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Zodiac Generates Leads with Cross-Media Marketing Platform

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Key Performance Indicators

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200% Increase
in Rebate Downloads

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400% Decrease
in Cost per Conversion

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Business Objectives

Zodiac Pool Systems required a cost effective and easy to implement marketing platform that could improve efficiency, track results and increase return on investment on their existing marketing mix without adding complexity.

Support from multiple departments needed to be kept to an absolute minimum during implementation of the solution. Additional budget for new projects was limited, IT and other internal technical support was not readily available, and the marketing department did not have additional manpower resources.


Goals for the campaign came in three categories:

Grow revenue by

[list extraclass=””] [list_item icon=”fa-check”]Increasing campaign impressions/reach[/list_item] [list_item icon=”fa-check”]Simplifying lead nurture & follow-up[/list_item] [list_item icon=”fa-check”]Increasing survey submissions[/list_item] [list_item icon=”fa-check”]Increasing consumer list size with opt-ins[/list_item] [/list]


Increase efficiency by

[list extraclass=””] [list_item icon=”fa-check”]Tracking the rebate cycle[/list_item] [list_item icon=”fa-check”]Improving campaign reporting[/list_item] [list_item icon=”fa-check”]Managing consumer profiles & opt-outs[/list_item] [list_item icon=”fa-check”]Improving data management[/list_item] [/list]

Decrease cost by[list extraclass=””]
[list_item icon=”fa-check”]Lowering total cost & decreasing cost per conversion[/list_item]
[list_item icon=”fa-check”]Reach 15,000 rebate downloads and have a cost per conversion of less than $100[/list_item]
[/list]


Results

Zodiac Pool Systems selected JFM Concepts and their VDP Web marketing platform to develop and coordinate their cross-media strategy. With the new solution Zodiac saw a dramatic improvement in results.

[list extraclass=””]
[list_item icon=”fa-check”]More than 200% improvement in rebate downloads without an increase in marketing budget[/list_item]
[list_item icon=”fa-check”]400% decrease in cost per conversion for PPC advertising[/list_item]
[list_item icon=”fa-check”]Personalized URLs allowed direct mail tracking campaign-wide and on a prospect-by-prospect basis for the first time[/list_item]
[list_item icon=”fa-check”]Response rates (visiting the Personalized URL) ranging from 4% to 12%[/list_item]
[/list]

 

[pullquote]Working with VDP Web allowed us to quickly deploy and track large scale campaigns. The consolidated reporting dashboard provided us with performance insights from across all of our direct mail and digital marketing campaigns.
– Eric Hill, Online Marketing Manager, Zodiac Pool Systems, Inc.[/pullquote]

 

Source:
Read more about how this program was structured and why it succeeded. PODi members can download the full case study. Nonmembers: Get a complimentary copy for a limited time. Learn more at www.vdpweb.com.

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Partners

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Team

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