Creating High Quality Leads
The goal was to create high quality sales leads for both existing customers and new prospects with fleets of over 50 vehicles, whilst continuing to build the brand and increase awareness in the fleet community.
Customer Goals
- Move from marketing channels operating in isolation to integrated, connected campaigns that work in synergy
- Move from sole focus on promoting products to listening to customers and prospects, understanding their requirements and providing the information they need when they need it
- Move from a single message to all to more personalised communications driven by data and segmentation
- Move from a broad level of segment-specific content to web journeys optimised for improved CX and search visibility
The Solution
Focus marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need. Promoting Mazda2, Mazda3, Mazda CX-30, Mazda CX-5 and MX-30 models, marketing key USPs to end users, specifically fleet managers, whilst being mindful of peak sales periods and core volume models.
Mazda's brand essence is "Celebrate Driving", not just about driving performance. Choosing a Mazda rewards the owner with confidence and pride, leading to a desire to take on new challenges.