CASE STUDY: Citroen Product Placement at Supermarkets & Wickes
Provided by Access Point
Citroen use experiential promotional events to drive brand awareness and off-site sales of their motor vehicle products.
What was the Challenge / Background of the Campaign?
PCH Event management is a multi-brand event management company that specialise in promotional events and off-site sales for the motor industry. They book multiple sites with Access Point every year on behalf of Citroen dealerships. They use Wickes stores for the promotion of commercial vehicles and supermarkets for increased brand awareness of their domestic vehicles. They work with the sales teams at Access Point to find the most suitable retail location near to the Citroen dealership in order to maximise the results and ROI.
What was the Campaign Objective?
The on-site events are designed to raise awareness of Citroen products, to generate sales leads and to drive footfall to the local dealerships by arranging test drives for interested customers. This is achieved by having vehicles on-site that potential customers can easily see and access.
"With venues across the whole of the UK, Access Point are always on hand to help you when planning your campaign and will assist you in choosing the right location, so that you can match the right customer to your product or service." Jonathan Coombe, PCH Event Management.
What was the Solution?
Face to face marketing within a buying environment can have much more of an impact than a flat press advert. Brand ambassadors are available on-site to answer any questions and book test drives of the vehicles, helping to bring the brand to life by engaging directly with the consumer. "This is a great way to generate sales leads and promote your brand to your chosen target consumer." Jonathan Coombe, PCH Event Management.
What were the Results?
Campaign responses were tracked via the number of leads generated, the number of test drives arranged and new vehicles sales at the local dealership.
"Citroen were extremely pleased with the response to their investment, the cost being more than covered by sales and potential sales taken during the promotion. A recent one day promotion for Citroen Vans, held at Wickes in Letchworth, led to many qualified sales leads and converted into three commercial vehicle sales for the local dealership." Jonathan Coombe, PCH Event Management.
What were the Key Learnings of this Campaign?
"With years of experience in the industry, Access Point is always able to offer a choice of great targeted locations for us to review and choose from. The experienced input from Access Point ensures that the promotion will be seen by as many potential customers as possible and return a great return on investment." Jonathan Coombe, PCH Event Management.