Driving forward cross-channel communication
Lots of ideas and suggestions, but not enough manpower to implement them. This is how many of our customers feel, and the motorhome and caravan manufacturer from the Allgäu region was also struggling with these problems. We came on board to relieve the employees in the marketing department and increase the company's visibility online. The company's goals were discussed and the scope of support determined at a joint kick-off meeting at the Isny site in the Allgäu region.
Social Media
Goals of the collaboration:
- More visibility on social media
- Show product diversity
- Expand analytics
- Increase sales through campaigns on social media
For the company's German Facebook and Instagram channels, we created editorial plans that always focused on one topic: the product diversity of Dethleffs. No other manufacturer of motorhomes and caravans has so many different layouts and customization options. This diversity should also be clearly recognizable in the posts. As the country subsidiaries (including the Netherlands, Norway and Portugal) take over many of the posts from the German site, all posts had to be created in German and English.
In addition, the visibility of the channels was to be increased through paid measures. The focus here was on the different series, which were played out as campaigns over several months on Facebook & Instagram. We not only created the campaign mechanics, but also the texts, images and/or videos.
In order to additionally relieve the social media team, we took over the community management on Facebook and Instagram. The aim was to encourage interaction with the site's followers. We also clarified product-specific questions about Dethleffs and its vehicles directly with the relevant contact persons. In February 2021, we received the award for the best "exchange with fans/social media" from the trade magazine Reisemobil.
SEO/SEA
As with social media, the aim was to increase reach on Google & Co. through targeted paid campaigns. Numerous SEA campaigns were launched for the individual model ranges and the Dethleffs brand in general, with the aim of generating long-term success. Here, too, we took over the campaign placement in close coordination and created texts and images for search and display ads.
Analytics
For clean reporting, we created a Google Data Studio dashboard in which all the values of the social ads and SEA campaigns were bundled together. This made it immediately visible which measures were effective and where performance needed to be optimized. We also implemented a comprehensive tracking concept and took over conversion optimization via Google Analytics.
In weekly jour fixes, we discussed the interim status of all campaigns, discussed optimizations and planned new campaigns.From the summer of 2020, we worked for Dethleffs GmbH & Co. KG from summer 2020. The parent company, the Erwin Hymer Group, decided in summer 2021 that all marketing activities (print and digital) should be carried out centrally by one agency. As a result, the collaboration with us was terminated, but we have very positive memories of it.
