Marketing Toolkit: Opens Campaign A useful resource to create local marketing campaigns that will drive Motability volume 1.
Introduction This toolkit is full of marketing campaign ideas to make it easy for you to attract more customers to your dealership. It includes information about who to target and techniques to consider for raising awareness of the Scheme and growing your Motability business. With this toolkit you can: 1. Widen your audience potential for local marketing. 2. Create awareness that drives footfall & sales. 3. Get inspiration for your marketing activities. 2 3
Widening the reach of your marketing Who to target Our research shows a large number of mobility allowance recipients are still not aware they are eligible for the Motability Scheme. Word of mouth and recommendations from trusted friends and family is one of the biggest drivers of new to scheme customers. Broadening your marketing campaigns to reach these key influencers can help grow the opportunity for your dealership. Broadening your audience can help grow the opportunity for your dealership Check out the panels to the right to find out more about who you should target your marketing campaigns towards to increase awareness and understanding in the wider community. Mobility allowance recipients Currently 1.9 million people are eligible for the Motability Scheme and 600,000 have joined. The biggest barrier to joining the Scheme is that many mobility allowance recipients simply don t know it even exists. New PIP recipients have the lowest levels of awareness and understanding. So explaining what the Scheme is and the benefits it offers (such as the all-inclusive package) in your marketing materials will be key to attracting these customers. Healthcare Professionals This audience plays a central role for mobility allowance recipients. Professional such as Consultants and Occupational Therapists inform their patients of the solutions open to them to improve their lifestyles. As a trusted voice, reaching healthcare professionals, as well as mobility allowance recipients, can have a large impact upon the decision to join the Scheme. Carers, friends and family There are around 7 million carers* that can influence a decision to join the Scheme. They can be a professional carer, a partner or a parent - and may often be the core driver. Carers can be key influencers on big household decisions, like joining the Scheme, so it s important they understand the benefits of the Scheme s all-inclusive package. *Carers Trust 2016 5 4 4
Creative Toolkit: Opens Campaign All the resources you need to make and build your marketing materials How to create your own Opens materials Key components of Opens To help your dealership appeal to customers with a disability, you should try to show the real benefit of the Motability Scheme. There are four key components that make up the Opens campaign. These include: 1) Motability Scheme logo 2) Photography 3) Messaging 4) Graphic devices You can download the zip file containing these components on the Dealer Resource Centre website. Motability Scheme logo See our Motability Scheme brand guidelines for how to use the logo correctly. 1. 1 3 Photography See page 9 for more details of our brand new suite of photography available for you. Open the doors to freedom Use your mobility allowance to get a new car every three years The Motability Scheme enhances the quality of life for my family. It s appreciated more than words can convey. John Hood Also includes Insurance for 2 drivers 2 Servicing, maintenance & breakdown Quoted customer is not featured motability.co.uk 4 Messaging See page 7 for sample messaging and ideas of how to make the Opens theme work for you. Graphic devices See page 11 for customer testimonials and icons that you can use in your advertising. Once you ve decided who to target, visit the Dealer Resource Centre website to download our Opens Creative Toolkit for creating your materials. 1. 1. 6 Creating your targeted communications Introducing our Opens campaign We have brought the worry-free aspects of the Motability Scheme to life by showing the freedom and independence the Scheme can bring to customers every day. The theme is Opens and it opens up lots of new opportunities for you to engage mobility allowance recipients, their family, friends and carers. More than just a car It is important to show that the Scheme offers more than just a car. Using our Opens theme, customers with mental health or physical disabilities can recognise and feel the freedom a new car brings through the journeys and lifestyle choices that the car opens up for them. A toolkit for creating Opens materials Designed to help you attract prospects and promote your dealership as part of the Scheme, we have developed an Opens Creative Toolkit to help simplify and speed up the time needed to create materials With all assets available to download from the Dealer Resource Centre website, it is a helpful companion to support your local marketing activities. Opens provides: Imagery that supports our varied customer base. Messaging that establishes independence and builds confidence. Reassurance for customers that they ll be taken care of with a worry-free, all-inclusive motoring package. 5 6 7
Boost your activities Ideas to help you kickstart your marketing campaigns Push out Pull in To bring Opens to life, we have provided some inspiration across owned and paid channels. This simple diagram helps show how the different activities in each channel work together to create an effective marketing plan. Paid opportunities Paid is defined as any 3rd party that you pay to use to promote your dealership. Activities such as advertising, online adwords, sponsorships, promotions and partnerships. Paid Owned Owned opportunities Think about the marketing platforms that you already own. Are you maximising the use of these to promote your Motability business? This includes your website, social media, customer mailings and your dealership showroom and forecourt. Generally speaking the more you invest in your marketing efforts the higher the number of new people you will be able to reach with your message. Paid for marketing activity will reach the most number of people because you are actively seeking them out whereas Owned campaigns are subject to the recipient actively seeking you out. Advertising Sponsorship Partnership Promotions Website Dealerships Existing marketing collateral POS materials Social media Prospects Prospects 8 9
