Challenge:

GE Capital first approached Wilder & Associates to create a performance based marketing program. The objective was to quantify the cost of Internet advertising through direct sales leads and commissions.

The first model was created for GE Express Parts. Once completed, a second model was created for GE Express Training. Both sites were created for e-enabled GECITS businesses.

Solution:

The first step is creating a viable solution for GE was to complete a needs analysis. Once the needs analysis was complete, the costs and timelines associated with the Affiliate Program were assessed and provided to the client.

With approved, a new performance marketing staff was hired to run and manage the new program. Each staff member was given specific duties relating to the ongoing goals of the marketing program. When the new marketing staff was fully trained, a pilot program was introduced to test various marketing performance solutions.

After the test period was complete, Wilder & Associates designed and implemented a performance marketing plan based in the results of the pilot program.

Results:

Since the creation of the online marketing program, both of the GE websites have amassed significant internet traffic and continue to learn from the campaigns and ongoing marketing endeavors.