Footprint Field Marketing - Case Study
| Company / background: | Seward Motor Group are the South Coast's premier multiple-vehicle franchise dealer retailing makes including Vauxhall, Saab, Chevrolet and Hyundai. |
| History: | Seward first started operations in 1989 from a small site in Bournemouth employing just 10 technicians. Over the years the company has enjoyed significant growth and now employs 55 technicians over 5 sites. Turnover in 2005 was 62 million pounds. In a recent 'National Top 200 Franchise Dealer' Survey Seward were recognised as being the third fastest growing dealer within the UK. |
| Promotion: | In January 2005 Footprint Field Marketing approached Seward with a bespoke Sales and marketing strategy we had devised for Car Dealerships. In mid-January we started the promotion at one of their sites in Christchurch. Between this time and the end of March our field sales force acquired just below 1000 new customers for their servicing centre. David Elsom, Seward's Group Operations Director, implemented an excel spreadsheet programme which integrated with their current booking in system so they could keep track of the new customers we had acquired for them. Furthermore the system allowed the Seward to closely monitor the success of the promotion by showing a breakdown of how many customers booked in daily, weekly, what customers were up sold on either parts and or labour, how many man hours spent on each job etc. |
| The Results: |
February 53 customers booked in for a service followed by 100 in March and 139 in April. The breakdown for April was as follows: Total Labour Hours 244 Total labour cost - £2,934 Labour Sold - £4,201 Parts sold - £7,300 Total profit (just April) £8,567 With 600 customers to still utilise the promotion Seward are naturally very excited about the future profits and growth that will result from their partnership with Footprint Field Marketing. |