In the fast-moving world of automotive retail, where capturing attention is only the beginning, Park Motor Group sought to turn campaign engagement into real-world results, using a highly personalised, multi-channel marketing approach to increase both event registrations and vehicle sales across their regional branches.
Park Motor Group partnered with AlphaGraphics UK to drive stronger sales performance and increase event registrations across three regional branches during an exclusive new car launch weekend. With the ambition of maximising attendance and converting interest into on-the-day sales, the challenge was to create a highly targeted, multi-channel campaign that could engage customers consistently across every touchpoint.
This case study explores how a hyper-personalised, data-led marketing approach brought together digital, print and outbound channels into one seamless customer journey. From strategic planning and creative development through to automated delivery and real-time engagement tracking, discover how integrated thinking, precision execution and compelling creative helped transform campaign activity into measurable showroom success.
“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.”
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.
Park Motor Group’s new car sales event was powered by a fully integrated, hyper-personalised campaign designed to turn interest into confirmed attendance and, ultimately, sales across three regional branches. Working in close partnership with their team, AlphaGraphics’ automotive specialists built a connected, data-driven journey that combined digital, print and outbound channels to engage customers at every stage.
At the heart of the campaign were personalised landing pages (PURLs), supported by a structured email journey, SMS reminders and targeted direct mail, all driving customers towards a seamless registration experience. Each touchpoint was carefully designed around the new Kia range, highlighting key features, models and benefits available exclusively at the event, while automated workflows ensured every interaction triggered the next step in the journey.
To extend engagement beyond digital channels, the campaign also included personalised call centre outreach, high-impact POS event signage across all dealerships, and branded lanyards sent to attendees in advance to reinforce exclusivity and build anticipation.
The result was a tightly coordinated, multi-channel campaign that not only captured attention but converted it into high-quality registrations, strong attendance and significant on-the-day sales performance across all three Park Motor Group branches.
The campaign delivered outstanding results across all three Park Motor Group branches, securing a total of 147 event registrations over the weekend and achieving an impressive 82.3% attendance rate. Of these attendees, 80 vehicle sales were recorded, delivering a strong 66.1% conversion rate and a significant 250% increase in sales compared to the same period in 2020.
Each channel played a key role in driving engagement. The call centre proved the most effective, generating 44.8% of all registrations, followed by SMS at 22.4% and email campaigns contributing 21.6% via personalised PURLs. Direct mail also performed strongly, accounting for 8.8% of total registrations and reinforcing the impact of a fully integrated, multi-channel approach.
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