• test

    test

Park's Motor Group

Increasing sales and event registrations using personalised, multi-channel automotive marketing campaigns

The Challenge

Park’s Motor Group wanted to boost the sales of its new cars across three regional branches over an exclusive event weekend.

The Park’s team approached AlphaGraphics’ automotive marketing specialists to help generate a high volume of good-quality appointments through the use of eye-catching design concepts and a multi-channel marketing campaign using various elements from the marketing mix.

The Solution

AlphaGraphics’ automotive team has extensive experience in delivering high-quality, multi-channel marketing campaigns for some prestigious car dealerships and automotive manufacturing brands across the UK.

Our team set to work meticulously planning and developing a hyper-personalised campaign, which incorporated a blend of digital and print marketing. These included:

● Emails
● PURLs
● Direct mail
● SMS
● Call centre outreach
● POS event signage
● Personalised lanyards

We plotted a project workflow and used our in-house software to create a fully automated and integrated plan that would track customer engagement and trigger marketing actions throughout the customer journey.

Our expert design and creative team then came up with the new car sales event theme, which was developed around the new Kia range, and needed to blend in with existing campaign collateral to ensure continuity.

The creative for the marketing aspects of the campaign focussed heavily on showcasing the new Kia range - honing in on new features, styles and models that were available to buy at the event.

We then set to work creating the various elements of the campaign in the plan ready for it to be deployed.

Landing Pages

We developed personalised click-through registration landing pages (PURLs) that would collate customer data and would act as the destination to several links incorporated throughout the campaign from various channels.

We used merge fields from Park’s Motor Group’s database to pre-populate the contact forms on this page. We did this to reduce the amount of input needed from the customer when they visited this page, which would hopefully increase conversion rates.

We also developed generic registration pages so that dealers could carry out additional prospecting outside of our team’s activity to underpin the event. Prospects could be easily added to the database and event diary, and receive automated email confirmations and event lanyards in the post before the event.
Emails

We developed a three-stage email marketing campaign that used three different messages. Each email used the same call to action, which was a button that directed the recipient to a PURL, a pre-populated landing page for ease of registration.

Email 1: An exclusive event invitation, with a clear registration call to action, using a nicely formatted email template that incorporated the campaign’s overall design theme.

Email 2: Focussed on the benefits and features of the new Kia range, and how the new vehicles were available to explore at the event.

Email 3: The final email created a sense of urgency for the event and encouraged the audience to take action to secure their space at the event.

Any unsubscribes from the email marketing campaigns were removed at each stage and updated centrally on Park’s database.

Direct Mail

We created a high-quality direct mail piece that used personalised imagery and content to engage customers, which would help with engagement rates and registrations.

The direct mail piece needed to be impactful with a clear call to action - a unique QR code or link which directed the customer to their PURL.

If the customer scanned the QR code, this would take them directly to their PURL. If the customer chose to visit via the link, then they would enter a unique code that would enable them to access their PURL.
SMS

We sent two SMS messages alongside the email campaigns which, like the emails, contained links to PURLs for the recipient to easily submit their details to register.

Each message used a slightly different tone, increasing in urgency, to encourage customers to click and register.

Similar to the email, unsubscribes were removed periodically throughout the SMS activity to ensure compliance with data legislation.

Call centre activity

We outsourced call centre support and created a script that was completely personalised to the customer using the details on the PURLs.

The operator was then able to quickly and efficiently register the customer to the event, which would then trigger an automated follow-up email and posted event lanyard.

POS Signage

We developed and printed all of the POS signage for each dealership’s new car event.

The design and creative followed the same colour schemes, branding and imagery used across the various marketing aspects of the campaign.

Signage included window graphics, horizontal and vertical toblerones, number plates, pricing and ‘sold’ vinyls for windscreens, floor vinyls and balloons. This signage was the endpoint to the campaign and demonstrated consistency throughout.

Lanyard

The day after registering, an eye-catching event lanyard was mailed out in First Class post for the recipient to wear on the day which included all their details, as well as a guest lanyard for them to use too.

This created a sense of importance and exclusivity for the customers on the day and tied in nicely with the overall event theme.

The Impact

250%
increase in car sales
82.3%
attendance rate
66.1%
conversion rate
In total, the campaign carried out by AlphaGraphics secured 147 total event registrations over the weekend, with an 82.3% attendance rate.

The total number of vehicle sales across all three branches over the weekend came to a total of 80, meaning 66.1% converted into a sale.

Compared to the same period in 2020, this event, and all associated marketing campaign activity demonstrates a truly impressive 250% increase in car sales.

Emails

Of the 147 event registrations that AlphaGraphics helped Park’s secure through PURLs, 21.6% of these came from emails.

Call centre

An impressive 44.8% of event registrations came from the call centre activity and the scripts and PURLs we set up and developed for Park's.

SMS

22.4% of all event registrations case from originally signing up via the PURLs sent via SMS. This was the second most popular source of all event registrations.

Direct mail

The direct mail aspect of our campaign generated 8.8% of the total 147 event registrations.

What the client said

“This is the first time we have worked with AlphaGraphics and we were impressed from the beginning - when we first asked them to present their event offering to our management team.

“The multi-channel campaign worked well and the real-time reporting was great as we could keep an eye on exactly where we were with appointments.

“At the end of the day, we confirmed most of the appointments, the customers turned up and we sold lots of cars as a result. I would have no hesitation in recommending AlphaGraphics to other dealerships looking for event campaign support.”
– Scott Breckenridge - Park's Motor Group

Elements Used

  • Multi-Channel Marketing
  • Personalisation
  • Direct Mail
  • Email Marketing
  • PURLs/Landing Pages
  • SMS
  • Call Centre Activity
  • POS
  • Design

Contact us to find out more 








    Privacy Policy