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Sandown Group has secured greater than £135,000 of further workshop revenues over a six-month interval by following up previous prospects who purchased automobiles topic to an excellent security recall.
The marketing campaign was devised and applied by automotive digital advertising and marketing specialist agency Advertising and marketing Supply, who cross-referenced the seller group’s buyer database with present OEM recall knowledge.
The Mercedes-Benz company seller group, which has places throughout the south of England, labored with Advertising and marketing Supply to establish 5,558 automobiles with an apparently unresolved recall that had been owned by prospects who had not visited a Sandown web site inside the previous 18 months.
Advertising and marketing Supply then managed a personalised e mail marketing campaign encouraging every lapsed buyer to go to the federal government web site to verify their automobile’s excellent security remembers and ebook an appointment with their native Sandown service division, utilizing a tailor-made hyperlink.
Over a six-month interval, the messages noticed an open fee of 63% and a click-through fee of 26%, properly above the business common of 15%. Most significantly, 645 new aftersales appointments had been made by these lapsed prospects, equating to 11% of all these contacted. The typical bill worth has up to now been £323 per reserving, equal to £136,306 of further income.
A dual-phase tactic was employed to check charges of response. Through the marketing campaign, one e mail merely provided a security recall evaluation, whereas the opposite additionally provided a complimentary well being verify. Advertising and marketing Supply and Sandown discovered no vital change within the variety of bookings from the 2 teams.
Keith Jackman, head of selling & CRM at Sandown Mercedes-Benz, stated: “We’re at all times methods to maximise service bay utilisation, and when Advertising and marketing Supply steered concentrating on lapsed prospects we had been eager to discover the potential. We’ve been delighted by the end result and we’re now over half-way by means of the brand new bookings which have resulted from the marketing campaign. “Crucially, we’ve got additionally introduced a major variety of previously-lapsed prospects again into the fold, which ought to pay dividends properly into the long run – each for aftersales and for brand new and used automobile gross sales.”
Jeremy Evans, chief govt at Advertising and marketing Supply, commented: “The DVSA just lately introduced that it’ll make addressing security remembers a part of the annual automobile MOT. That will increase the crucial for franchised sellers to seize this sort of recall-related work now.
“There’s additionally the chance to fulfil an obligation of care to the client. In addition to retaining the motive force and occupants secure, the seller might save the proprietor cash as a result of not responding to an OEM security recall can lead drivers open to a probably massive tremendous for ‘utilizing a faulty automobile’ which might additionally have an effect on insurance coverage claims.”
Advertising and marketing Supply will take to the AM Stay digital stage on November 9 to debate how digital communications may also help automotive retailers flourish within the face of two elementary challenges – the proliferation of the company mannequin and the shift to electrification.
Keith Jackman, head of selling & CRM at Sandown Mercedes-Benz, will be part of Advertising and marketing Supply’s chief govt, Jeremy Evans, and business director, Charlotte Murray, to debate key digital advertising and marketing developments and share sensible suggestions regarding gross sales, aftersales, knowledge cleaning, social media, lead administration and buyer retention.
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