AUTUMN 2012
overview:    expert advice:       franchise focus:what is      how to leverage      kwik-fit. in needfrontline    national...
FRONTLINE THINKING / AUTUMN 2012dealer focus:    innovations in         frontline doctor:interview with   frontline market...
overview:
FRONTLINE THINKING / AUTUMN 2012is frontlinemarketing?With most big brands there’s still a realdisconnect between national...
expert advice:Words of wisdom                         1. Be consistentThis quarter’s expert is Tony Searle,   If the globa...
FRONTLINE THINKING / AUTUMN 2012In fact, according to The Newspaper          Look at Volkswagen. It has the creative      ...
franchise focus:kwik fit                                                   The other day, we were thinking about our      ...
FRONTLINE THINKING / AUTUMN 2012Easy winsThere’s good money to be made in             All these simple tactics should impr...
dealer focus:withclaire cardosicitroën uk MARKETINGHow many dealers do you have in the UK?       Once the consumer is awar...
FRONTLINE THINKING / AUTUMN 2012What systems do you have in place to        What are some of the biggest trends inaddress ...
FINALIST – dadi awards 2012for Use of Technical Innovation     FINALIST – THE PRINT &      DESIGN awards 2012        for c...
FRONTLINE THINKING / AUTUMN 2012innovations infrontline marketing:Here at Acuity, we’ve created an               It worked...
DOCTOR:Dear Frontline Doctor,Q. We’ve recently learnt that many of      Q. But why spend time nourishingour car dealers ar...
FRONTLINE THINKING / AUTUMN 2012You might think the solution lies in the      Each one is important for manufacturersmanuf...
T 01923 244 241            oak yardF 01923 232 751            queen’s roadE info@we are acuity.com   watford  @we are acui...
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Frontline Thinking. Insight publication for automotive marketeers

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Acuity are automotive marketing experts and brand guardians to Citroen UK. Each quarter they create a free insight publication for automotive marketeers on how to increase sales and customer retention.

How to leverage national marketing at a local level.
Kwik-Fit. In need of a Kwik-Fix?
Interview with Claire Cardosi, Citroen UK
Innovations in automotive marketing: UK's first interactive mailer

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Frontline Thinking. Insight publication for automotive marketeers

  1. 1. AUTUMN 2012
  2. 2. overview: expert advice: franchise focus:what is how to leverage kwik-fit. in needfrontline national marketing of a kwik-fix?marketing? at a local level
  3. 3. FRONTLINE THINKING / AUTUMN 2012dealer focus: innovations in frontline doctor:interview with frontline marketing: YOUR Q&Aclaire cardosi the uk’s first interactive direct mailer OVERVIEW / 3
  4. 4. overview:
  5. 5. FRONTLINE THINKING / AUTUMN 2012is frontlinemarketing?With most big brands there’s still a realdisconnect between national and localmarketing. The former looks for waysto establish brand equity, whereas thelatter is far more concerned with hittingtargets – and getting the bonuses.We use ‘frontline’ to describe yourfranchise network or sales outlets– inevitably parts of your business withtheir own unique set of challenges.They’re also areas that, more oftenthan not, are focused on ways toincrease sales and customer retention. WHAT IS FRONTLINE MARKETING? / 5
  6. 6. expert advice:Words of wisdom 1. Be consistentThis quarter’s expert is Tony Searle, If the global or national marketing hasmanaging director of Acuity. worked, people should know about your brand, like the look of it, and now have the motivation and desire to find out more. So, here I am: the consumer. I’ve seen the ad, downloaded the app, ‘liked’ it on Facebook and been suitably ‘fluffed.’ I also have a shortlist, funding’s in place and there’s the kind of eagerness retailers love. Now it’s time to check out the landscape. Now, what you might not realise about today’s landscape is it’s still quite local. Even in an online world, there’s something reassuring about making big-ticket purchases locally. Not only is it handy if something goes wrong afterwards, there’s also the feeling you’re doing business with someone ‘like you’ who probably knows the same people and places.
