{"id":8002,"date":"2019-07-15T08:41:05","date_gmt":"2019-07-15T08:41:05","guid":{"rendered":"https:\/\/www.freeway.it\/?p=8002"},"modified":"2019-07-15T10:30:13","modified_gmt":"2019-07-15T10:30:13","slug":"tomtom-trade-in-sat-nav-are-not-died","status":"publish","type":"post","link":"https:\/\/www.freeway.it\/en\/case-history\/tomtom-trade-in-sat-nav-are-not-died","title":{"rendered":"TomTom Trade-In: sat-nav are not died"},"content":{"rendered":"\n

The TomTom Trade-In 2019<\/strong> is recently ended, exactly on the 30th of June<\/strong>. A campaign where the brand builds customers loyalty on the sound of \u201cwe evaluate your old device\u201d.<\/p>\n\n\n\n

We can learn a lot from this case history. In fact, we can know that if a sales promotion<\/strong>, in this case a trade-in, it\u2019s built on the real target\u2019s needs it works well<\/strong> and it could be very appreciated from customers. All this means that, therefore, the brand can increase loyalty and sell out<\/strong>. <\/p>\n\n\n\n

Why does Trade-In work?<\/h2>\n\n\n\n

This kind of contest is very useful when the brand wants to boost the sell-out<\/strong>, but the very important feature of the Trade-In relies on his communicative power. <\/strong><\/p>\n\n\n\n

Trade-in doesn’t work on the discount of a new product but rather on the estimated value of the old one. Indeed, the brand recognizes a price for the product that the customer already has and uses<\/strong>. There is a form of respect <\/strong>for this product because if it’s important for the customer it’s important for the brand<\/strong>. How does the brand demonstrate all this? It buys the old device to the customer.<\/p>\n\n\n\n

 TomTom case history<\/h2>\n\n\n\n

Let\u2019s go deep on the TomTom case history. The Trade-In TomTom 2019<\/a> focuses on two types of products: TOMTOM RIDER (550 and 500)<\/strong> and TOMTOM GO PROFESSIONAL (6250 and 6200)<\/strong>. <\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

The dynamic is very simple and easy to understand. Everyone who buys a sponsored TomTom sat-nav could scrap his own old device sending it to TomTom<\/strong>. In this way, the customer have an economic benefit<\/strong> – 100 euros – directly on his own bank account.<\/p>\n\n\n\n

TomTom Trade-In has an add value than every generic contest<\/strong>. It has the big challenge of fixing a problem for who already uses a sat-nav.<\/strong><\/p>\n\n\n\n

As many knows, on 6 April 2019 sat-navs went back of 19,5 weeks.<\/a> This means that the maps could still work as well but the time references of some sat-nav changed, creating a dysfunction at the device system. <\/p>\n\n\n\n

So, in April, GPS users had two way out: they could update their sat-nav or they had to buy a new one. <\/strong><\/p>\n\n\n\n

Although the market is evolved in these years, sat-navs are still used by people<\/strong>, especially from some particular categories, such as who moves by motorbike, camper or tracks, but this sort of millennium bug<\/em> could have generate a strong disincentive<\/strong> in still using these products in the future. <\/p>\n\n\n\n

That’s why TomTom Trade-In has been designed: <\/strong>to manage this annoying problem and make customers’ life easier.<\/strong> Above all, the timing of the contest was perfect because it started the 1st of April 2019, making the sales promotion very appropriate. <\/p>\n\n\n\n

As we have already said, the Trade-In rewards the people who bought a new TomTom sat-nav, giving them an award <\/em>of 100 euros for their old GPS because “your old device has a value”.<\/p>\n\n\n\n

Easy, fast, effective. Especially since the management is made by Free-Way. <\/strong><\/p>\n\n\n\n

Our team provided everything needed for the contest<\/strong>: posters, dedicated web site and landing pages, ministerial regulation and, above all, the verification of the old devices to be scrapped with the consequent logistics.<\/p>\n\n\n\n

As Andrea Ruggeri, Digital Project Manager Free-Way,<\/strong> explains <\/strong>the promotion was designed to reach a specific target and to reward and retain it. By the target we do not only mean TOMTOM’s clients but sat-nav users in general. <\/p>\n\n\n\n

A campaign is strategic if it is studied on a real problem. The results were not long in coming, exceeding the expectations estimated in the project start-up phase<\/strong>. This is because marketing is for people<\/strong> and when promotions are designed <\/strong>on the real people’s needs<\/strong>, then it cannot fail to work. If the project is made by Free-Way, success is guaranteed.<\/strong><\/p>\n\n\n\n

You may also like How to reward customer loyalty <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The TomTom Trade-In 2019 is recently ended, exactly on the 30th of June. A campaign where the brand builds customers loyalty on the sound of \u201cwe evaluate your old device\u201d….<\/p>\n","protected":false},"author":8,"featured_media":9425,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[18,21],"tags":[],"yoast_head":"\nTomTom Trade-In: sat-nav are not died – Free-Way<\/title>\n<meta name=\"description\" content=\"The TomTom Trade-In 2019 is recently ended, exactly on the 30th of June. 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