Tesco.Eircom.IDMA-04

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Keeping the Message Fresh BY PAULINE
CROWLEY, HEAD OF STRATEGIC MARKETING, TESCO.IE
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Partnership of Tesco.ie Eircom.net

• Why does the Partnership Work?
• Nation-wide Reach
• Premium Brand Awareness
• Strongest Internet Relevance
• Appealing to the values of the target market
• Two Traditional companies with Clicks Mortar
  Brands
• Offline Heritage just like our customers

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Premium Positioning on Eircom.net

• Always On premium Homepage position
• Dynamic Advertising in targeted channels via
  Banners, Island Adverts, and Skyscrapers
• Using eMail to target the eircom.net database
• Targeting of Users where they Check their eMail

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Email Marketing
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Banner Adverts
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Skyscrapers in Content Areas get noticed
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Always On Homepage Advert is 24/7
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Multiple Sales Channels on one website
EIRCOM EMAIL DATABASE
EIRCOM HOMEPAGE
Eircom.net Audience Of 550,000 Unique Users
Channels incl. News-Travel- Women's
14 Million Pages to Advertise On
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Added Value through Partnership

• Tesco.ie have Key Events during which
  eircom.net help communications e.g. Back to
  School
• Eircom.net undertake ongoing Brand Research to
  hear what Eircom.net users think of Tesco
• Eircom.net keeps users abreast of Tesco.ie price
  discounts on a day to day basis
• Eircom.net customers avail of Tesco.ie Special
  Offers e.g. Delivery Free

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How We Measure Responsefrom Eircom.net in
Tesco.ie

• Click Through from Adverts to Tesco.ie
• Response from tactical activities
  Easter-Xmas-School
• Customer Conversion
• Response from eMail Marketing to the eircom.net
  Database
• Size of Basket
• Frequency of Shop
• Brand Recall
• Advertising Responsiveness Online Research with
  Eircom.net

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Results Building Traffic to Tesco.ie

• Eircom.net Traffic has grown by over 50 since
  Partnership started
• Many new site users are Traditional in-store
  Tesco customers coming online
• Our Results show the Highest Traffic to Tesco.ie
  comes from the Eircom.net Homepage
  www.eircom.net
• 2nd Highest Traffic volume comes from the Eircom
  eMail section many customers want to check
  email and order shopping together
• Site-wide Banners and other adverts reinforce the
  message with simple supporting calls to action

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Thank You!