Response Analysis For A Car Retailer

The requirement

A large car retailer engaged Mediahawk to monitor the effectiveness of their advertising and also to help them understand how consumers were responding to the fracturing of the different channels.

Mediahawk provided each dealership with twenty 0845 numbers and set up access to the response monitoring results across the organisation so that all the information was open and not hidden from view.

The results

Spend on traditional media in the last 12 months has been reduced by 20% - 30% depending on the brand. This spend has been redirected onto the internet as the Mediahawk analysis has showed that this is where the bulk of the enquiries are coming from. Sales practices have been changed in response to how consumer profiles have changed. Service levels have also improved as dealers across the group can see how they are responding to their inbound enquires.

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