“I just wanted to say thank you for the very professional and effective marketing support that Cognition is providing to the teams. It seems to be really kicking in now and helping to drive the growth in the business.”
Matt Passey, JLR
Jaguar Land Rover Experience (JLRE) is the experience day and corporate event arm of the Jaguar Land Rover Group.
The venues offer off road driving experiences, team-building days, corporate hospitality events, factory tours and state-of-the-art conferencing facilities for businesses.
Historically, JLRE’s annual Christmas campaigns were implemented on an ad hoc basis, with each venue managing its own spend and strategy.
There was no single message, drive or call to action and spend was largely with local print media – which couldn’t be tracked, reported or measured against.
This was not only impacting JLRE’s uniformity and consistency of messaging (something the more corporate, retail arm of the business demands) but it was ultimately having a detrimental effect on the bottom line - as sales were not coming in.
JLRE appointed Cognition following a four-way pitch. On completion, Nicola Tierney, JLRE communications manager, said: “Cognition really impressed us with their multi-channel approach and their in-depth knowledge across all areas.
“They have a strong focus on reporting, and are willing to be accountable for both the marketing results and our Experience business objectives. They also have a strong and pragmatic approach to marketing planning.”
The first challenge was to increase sales at Christmas.
We created a Jaguar branded email and sent it to a segmented list of previous Jaguar guests, and a Land Rover branded email for previous Land Rover guests from Solihull, Eastnor and Liverpool.
Our aim was to raise awareness of the gift vouchers to people who had previously been on one of the experiences – they were our immediate audience, and the obvious place to start.
Using HubSpot lists, we were able to segment by past trends and audience behaviour to ensure a highly targeted and intelligent approach.
HubSpot allowed us to monitor engagement and track the customer journey. We used this insight to create highly targeted workflows that engaged with prospects, wherever they were positioned in the buyer's journey.
“On the basis of effectiveness and good measurement now in place we can start to have some creative fun.”
David Saunders, General Manager, Jaguar Land Rover Experience
The Christmas campaign was a huge success, with stats including:
- 448.7% increase in ROI on the previous year
- £10.37 return on spend for every £1 spent on marketing, up from £1.89 in the previous year. Return almost doubled to £20.68 at one venue alone
- 77% reduction in spend from the previous year’s campaign
- An average increase in web visitors of 90%