customer segments@amymcdaid@OConnor_Company

#emflConf2016@emfluenceFactors in profiling customer segments:Housing size and age of home, household income, number of rooms/occupantsEnergy/climate energy costs, climate, primary fuel typesHVAC system perceptions and purchase journey

Baby boomers: Known for their high level of consumerism and affinity to luxury goodsEcho boomers: Tend to marry and form households later in life, value technology and are socially conscious. Echo Boomers like a home customized to their preferences, driving further renovations. They are early adopters of new technology and are more likely to pay a premium price

A range of criteria will profile respondents by home type, including square footage, number and type of occupants, number of rooms, age, and basement/attic (full or crawlspace).

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Strategic PlanningTarget AudienceComfort and Technology Seekers3 Purchasing Considerations


#emflConf2016@emfluenceTarget Audience2 of 6 Customer Profiles: Comfort Seekers and Technology Seekers3 Purchasing Considerations are important to all segmentsOperating CostEnergy EfficiencyReliability

The homes of Comfort Seekers, Technology Seekers, and Basic Buyers are most likely to have empty rooms and hot-and cold-spot problems.

HVAC operating cost, reliability, and efficiency are important to all segments. Technology Seekers and Comfort Seekers are the most demanding of additional features.

Most consumers are concerned primarily with a systems initial cost and energy efficiency/operating cost, while some consumers have secondary concerns with allergen filtering, ease of use, zoning, and eco-friendliness.

Most consumers are positively influenced by messages that directly speak to cost and energy efficiency. A few are also positively influenced by messages that speak to technologies that enhance control capabilities.

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Strategic PlanningChallengesReaching people with hot or cold spots and empty rooms in their homesOverall awareness of ductless productsFear of installation being invasiveDistrust around HVAC contractors

@amymcdaid@OConnor_CompanyMitsubishi

#emflConf2016@emfluenceMost people struggle with hot/cold spots in their homes, but few believe there is, or are aware of, a suitable permanent solution.

Most people are not aware of heating and cooling systems aside from central air, forced air, or window units; and there is not much further differentiation between system types.

Awareness of Mitsubishi is closely tied with automobiles and large screen/projection televisions, and this association is not always positive.

Split ductless systems are not received well by consumers with existing ductwork in their homes. They want a system that is compatible with the existing ductwork. Split ductless systems are perceived as systems that require extra renovation/remodeling, and are aesthetically unappealing. Consumers do, however, understand the benefit of a ductless system to fix a hot/cold spot problem.

Distrust of contractor skills and motivations is greatest among Technology Seekers and Comfort Seekers5


Campaign TacticsCreative and messaging split by purchasing segmentOperating CostEnergy EfficiencyReliability


#emflConf2016@emfluenceCAMPAIGN OVERVIEW Using the segmentation research provided by Mitsubishi for the 6 customer segments and their preferences, we created a lead-gen campaign that utilized paid search, email, and landing page optimization. The campaign is split into 3 Purchasing Segments:

1. Operating Costs 2. Energy Efficiency 3. Reliability

These segments were determined by the 6 segments top purchase considerations.

The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments home HVAC situation, their philosophical drivers, and branding assets.

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Campaign TacticsChannelsPaid search and display ads3-page microsite for each purchasing segmentLead nurture emailsTimingFall and Summer campaigns targeting weather-related search terms Lead RoutingRound-robin: 8 areas, 15 dealersCall Tracking





The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments home HVAC situation, their philosophical drivers, and branding assets.

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Campaign TacticsPaid Search and Display Ads@amymcdaid@OConnor_Company




The over-arching issue that has been identified is the ability to control the HVAC. Controlling the HVAC takes, various forms: cost efficiency, technology, location, and lifespan. Each Purchase Segment will have creative elements that address the segments home HVAC situation, their philosophical drivers, and branding assets. 8


Campaign TacticsMicrositeBenefitsHow It WorksContact Us



Landing Page Supports the ad message and purchase considerationHow It Works FAQ and instructional videosContact a Local Mitsubishi Dealer Lead form

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Campaign TacticsLead Submission/Routing


-OR-

#emflConf2016@emfluenceContact forms on each page of each site will collect leads of interested prospects. Once the contact form is submitted, that lead information will be distributed to one of the dealerships that service that zip code (round-robin style for equal distribution).