Measuring the success of your marketing campaigns Choose your audience and set your messaging Choose your opportunity and set objectives Now that you ve chosen who you want to target, considered your messaging and decided on the opportunity you want to focus upon, you can set some objectives to provide focus and ensure you measure your results. Step 1 Step 2 Owned Measuring the effectiveness of your campaign In order to measure the effectiveness of your campaign we recommend that you include a unique voucher code or call-to-action on all your marketing activity. This way you will be able to identify what drove new leads best and identify the ROI (Return on Investment) of your marketing spend. We also advise to record all new enquiries in a specific Motability Marketing section in your existing CRM system so that you build up a database of knowledge and insights into what works best. Some basic points to record and measure: Sales generated. Leads generated. Visits to a campaign landing page on your website. Use of coupons, campaign codes and competitions. Showroom footfall. Social media shares or likes. Paid 10 11
Owned Opportunities Increasing the potential of your online presence 14 Enhancing your social media presence 16 Events in your dealership 18 Point-of-Sale 20 12 13
Owned opportunity Increasing the potential of your online presence Driving more traffic to your website 80%* of purchases are researched online before visiting a retailer, so the more you can do to support your online presence, the better your chances of raising awareness of your Motability expertise. Make your dealership the place Motability customers choose to visit first. How to climb in search results Google rewards sites that create an optimal user experience with high results on search pages. It is vital that you focus on climbing as high as you can in search pages, because very few people go to listings below the top 4 organic (non paid for) results.** * Accenture 2016, ** MOZ, 2016 For advice on how to improve your user experience visit the NN Group website >click here Make it mobile With more and more search being conducted on a mobile, one of the most critical things you can do is optimise your site for viewing on a mobile device. Google Webmaster also enables you to check finer details such as page speed and load times (the time it takes to appear). Keywords Research and identify keywords that prospects might use when searching for a solution online. Google Keyword Planner and Google Trends can show you the most popular keywords and topic trends to embed in titles and descriptions and content. Content Once prospects find your site, your key aim is to keep them there by making it easy to navigate and serve them valuable content. This will ensure that you give the right impression and the right content, to help them choose your dealership for joining the Scheme. For further information on specific sections please see the links below: Mobile >click here Keywords >click here Content >click here Top tips for a great online presence Include the names and faces of your Motability Specialists to personalise the customer s experience before visiting. Remove potential barriers for visiting your dealership with information regarding accessibility, as well as any other features you offer. Include content such as case studies and testimonials to give potential customers the confidence in your dealership and Scheme expertise. Enhance your Motability Scheme page by making it W3C compliant. Add more features to your page like enabling it to be read aloud. 14 15
Enhancing your social media presence Owned opportunity There are currently millions of people using social media channels such as Facebook, WhatsApp, Twitter, Snapchat and YouTube every day. Social media is a great opportunity to promote your dealership and the Motability Scheme. All social media channels enable your content and company information to be shared wherever and whenever it s right and relevant for the consumer. The key to using social media successfully is to: 1. Build your followers and engage with them. 2. Tell them what you want them to do e.g. encourage them to share your content. 3. Measure your success. The more captivating and engaging your material is, the more likes, comments and shares your likely to gain. Top tips for social media 1. Ask as well as tell. Get thoughts on topics that may be of interest. 2. Think visually; images and video clips get more engagement than text. 3. Aim to refer the traffic back to your website using links. 4. Link to others of relevance to enhance visibility and sharing capability. 5. You don t always have to create content yourself, you can like and share too. Opening up social media opportunities 1. Encourage sharing with an offer or content for mobility allowance recipients. 2. Follow up with new customers and encourage them to Open up. Find out if they are willing to share their Motability Scheme experience with your followers. 3. Make a video to personalise your dealership and show how approachable you are. Post this on your social media channels. 4. Visit the Motability Scheme and disability websites to share and link to helpful content like the Motability Scheme animation. 16 17
