Motorcycle dealership marketing

motorcycle dealership marketing

Sector

Automotive – Motorcycle dealership

Client

Yamaha motorcycle dealership

Project Type

Marketing automation, event promotion, lead generation, rapid implementation

Project Length

Three days

Objective

With the arrival of a new Japanese motorbike in the UK, the client approached us to organise attendance of a demonstration day for them.

Investigation

Immediately the data showed there were limited numbers of email addresses but a strong density of mobile numbers. It also became apparent that the target audience were mostly on first name terms with the dealership staff.

Challenges

The most obvious challenge of this brief was that the client came to us with just three days notice of the bike’s arrival and proposed demonstration day.

Renew approach

We immediately activated a campaign using rmcomⓒ to distribute a personalised sms text message from the dealer principals . This was sent out to the 1,500 mobiles on the dealership database. The message requested contacts to reply with their email address to receive an exclusive invitation to the demonstration day. As the responses came in, rmcomⓒ picked up the email addresses and automatically sent out the official invitations.

Results

Once the automated campaign had been initiated, all the client had to do was sit back and watch the demonstration slots fill up. On the demonstration day itself, all the dealer’s customers who had booked a slot turned up and motorcycles were successfully sold as a result.

In other words, a personalised marketing campaign was devised and delivered within three days, with measurable results.

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