The Case Studies: Knights BMW

Relay Station's Voice Broadcasting Technology Drives Customers into Knights BMW Group's Showroom

"It was simple, cost-effective operation and the sales enquiries generated demonstarted the sheer power and effectiveness of this technology" says David Vickers, Operations Director, Knights BMW Group. "Voice broadcasting is more effective than direct mail or having a sales rep call every customer's landline or mobile."

Background

Knights BMW Group's marketing is one step ahead of competitors. Using Relay Station's mass voice message broadcasting technology to new technology to promote impressive savings on ex-management vehicles, operations director David Vickers wanted to give something back to the customers for the tremendous support in 2006.

"Our business philosophy is to give every customer a postive experience when dealing with the Knights BMW Group, ensuring that every aspect of BMW ownership is a pleasure," says David Vickers, Operations Director, Knights BMW Group.

In 2006, Knights BMW Group formed a strategic partnership with Relay Station to leverage its mass voice broadcasting technology to deliver personalised sales messages, simply and at low cost, to the landlines and mobiles of customers.

Strategy

Using the functionality of Relay Station's unique customer relationship management system and technology, Knights BMW Group aimed to:

• Give their loyal customers the opportunity to buy low mileage and immaculate ex-management vehicles.
• Increase awareness they were actively looking to buy pre-owned stock.
• Drive customers into the showroom during December.
• Push the Knights BMW Group brand.
• Exceed year sales targets.

Customer were given the the option to opt-out of Knights BMW Group's future voice messaging campaigns

Execution

The voice broadcast delivered to the mobile or landline of every customer was perceived as a 'live' personalised call and is a very simple process consisting of three actions: 1) Customers telephone and reference numbers are entered into the CRM system; 2) a message is recorded using Relay Station's dial-in voice recorder; and 3) instructions are sent to Relay Station by email when to broadcast.

Results

• Generated over 50 new car enquiries within 24 hours.
• Drove more customers into the showroom.
• Led to sales targets for new & used cars being exceeded
• Led to additional sales of service hours.
• Just 3% of recipients chose to opt-out of future voice messaging campaigns