Category Archives: Automotive


Case Studies
Goodyear

Sales Promotion
The challenge

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

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Case Studies
Federal Mogul Sales Force

CPM Germany increasing brand awareness and raising demand within the independent automotive workshop sector

Federal-Mogul is a global automotive supplier with two  independent business parts. Federal-Mogul Motorparts delivers a huge product portfolio with more than 20 worldwide known brands to the global automotive aftermarket. Furthermore the company supplies the producers concerning the OEM division with products like brake linings, chassis parts and wipers.

- Collecting and checking data of independent automotive workshops (target group)

- Generation of Insights based on the needs of the target group

- Sensitization of independent automotive workshops for existing OEM-Status

- Presentation of FM4ME-program within the target group

- Registration of workshops to FM-CAMPUS

- Recruiting experienced sales reps with automotive experience

- First contact to workshops is initiated through our International Contact Centre in Barcelona

- Client visits and interviews about current market situation based on questionnaire with approximately 50 questions on parts usage, current wholesaler etc.

- Participating in wholesale fairs with Federal Mogul sales team

- Registering Leads & Cases and immediate delivery to Federal Mogul

- Weekly supervision through team leader incl. progress reviews and handling of individual cases

- Digital daily reporting via Retail Motus

50% initial visit success rate in regard to 100% questionnaire completion!

- Total numbers of independent automotive workshops: approximately 5.700

- Total number of planned visits: 3.780

- Total number of field staff: 3

- National team leader

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Case Studies
Mercedes-Benz

Merchandising, Visual Merchandising
The challenge

Mercedes-Benz contacted CPM Nederland 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 as per 2012 in and around the dealers. In addition to providing a team of merchandisers CPM was also responsible for the full coordination of this process and implementation.

Our Solution

We developed a dedicated and passionate team of Visual merchandisers including project coordination and support taking into consideration all necessary facilitating from Mercedes-Benz

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

  • 19 Events , 6850 Attendees & 2022 Enquires in 2017 as on 31st March.
  • 63 Events, 17117 Attendees & 5391 Enquires in 2016

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BMW Zurich Film Festival

Consumer Activation, Events and Promotions
The challenge

BMW (Schweiz) AG is a new main partner at the “ZFF” - Zurich Film Festival. CPM was delighted to be a part of this new partnership and provided events personnel to support this prestigious event. In this context, we offered a shuttle or test ride with the BMW i3 on the two ZFF weekends, not only for the stars but for all festival guests.

Our Solution
  • The event was over 6 days with 2 pick-up spots
  • We supplied 3 Hostesses/Hosts and 9 Drivers, the welcome desk and check-in

Results

  • Strengthened and Increased the brand awareness and image of the BMW i3
  • Improved the customer experience at the event

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Case Studies
BMW Swiss Moto

Consumer Activation, Events and Promotions
The challenge

CPM Switzerland AG has the pleasure to support BMW Motorrad since 2014. We recruited 9 Hostesses to support the Swiss Moto event.
The tasks of the hostess was to welcome the visitors on the BMW booth, lead- generation for test drives, newsletters and information material. Generating sales was the task of the retailer and salesmen.

Our Solution
  • 9 Hostesses to support the 4 day event
  • Project setup consulting
  • Recruiting of hostesses
  • Briefing and training
  • Trouble shooting
  • Visits to check POS compliance

Results

  • Strengthened and Increased the brand awareness of BMW Motorrad.
  • Increased lead-generation by 13% in comparison to the previous year.

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BMW Events 2016 & 2017

Consumer Activation, Events and Promotions, Sales, Telesales
The challenge

CPM manages the audience acquisition ,the on ground registration and feedback management for the BMW Experience Tour, BMW Golf Cup International, M-Performance Training, Auto Expo, Bridal Fashion Weeks, India Art Fair and Product Launches. These are 18 city tours with each city spanning for 3 to 4 days. The success of the events is when the right segment of BMW buyers attend the Event and experience BMW cars. Some Events are to showcase product capabilities and features and some are for loyalty and brand building.

Our Solution
  • CPM supports the activity through their telesales team in the call centre in New Delhi to acquire prospective customer .
  • The invite process is managed by CPM including physical and e Invites.
  • Registration Desk, Data management, customer profiling on the ground during the event is also managed by CPM.

Results

  • 19 Events , 6850 Attendees & 2022 Enquires in 2017 as on 31st March.
  • 63 Events, 17117 Attendees & 5391 Enquires in 2016

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