Practical marketing training upskills nationwide dealer network
The brief
With a total market size less than 1% of the New Zealand population, this local subsidiary of a well known international manufacturer sought an alternative solution to mass marketing - which was proving both costly and ineffective. Its network of 35 independent dealers provided the distribution link between Head Office and the consumer and was the obvious channel to use for a direct marketing approach. Yet few dealers were equipped to implement such a strategy. None had a recognised CRM system, some had databases but had never used them for communicating with customers and many were unfamiliar with direct marketing and how it could be used to grow market share.
Without some form of education and training, combined with the necessary tools, processes and systems it was unlikely our client would be able to upskill his network of dealers to the point where they could effectively deliver his marketing campaigns direct to their local market.
The Synthesis approach
At the company’s national conference, dealers were introduced to database marketing as a strategy for business growth. Synthesis conducted 2 practical marketing workshops at the conference - delivering both the theory behind database marketing and outlining a CRM system which Synthesis had customised for their particular industry. Each dealer was subsequently supplied the software by their Head Office.
Synthesis then ran a series of regional workshops 3 months later to reiterate the benefits of direct marketing and provide dealers with additional tools that they could immediately use in their businesses.
The results
Our client has been able to provide his network of 35 dealers with all the education, training, tools, processes and content to enable them to deliver Head Office promotions to their local market in a targeted manner. Each of these independent businesses has had the opportunity to receive from Synthesis:
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Education on customer retention, direct marketing and marketing campaigns, including a practical workbook to take back to their businesses
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Training on how to use their CRM system to communicate with customers and prospects and how to collect names for their database
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Step by step processes on how to set up templates and send out emails, letters and newsletters using their CRM system
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Sample emails, letters and newsletters that they could use immediately to communicate with customers and prospects.
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