Background
Clear Channel and Clear Channel UK is part of Clear Channel International (CCI) a business that employs more than 5,000 people and has a turnover in excess of $1.5 billion. Owned by Clear Channel Outdoor Holdings Inc (CCO), it’s the world’s leading out-of-home advertising company with operations in 44 countries.
Clearchanneldirect.co.uk has been designed to educate regional customers on the benefits of out-of-home advertising, with help and advice on choosing campaigns and targeting different audience profiles.
The Question
How could Clear Channel – a market leader – achieve greater lead generation in its quest to reach, support and educate SMEs?
The Answer
Access helped Clear Channel Direct develop an attractive and engaging website. This quickly and effectively communicated the power of out-of-home advertising and the range of opportunities available to businesses and organisations in their local areas.
Developed in collaboration with the Clear Channel Direct team, the intuitive, customer-focused site works as an effective sales tool to provide a long-term platform for growth for the business.
Built in Drupal, an open-source PHP web development platform, the website is fully responsive and loaded with third party integrations including a Salesforce integration for data capture and lead generation and Olark, a live chat solution to engage with users in real-time. Google Maps and Street View API offer a mapping function for users to browse all 60,000 sites, harnessing GEOCode look-up services, including postcode and location searches.
Results and Achievements
The new website provides a touchstone for new and existing customers and has been very well received both by Clear Channel’s customers and the direct sales team. The mapping tool in particular is a vital aid to the business in selling outdoor to customers on a local and national level.
The site helped to educate customers on the benefits of out-of-home advertising, provided help and advice on choosing campaigns and targeting different audience profiles – all via the website, this was something unique to the outdoor media industry.
● An existing multi-million-pound business grew by 15% in just twelve months.
● We generated an ROI of 40:1 against the cost of building the website.
● Over 2,500 new leads have been generated by the website in the past 12 months. Over 1,250 of these leads have converted to appointments - that’s a 25% higher ratio than leads generated from any other source.
“Access demonstrated a clear understanding of our audience and objectives, backed up with a commercially driven approach. They managed to create something that's opened up a whole new client base - and we couldn't be happier with the results. Our ROI is 4 times our initial forecast, it's become one of our best tools for finding new business."Ian Cromie, Sales Effectiveness Director, Clear Channel UK
