Develop and execute a strategy for us—Kroymans Corporation, the distributor for Cadillac, Corvette, and HUMMER in Europe (CCHE)—that will help us capture a significant market share and compete with established brands like BMW, Mercedes, and Jaguar.
Execution
The foundation
- Clear strategy: With the closure of the RDW database, the obvious choice was to build our own prospect and customer database based on 1st party data. This led to the adoption of a CRM/loyalty strategy, as our marketing and communication budgets were more modest compared to competitors.
Business transformation
- Data and customer-driven mindset: Developed a data-driven mindset to ensure that leads and prospects could be systematically followed up and converted into (repeat) purchases through data enrichment.
Digital transformation
- Data and ICT architecture: Defined the data strategy and ICT architecture necessary to implement the CRM and loyalty strategy.
- Product development and evolution: Built and implemented the martech (marketing technology) infrastructure, integrated with existing systems. Configured, implemented, and connected a Customer Data Platform (CDP) to existing data sources. Developed and launched a lead generation and nurturing campaign. Set up Customer Service as the key link for active lead follow-up.
- Operational marketing management: Led digital product development (pan-European websites and omni-channel campaigns). Managed the marketing production budget and established reporting and dashboards. Periodically aligned with CCHE on results and made adjustments as needed.
Results
- Campaigns (model launches and activations) exceeded targets by 10-80%.
- Built a high-quality 1st party prospect and customer database for follow-up throughout the customer journey/lifecycle.
- Developed a CRM and loyalty marketing operation and infrastructure that became a benchmark in the automotive industry.
- Delivered sharp insights into channel attribution and effectiveness.