Porsche Italy - Digital Presence

Challenge - Digitizing the communication ecosystem

For the last 15 years, the Neosperience Group has supported Porsche Italia in the process of digitizing the brand's communication ecosystem. The main requirement of the German car manufacturer was to communicate smoothly and effectively inwards - retailers and service centers - and simultaneously outwards, i.e. to the wholesaler and anyone wishing to enter the Porsche world.

Solution - A network of digital touch points

The solutions devised were multiple and all aimed at supporting the digital presence of the brand in a capillary way by offering a technological platform that would allow a management, partly centralized and partly peripheral, of the information that retailers, service centers and the parent company itself conveyed to the end customer.

A network of sites and a series of e-commerce services related to initiatives such as ski clubs or golf clubs created in full communication coherence to support the brand's marketing objectives. The end result was the creation of an ecosystem of digital touch points integrated with CRMs that would allow the collection of data aimed at one-to-one communication to the end customer.

A collaboration and support relationship was then created with the different dealers of the company for which lead and drive to store collection campaigns were managed over time.

Impact - New business leads and increasing the value of the individual customer

All the initiatives carried out together with Porsche Italia have allowed the company to increase the number of commercial leads and to involve brand enthusiasts with new tools and on new channels, increasing their value over time.

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Ariel Car - Lead Generation

Challenge - Maximize conversions enhancing customer knowledge

Ariel Car, automotive reseller of Arval's cars, wanted to increase the impact of its business activities through a lead generation initiative that would allow the Company's marketing team to implement personalized communication and sales activities, maximizing conversions and purchase opportunities.

Solution - Online Contest

We created a platform for an online contest that has allowed Ariel Car to generate a large number of profiled leads based on the following information:
01

Hard Data

Socio-demographic characteristics (sex, age, family, province, etc.).

02

Soft Data

Behavioral characteristics, related to purchase preferences (new, used, rental) and car usage habits.

03

Product

Characteristics of the car currently owned (make, model, mileage). Desired related to the functional characteristics of the next car.

04

Attitudes

Opinions and attitudes regarding the different brands and the degree of loyalty to the brand currently owned.

Impact - A new Customer Database

The initiative has allowed Ariel Car to obtain a Customer Database of highly profiled leads, to which to target targeted and one-to-one communications, proposing the most suitable solutions with the most attractive messages for each user. In particular, it was possible for Ariel Car to customize:
01

Offer

The product, suggesting the ideal car (make and model) and the type of solution (purchase or rental, of a new or used car) for each user.

02

Message

The communication, emphasizing the most relevant and most interesting elements for everyone.

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