  7. 7. FRONTLINE THINKING / AUTUMN 2012In fact, according to The Newspaper Look at Volkswagen. It has the creative During the same period, Citroën’s 200Society, the average distances travelled genius Helmut Krone to thank for an franchised dealers spent an aggregatedby people buying ‘big’ items might advertising style that’s been going strong total of £11m in local press. That’ssurprise you. for over 60 years. His minimalist layouts twice as much as Citroën itself, with and obscure headlines still remain countless more insertions – andWhite goods: 6.9 miles at the heart of the company’s global each one hammering home the sameBrown goods: 6.7 miles strategy. Six decades (and counting) is powerful set of ideas and messages,Computer hardware: 8.1 miles some testimonial. And some marketing with a ‘local twist.’ In so doing, CitroënClothes: 8.9 miles weapon: just pick up any magazine effectively tripled its media footprint,Furniture: 11.3 miles across the world and the local VW dealer with no extra cost to itself.But what does all this mean to big will have an ad that prospects can spot abrands, especially the huge global mile off. Imagine the countless millions Next quarter: qualifying your prospects.giants? In short, everything. of column inches that represents every single day, and all paid by local outlets.So how can a global brand engage at thisvery micro level? How can it manage all During 2011 one of our clients, Citroënthe little details? How can it make sales UK, spent £5.5m in national newspapers.outlets work on its behalf? And how can it In transforming their brand, they createdtriple the value of its advertising spend? some truly memorable messages and images – making the reasons to chooseA number of key tactics can be used. Our them more about emotion, and lesspreferred one is consistency – and all the about price.big brands agree. EXPERT ADVICE / 7
  8. 8. franchise focus:kwik fit The other day, we were thinking about our marketing toolkit, and some of the large companies or franchises that could use it to better localise their global marketing materials. One of the names that came up was Kwik Fit. But we actually concluded there were perhaps other ways it couldIn each edition we put our heads together and move forward. Here’s why…think about how a large UK franchise could bedoing things better with some blue sky thinking. Kwik Fit started life in the early 70s and is now the UK’s leading supplier of fast-fitThis quarter, it’s Kwik Fit. tyres. It currently runs over 600 outlets in this country, with a similar amount across France and Holland. There have been a number of owners over the years (including Ford) – but currently it’s the Japanese corporate, Itochu. With a 20% UK share, Kwik Fit is easily the market leader in fast-fit tyres. But its MoT testing and servicing have only 5% of the market – illustrating the hugely fragmented nature of car servicing here. What can it do to improve customer loyalty and up-selling?
  9. 9. FRONTLINE THINKING / AUTUMN 2012Easy winsThere’s good money to be made in All these simple tactics should improve Women feel more confident whenservicing cars. In fact, according to sales in retail servicing for the company. it comes to simpler things like tyreCastrol’s Business Services Car Repair It’s hard to imagine how they couldn’t. replacement though. For them, this buy-Trend Tracker Report it accounts for and-go process is less fraught and justover 30% of all profits for main car Maybe there’s a need for greater easier all around.dealerships. But main dealer servicing investment at branch level in bringing onis considered to be too expensive – with board high-quality managers with sound So back to Kwik Fit. With its 20% marketmost customers never seen again once retail experience. But there might be an share, it has hundreds of thousands ofthe warranty period ends. To be precise, even more obvious strategy. opportunities each year to connect withthat’s around 40% of customers, or some female customers and get them coming800,000 people every year. Talk about a According to 2011 data from Bosch Car back for vehicle servicing and MoTs. Afterlost opportunity… Service, 70% of women would happily let all, the need is there – but they just need their husband, boyfriend, dad or brother someone to trust.That means there are millions of take their vehicle to the garage, ratherdisenfranchised drivers in the UK. than do it themselves. Having witnessed Perhaps Kwik Fit could use a retail expertAnd around one in five of them will have the process close-up, I don’t blame them. to make branches more ‘female friendly’visited a Kwik Fit at least once