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.
In 2017, we were asked by Dales Cornwall to help them launch their new £2million purpose-built Vauxhall showroom based in Scorrier near Redruth. This new location had come about as the result of the merging of two small Vauxhall dealerships at Truro and Falmouth, consolidating them into one more centrally located very near their existing site.
We developed a range of on and offline materials to manage the closure of the two older sites, and then to promote the opening of the new site. This project also included the reprinting of some of the materials at the last minute – as the new site opening was delayed by two weeks, and so the open day event had to be postponed. As part of the launch activity we also provided photo editing skills, to enable us to enhance a low quality image of the unfinished building. This was then used to promote the launch via email marketing, web banners and web pages, and press advertising.
Our ongoing work to promote the new dealership, and the other two sites which form part of Dales Cornwall, now involves a mix of brand development and direct marketing activity – as well as press advertising and managing print production. We also develop creative materials to populate their current website, and these link in with other media such as radio, press and hard copy mailings.
An important part of any motor trade account is the ability to work within franchise limitations. Vehicle manufacturers are very prescriptive, but they often don’t deliver the required information or materials in time, so we have to step in and generate material that complies with their brand requirements. It’s also essential to be very reactive, so most of our current work is based around delivering jobs quickly and efficiently.