Owned opportunity Events in your dealership Driving footfall and developing relationships in your showroom Open just for you Come to our open evening to experience the feeling of a new car with Motability. When launching a new model available on the Scheme, invite your target audience to a VIP event. To encourage their attendance, include catering and have Motability Scheme Specialists provide dedicated time with each person invited. To increase the potential excitement about the event, you could even invite the local press along to help amplify recommendations, mentions and social sharing. Who to invite to events 1. Healthcare professionals 2. Existing Motability Scheme customers 3. Eligible prospects 4. Friends, family, carers of prospects 5. Press Retaining and attracting more customers Blending your database of current Motability customers and prospects at their own VIP event won t just make them feel special, it may also prevent your current customers from purchasing elsewhere, and advocacy for the Scheme to prospects may encourage them to join as they hear first-hand why to join. For more advise and to see the event equipment available to hire visit the Hold an Event section of the Dealer Resource Centre. Sample shown for visual purposes only 18 19
Owned opportunity Point-of-Sale Physical Point of Sale Here is a selection of our physical POS that supports the change in messaging needed from outside to inside your dealership. Opens Point of Sale available for your dealership To help you promote the Motability Scheme at your dealership we have produced a range of digital and physical POS. This is all available within the Marketing section of the Dealer Resource Centre. From HD screen to tablet, we have three image options for you to select from. The artwork for the screens is available from the Digital POS section of the Dealer Resource Centre as jpeg files. Open the doors to freedom today Full HD 1920x1080 Showroom silent salesman Pull-up banner PVC banner Window stickers Digital Point of Sale Poster pillar Open the doors to freedom today Servicing, maintenance & breakdown cover included Forecourt poster sign Outdoor sign Power portrait flag Outdoor flag Car livery HD 1280x720 ipad 1024x768 20 21
Paid Opportunities Door drop and direct mail 24 Off-site events and product placement 26 Case Study 28 Advertising online 30 Healthcare advertising 32 Advertising to healthcare professionals 34 Advertising on the transport network 36 Smart TV advertising 38 Local press advertising 40 22 23
Paid opportunity Door drop and direct mail Getting your messaging into homes There are over 27 million households in the UK and you can target your local community based on age and income, postcode, geographical radius or even a drive-time for distribution. Purchasing data and data integrity If you conduct your own door drop or direct mail activity and want to purchase data, companies like Experian can also help you purchase data. Using a service like Experian ensures the data you re buying is the most up-to-date to avoid issues like goneaways (moves and deaths) and checking data against the Mailing Preference Service (those that have indicated they do not want unsolicited mail). Yourdrop Yourdrop >click here is a service that makes it easy to promote your dealership and the Scheme within your local area without having to manage designers, printers and leaflet distributors. They can also help you identify households that are more likely to be eligible for the Motability Scheme, or their carers The publisher of your local or regional newspaper can also help with door drop leaflets and you could even contact some local newsagents to see if they d be happy to drop a leaflet with newspaper deliveries The Occupier 1 The Street The City Open me for worry-free mobility Your logo here Example for visual purposes only 24 25
Off-site events and product placement Using supermarkets to reaching out to the local community A significant benefit to holding an event at a supermarket is access to a broad audience for raising awareness, driving word of mouth and creating leads. Regular visits to a supermarket means the potential audience is comfortable and trusts the environment, providing you the opportunity for in-depth conversations with mobility allowance recipients or their friends, family and carers. Although the mobility allowance recipients regularly use the web, research suggests that they also enjoy visiting supermarkets. Due to these recurring visits they feel comfortable and trust the supermarket environment. For marketing purposes it provides local reach, long dwell times and access to carers, healthcare professionals, friends and family of the recipients to create further awareness of your business. We would suggest: Negotiating a location as close as possible to the store entrance to help maximise your visibility. Consider that many customers with mobility issues may be in low footfall periods, not high. It could be worth running events at different times to test the best return. Repetition is key. If you can, run your activity more than once to increase the chance of leads, not just awareness. Sometimes, potential customers may be nervous to approach the first time. Aim to: Use data collection devices for ease of input and connection to your own database. Segment your data by location/day/times to help you check the most successful period. Hire our event kit and purchase some POS items to complement your own POS and merchandise. Provide a strong call-to-action like a give away or hold a prize draw to encourage people to come and talk. Try with and without a car to see which works best for you in your local area. Watch out for: Don t forget to segment your data collection so that you can accurately measure your results. Don t expect immediate results. Maximise your marketing by capturing data for longer term sales prospecting. There is usually a time lag between seeing the activity and customers coming into the showroom that can be as long as 6 months. During our pilot (see page 25), this reduced to 2 months from awareness-to-sale. Outdoor with a car Having a car in-situ can showcase your model range for higher visibility, but it is not vital to driving leads. It simply provides customers the chance to see, touch and try your vehicle. Indoor without a car In our event case study (page 28) we found that our Motability Scheme display in the foyer of supermarkets (without a car) delivered the best results. Having a Motability Scheme presence for a few days in these high footfall areas will help you reach out to more people. It provides great opportunities to engage in conversations about the Scheme and the benefits it offers. Paid opportunity 26 27
