Jaguar UK pilots bespoke dealer consultancies with EMO

Jaguar UK has engaged EMO to conduct a pilot programme of dealer consultancies throughout 2009. The aim is to achieve improved ROI on dealer marketing support by empowering dealers to make better spend decisions. This will help them to do more of what works - and less of what doesn't.

Dealers in any franchise network have different sales and marketing priorities. For example, dealer A might be selling short on a particular model whilst dealer B's operation might be searching badly within their local area. What unites them is a need for best practice advice - guidance on how to employ a contemporary, multi-channel communications strategy that's right for their unique circumstances.

EMO's consultancy process delves deep into priority postcodes by analysing sales, service, prospect and geo/demographic information from all available sources. Having created a fine-tuned local targeting model, the process provides a secondary output - a bespoke, ultra-local media strategy for sustained ultra-targeted activity.

Co-creation in this way results in improved ownership and commitment to local marketing activity. But dealerships are extremely busy operations - so to guarantee that plans are actioned properly, each dealer is supported by a Regional Marketing Manager to ensure programme delivery.

Anticipated results from this pilot are a significant improvement in the targeting of all dealer-originated customer communications resulting in improved footfall, test-drives, conversion and sales.

"Anticipated results from
this pilot are a significant improvement in the targeting of all dealer-originated customer communications resulting in improved foot-
fall, test-drives, conversion
and sales."