The offline and on-line worlds have come a good distance up to now few years. Particularly throughout COVID-19, many manufacturers have discovered the necessity to make the 2 phrases coexist to leverage one another’s strengths and distinctive factors to drive progress in a troublesome time. It’s not unusual, nonetheless, to listen to conventional manufacturers leveraging the digital channel (particularly the cell app) to have interaction customers in new methods and keep related to their viewers. In the identical means, many digital-first organizations have used (and nonetheless do) offline seasonal occasions to create hype and drive digital gross sales. Christmas, Summer time Holidays, New Yr’s Eve, Eleven-eleven, and Black Friday are just a few examples of well-known intervals of the yr used strategically to drive actions offline, on-line, and each methods.

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It’s a win-win scenario for each customers and companies.

Figuring out one of the simplest ways to attach the 2 worlds, making a significant cross-channel advertising technique, whereas defining an built-in communication that touches on totally different components of the person journey, nonetheless, might be sophisticated. Relying on the corporate dimension and the administration instructions, aligning totally different departments and creating clear targets is difficult.

Which channel drove that offline sale? Was it the in-store promotion, the TV marketing campaign or the Fb advert? The place ought to the funds go?

As an alternative of specializing in the tip aim, departments get typically misplaced in particulars.

Aligning on one widespread aim

When working with our companions, we’re ceaselessly answerable for greater than only one exercise. This enables us to attach the dots extra simply and draw that widespread line throughout departments, aligning groups to the tip aim.

Because of our distinctive place as an exterior guide, that operates as an inner workforce member, we join with decision-makers and focus on the right way to drive progress.

Winelivery: driving gross sales low season by way of an offline occasion

Winelivery has been one in all our key companions for the previous 16 months (see Case Examine). It has been working within the Italian marketplace for the previous 5 years, however with COVID-19 and the compelled lockdown, the corporate skilled an actual increase, turning into successfully one of many hottest startups working within the supply house in Italy.

Our workforce of specialists has labored carefully with the workforce and CEO, to continually establish alternatives throughout totally different areas, from ASO to CRM, passing by way of Paid Consumer Acquisition.

The problem

As a result of nature of the product, beverage supply, Winelivery’s providing, and progress have depended closely on seasonality. Summer time has been traditionally a tough season for the corporate, seeing gross sales plummeting and progress stagnating.

The problem that we have been confronted with was sophisticated, requiring each groups to suppose laterally and in new methods. With these components in thoughts, our most important goal was to lower the seasonality results, attempting to maintain the order charge regular (if not rising it).

With luck on our aspect, the Summer time of 2021 had one main offline occasion arising, the Euro Cup 2020. This meant we might reap the benefits of the occasion of the yr, in a rustic the place soccer is nearly as vital as faith, to middle our communication technique for each acquisition and retention.

The method: an built-in communication technique

With one aim in thoughts and the likelihood to form the person journey from the very first touchpoint to conversion and retention, we needed to align all of the communications across the EURO2020.

Our workforce began from the inventive used to accumulate new customers. We labored carefully with the design workforce to focus all of the inventive property on the soccer occasion. The theme of our communication technique was (clearly) to assist the Italian soccer workforce. For that reason, we began utilizing the colors of the nationwide workforce, in addition to combining a variety of cheering texts within the advert copies