From October 2022 to May 2024, I worked as a Senior Sales Manager at Blis, a SaaS platform specializing in data matching, data targeting, omnichannel activation, and online and offline measurement. One of my notable projects was the nationwide rollout of Ekaterra’s Pukka Herbs brand in Germany.
Summary
For this campaign, I successfully up-selled an originally planned Mobile/Desktop campaign to an omnichannel approach including DOOH to drive footfall even further and doubled the original budget for blis.
My responsibilities included:
- Client Acquisition and Sales: Successfully acquired Ekaterra as a client and sold the omnichannel campaign.
- Pricing and Coordination: Determined pricing strategy and coordinated with relevant partners for execution.
- Strategy Setup: Developed and implemented the detailed campaign strategy, including real-time location and audience retargeting to meet client goals.
- Reporting and Optimization: Provided detailed reporting and continuous optimization based on performance metrics.
- Client Contact and Upselling/Cross-selling: Maintained close communication with the client, identifying opportunities for upselling and cross-selling additional services.
This campaign therefore reached an over benchmark result in footfall and sales due to the integration of DOOH which had the best footfall uplift results and therefore the campaign resulted in an overall satisfied client.
Details
Campaign Objectives:
- Store Conversions: Drive conversions and increase footfall in drug stores (e.g., Rossmann and dm) and health stores (e.g., Denn’s, Alnatura).
- Sales Uplift: Achieve an uplift in sales among potential Pukka tea buyers in Germany.
Approach:
- Real-Time Location Targeting: Leveraged real-time location data to reach consumers at critical touchpoints throughout their day.
- Historic Audience Re-Targeting: Utilized historical data to re-target audiences effectively.
- Omnichannel Approach: Combined programmatic Digital Out-of-Home (DOOH) advertising with display ads to capture attention across multiple channels and daily activities.
- Creative Execution: Developed engaging DOOH and display creatives to resonate with the target audience.
Audience Solution:
- Target Audience: Focused on drug store buyers (Rossmann, dm) and health store clients (Denn’s, Alnatura).
- A/B Testing: Implemented A/B testing with different calls-to-action (CTAs) to identify the most effective messaging.
Results
- DOOH Performance: Achieved a 0.52% footfall rate, resulting in over €105k incremental sales.
- Product Uplift: Pukka tea „Nighttime“ saw a 15.1% uplift, the highest among the product range.
- Sales Uplift: Overall sales uplift of 9.5%.
- CTR: Achieved a click-through rate (CTR) of 0.30%.
(c) blis/Ekaterra, 2022