How the platform works

The Touchpoint Interactive Marketing Platform lets you create marketing campaigns and programs to interact with consumers in real time across many different channels.

Once a marketing campaign or program has been deployed, the platform will automate the execution of the various parts of the campaign and track all resulting interactions providing you with real time visibility on your campaign’s performance.

The following example demonstrates how the platform works within the context of a lead generation campaign for an automotive brand. The objective is to generate test drives for a new vehicle.


Lead acquisition campaign example
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SMS response call to action

As with many acquisition campaigns, above-the-line media such as TV, press and radio are used to promote the offer. This advertising carries an SMS response mechanism where consumers can respond to the advertising by texting a keyword, e.g. DRIVE. to a shortcode, e.g. 515. Different media and creative can use different keywords. This allows for reporting of responses against the type of media and creative execution - helping to identify which works best.

SMS reply

When a prospect responds to the call to action and sends an SMS with the keyword DRIVE, the platform automatically responds with a reply message. As part of this process the Touchpoint Platform matches their mobile phone number to the existing database. If the mobile number does not exist in the database then a new contact record is created. If the contact is new or there is no email address for this contact in the database then the reply message will ask the prospect to send their email address. The reply message also contains a link to the campaign microsite as well as instructions for receiving further information via email.

Automated email

When a prospect’s email address is received via SMS, an email is automatically sent. This email contains information about the promoted vehicle and test drive offer as well as a link to the online booking form to book the test drive. The sending of the email, and any subsequent ‘opens’ or ‘clicks’ are recorded against that particular contact record in the database.

Online booking form

When the prospect clicks on the link to the test drive booking form, an identification token is included that allows the booking form to identify the prospect and pre-fills the form with their email address and mobile number.

The form allows prospects to choose their closest dealer and a date and time for their test drive. After submitting the form, the prospect’s profile is updated with their name and full details and stored in the database. A confirmation email is sent that includes the dealer’s name, contact details, street address and a map showing the location of the dealership.

A test drive booking notification email is sent to the dealer with the prospect’s contact information and details of the booking. This email also contains two other links - one for the dealer to click to enter the prospect into a prize draw after a test drive has been completed and another for the dealer to click if a sale is made (to track conversion).

Triggered SMS appointment reminder

On the morning of the test drive an SMS message is sent to the prospect reminding them of their test drive, the appointment date and time and dealer store address.

Follow up email

Four days after the test drive appointment, a follow up email is sent to the prospect. The email contains further information about the vehicle and confirms their entry into the prize draw. The prospect is offered an extra chance to win if they complete a short feedback survey - a link to the survey is included in the email.

Follow up survey

The prospect clicks through from the email and completes the online survey that asks them for their feedback on the test drive and the vehicle. Once they have completed the survey an additional entry in the sweepstake draw is recorded.

Survey information is emailed to the dealer

When a survey is completed, an email is triggered and sent to the dealer containing the survey responses and the prospect’s contact details. The dealer can use this information to determine how best to follow up with the prospect.

The marketing team can monitor the campaign using Touchpoint in the following ways:
  • View campaign reports showing a breakdown of responses by number of SMS received, number of test drive bookings, completed test drives and number of sales.
  • View reports that show how many SMS responses were received from TV and radio advertising - and see a breakdown by media or creative.
  • View reports on the various emails sent that show open rates, click-through rates and forwards.
  • View the resulting database and download contacts to send follow-up letters or brochures via mail to those who complete the test drive but do not purchase.