mlt case study: manheim gm dealer lane awareness campaign

CASE STUDY

AwarenessCampaignManheimGM Dealer Lane

Dealer LaneThe General Motors

CLIENT INTRODUCTION:

Manheim, Inc. is the world's largest provider of vehicle remarketing services, with more than 30,000 employees in 130 operating locations worldwide. Manheim handles over 10 million used vehicles a year, facilitating transactions of more than $50 billion. The used vehicles bought and sold through Manheim come from sources like franchise dealers, independent dealers,OEMs and financial consignor brands. And even in a down economy, Manheim consistently provides dealers with more inventory with better selection, more access to the inventory (in-lane at one of 80+ U.S. locations or via online event sales) and more confidence behind transactions with Manheim-approved vehicle condition reports.

CAMPAIGN OVERVIEW:

This integrated campaign provided a quick response to a competitor’s takeover of GM inventory. But it also delivered the foundation for not only recapturing inventory and dealer loyalty –but growing the business over the longer term. The campaign’s counterattack approachstrategically introduced a new Manheim auction consignment lane, The General Motors Dealer Lane. This new program would help GM franchised dealers to better feature and sell theirhigh-quality vehicles with Manheim. The program was made available at all GM/GMAC Manheim sale locations nationwide (20+ locations out of Manheim’s 80+), with an additional onlinepresence for Simulcast locations. Marketing support for this program was powerful, creating real preference among GM-franchised dealers and empowering Manheim representatives to support the effort over time.


OBJECTIVES:

Objectives for this campaign were framed for both short-term and long-term success,

with Manheim’s GM Dealer Lane as the focal point and hero.

• To recover lost inventory

• To retain and grow the base of participating GM-franchised dealers

• To generate confidence and renewed preference among dealers throughout the country

• To prepare and empower Manheim reps to promote the lane to existing buyers

and sellers

• Inventory quantity and related sales

• Lane registrations

• Volume of participating GM-franchised dealers

• Volume of buyers

KEY PERFORMANCE INDICATORS:


TARGET AUDIENCE:

The program targeted used car dealers (the “Used Car Buyer” or “Used Car Manager”): • Primary target: the buying dealer • Secondary target: dealers seeking to sell their inventory in the lane • Demographics,: predominantly male, blue-collar, age 30-55.

STRATEGIC APPROACH:

The foundation of the campaign was based on highlighting the bottom-line benefits that

GM-franchised dealers could gain by participating in the new lane – and adapting/aligning this

message for the seller audience.

Brand identity: The lane was branded as the “smarter” way to buy (or sell) – a confident and

head-on reference to the competitor’s brand, Smart Auction. The GM Dealer Lane logo retained

Manheim brand standards and was used prominently in the lane and in every supporting

marketing tactic.

Messaging: Supporting the “smarter way to buy” approach, the campaign articulated the

invitation to “Find the Formula for Smarter Buying” with the clear promises of more inventory,

more access, and more confidence. This messaging was adapted successfully for the seller

audience, too (more buyers, more selection, more confidence). equity growth.


Momentum through incentives: With Manheim’s GM Dealer Lane effectively positionedas a bottom-line advantage, it was important to prominently offer incentives and special offers throughout – especially as the campaign rolled out. Additional incentives were added as the campaign gained momentum, such as cash offers for transportation assistance.

Integration for success: Starting with brand messaging that resonated with a bottom-line-focused audience, the key to campaign success depended on successfulexposure through integration. The campaign was leveraged prominently at participating loca-tions, with bold components like posters, countertop table tents, counter mats, brochures and sales calendars. National direct mail and advertising was instrumental in motivating dealers to visit a Manheim location in their area to see how the “smarter formula” could increase profitabil-ity. MLT’s media plan directed strategic online and print placements in leading industry publica-tions catering to franchise and independent car dealers. Sponsorships of thepublications’ e-newsletters/ad-blasts were also used for the campaign launch.


STRATEGIC APPROACH:

CAMPAIGN TACTICS AND STRATEGY:


WE ASSIST

TO REMARKET THEIR VEHICLES TO

Franchise Dealers Independent Dealers

IMPLEMENTING OUR STRATEGY USING

Interactive National Print Advertising Direct Mail Collateral Point of Sale

EVENT TACTICS AND STRATEGY:CAMPAIGN TACTICS AND STRATEGY:


GM Dealer Lane Auction Poster

GM Dealer Lane Full Page Ad

The General Motors Dealer lane was created to

counterattack a competitor’s (SmartAuction) sudden

takeover of all of General Motors inventory. Highlighting the

lane as “the formula for smarter buying (or selling)”

played off the competitor’s name.

The concept - “Find the formula for smarter buying”

was applied to national and auction level (local) materials,

shown here are the national print ad as well as the

point-of-purchase signage that was displayed at each

participating location.


GM Dealer Lane Counter Mat Display


GM Dealer Lane Countertop Table Tent



GM Dealer Lane 300x250px Online Banner Ad

GM Dealer Lane 120x600px Online Banner Ad

GM Dealer Lane 728x90px Online Banner Ad Online banner ads ran on various industry

publication sites, including automotivenews.com,

autoremarketing.com and usedcarnews.com.

The three big benefits to buying dealers

(More Inventory, More Access, and More Confidence)

are prominently featured in the animated sequences.



Detailed brochures were developed for both the buyer

and seller (secondary) audiences outlining how easy it

is to participate in the lane - whether you’re buying or

selling in-lane or online. The seller brochure was the

one “seller-only” focused piece.

GM Dealer Lane Tri-fold Brochure (Targeted Towards Sellers)

GM Dealer Lane Tri-fold Brochure(Targeted Towards Buyers)



GM Dealer Lane Editable MailerGM Dealer Lane Editable Catalog Cover

GM Dealer Lane Sales Calendar

Editable mailers, dealer catalog covers and sales calendars gave the auctions consistently

branded materials that promoted their own in-lane and Simulcast sales.



GM Dealer Lane “Genius” Mailer

GM Dealer Lane “Know It All”Follow-up Mailer #2

GM Dealer Lane “Braniac”Follow-up Mailer #3

A dimensional mailer concept was developed to create buzz and excitement with a select

group of GM dealers throughout the United States.

What are you, a wise guy?Yes, you are.

Buying and selling in the Manheim General Motors Dealer lane is such asmart move, it might just earn you a new nickname around the office.

Embrace it with a special name plate that lets the world know you’re a “Brainiac.”

BRAINIAC

Because an intellect like yoursshould be on display.

Buying and selling in the Manheim General Motors Dealer lane is such asmart move, it might just earn you a new nickname around the office.

Embrace it with a special name plate that lets the world know “Yes, I do know it all.”

KNOW IT ALL

CONCLUSION:

MLT’s integrated B2B campaign delivered on all of the client’s objectives. It also contributed to significant profits during the campaign period, and beyond, as the GM Dealer Lane enjoys an established and successful presence. Manheim’s Sr. Manager of Business Marketingsummarized it well: “We saw great increases in our key metrics, obviously thanks to allour great marketing!”

Success metrics include: • Quantity of buyers grew from 7,386 to 7,879 in one year, far exceeding expectations • Annual registrations for the lane increased from 59,054 to 66,262 (calculated as participants retained, plus 7% increase) • Over 30,000 vehicles sold in the lane during the campaign year (an improvement over 27,668 units sold the previous year)

It is rare for a new dealer lane to gain traction so quickly, but this program leveraged a quality product and a well-conceived idea with an effective mix of highly targeted marketing.


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