Cosmos needed to understand what their perfect marketing mix looked like, to do that they first needed to understand their customers.
Edit created consumer profiles, segments and predictive models which drove a re-appraisal of Cosmos’ multi-channel media plan to increase the response rate.
We applied the consumer insight to restructure SEO, PPC and Display campaigns alongside automated CRM activity, ensuring all of Cosmos’ marketing activity worked in unison.
The average number of enquires increased by over 50% with the cost per enquiry reducing by 133%.
“We have worked with Edit during a significant period of change for Cosmos, with a brief to meet some meaty business challenges head-on across a number of our marketing channels. Through robust database profiling, we have gained tremendous insight into our customers that have helped us to define and refine our CRM and media strategies. PPC has become a core foundation of our media mix and is running efficiently and strategically, benefiting from the collaborative approach that Edit adopt. Edit have introduced us to new media channels and proved that activity we weren’t sure would work for us, such as inserts, can indeed perform as part of a carefully planned media approach. They have supported us through our first real foray into TV advertising and driven a reduction in cost-per-response through optimisation and agility. It is a pleasure to work with Edit, who has become a natural extension of my marketing team. ”
Claire Hazle, Director of Marketing and E-Commerce of Cosmos, Archers Holidays and Avalon Waterways