How has marketing in the motor industry changed?

June 4, 2016

The film Minority Report conjured up some imaginative technology in the year 2054, but few could’ve expected local marketing and print specialist, AlphaGraphics to be employing some of it so successfully in the motor industry less than a decade after the film was released

As Steven Spielberg’s film Minority Report was released in 2002, the film’s futuristic ‘technologies of 2054’ created a surge of excitement, especially for those in the marketing and advertising industries. It was almost impossible to imagine that the highly personalised ads featured in the film could ever become a reality, let alone to think it would be less than a decade after the film was released.

Yet several years ago, AlphaGraphics North East was one of the first to embrace the innovative, cutting edge technology behind such highly personalised and targeted marketing campaigns. And the company has since gone on to win multiple awards for its creative and innovative use of the technology in a range of client events and campaigns, including a number of prestigious clients in the motor industry.

It is testament to just how much has changed when it comes to marketing and the motor industry, when we can measure the success of campaigns and events in real time rather than waiting days or even weeks for the response to a generic direct mail (DM) to unfold. This fast paced, reactive responsiveness to marketing campaigns are just one of a multitude of benefits that make AlphaGraphics’ cutting edge marketing campaigns so perfectly suited to the motor industry. And with some of the industry’s most reputable players such as Vardy’s (one of the top ranked European retailers) and Vertu (the fifth largest motor retailer in the UK) to name just a few reaping the rewards, it’s not surprising to see why.

Traditional DM still has its place although generic content and imagery along with the industry standard response rates of 2 per cent have been replaced with fully personalised cross media campaigns featuring DM’s, uniquely tailor-made to each recipient and entirely data driven with personalised creative and content and personalised digital media such as personalised emails, SMS texts and PURL’s (Personalised URL’s – effectively, personalised microsites unique to each recipient) along with campaign response rates upwards of 30 per cent to boot.

The success of AlphaGraphics’ motor industry marketing events and campaigns has really rocketed in the last few years, resulting in the company recruiting a specialist motor industry marketing team, headed by motor industry marketing manager, Carly Gould, who brings more than a decade of inside industry experience to the team, too.

She says: “I’ve worked client side and agency side so I’ve really had exposure to the best of both worlds. I spent eight years at Reg Vardy before joining Peter Vardy Ltd as group marketing manager. I loved the fast pace of the motor industry. AlphaGraphics is innovative, dynamic, forward thinking and don’t just deliver a campaign or event – the services it offers to the motor trade goes way beyond that. “The company delivered industry leading campaign results and I wanted to be a part of that. The team are dedicated, passionate and love what they do.”

Carly heads up the team with Madeleine Costigan, specialist motor industry account director with over 15 years sales and marketing experience in the motor industry:

“There are so many time and stress-saving elements that we deliver with these campaigns – not just for our clients but for their customers too, and I think that is a huge advantage. We’re living in a digital age where it’s often so much easier and quicker for us to manage our lives online.

“The main USP for AlphaGraphics’ motor industry events is that we provide our client’s customers with access to their own unique PURL where they can choose an appointment date and time to meet the dealer at an event to suit them.

“It is not only super quick and easy for the customer – and once again, driven by the customer’s personal needs and convenience as opposed to traditional marketing methods, which demanded a response from the customer when it suited the seller – it also eliminates the need for the sales execs to make hundreds of calls as instead, their leads are coming in direct and more importantly, they’re already warm, high quality leads. It’s a win-win scenario.

“At AlphaGraphics, we work in partnership with our clients in the motor industry – it’s as important to us as it is to them to generate the return on investment (ROI) and get the best results possible from these campaigns. We’re seeing email open rates as high as 92 per cent, attendance at sales events upwards of 76 per cent and multiple sales targets blown in one go, all as a direct result of these campaigns.

Madeleine continues: “Marketing in the motor industry is a fast-paced, ever-changing and competitive environment; you’ve always got to be ahead of the game. Seeing the success our clients are having with each campaign that we do for them drives us to push the boundaries even further, exploring our creative potential with the innovative, cutting edge technology we have.”

When Minority Report was released, this level of marketing and advertising in the motor industry seemed like a dream – who’d have believed it would have become a reality so quickly.

Imagine where we’ll be in another ten years!