The client: Vines BMW
Vines BMW supply new and used BMW, MINI and Motorad bikes across the South East. They have four dealerships which offer a range of services to consumers including parts, servicing and accessories.
The challenge
Vines approached Clever Marketing with a challenge to:
- Improve the quality of their current data which was out of date and inaccurate
- Drive new leads for each of their product ranges
- Gain more information on their consumer groups and interest in their products and services
- Improve the ability to cross-sell their products and services
- Build general awareness of the entire Vines range
The solution
We diagnosed an integrated campaign to meet the challenge, with:
- A themed marketing tool which would excite and engage customers with incentive prizes, rewarding them for their custom
- A mix of channels using direct mailing and emails depending on the available data
- Personalisation for each individual making the information more relevant to the customer, including their contact details and vehicle information
- Measurable results which provided quality leads for the sales teams at each dealership
The results
The creative design was well received and results were extremely successful, with:
- A 44% open rate via the email and 77% submission rate, with a further 42% open rate via the combined targeting with email and direct mail, and 91% submission rate
- 1225 customers responded to the campaign creating substantial sales leads
- The incentive theme being applied to other marketing channels including Twitter, which increase engagement with consumers
- A high number of submissions which meant data was successfully cleansed
The future
To build on the success of the campaign, Vines have budgeted for another in the next quarter which will continue to cross-sell their range to prospective customers, reward their loyalty and improve the data held.
