Top Online Agency Uses RightNow To Help Corporate Clients Reach US Hispanic And Latin American Buyers
Goals
- Help clients fully leverage opt-in email as a marketing channel
- Accelerate the execution of large, multi-language campaigns while reducing costs
- Integrate email with other technologies to create holistic marketing programs
Achievements
- Consistent successful campaign delivery for corporate clients
- Maximized agency profitability with point-and-click campaign execution
- Email responses tracked through closed sales to measure campaign ROI
Media 8, a top Hispanic online ad agency, boasts an impressive list of blue-chip clients and has won numerous awards for its internet-based marketing campaigns.
When the company had to deliver an online sweepstakes promotion for Mexicana Airlines, however, it needed a state-of-the-art system for managing a large-scale, opt-in email campaign. That on demand CRM system turned out to be RightNow.
But RightNow didn’t just enable Media 8 to successfully meet Mexicana’s needs. It is also helping the agency further differentiate itself from competitors with the ability to consistently and efficiently execute campaigns. In fact, the agency’s ability to execute those campaigns—both as standalone programs and as components of broader, multi-stage initiatives—is actually drawing new clients into the Media 8 fold.
“RightNow is a robust, easy-to-use solution for handling every aspect of an email-based promotion,” says Tom De Bens, Media 8’s director of ad operations. “It is a significant and strategic component of our total technology portfolio, empowering us to deliver high-impact campaigns for our demanding corporate clientele.”
Delivering A Successful Sweepstakes For Mexicana
Media 8 selected RightNow's on demand CRM system to support the Mexicana sweepstakes project for several reasons. First, RightNow offered the full range of functions and features Media 8 required, including easy content creation and testing, complete opt-in list management, full delivery and response reporting, and multi-language support. Second, RightNow’s on demand model enabled Media 8 and its clients to enjoy all the benefits of a robust campaign management system without requiring major investments in additional IT infrastructure. Because RightNow hosts the system for Media 8, the agency doesn’t have to worry about scaling capacity in order to handle high-volume projects. Third, RightNow’s open architecture—and that RightNow offers on demand CRM system solutions for chat, customer service and other functions of significant potential value to Media 8—gave De Bens and his colleagues confidence they could seamlessly integrate email campaigns into their clients’ broader marketing strategies.
“With any technology acquisition decision, you want to look past your immediate needs and ensure your ability to address future business requirements,” explains De Bens. “RightNow clearly has the ‘big picture’ in mind, so they were the ideal partner for helping us to both execute the Mexicana project and achieve our long-term goals.”
The objective of the Mexicana sweepstakes was to build an opt-in list from scratch and to sell tickets. Consumers were offered free tickets, free hotel stays and other prizes as part of the promotion. RightNow was used to manage all aspects of the project, including list management, segmented mailings and response reporting.
Using another vendor’s technology, Media 8 also embedded a cookie-like “marker” in the emails sent out via RightNow to track recipients’ behaviors right through to their purchases. This ensured visibility into the total revenue directly generated by the sweepstakes—in addition to creating a highly qualified opt-in list for subsequent mailings.
“RightNow enabled us to get up to speed very quickly and deliver quantifiable results for our customer,” says De Bens. “It met or exceeded our expectations in every way.”
Building A Channel For Hertz
Media 8’s next challenge was to develop and execute a program to promote Hertz car rentals to travel agents throughout Latin America. The ongoing program is targeted at Hispanic visitors to the United States, and features special discount offers for certain models and/or customers from certain countries. Travel agents regularly receive rate and discount updates, and are also provided with PDF documents they can print out for their reference.
RightNow's on demand CRM system has proven to be the perfect tool for managing this channel program. Every week, Media 8 uses RightNow to send carefully crafted messages to travel agents in English, Spanish and Portuguese. Messages can be easily segmented in order to address specific targets or drive demand to specific types of vehicles. Click-through activity is closely tracked, so Media 8 and Hertz can determine exactly which messages are most effective for which recipients. After each mailing is designed and prepared, it only takes about 30 seconds to send out thousands of messages.
Media 8 continues to seek and respond to opportunities to support other clients with its RightNow-enabled email campaign management system capabilities. According to De Bens, the agency is just starting to scratch the surface of what it believes it can do with RightNow’s on demand CRM system. “RightNow is an important piece of the total technology and skills portfolio that is making Media 8 a dominant full-service interactive agency for the Hispanic market,” De Bens declares. “The more we understand the breadth and depth of its functionality, the more we realize just how much business value it allows us to offer our clients.”
De Bens also praises RightNow’s responsiveness and commitment to Media 8’s success. “RightNow has been extremely helpful to us as we’ve ramped up our email campaign management system practice,” he says. “They’ve shared a lot of useful insights with us based on their extensive expertise, and they always give us fast, accurate answers to our technical questions.”
About Media 8
Media 8, a leading Hispanic full-service interactive advertising agency, has been developing creative internet marketing solutions that build brands, drive sales and help companies establish new, innovative ways of conducting business on the web since 1996. Media 8 has been widely recognized for its achievements, including a Best Rich Media award from MSN and a Best Internet Media Plan award from the Association of Hispanic Advertising Agencies. The privately held company is based in Miami.
Related Information
Scan the items below for the information you want next. You can place any of these items in your Briefcase, or click the link to read it immediately.
-
Video: A RightNow® world: organizations ponder where they’d be without RightNow Video
Listen as clients such as Black & Decker, Electronic Arts, and Motorola weigh in on where their organizations would be without RightNow.
-
Video: Outservicing the Competition with RightNow CX Video
What do Continental Tire, eHarmony, and Orbitz have in common?
-
Video: 8 Steps to Great Customer Experiences: the Customer’s Perspective Video
Listen to Electronic Arts, Shaklee, and various other RightNow clients talk about how RightNow's 8 Steps are helping them deliver superior customer experiences.
-
Video: Toyota Video
Toyota moves the customer experience forward with RightNow.
-
Research & Analysis: RightNow's 4th Annual Customer Experience Impact Report
This survey confirmed, again, that consumers are challenging companies to sit up and take notice; and if they aren’t willing to care for their customers, they will go elsewhere.
-
Webcast On Demand: Ten Secrets for Successful Customer Service Q4 2008
To gain and retain customers today your service must be excellent. But you also need to manage costs. What are the secrets to overcoming these challenges?
Greg Gianforte