"Without the online specialist skills of Exceed Online in Strategic Planning, Project Management, and Website Analysis, the Led Zeppelin multi channel promotion would not have been as great a success."
The Situation
Warner Music had no idea what needed to happen, but they knew what they wanted: to sell as many CD sets as possible in a three week period. The website had to strategically sell the more expensive of the two CD set options, instantly process all purchases, and a marketing strategy was required to drive traffic and sales. All within only 5 working days…
The Solution
Our design and development team followed a comprehensive strategic plan which eventuated in the website hitting the ground running upon going live; both on time and on budget. Pay per Click advertising was implemented immediately through Google which complimented print and radio marketing efforts.
The Results
- Over 1,300 CD sets sold in 2.5 weeks. 92% of the CD sets sold were the more expensive option.
- The online sales represented for Warner Music New Zealand, the most successful launch of the Mothership CD, per capita, in the entire World.
- Site wide conversion rate was 21% (global average 2%).
- Pay Per Click marketing contributed 10% of total sales with a conversion rate of 17%, and a media cost of revenue calculated at just 3.8%.