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Marketing opportunities arising from the end of the block exemption

A concise guide for motor dealersprovided by MarketingFile.com The UK’s largest source of direct marketing data



HOW IT WAS

• Prior to the end of the block exemption, your manufacturer allocated you your territory, usually defined as a list of postcodes.

• This was the area you were allowed to actively market to.

Your showroom

Your old territory



• However your showroom may not have been ideally situated geographically to service all of this territory, due to natural barriers or traffic flows.

• Part of your territory may in practice have been serviced by the dealer in the territory next door.

Competitor’s showroom

Competitor’s natural catchment area

Your showroom

Your old territory



• Likewise your natural catchment area is unlikely to precisely overlap with your old territory.

• The majority of your sales and profits will have come from the area where your natural catchment area did overlap with your old territory because this was the area you were allowed to actively market into.

Your natural catchment area

The most profitable part of your old territory

Your showroom

Your old territory



• Customers from all over your natural catchment area will have visited your showroom.

• You will probably have been making sales into areas outside your territory even though you have not been allowed to actively market there.


Customers from outside your old territory

Your showroom

Your old territory



NEW OPPORTUNITY !

• Depending on your Franchise Agreement post block exemption, you may now be permitted to market outside your old territory.

• That part of your natural catchment area that lies outside your old territory represents the most profitable area for you to start marketing into now.

• You should immediately start marketing into this area.

Your most profitable new prospecting area

Your showroom

Your old territory




NEW THREAT !

• Likewise you must expect your neighbouring dealers to start marketing into any area of your old territory that lies within their natural catchment area – not yours.

NB. There maybe overlap between natural catchment areas.


Your showroom

Your old territory Competitor’s showroom

Competitor’s natural catchment area



• You need to decide how much you are prepared to spend in the areas of your old territory that do not fall within your natural catchment area.

• New prospect marketing outside your natural catchment area is wasted if customers are unlikely to travel to your showroom.

• You may simply be subsidising the neighbouring dealer’s marketing by building brand & model awareness for him.

Area of your old territory where you may be wasting marketing budget


Your showroom

Your old territory



3 POINT PLAN

1. Identify and define your natural catchment area.

2. Target drivers of your marque in your natural catchment area who were previously outside your old territory. These will be the easiest to win over for both sales and aftersales.

3. Target all future new prospect campaigns at your natural catchment area – not your old territory. For retention campaigns it does not matter where customers live.


Your showroom

Your most profitable new prospect areas

Retention marketingonly?



NEW PROSPECTS DATA

• You can buy the names, addresses and often the telephone numbers of prospective purchasers throughout your entire your natural catchment area online from MarketingFile.com

• You can automatically remove any prospects you are already in touch with (i.e. your existing customer and prospecting files) from any list you purchase from us.


Your showroom





TARGETING SUGGESTIONS

• Target all drivers of your marque (deduplicate against your existing customers)

• Target retail customers at home by conquest make & model

• Target Fleet Managers by size and type of fleet

• Target non-fleet business prospects including owner-drivers at work by size & type of company and at home using our Company Directors At Home files.


Your showroom





Call our automotive specialist Anthony Hawkins today on 0845 345 7755 to discuss how to;

• define your catchment area on the MarketingFile.com website

• define your prospect targeting

• deduplicate a prospect list against your existing customer database

• deduplicate purchased lists against previous purchases


Your showroom



We look forward to hearing from you.

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