HOW TO BRING UP BRAND ADVOCATES TO BUY AND SELL YOUR PRODUCT MANUFACTURER OF POWER TOOLS FOR PROFESSIONALSBosch Professional is a subdivision of , the German company which is the leading global supplier of technologies and services in the field of automotive and industrial developments, consumer goods, construction and packing materials. Bosch Professional subdivision produces power tools for professional and industrial use.
ADVERTISING CAMPAIGN GOALSTo develop brand loyalty, establish direct contacts with the target audience
To inform about details of working with tools, train the audience
To convey competitive advantages
TARGET AUDIENCE PROFILEWithin this advertising campaign, we focus on the niche audience: on people who are engaged in construction, repair, as well as foremen, mechanics, electricians, and plumbers.
IN ORDER TO TURN COMMON GROUP MEMBERS INTO BRAND ADVOCATES, WE DECIDED:To ensure a regular flow of content that would be interesting for our audience
To present the product from the point of view of utility and necessity, to show why people need this particular power tool and what bonuses they would receive from purchasing it
To engage in discussions, show that the brand defers to people’s opinion, lets them run things, be an expert
To raise loyalty by means of competitions and expensive gifts
To show that a person can stand out against the community, express their opinion and share their experience with colleaguesRESULTS OF WORKSThese activities ensured brand advocates in the group during the second month of works.
They not only took part in active discussions of topical work matters, clicked “like” for entertaining posts, bought our power tools, but also recommended other community members to purchase Bosch Professional tools.MARKETING FUNNELImpressions of the product information and exclusive offers
190 385 337
The number of the TA who saw the product information
Traffic of the TA (visits of the brand page on social networks)
TA engagement: TA activities - 53 642; comments - 6 876, shares - 4 348; target comments - 632The number of communities members – 23 314, content from the TA - 941LEADSOver 11 months (from November 19, 2014 to September 30, 2015) According to two social networks.LEADS
Over 11 months 632 people made target comments on brand pages on
social networks. We consider questions
like “Where to buy?” and “How much does it cost” as target comments.
The conversion of traffic from social networks is 13%.
I.e., one in eight moves to a purchase.
I.e., 13 out of 100 people move to a purchase!
Imagine that it means
130 out of one thousand people, 1300 out of ten thousand people
11 MONTHS IN FIGURES (FOR 2 SOCIAL NETWORKS)
EGOR ZOLOTUKHINE-commerce specialist in Bosch Professional subdivision of Robert Bosch LLC
We started cooperating with the Another Point team in autumn of 2014. Recommendations of our colleagues from another subdivision influenced the choice of the agency. Positive recommendations! We can say now that our expectations were satisfied. The project team met a difficult challenge – to attract the niche target audience to the community (professional constructors).
They not only managed to gather our audience, but also to engage them with publications and activities. Colleagues give prompt answers to subscribers’ questions and competently communicate finding a personalized approach to each community member. We are glad that the team build their work not only upon KPIs set forth in the contract, but try to offer more, something interesting and unusual. Although the figures are highly impressive. The conversion of traffic from our groups on social networks is about 13%. Perhaps, this figure speaks for itself! We didn’t expect that at all.