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.’
Snows Motor Group recently took DPP up on the offer and across their 38 retail centres, the initiative generated 1,435 completed enquiry forms in one week, with 1,076 of those customers turning up for their appointments.
Snows’ marketing director Allen Scott said: ‘In a difficult month for the automotive industry, we had a fantastic event that generated a lot of footfall.’
The scheme, called Pay After Customer Engagement, sees a form sent out via direct mail, e-mail and SMS. The scheme’s USP is that DPP funds it entirely, only receiving a fee for each appointment generated.
David said: ‘I felt it was time we took ownership of our marketing activity and funded this kind of event.’
He hopes to roll out the scheme across other dealers.