AA Business Services hands online work to Inbox Digital - Digital Bulletin - Digital news by Email - Brand Republic

AA Business Services hands online work to Inbox Digital - Digital Bulletin - Digital news by Email - Brand Republic: AA Business Services hands online work to Inbox Digital
by Daniel Farey-Jones Brand Republic 16 Feb 2007

LONDON - AA Business Services is conducting a 12-month drive to win customers online through Inbox Digital and fellow Digital Marketing Group companies HSM and Cheeze.

The brief is to generate sign-up for the company's fleet breakdown and recovery service Fleetwide Cover and the fuel card Fleet Advantage, using prospect marketing by Inbox and follow-up telemarketing by HSM.
Inbox's strategy is to drive people to the relevant sections on the AA's website with banner ads, advertorials, text-based ads, sponsored emails and pay-per-click search.

Once on the website prospects can either purchase a service, fill in their details to request a sales call or register to receive more information, served by Inbox as newsletters and tactical emails.

The digital ads were planned and bought by Cheeze, which was bought by Digital Marketing Group in January. Inbox and HSM were bought by DMG in October along with marketing agency Dig For Fire.

Laith Clark, client services director at Inbox Digital, said: "By working with our new sister agencies we've brought to bear the power of the Digital Marketing Group offer with an end-to-end digital CRM programme."

Adrian Waters, head of SME at AA Business Services, said: "Following the success of Inbox Digital's work last year, we're now upping the ante with a sophisticated e-CRM programme that will help us track, understand and respond to prospect behaviour from beginning to end."

DMG's chief executive is the former Euro RSCG chairman and chief executive Ben Langdon.