Triumph uses socialPALS and simplifies digital marketing for their retailers! In the following interview, Lea Kreuter tells us about her collaboration with socialPALS and the use of the socialPALS platform.
Lea Kreuter from Triumph Motorcycles Germany in our interview:
Lea, would you briefly tell us about your goals in retail marketing? What did they look like specifically for the new model innovation campaign?
With the new model campaign, we wanted to expand our reach and ensure that customers and interested parties are getting informed about our new models for 2020. That we awaken their desire to buy, and that they finally visit a dealer in the showroom and test-drive the motorcycle.
In addition, we wanted to centrally support the retailers in their online marketing, as they often have little time and no personnel capacity, especially during the season and in smaller businesses.
Are you already using tools to support retailers in their digital communication – and if so, which ones?
So far we have been supporting retailers with content on their websites, a global media database, and a special social media content hub, where they can also download ideas and materials for postings.
Why is the use of the socialPALS platform still interesting for you as an additional tool?
When it comes to our previous digital support measures, one of the challenges has been that the retailer has to complete several steps (choose and download materials, design and draft their own texts, post on social media, advertise) – socialPALS offers all this with one click.
We were particularly impressed with the reduced administrative effort, since many retailers do not employ their own marketing staff. The automated and ready-made editorial plan ensured that the retailer communicated with their local target group and that the short organic reach could easily be increased using the advertising budget.
What factors do you use to measure the success of a campaign?
A campaign is particularly successful for us if our retailers give positive feedback and ask for continued cooperation.
Of course, we also looked at the KPIs we were able to achieve. By displaying organic and paid KPIs, we were able to show our retailers – once again – how important it is to use a media budget; otherwise you will get lost in the online world. Monitoring the success on the socialPALS website was very easy, as the KPIs were clearly and precisely prepared in a dashboard, and we were able to see and review them directly and cumulatively in the brand account.
Has the “Corona crisis” had a negative impact on the performance or implementation of the campaign?
Since our campaign only ran until March 31, 2020, it is difficult to make a specific statement here. The extent of the Corona crisis was not yet foreseeable at this point in time. We had planned two postings for our launch event at the end of March, which could not take place due to the Corona crisis. With the help of the socialPALS team, it was no problem to stop these posts and replace them with other content at short notice.
As a matter of principle, we are convinced that in such challenging times, retailers need a lot of support from manufacturers to survive the crisis. Retailers were basically “forced” to engage in online marketing and encouraged to become creative. Besides, customers were home more than ever, which is reflected in the increasing online use.
How much time did you spend internally to set up or implement the campaign?
Although the effort for the “first time” is somewhat greater because we first had to inform the retailers about the program and encourage them to participate, it is actually “child’s play” to create further campaigns and make them available to the retailers. The socialPALS team did the onboarding process for us, which saved us a lot of time and the retailers’ detailed questions were answered directly that way. After that, the campaign launch was just a mouse click away.
The platform is built intuitively, the assets are easy to integrate, and in addition, socialPALS can be reached at any time for support by phone or email. This way, we were able to reach our customers where they are most often when they are not on the bike: online.
How difficult was it to motivate retailers to participate?
Since our sales team was immediately enthusiastic about the tool and were very convincing when visiting retailers, we were able to quickly win over our contract partners for this pilot project. The retailers were particularly impressed with the time saved, the extra media budget and the automated postings.
What did your retailers say after the socialPALS campaign?
The feedback from the retailers was positive throughout. The campaign provided them with a great deal of relief, as they did not have to deal with posting on social media for almost three months, but just had to push a button and it was done for them. We were able to significantly increase the reach and also win new prospects through precise targeting.
The only thing that the retailers did not understand well was why they could not see the results of the advertising budget directly on their Facebook feeds, but only in the reporting view on the socialPALS platform.
This is what our retailers say:
The model innovations campaign was really a big help for us! In contrast to the usual social media posts that we have to download ourselves from the content hub and create texts for it, everything was already pre-set for us.
We just created an account and confirmed the entire posting calendar. The pre-set advertising budget was also very good, some of which was made available to us by Triumph in order to be able to display advertisements correctly and in a targeted manner.
The support from socialPALS was commendable as well. All in all, a considerable relief for our everyday work!
What’s next with Triumph and socialPALS? Are there any further campaigns in the making?
Due to the constant positive retailer feedback and the simple handling, we would like to continue to use socialPALS to support retailer businesses. We are also excited to see how the platform continues to develop and perhaps offer a little more flexibility and spontaneity for postings across all retailers.
We see this as a great opportunity to reach our customers nationwide and to communicate with them consistently and uniformly.