while and less macho. For example, a smartthey were ‘tied’ to their original main “It is clear that there is still a feeling and welcoming reception area? Freedealership for servicing. of discomfort amongst women drivers Wi-Fi? Cleaner toilets? For such simpler towards taking their cars in for a fixes, the benefits would be immediateWhat was that experience like for them? service, which could be why they are and probably quite significant.Were Kwik Fit staff trained to be sales leaving it up to men.”people as well as fitters and managers? Bosch Car Service Concept Manager,Were customers asked when their MoT Howard Price.was due, or when their warranty ended?Was each customer given literature aboutservicing and MoT testing services? Wasanyone ever invited back for a free winteror summer check? FRANCHISE FOCUS / 9
  10. 10. dealer focus:withclaire cardosicitroën uk MARKETINGHow many dealers do you have in the UK? Once the consumer is aware of ourWithin the Citroën network we have brand and products, the role of dealernearly 200 dealers that hold a full sales marketing is played at a local level. Thiscontract, more if you include the sales involves being more targeted with theoutlets and authorised repairers. main aim of getting the customer to visit the dealership. At this stage they areWhat is dealer marketing? closer to purchase and the relationshipDealer marketing is producing material can be built up with the dealer, with thethat promotes the brand and product, aim of leading to a sale.whilst being tailored for the local market.This tailoring could be amending the What are some of the biggestcreative or choosing activities/medias challenges Citroën face with dealers?that are relevant to the local area. With any nationwide Franchise there are variations between the location andHow does dealer marketing differ from size of the outlets. Our dealers vary innational marketing? terms of size, location and whether theyThe aim of national marketing is to raise are independents or part of a group.UK wide awareness of the brand and Producing material that meets all ofproducts. These activities are aimed their desires and requirements canat the early stages of the purchase be challenging.journey to get the Citroën brand onto aconsumers ‘shopping list’.
  11. 11. FRONTLINE THINKING / AUTUMN 2012What systems do you have in place to What are some of the biggest trends inaddress those challenges? dealer marketing right now?To ensure that we create marketing There is a higher expectation thanmaterial that is relevant for all our ever for marketing material to bedealers we produce a large variety of localised and relevant to the customer.items, allow dealer personalisation Technological developments are aidingthrough our online toolkit and gain this but it also means that there are socontinuous feedback. many marketing channels to consider. Choosing how to use each channel andHow do you work with Acuity? ensuring that each is correctly managedWe work with Acuity on a day-to-day can be very time consuming for anbasis as they produce all of our dealer independent business. Within dealermarketing material including overseeing marketing it’s important to choose thethe technological development of our channels that are relevant to the targetonline marketing toolkit. We have a team market in that local area and to carryof staff within Acuity who work solely on them out effectively, rather than trying tothe Citroën dealer marketing account be in all places at all times.and are dealer facing. With the proliferation of social mediaAcuity also produce all of our showroom it’s easy for a small business to bepoint of sale, direct mail pieces for the distracted by new channels and to focusnetwork and model launch material. a large amount of effort on them without considering how they are relevant toWhat differentiates Acuity from the market, business and customerother agencies? base. This is an area we’re trying toAcuity are an extension of our marketing help our dealers with my giving themdepartment as they carry out a wide an awareness of all areas of marketingrange of activities for us, above and through training sessions, and helpingbeyond those outlined above. They have a them to choose the areas they should bestrong understanding of our market and focusing on.business and so continuously proposerelevant new ideas to us. DEALER FOCUS / 11
  12. 12. FINALIST – dadi awards 2012for Use of Technical Innovation FINALIST – THE PRINT & DESIGN awards 2012 for cross media & digital print
