MediaVantage driving the radio bookings for Drive Vauxhall

MediaVantage driving the radio bookings for Drive Vauxhall

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Drive Vauxhall is one of the largest privately-owned Vauxhall dealers in the UK with 16 dealerships covering the Midlands, North East, South West (including Bristol), Hampshire, and Suffolk. Recently named as European Dealer Group of the Year 2019, Drive Vauxhall beat 30 European Dealer Groups in 14 countries to be recognised for its “exemplary levels of customer satisfaction, exceptional sales performance and financial results” throughout the first six months of 2019.

The Situation

Drive Vauxhall know how to drive their business and wanted radio to be part of their solution. The trouble was that it wasn’t just about delivering effective campaigns at the right cost per thousands. It was also about the ability to be able to manage a number of dealerships, changing schedules as and when whilst ensuring the right commercials were running and then, on top of all that, keeping tabs on the radio spend and accurately recharging the sites as appropriate. Having previously worked with Liz over many years within major PLC environments, Rob Keenan, Group Operations Director at Drive, knew exactly who to call.

The Solution

After some initial meetings establishing exactly what was required and then contacting the stations and negotiating rates/added value, the campaigns were agreed and set in motion to cover the dealerships in the North East, South West, Leicester, Bristol, Bury St Edmonds, Haverhill, Aldershot and Nuneaton in varying degrees.

The Result

Now in their sixth month, the radio campaigns are working well for new car and will continue in 2020. Feedback from the client has been good and the campaigns are delivering showroom traffic as demonstrated in the first six months of financial results.

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MediaVantage driving the radio bookings for Drive Vauxhall

“As a motors business, we have to be able to quickly and easily respond to changes in the offers we promote. Radio offers us this flexibility and enables us to not only change the message completely, but also tweak it, if necessary, to reflect the local market. Liz helped us select the right stations and negotiated the packages we wanted. On top of that, Liz and her team keep extremely close tabs on the campaigns and the effects of the changes in terms of implementation and managing that process by changing the spends, copy rotations, etc. Their attention to detail is second to none and I knew I would be able to rely on them to deliver what I wanted from the radio and to keep on delivering it!”

Newtons Solicitors & MediaVantage – working together every step of the way

“Liz really knows her stuff with the marketing. I felt that I was doing a pretty good job and did question whether I needed to appoint an external marketing agency. Liz was very persistent in wanting to have a meeting with me and in a moment of weakness I agreed. We immediately hit it off. I liked the client profiling work that Liz arranged (anonymously and based on postcodes), which told us our client demographic across our region. From this we could make more informed decisions about our marketing spend rather than my previous gut feel and back of fag packet approach. I really enjoy working with Liz and her team – they will be a key part of my marketing team going forward.”