The client: The Colbornes Group
The Colbornes Group is a motor dealership with almost 70 years' experience and has since grown into one of the South East’s leading motor retailers. The Group operates from seven separate sites and represent Audi and Volkswagen.
The challenge
The Colbornes Group needed an exciting marketing solution that would:
- Communicate as a Group to its customers and potential customers
- Keep audiences informed of its total offering and highlight new developments in its brand range
- Create a sense of community for Colbornes’ customers and stand out from the competition
- Be cost effective and environmentally friendly given the sheer size of the Group’s database
- Incorporate other marketing channels to engage customers on a number of levels
The solution
By building an online publication, we created an engaging newsletter including the following benefits:
- Designed purely for on-screen viewing using sophisticated turn page technology, everything was easily visible at first glance
- Using visual devices in the design Colbornes’ broad offering was conveyed, whilst remaining user friendly, clear and enticing
- It incorporated other online channels like social media encouraging more interaction
- Trackable links provided page by page analysis of readers’ journey, preferences on articles and product information, aiding targeted marketing
The results
Supplying a visually exciting and modern online newsletter worked effectively with:
- Detailed statistics were captured on the popularity of each page and links
- A creative and engaging template design which created a basis for a regular newsletter
- 8136 customers and potential customers opened the publication, nearly a third of the mailing list recipients
- 1381 sales leads were generated through the links the audience clicked on in the newsletter
- Distribution costs were minimised with the publication being supplied online
The future
"Thanks to Clever Marketing we now have a digital publication solution that drove a record number of enquiries to our website with the first issue. Subsequent issues have also delivered fantastic results for all our range. Clever Marketing understood our requirements from a group level and delivered in a very clever way."
Liz Luesley, Marketing, Colborne Garages Ltd
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