  13. 13. FRONTLINE THINKING / AUTUMN 2012innovations infrontline marketing:Here at Acuity, we’ve created an It worked by recipients scanning theentirely new way to promote the new direct mail piece with their smartCitroën DS5 model to new and existing phones. They were then taken to thecustomers. Our brief was to develop a app. Here they were shown nine imagessolution that engaged customers with and three videos of the three DS linethe product and dealer network in a way models. They could also get their localthat brought to life the brand signature dealer’s contact details and chooseof ‘Créative Technologie.’ a number of different calls to action – including contacting their dealer,A lot of vehicle manufacturers still rely on requesting a brochure or call-back,conventional direct mail. But the problem expressing an interest in a DS Discoveryis it’s all pretty generic with very little Day or even booking a test drive.opportunity for personalisation. Time forsomething new. Critically, the app also allowed Citroën to precisely measure the campaign’sWe developed a direct mail piece that success, as all interactions wereused digital watermarking – a technology collated and passed to the relevantthat can be used in conjunction with dealers. It showed that over 80% ofa mobile app to serve up a rich and dealers received a response, withengaging experience between printed around half leading to requests forpage and smart phone screen. We believe further information.it to be the UK’s first interactive mailer. INNOVATIONS IN FRONTLINE MARKETING / 13
  14. 14. DOCTOR:Dear Frontline Doctor,Q. We’ve recently learnt that many of Q. But why spend time nourishingour car dealers are creating local press the brand when, ultimately, it’sadvertising, with very little control sales that count?or input from our Marketing HQ. Theproblem is it’s all completely at odds A. Because, according to the TGI, 25% ofwith the look and feel of the brand the UK adult population intend to buy aat national level. So consumers are new car in the next two years. And onecompletely confused as to what our fifth of them think it’s important the carproducts and pricing are about. Why is reflects their personality. So it’s actuallythis happening? What can we do about it? very important these people clearly ‘get’ your brand and what it says about them.A. Despite this kind of situation being In fact, it’s one of the main reasons yourhugely damaging to brands, it’s a sector spends around £550 million a yearproblem many vehicle manufacturers on advertising.face. It’s because there’s still abig disconnect between dealers or And that’s why it’s so key you reflectsales networks and their marketing your national marketing spend, engagedepartments who are trying – and failing your dealers or sales networks in– to engage them. Dealers are more local marketing and present a clear,interested in hitting sales targets and compelling and consistent brand toscooping bonuses, whereas marketing potential customers at what we callteams tend to be more interested in the ‘frontline.’establishing brand equity. In a way,they’re both right.
  15. 15. FRONTLINE THINKING / AUTUMN 2012You might think the solution lies in the Each one is important for manufacturersmanufacturer taking Draconian control (just ask us how) – but the one which canover its dealerships or sales network. make the biggest change at a local levelBut you’d be wrong. For it to really work, is Marketing Content Automation. With ayou need to engage with them. The flexible online marketing portal providedfirst reason for this is networks have by the manufacturer, a sales networka profound knowledge of their local can create a range of materials that arearea and market – and without their on-brand and with the right tone of voicehelp, much of that will go to waste. The – not just for local press, but for multiplesecond is that, ultimately, people always marketing channels too.eventually find their way around anythingthey regard as red tape or too controlling. Of course, there are certain elements that impact its success, but that’s whatIn actual fact, the solution is more around our clients pay us for. If you’d like toa combination of marketing automation know more about how we work withcoupled with a two-way dealer-marketing Citroën UK in the area of marketingforum. If you’re unfamiliar with marketing automation, just get in touch.automation, it normally takes threeforms: Process Automation, MarketingContent Automation and finally MarketingFulfilment Automation. FRONTLINE DOCTOR / 15
  16. 16. T 01923 244 241 oak yardF 01923 232 751 queen’s roadE info@we are acuity.com watford @we are acuity hertfordshirewe are acuity.com wd17 2ql

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