Trinity Mirror Midlands

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Heartlands

Heartlands 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.

Campaign details

Heartland 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 were:

Birmingham Mail
Sunday Mercury
Solihull News
Tamworth Times
Walsall Observer

Results

An 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 were:

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.
60% 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.