Related case study
are a Midland based Ford dealership who annually sell over 40,000 new
and 30,000 used vehicles and account for 15% of all Ford retail car
registrations in the UK.
Heartlands strive to be the number one
retailer of Ford, Mazda and Iveco products in the country whilst
retaining the highest possible standards of customer care across all
areas of the business.
Ford placed an advertisement promoting their bank holiday Big Deal
special in which they intended to make customers aware of the
big savings available on both new and used cars. The objective of the
campaign was to increase footfall to their 3 dealerships in the
Birmingham area over the weekend period.
Heartlands Ford placed a
mulit-media campaign across local daily and weekly newspapers and also
on commercial radio. The titles used within the Trinity Mirror portfolio
independent survey was carried out the 3 Heartlands Ford dealerships in
order to assess the effectiveness of each media in their advertising
mix. This included which media customers had read and which media had
influenced them to visit the dealership. The key findings of the study
- Almost two thirds of customers had seen the Heartlands Ford advertisement.
- 55% of customers had read the Birmingham Mail within the previous week, well over double the next nearest other media.
of customers that were influenced to visit the Heartlands dealership
because of advertising or media said that that they had seen in the Birmingham Mail.
- One third of customers said that they would refer to the Birmingham Mail when looking for motors information, 3 times as many as the next nearest media.