Dales

Used Car Sales Event

Dales Cornwall became a Shine client in 2018, and we have since enjoyed working with this fantastic franchise motor dealer to support their three sites in central Cornwall – after being recommended to them by another client in the same industry. Dales Cornwall markets a range of manufacturer brands including Renault, Dacia, Suzuki, Seat and Vauxhall.

Dales of Cornwall Case Study, Used Car event personal invitation

The Why

Each year, Dales Cornwall hosts a high profile used car event which runs for an entire weekend and is exclusive to existing or past customers. As part of this promotion, attendees can take advantage of £500 cash-back on any qualifying vehicle – as well as choosing from more than 400 vehicles in stock, with many offering a significant saving over normal prices. After a highly successful promotion last year, we were asked to support their marketing activity for this year’s event – to ensure an even more profitable outcome.

The What

The first task was to create a personal invitation for each guest, thanking them for being a valued customer and outlining the benefits of attending the event – as well as providing a list of vehicles available. The bespoke mailing piece was sent out in a branded envelope, and also included a removeable £500 cashback voucher, for them to detach and bring along to the event. This increased the perceived value of the offer and enhanced the ‘exclusive’ nature of the invitation.

 

Dales of Cornwall Case Study, Used Car event personal invitation
Dales of Cornwall Case Study, cashback offer

The direct mailing piece went out to over 6,000 past customers and produced an overwhelming response. However, on the evening before the event, Dales Cornwall contacted us to request a last-minute email broadcast, to reinforce the postal invitation – which we were able to design and code in an extremely short timeframe.

All expectations were exceeded over the course of the event, with sales almost doubling from the previous year. In fact, the project was so successful that Dales decided to keep the momentum flowing and encourage more sales by running additional marketing activity to promote their used cars. This incorporated the same look and feel as the original campaign, but without the £500 cashback that was exclusive to the original event.

To support this extension of the campaign, we went on to create a more permanent brand image for the Used Car division which also encompassed new digital banners as well as traditional full page press ads.

Dales Cornwall was thrilled with the entire project and the results achieved, especially where we worked within challenging deadlines. Marketing Manager Bobby Vanderplank thanked us for our efforts afterwards, stating: “Our used car event has exceeded all expectations and the delivery of such a great direct mailing piece contributed enormously. From design, production and posting, and finally the delivery of such a superb email shot on Friday, the service was faultless.”

Dales of Cornwall website banner case study
Dales Used Car Event case study - event mailer