Paid opportunity Off-site events and product placement Opens Case Study In the summer of 2016, Motability partnered with a major manufacturer to test and demonstrate the effectiveness of raising awareness of the Scheme outside of the dealerships. In order to reach a new audience you need to go where they are, where they feel comfortable and where you can enjoy long dwell-times in order to provide detailed info and answer any questions. For this reason we chose to test the effectiveness of creating mini events at supermarkets. Objectives Raise awareness of the Scheme. Make the audience comfortable with approaching the stand. Data-capture info for future marketing purposes answers any questions the audience may have. Activations Across a 4 week period, we tested both indoor and outdoor settings at Tesco supermarkets in multiple locations nationwide. Motability Specialists were available onsite to discuss the Scheme. At the outdoor setting a car with decals was parked next to a branded spider dome to showcase a model available on the Scheme so the audience could feel, touch and see the vehicle. For the indoor setting we activated a branded pop-up stand with supporting visibility materials. In both cases we provided free giveaways and a strong call-to-action on supporting materials like brochures and vouchers for free mats. Results Average results per location (3 were tested) 86 leads 47 indoor (without car) 39 outside (with car) 4 sales of NTS vehicles A good combination of long and short interactions with prospects directly and indirectly lead to car sales and New to Scheme (NTS) customers. Rent our event kit to save time and investment Instead of investing in an expensive event kit, visit the Dealer Resource Centre to find out how to hire one. The pilot delivered great results. As well as on-the-day leads and sales, the long term benefits have been significant as the participating dealers saw new leads coming into their showrooms for several months following the events. The display without a car inside the supermarket gave the best results. Regular shoppers noticed the display and after one or two visits to the supermarket started to engage and ask questions. So think about this as an option at your local supermarket - the best results will come from having a presence inside the store for a few consecutive days, staffed by your Motability Specialist. We managed to get 4 sales and it gave exposure for Motability. Head of Motability It was a great and immediate success for our retailers. There is a latent pool of people who will get in touch in the future. Fleet Marketing Motability Manager 28 29
Paid opportunity Advertising online Pay-per-click to gain more exposure online Pay-per-click (PPC) can be a quick and affordable way to drive traffic to your website. And you only pay when your ad is clicked on. No matter what your budget, you can generally promote your dealership and the Scheme to connect to potential customers when searching for solutions, as well as measure their value. PPC can be used to display higher on Google via search ads to increase the likelihood of a potential customer clicking on your ad and not furthering their search. Or if you want to use it to drive awareness on other websites where the potential audience may visit, you can use display ads. If you have a video ad, then you can also promote your dealership on YouTube. Advertising templates To help you promote yourself offline and online quickly and easily, we have provided a suite of adverts in our Opens theme for you to co-brand to your own dealership. You can download the zip file of each from the Creative Toolkit section in the Dealer Resource Centre. How to start your own PPC campaign Google Adwords and Keyword planner are the key tools to help you. Be ready to: 1. Create an ad with your offer. 2. Decide on search terms that the potential audience may use. 3. Choose your audience. 4. Set a budget. 5. Decide where you are linking your ad to (Motability Scheme page of your website or relative page of content). 30 31
Paid opportunity Healthcare advertising Targeting footfall on local healthcare premises Healthcare advertising is an excellent way to target an audience that receives regular primary care or takes medicine. It is a key moment when they have their health on their mind. Doctor s surgeries Mobility allowance recipients may need regular visits to the doctors, and sadly, the impact of caring for someone, can also mean that carers are susceptible to ill-health from not looking after themselves, and focusing on the person they care for*. This makes doctor s surgeries a key location for making lives easier with a Scheme message that touches both mobility allowance recipients and their carers. Pharmacy Pharmacists play a key role in providing quality healthcare and are a trusted adviser to both the Mobility Allowance Recipient as well as their carer(s), family and friends. There are over 15,000 community pharmacies in the UK* but you don t have to partner with them all, just identify a local independent pharmacy and offer to pay for in-store advertising or sponsor the bags that their customers take their medicine home in. *NHSdigital Green Cross Pharmacies For a larger or more regional approach you could partner with Green Cross Pharmacies who have a network of more than 5,000 independent pharmacies and offer a wide range of advertising opportunities. For more info please visit the Tabletalk website >click here Open the doors to freedom Your logo here Example of healthcare advertising 32 33
