Goodyear asked CPM Netherlands to help with the promotion of Goodyear tires at various dealers like Mercedes-Benz, Jaguar/Landrover and BMW. At first Goodyear needed market information before they could roll-out the promotion wave. For wave 1 the goal was to gather information by completing a survey per dealer. In the 2nd wave the promotion team did a promotion around a campaign, where dealers received a discount by ordering a certain amount of tires. The end goal for this promotion is to gather information, to increase the Goodyear visibility at the dealers and to promote the campaign, so the dealers will buy and sell more Goodyear tires.
Our Solution
We created a team of 2 enthusiastic female sales promoters. They received an intensive training, enough POS materials and a mini with Goodyear tires. In the first wave they asked the dealers to participate in a small survey. In this round they received information, so we could measure the potential for Goodyear at all the dealers. Based on this information we organized wave 2, where the promoters were able to place POS materials and sell in the campaign.
CPM Responsibilities:
Make the dealers participate in the survey
Create a sell-in plan based on the gathered information
Place POS materials
Sell-in the campaign
Results
We were able to explain the campaign at 89% of the visited dealers.
At 81% of the dealers we were able to talk about the market and the campaign
The outcome of the waves was so successful, that Goodyear decided to do 4 waves with CPM the next year
Mercedes-Benz contacted CPM in the Netherlands, because they were looking for an outsourced sales agency, with the goal to continuously improve the look and feel of their dealerships in the Netherlands. This included supporting the dealers by implementing and (re)place seasonally all their POS materials in and around the dealers. In addition to providing a team of merchandisers CPM is also responsible for the implementation and the full coordination of this process.
Our Solution
We developed a dedicated and passionate team of visual merchandisers, including project coordination, reporting and coaching on the job.
CPM Responsibilities:
Performing the Visual merchandising activities in 3 rounds every year (spring, summer, autumn)
Collecting license plate information in-field
Merchandising activities:
(Re)placement of visual in-store merchandising;
(Re)placement of promotion displays;
(Re)placement of car information stands;
Results
A well trained team with merchandise specialist for Mercedes-Benz
In 2.5 days we replace all banners at the Mercedes-Benz dealers in the Netherlands
This results in a high dealer satisfaction 3 times a year
A throughout report with all the results and pictures of the new banners, is shared with Mercedes-Benz after every cycle
Bridgestone's Sales Manager contacted CPM in order to promote their new incentive programme, called AREA Bridgestone in the Netherlands. The goal was to get companies interested in joining the incentive programme. The tactical sales representatives visited the top 400 independent car dealers to promote and explain the programme supported by the distributor Inter-Sprint.
Our Solution
Setting a visit strategy and sharing ideas on how to approach this in the best way, we recruited, trained and developed a field team of 4 sales representatives. The responsibilities of the team where promoting the programme, provide education on the plan and how to use the programme, sell-in the programme and support on location the visibility of the programme using POS materials especially designed for the programme.
Results
Thanks to the outstanding enthusiasm and performance of the field team we realised an overwhelming result (ix 256) vs. the initial expectation of 25% that would likely participate.
Wij bieden onze Automotive klanten een premium customer service en lead generatie via onze sales teams.
Wij hebben ruime ervaring binnen alle sectoren van de Automotive branche.
Zo bieden wij onze klanten een sterke mix van sales, merchandising, management, experiential marketing en consumer experience activiteiten.
Campagnes die we met ons Automotive team uitvoeren zijn gericht op sales, leads genereren, dealer engagement, pop-up stores, dealer auditing, incentive programma’s, Mystery shopping, showroom activatie en merchandising.
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