The Task: Implementation of campaign to attract new clients and increase the number of inquiries from existing and old clients.

Freight forwarding and logistics are dynamically developing sectors in which are penetrated intensively by the digital technologies. Digital Marketing Group was chosen for service agency in Bulgaria for one of the leading international freight forwarding companies cargo-partner (yes, the name is written in lowercase 🙂

Like in a large number of foreign companies’ trade offices, we had to face badly built online infrastructure, that created difficulties in building an appropriate online campaign. The Bulgarian website was a subsection of international one and it was accessible only after 4-5 clicks on the main company website, which was often opening in German. The Bulgarian trade office of the company was not able to manage the much needed online content on its own platform, and for that reason was reluctant to share information or have to trust in expensive solutions without a true result.

The marketing activities budget of the company, similar to many others in the sector, was very limited. The team of cargo-partners shared that in previous years they had the opportunity to appear in other sites for 1-2 weeks totally and without any real consideration of the effects from investment.

After we analysing the situation in the company, the environment and the sector, we came out with proposal to break the model and to start working more actively with their existing base of clients (about 7 000 corporative clients, mostly mid-range and big companies) and to try using the means of the online marketing and within the limited budget, to attract new clients.

As a result of the research, we implemented a campaign, which included:

• Development of landing page for the local market with active call-to action module;
• Implementations and development of a campaign to attract new users (display ad, video ad, text ad). In fact, we used the existing resources of the online environment and we took advantage of the times when the advertising costs were lower and premium publishers gave extra bonuses;
• Development of remarketing campaign to existing and new customers from the ones visiting the site and to those registered in our mailing lists;
• Creating content – every month we were responsible for the development of 3-4 professional news articles, which gave interesting information to the clients and partners of the company. We went into detail with the company’s terminology, the freight forwarding, transportation, customs declarations, the logistics and so on. The created content was uploaded to the blog, which we added to the newly developed landing site;
• Management of a monthly e-newsletter with the most interesting news from the sector, as well as commercial information;
• Daily coordination with the client’s commercial department when receiving inquiries. A huge part of the inquiries, which were received as a result of the campaign were coming through our servers. That gave us access to the true campaign results and allowed for quick corrections, when necessary.

In the first two weeks of the campaign the client registers 17 new corporate users. At the end of the campaign, which took one year, were registered over 100 new corporative users. The monthly newsletter increased the number of direct inquiries towards cargo-partner and it improved its image through the potential clients. Each newsletter was bringing about 5-10 specific freight inquires in our database only, separate from the direct inquiries to the company.

The average number of newsletters opened was over 15 %, while more than the half registered 20 % open rate. The client succeeded to return on their marketing investment in the first month of the campaign.