“keeping the message fresh” by pauline crowley, head of strategic marketing, tesco.ie

“Keeping the Message Fresh”

BY PAULINE CROWLEY,HEAD OF STRATEGIC MARKETING, TESCO.IE

Partnership of Tesco.ie & Eircom.net

Why does the Partnership Work?

• Nation-wide Reach

• Premium Brand Awareness

• Strongest Internet Relevance

• Appealing to the values of the target market

• Two Traditional companies with “Clicks & Mortar” Brands

• Offline Heritage – just like our customers

Premium Positioning on Eircom.net

• “Always On” premium Homepage position

• Dynamic Advertising in targeted channels via Banners, Island

Adverts, and “Skyscrapers”

• Using eMail to target the eircom.net database

• Targeting of Users where they Check their eMail

Email Marketing

Banner Adverts

Skyscrapers in Content Areas get noticed

“Always On” Homepage Advert is 24/7

Multiple Sales Channels on one website

Eircom.net AudienceOf 550,000 Unique Users

EIRCOMEMAIL

DATABASE

EIRCOMHOMEPAGE

Channels incl.

News-Travel-Women's

14 MillionPages to

Advertise On

Added Value through Partnership

• Tesco.ie have “Key Events” during which eircom.net help communications [e.g. Back to School]

• Eircom.net undertake ongoing Brand Research to hear what Eircom.net users think of Tesco

• Eircom.net keeps users abreast of Tesco.ie price discounts on a day to day basis

• Eircom.net customers avail of Tesco.ie Special Offers [e.g. Delivery Free]

How We Measure Responsefrom Eircom.net in Tesco.ie

• Click Through from Adverts to Tesco.ie

• Response from tactical activities – [Easter-Xmas-School]

• Customer Conversion

• Response from eMail Marketing to the eircom.net Database

• Size of Basket

• Frequency of Shop

• Brand Recall

• Advertising Responsiveness [Online Research with Eircom.net]*

Results: Building Traffic to Tesco.ie

• Eircom.net Traffic has grown by over 50% since Partnership started

• Many new site users are ‘Traditional’ in-store Tesco customers coming online

• Our Results show the Highest Traffic to Tesco.ie comes from the Eircom.net Homepage [www.eircom.net]

• 2nd Highest Traffic volume comes from the Eircom eMail section – many customers want to check email and order shopping together

• Site-wide Banners and other adverts reinforce the message with simple supporting calls to action

Thank You!