Delivering cost efficient sales for Hewlett Packard

www.hp.com

Client:

Hewlett Packard is internationally renowned as a leading technology solutions provider to consumers, business and institutions.

Objectives:

• Deliver cost efficient sales through the online store
• Increase awareness of the Hewlett Packard online store
• Maintain brand visibility through integrated marketing campaigns
• Understand channel performance to implement pan-European programs
  
  

Strategy:

Use td Pull (Affiliate network) alongside account management and consultancy to deliver sales.

Description:

Hewlett Packard valued TradeDoubler’s ability to implement short term campaigns in quick turnaround times and exceed ROI targets. Key partnership management of trusted group of ppc publishers to delivered consistent volumes of sales. Publishers contribute to a positive 15% of all Hewlett Packard online sales. TradeDoubler knowledge to utilise campaigns and incentives tactfully to motivate publishers and enhance their performance was also valued. Some activities performed included:

• Top pay per click publishers were recruited to optimise existing search activity and implement both brand related and generic campaigns.
• Visitors were delivered straight to the Hewlett Packard store increasing the conversion rate and subsequent sales value/number of sales.
• Placements were secured in newsletter broadcasts to loyalty websites’ members, supporting and extending the reach of online marketing campaigns.
• Exclusive voucher codes promoted through TradeDoubler publishers delivered more than 105,000 unique visitors to a custom built Hewlett Packard homepage.
• Publisher incentives and product range information regularly communicated on the homepage and in newsletter updates.
• TradeDoubler product feed was implemented to enable publishers access to product specific promotional information.

Results:

In the run up to Christmas, publishers that applied to the Hewlett Packard program increased by 48% and the number of sales increased by 25%.
Pay per click campaigns in April and August achieved a 18% and 13% increase in online sales respectively in comparison to the previous month.


Quote: