The task:

Over the years Franchised car Dealers have lost Tyre, Battery, Shock Absorber and Windscreen replacement sales to the Fast-Fit operators. With new car sales margins declining, increased service intervals and bloc exemption, things looked bleak. There was a need to reduce the sales decline in key market areas and prevent customer migration

A different approach?

We designed a local marketing process that was quick, simple to use and practical. It was very effective as it took into account local differences. Using a series of modules, Dealers could quickly identify their market opportunity. Then choose the service they wanted to feature, such as MOT’s, Winter Safety Checks or Basic Services. Finally, they planned a campaign within their local area and promoted this by selecting from a range of marketing materials that could be personalised to them. These materials included leaflets, press advertisements, promotional giveaways, mail shots and a radio ad script. The Dealers benefited as production costs were minimal and the Manufacturer benefited as their brand values were reinforced. The end result; relationships with customers won back and a programme held in high esteem by the whole industry