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Case Studies >
Plans Motorsport
Plans Motorsport
The Challenge
Plans Motorsport specialise in preparing mid-engined sports cars for
track day and race use. A booming industry, Plans wanted to get their
name out their to increase their customer base and improve brand
awareness amongst car owners.
As well actively going after potential clients, Plans Motorsport
wanted to make it easy for people to find them via the internet. They
supplied us with a number of keyword search terms that they wanted to
be competitive for on the likes of Google.
The Solution
We recommended an e-newsletter to Plans Motorsport. This would allow
them to get their message out quickly and assess the results in real
time thanks to our link tracking functionality. To compliment their
current e-mailing list, we roused interest in target clients through
internet car forums using 'Guerrilla Marketing' techniques, such as
special previews of content.
We worked hard on an e-newsletter design that was both suitable for
e-mail purposes and yet was faithful to Plans Motorsport's branding.
We also hosted a live web version of the e-newsletter for recipients
who use text only e-mail readers, ensuring the maximum amount of
exposure. An unsubscribe form allowed Plans to monitor the amount of
unsubscriptions, and for what reason, a valuable asset for developing
e-newsletter content in the future.
Being experienced in improving Search Engine Rankings (SERPs), we were
quick to assess Plans Motorsport's website and formulate a 'plan of
attack' that would achieve high rankings, and most importantly, sales.
By assessing the competition, we were able to give Plans realistic
targets on when success would be seen.
The Result
So far, we have distributed three e-newsletters for Plans Motorsport
which have achieved a minimum of 19% Click Through Rate (CTR), with
their most popular e-newsletter achieving a massive 40.6%! With the
built-in functionality allowing recipients to forward on the
e-newsletter, naturally Plans Motorsport's website hits made a sudden
rise.
By optimising the Plans Motorsport website for popular keyword phrases
and improving the amount of incoming links by 370%, the site's
popularity has already soared two months into the project (our Search
Engine Optimisation service spans 12 months). Constantly monitoring 22
different keyword phrases, the website is gradually moving to the top
of the SERPs, achieving a No.1 ranking on Google 9 times.
Assessment
“I was impressed with Sixth Sense ESP’s turnaround time and
faithfulness to the design brief. They created an appealing
e-newsletter which complimented my website and boosted hits massively.
I have found the service to be affordable and a much less time
consuming process than offline alternatives. This allows us to get on
with our core activities without losing touch with our large client
base.”
Graham Horgan, Chief Executive, Plans Motorsport
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