Caterpillar

Digital Strategy Sebastian Chrzaszcz

Objective: Expand Sales Pipeline

• Capture Target Market• Execute two big ideas• Measure success with KPI sales

metrics• Stay on budget • Use other tools and tactics

Target Market

• Customer focus goal: increase quarterly sales revenue by 10%

• Any customer who refers a successful sale of any Cat product will receive a 10% coupon credit towards any product for sale, rental, or service.

• The ‘new’ referred customer will also receive a 5% coupon credit for their first purchase

• Existing customers who refer additional customers will receive a coupon credits for 1% less than the previous amount.

• The program will be shared through internet marketing tactics and have a call-to-action landing page on Caterpillar’s main site.

For example: Contractor Ronald’s third referral results in a 8% coupon credit

Big Idea #1 Caterpillar Referral Program

• Each week for 90 days Caterpillar will be showcasing large-scale product demos open for any interested customers.

• All potential attendees must register themselves online by creating a Caterpillar profile.

• By ‘creating a profile’ the user will be able to vote and suggest a product to be on demo

• Program will be shared mainly through Cat social media accounts, with a landing page on Caterpillar’s main site.

• The landing page should include call-to-action techniques for ‘creating a profile’. 

Big Idea #2 Cat Demo Shows

• Sales Growth: Monitor this metric over 90 days to gain a clear indication of growth trends and normalize your values. This will help you account for monthly or quarterly spikes in revenue.

• Sales Target: Measure and compare current sales to a target or most recent quarterly reviews.

Success indicator: A positive sales growth percentage over the 90 days of campaign

Success indicator: Surpassing a sales target or the previous period's value.

KPI - Metrics for referral program

• Product Performance: Rank products based on demo show performance. Evaluating specific units sold that are on demo

• Sales by Contact Method: This metric measures if contact through Demo Shows is successful at generating sales

Success indicator: Increase in product sales revenue.

Success indicator: Increasing sales value for Cat Demo Shows with a low cost per contact.

KPI - Metrics for demo shows

BudgetReferral Program

$9,000,000Cat Demo Shows

$5,000,000

Social Media & SEO• Facebook advertising (CPM) example

• 30-60 year old males

• Interests: Progress, innovation, infrastructure, technology, construction

• Location: urban cities and regions of high economic development 

• Education: College Degrees 

• Occupation: Engineers, supply chain, manufacturing, distribution, production

Adgroups & Keywords: Rent /

Buy excavator equipment

Other tools / tactics - Summary

• Click to engage methods on Social Media

• Sharing videos online of campaign in action

• Easy Usability accommodating various languages and web design 

• SEO: targeting google words where Caterpillar needs improvement  

• CTR:  Measuring the click through rate on campaign posts will show how effective the current call-to-action is.  Each low CTR will be categorized by post which will allow immediate improvements. 

The two Big Idea campaigns will have the end result of a 10% raise in quarterly revenue for Caterpillar. Through the course of the 90 days, campaign programs will be graded based on metrics to determine its success rate. Efforts to raise sales can be done by narrowing focus towards more successful KPIs