Rency | PSA Trading
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WHAT WE DID

  • Visual style
  • Emailing
  • Sales portal
  • Catalogues
  • Special offers
  • Web
  • Microsite
  • Marketing strategy

Description of the task

We started cooperating with PSA Trading in 2013 and we did a complex administration of marketing portfolio and development and implementation of sales system. We connected all these activities to a visual identity of the company, which is always set up to suit specific needs of the given activity. The client was very demanding so it was necessary to use and implement modern technologies and processes.

VISUAL STYLE

IDENTITY CLOSELY CONNECTED TO THE PRODUCT

The colours are taken from a logotype given to us by PSA Trading and they have a specific purpose and functions. For easy orientation we created a set of our own pictograms and a whole range of functional elements (fonts, colour areas, logotype work). Partial applications, such as email signatures, invoice designs, informative emails, letterheads, vouchers etc. are a part of the visual identity.

Colour scale

FAAE31

B3D143

4DC0BE

9F78AB

EB212E

Catalogue

The catalogue of the company describes its operation, its history and its processes. PSA Trading shows the clients the whole range of its activities, including services and products.

Manual of the visual style

The basic series of pictograms contains the most used applications in three versions according to the level of details. At the same time we did a description of the construction for further expansion.

Web PSA Trading

The webpages are minimalistic and their purpose is just to present the company to new clients. All the detailed information and functionality data are in a locked section.

Photographing

We strive for authenticity of the message as well as the client, so we do not ever use generic stock pictures. With Lukáš we created storyboards for a series of original pictures taken in the company headquarters and instead of professional models we used the employees, including the management of the company.

Postproduction

The preview shows you the difference that postproduction process makes. It is a lengthy process taking multiple hours, but the results are definitely worth it. The most important thing to us is to present the company as well as we can and we hope we did a good job on this.

EMAILING OF THE VEHICLES

BECAUSE IF YOU DON’T OFFER, YOU WON’T SELL

Emailing is not spam. Together we created a database, and especially its segmentation and connected it to emailing tools and information system, all personalized. Due to cooperation with the product department of the company we created offers that clients like to receive.

1.

Making of the database

If we did not have anyone to communicate with, we would not get anywhere. Therefore we emphasize (especially on the part of the client) communication with the customers and maintaining a healthy and verified database to work with.

2.

Synchronization of ERP <> Mailchimp

The database has to be current at all times. If we for example sent an email to someone who does not want to receive it, or to someone who changed their preferences an hour ago, that would be a problem. Therefore we cooperate with external partners all the time to improve the import scripts that keep the database current on all channels.

3.

Segmentation

Even though we could go a bit further in the segmentation, even now we work with a division according to areas, products, brands and types of offers so that no client gets an offer they did not want to get. The clients can set preferences so that they feel they have the emailing under control.

4.

Personalization

Personalization of emails is important to make a good impression of the emails. We have several options of salutation composed according to algorithms from the database and an email signature construction based on the email address sending out the messages.

5.

Wireframes

A well-designed wireframe saves a lot of time and enables us to perceive the content without logical association to colours or shapes. More complicated models are created for template designs, webs and portals and simpler models are made for individual distributions.

6. Design of emailing templates

Because we work with a fourth series of emailing templates for this client, we used the information gathered in the past and improved them so that the emails had good impact and were memorable and distinguishable. Due to unified iconography it is now easier for clients to navigate the offers. The delivery contains a series of templates from each one has a different purpose.

— 1. —

Standard offer

— 2. —

Saturday offer

— 3. —

Current stock

— 4. —

Special offer

7.

Programming

The templates are created so that it is possible to generically change their content and so that they are usable and functioning for even as complicated email clients, as for example MS Outlook.

8.

Testing

Each template has to be tested multiple times before it is introduced to the world. Because we work with thousands of recipients, we cannot afford to make mistakes so our programmers spends hours on improving the code so that everything goes smoothly.

PREPARATION OF THE SENDOUT

DEMONSTRATION OF THE PROCESS

— Marketing strategy

First we have to create a strategy for the company to communicate with its clients. Do we use formal, or informal language? Do we use creative, or conservative approach? Do we send our offers on Wednesday, or on Friday? What do we do to make the special offers stand out over the standard offers? These are all questions we have to answer in our annual marketing strategy making.

— Preparation

The preparation of one sendout takes 3-15 hours of work – depending on the complexity of the message and quality of materials given to us. If we have to create a creative message, ensure translations, proofreading and planning the segments, it usually takes several hours. However the results are worth it.

1 — Contents of the message

2 — Graphic design

3 — Checking

HOW DOES IT LOOK WHEN IT’S LIVE? CLICK PLAY AND YOU WILL SEE

A demonstration of graphic setup of a visual for an emailing campaign.

Evaluation in numbers

3
Years

More than three years of everyday demanding work are over and we know there is always space for improvement and there is nothing like “to be done,” as well as for example in enterprising.

1 250+
Campaigns

Is it too much, or too little? It depends on the reactions of the clients. If we are able to convince the clients to use the offers instead of unsubscribing from the mailing lists, we are satisfied.

1 280 000+
Emails

Can you imagine, how much paper, how many trees and how many postal stamps we saved? Even though emailing is not free, it is a lot less expensive than traditional methods.

PSA TRADING AUTO-PORTAL

WHY COULDN’T WE SELL CARS ONLINE?

It is actually an elaborate online shop created together with the client and the supplier of ERP system. Thanks to this we are able to offer vehicles within the whole Europe and take care of customers without building offices

More about the auto-portal

1.
Purchase made in 40 seconds

The system was tested and it works. If you know what you are looking for, you can make a purchase in the PSA Trading Auto-portal within 40 seconds.
Cars. Seriously.

2.
Overview of the offers

Even though there is a plethora of vehicles in the market, the clients have the hottest offers always on hand. Due to various types and interesting visuals we can still keep them interested.

3.
Setup of the emailing preferences

The client knows best what they want and what offers they would like to receive. Thanks to connectedness with other systems they can setup the kinds of offers they would like to get, which ensures that they open and read the offers more enthusiastically than if we determined their content.

Do you want to know more?

More about the Auto-portal

Conclusion

During long-term cooperation with the client and due to connecting all of the marketing channels we get the best results. Even though our work consists of many other jobs that we do not mention here, we tried to demonstrate the way we work and what the clients can expect from us.

Cooperation

Acknowledgement

Even though work in such an extent is very demanding, it helps us push our boundaries further every year. Therefore we are glad that the client lets us take over and work continuously on all aspects of their business connected to marketing, advertising and communication.

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