Car dealership drives footfall through scheme
CAR manufacturers may be struggling but a marketing agency has been showing Portsmouth's largest car dealer an innovative way to buck the trend.
Wakefield-based DPPublicity has devised an enquiry-led marketing activity.
DPPublicity boss David Pitts said: '˜It's a win-win situation for the dealer. The work and risk is down to us.'Â
Snows Motor GroupÂ recently took DPP up on the offerÂ and across their 38 retail centres, the initiative generated 1,435 completed enquiry forms in oneÂ week, with 1,076 of those customers turning up for their appointments.Â
Snows' marketingÂ director Allen Scott said: '˜In a difficult month for the automotive industry, we had a fantastic event that generated a lot of footfall.'Â
TheÂ scheme, called Pay After Customer Engagement, sees a form sent out via direct mail, e-mail and SMS.Â The scheme's USP is that DPP funds it entirely,Â only receiving a feeÂ for each appointment generated.
David said: '˜I felt it was time we took ownership of our marketing activity and funded this kind of event.'Â
He hopes to roll out the scheme across otherÂ dealers.Â