The task:

Nearly 200 Franchised Dealers, across the UK, had to be recruited to support a National Promotion. Their task was to run a one-night showroom event to communicate the campaign locally. We created the strategy, designed the promotion, produced all the marketing material and co-ordinated all campaign activity across the Manufacturer’s Field Force and their Dealer network

A different approach?

First, we organised a series of events to launch the campaign to the Field Force. Through Breakout groups and Coaching techniques, we helped them plan how the promotion would run amongst their Dealers and how to sell it in. This information was then loaded onto a database with key milestones. In the run up to the event, via telemarketing, we monitored Dealer’s performance against these milestones. Despite Dealer’s having to fund local activity, there was over 95% take-up – a massive contribution towards the promotion. This meant that the central budget was very effectively scaled up and the campaign a great success