We Are Acuity transformed a flagging Local Marketing Hub into a flexible, practical, on-brand tool that was enthusiastically adopted by 150 UK dealerships and 30 in Ireland, encompassing retail, aftersales, motability and fleet.
Jodie Brook
Communications Manager, Suzuki
Suzuki's Local Marketing Hub was being under used and as a result dealers were producing their own advertising long-hand which was expensive, off-brand, and made it difficult to control legal compliancy. We Are Acuity was challenged to turn this situation around so the Hub would be widely used for each quarterly national campaign.
We needed to understand why the Local Marketing Hub wasn’t being used effectively. An in-depth audit revealed that there were too many templates and they didn’t cater to the needs of the dealers. They wanted their name prominent, to be able to change price points and to advertise multiple cars in a single ad. With that valuable knowledge, we could take action.
Working closely with Suzuki’s ad agency, we firstly recommended composite templates that could combine a range of financial offers. We also designed a striking suite of ‘range’ templates which captured the Suzuki spirit of excitement and adventure. From a practical point of view, they gave dealers the flexibility to select up to four models within their chosen price range whilst keeping the brand consistent and upfront.
For Suzuki, this has liberated the dealers, giving them the power to fulfil their own marketing needs with a newfound agility, simplicity and cost-efficiency.
This has directly led to improved compliance, through widespread adoption of the MAM. 95% of dealers now use the system, a 50% increase since Acuity came on board in 2013.
Additionally, Suzuki HQ now has deeper insight into dealership activity and needs, thanks to 1-click reporting through the MAM.
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