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Campaign TacticsEmail Lead NurturingThank YouDeliver Requested BrochureFollow-UpSurvey

@Mike_Tipton

#emflConf2016@emfluenceWe will then nurture the leads that are distributed by delivering emails during the sales cycle that have valuable content for the homeowner.

Personalized to appear that its coming from the prospects assigned dealer11


Campaign TacticsEmail Lead NurturingThank YouSent 15 min. after prospect fills out lead formIntroduces dealer

@Mike_Tipton


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Campaign TacticsEmail Lead NurturingDeliver Requested BrochureSent 30 min. after prospect requests brochure on websiteIncludes a link to download the brochure PDF

@Mike_Tipton


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Campaign TacticsEmail Lead NurturingFollow-UpSent 7 days after initial info requestReiterates benefits from the microsite

@Mike_Tipton


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Campaign TacticsEmail Lead NurturingSurveySent 21 days after initial info requestInvites prospects to take a surveyDid you purchase? Why/Why not?Identify purchasing and/or product search behaviorRate the service

@Mike_Tipton


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emfluence Platform ImplementationThe features OConnor uses: Automated messages Delayed and Drip Series Logic Variable text Assigned data for locations Variable content blocks for dealer signatures Surveys

@Mike_Tipton


The web forms in WordPress assign a dealer to each lead submitted based on the region the user indicates (round-robin style). The dealers name and email are passed through the Platform so that we can pull in a dealer content block that has their contact info.

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Campaign ResultsMore than 21M Impressions$0.94 per Click644 Leads (contact form submission or call)$120 Cost per LeadCompared to $400 average cost per lead14.1% increase in business in 2015 @amymcdaid@OConnor_Company

#emflConf2016@emfluenceTotal Web Form Leads: 247 Total Calls: 397Total Web Form Leads and Calls: 644

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The Value of a LeadMitsubishi Electric Heating & Cooling units cost $3K+@amymcdaid@OConnor_Company

#emflConf2016@emfluencePricing depends on the number of units in your home

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Campaign ResultsEmail ResponseUnique view rate: 47.2%Total view rate: 117%Unique click rate: 8.9%Clicks-to-views rate: 18.9%


Average Email Marketing Metricsfor automated or triggered emailsOpen RateClick RateClicks-to-Views40.19%10.92%18.47%Source: emfluence, Average Email Metrics: Batched vs. Triggered (January 1 December 31, 2015)

#emflConf2016@emfluenceOpen rate and clicks to views rate higher than benchmark average. Click rate was not as high but there were also not as many opportunities to click aside from the survey and PDF, the emails were purely informational with dealer info.19


TakeawaysCall tracking is crucial for quality control during automated campaignsImportant to make all levels of customer support aware of the campaign

Phone etiquette and staff training help in converting more leadsKansas City had great success30% conversion rate for campaign leadsSales up 20% year over year


#emflConf2016@emfluenceCall recordings can tell you what happened with the leads (did they schedule appointments?), and enables you to review how well your employees handle leads.

Important to make all levels of customer support aware of the campaign there was some confusion with the sites being branded as Mitsubishi and then getting connected to a dealer. Potentially some missed opportunities or dropped leads from the receptionists not clearing up confusion by recognizing that the caller may have been driven by this campaign.

Staff training - A missed opportunity can translate to thousands of dollars per year in lost revenue.

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emflConf 2016 - Mitsubishi Electric

Presentations & Public Speaking

Transcript of emflConf 2016 - Mitsubishi Electric