CheezeDMG’s digital account for sportswear brand Canterbury of New Zealand has been extended to include e-mail marketing as the client looks to boost its e-CRM activity.
The agency was appointed last year to drive awareness of the brand and drive sales through the brands’ online store using search and display as well as online marketing activities.
The agency has seen its brief expanded as it will now work on the creative, strategy and deployment for three themed promotional e-mails per month.
Each email will offer incentives and link through to the Canterbury of New Zealand online store, with the first providing information on upcoming sporting events, the second promoting Canterbury of New Zealand’s on-field and the third its off-field offer.
Recipients of the email will be invited to follow Canterbury of New Zealand’s daily brand DNA updates on Twitter - twitter.com/canterburyNZ and through regular status updates on Facebook branded communities.
Mostyn Thomas, head of marketing at Canterbury of New Zealand explained, “Our goal is to engage and interact with sports fans wherever they might be online. Last year, with the search and display campaigns working well, CheezeDMG applied a successful incentive they’d been running on our Google Adwords campaign - that drove 51% increase in sales via the website, to our re-launched Facebook fanpage, supporting it with banner ads on Facebook.
He continued to explain: “Now CheezeDMG’s task is to help us bring email into the mix, integrating learnings and data from activity to date into future online campaigns to further engage sports fans with the brand and drive them to them to the website to make a purchase.”