Features Pricing Stories About Us Christopher Häggström Nordic online marketing manager at Euromaster “ Freespee is truly sensational. It’s so cool to have a tool that finally lets me measure and adjust my marketing spend – take real action based on data, instead of relying on gut-feel. It makes my working day much more fun and rewarding. ” How Euromaster grew sales by 20% The tire business in Scandinavia is extremely seasonal and thereby super competitive. Drivers are required by law to use studded or winter traction tires from the start of December through the end of March, and switch to normal tires for the rest of the year to minimize the destructive impact the winter tires can have on roads. If you don’t do it yourself, these days you do a quick Google search, find a phone number to see whether your neighborhood shop has the tires you need, and can see you at an appointed time to make the swap. “Everyone is late – they don’t want to get caught by the police – so lots of people are calling us and our competitors at exactly the same time twice a year,” said Christopher Häggström, Nordic online marketing manager for Euromaster, Europe’s leading integrated tire service and car maintenance network founded in 1991 by the Michelin Group based in France. “Even in these days of tiny computers in our pockets and nearly ubiquitous Internet access, only 10 percent of new tires are purchased online, and some 90 percent of appointments are still scheduled by phone because for many people it’s still easier and faster,” said Häggström. But that created a serious problem when it came time to justify an online marketing budget, let alone ask for more money, because as soon as a potential customer picked up a phone, Häggström said his ability to connect the effectiveness and return on his Internet advertising spend – the actual impact of a display ad or paid search (a.k.a. Google Adwords) – instantly disappeared. With some research on his own and advice from his web agency Häggström found Freespee, and installed the Internet advertising placement company’s JavaScript on the Euromaster website. Freespee’s technology instantly started generating unique local phone numbers that consumers saw when they clicked on an ad and landed on the website. “We had five different number series so we could see exactly what media source – which ads and keywords – were bringing us what number of calls that turned into real sales,” said Häggström, who after a quick test in December 2012 launched a 1-year Freespee campaign throughout Sweden in January, and based on its first quarter success, added Denmark in March. Finland, he expects, will come on in September. Armed with data, Häggström has been able to optimize his keywords and display ad placement, which has increased incoming customers by 20 percent – and without spending a penny more. “But what’s even more cool is we surprised management as to how much of our business is actually being driven through our website. Close to every second call for retail sales and services is coming through our website – which is much higher than we thought – but only now, with Freespee’s technology, can we see that.” Häggström said it’s a bit too soon to put a number on the impact Freespee is having on Euromaster’s Nordic sales. Nonetheless, he’s now put Freespee technology into the ads themselves for customers that want to call straight from the ads. And he noted that during a period when the general business climate in Europe is constrained, and the retail tire industry is down, Euromaster’s retail business is not. “Freespee is truly sensational,” said Häggström. “It’s so cool to have a tool that finally lets me measure and adjust my marketing spend – take real action based on data, instead of relying on gut-feel. It makes my working day much more fun and rewarding.” START YOUR OWN STORY GET STARTED NOW READ NEXT How ProVISTA captures new prospects while saving hiring costs Get the full story hello@freespee.com +46 770 35 00 35 Making Phone Calls Count Jobs| Community | Developers | Plugin Gallery | News & press | Blog © 2014 Freespee. All rights reserved.