Perfection on the street
ÖAMTC FAHRTECHNIK
Since over thirty years, the ÖAMTC Fahrtechnik programme trains beginners for the purpose of a driving license as well as professional truck drivers and motor racers in eight centres for driving skills in the whole of Austria. The ÖAMTC Fahrtechnik instructors show the correct way of driving in case of danger and how to react in case of emergency situations or even how to avoid those. The varied training programme for drivers of cars, motorcycles, trucks, tractors, emergency vehicles, sport cars have a common objective: enjoying driving with safety.
Services
Digital strategy consulting
Media planning & media booking
Google Ads campaigns
Display & RTB campaigns
Social & YouTube campaigns
Conversion optimisation
Social media strategy
Search engine optimisation
Strategic campaign planning & learnings
The continuous optimisation of online channels to advertise safe driving trainings through targeted performance and reach campaigns has strongly increased online sales in the past four years. In this way, ÖAMTC Fahrtechnik could optimise strategically the central cost-per-order as well as the volume of online sales.
Customer development
With the introduction of the first online advertising activities in 2017 and the touchpoint analysis carried out in parallel on the website, the strategic starting point for the agency and the digital support were defined. The strong audio-visual component in advertising was reinforced in 2018 with a combination of different campaign architectures tailored to Fahrtechnik specifically for prime time. In 2018, also the areas of social media and display awareness focused on product-relevant emotional appeals.
With great success: in 2018, online bookings of trainings increased by more than half compared to the previous year. With the numerous online learnings and the further development towards always-on, the SEA and display 2019 channels have been packaged in an annual advertising strategy and closely coordinated with the customer. The data-driven target group learnings help to promote the regionalisation of advertising at Fahrtechnik centre level.
Henriette Widtmann-Nekvasil
Marketing management
123Consulting offers a combination of consulting services as well as fast and results-oriented implementation.
Results
Improvement of paid performance with regional focus
Improvement of awareness through targeted RTB campaigns
Improvement of the online share in sales of training courses