Advertising to healthcare professionals Opening doors with trusted professionals HCPC website >click here Paid opportunity Your Logo Here Promoting your Scheme expertise to a local or regional network of healthcare professionals allows you to drive awareness amongst those that recommend lifestyle solutions for their patients. And with such an emphasis on trust in their advice this can be a key route to engaging potential customers much earlier in their decision making process. MS Society website >click here COT website >click here Adapt your Opens messaging so that it talks directly to the healthcare professional and tells them what the Scheme provides and what you can specifically do for their patients. The National Autistic Society website >click here Carers UK website >click here Helping you to open doors for your patients With the Motability Scheme from <dealership>, we can help mobility allowance patients receive a worry-free motoring package every 3 years. New car every 3 years Insurance for 2 drivers Servicing, maintenance & breakdown motability.co.uk Made2Aid website >click here DLF website >click here Car Example Here The easy way for a patient to lease a car of their choice. With the Motability Scheme from <insert dealer>, they can simply exchange all, or part of their mobility allowance, to lease a brand new car from our choice of Motability Scheme models. Contact our Motability Specialist today on<insert number> Example for visual purposes only 34 35
Advertising on the transport network Paid opportunity If potential customers are not on the Motability Scheme they are travelling via their own car or public transport. Advertising on the public transport network has the potential to communicate your message to more than just mobility allowance recipients. It can reach across the total audience, making it a potentially quick and affordable way to promote your dealership and the Scheme. 80% of consumers have responded to bus advertising* and the opportunity lies in its breadth. It can be seen by those on foot or in cars, in different areas and at different venues like those that route to supermarkets. For drivers stuck in traffic, for those waiting at bus stops, and for those travelling by bus it can also provide a long dwell time. Did you know..?* 30 million people have seen advertising on the outside of a Bus in the last week (nationally). 86% of bus passengers can spontaneously recall Bus advertising. 65% of ABC1 adults have noticed Bus advertising in the last week (74% in London). *Source: Exterion Media 2016 Find out more To find out more about local bus advertising you can just search online, but Exterion Media are the market leader for public transport advertising across the UK. For more info please visit the Exterionmedia website >click here 36 37
Smart TV advertising A more affordable way to get on TV Paid opportunity Sky AdSmart is a new approach to TV advertising and the control and precision offered is making TV advertising more accessible, affordable and effective for dealerships with video adverts. With minimum investment, it targets the precise audience you want to reach. Sky AdSmart allows different ads to be shown to different Sky-user households watching the same programme. Derived from a combination of Sky s customer data and information from consumer profile experts such as Experian, households can be selected based on factors like age, location and life-stage. How Sky AdSmart works: Household profile data is stored on the Sky+ HD box. Relevant ads for that household are sent to the box via satellite. When a Sky AdSmart opportunity is identified during an ad break, the box will choose the most relevant stored ad to play. That ad is then served seamlessly into the ad break. Find out more To find out more about SkyAdSmart, you can visit the SkyAdSmart website >click here 38 39
Paid opportunity Local press advertising Offline and online solutions for a local reach Newspapers can often be used by local communities to source for information, deals and discounts close to home. It is generally ideal to select the motoring section to fulfil the need for those looking to purchase a car, but enquire with your local publisher to find out if there are any features or supplements coming up that may be ideal to promote your dealership with the Scheme. Free versus paid-for Local publishers offer a variety of ways to promote your dealership such as a regional newspaper and a town/city newspaper which can be paid-for or free. The audience can differ greatly, so it is wise to enquire about the distribution and demographics to compare the right solution. You may even be able to negotiate extra services at no additional cost, such as spot colour, design assistance, a larger advert or group newspaper purchasing deals. Advertising templates To help you promote yourself offline and online quickly and easily we have provided a suite of press adverts and online banner adverts in our Opens theme for you to cobrand to your own dealership. You can download the zip file of each from the Creative Toolkit section in the Dealer Resource Centre. Open the doors to freedom Use your mobility allowance to get a new car every three years Insurance for 2 drivers Also includes Servicing, maintenance & breakdown Your Logo Here motability.co.uk Car Example Here The easy way to leasing the car of your choice. With the Motability Scheme from <insert dealer>, you can simply exchange all, or part of your mobility allowance, to lease a brand new car from our choice of Motability Scheme models. Contact our Motability Specialist today on<insert number> 40 41
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