Broad Oak Motor Group
Published: April 2024
Find out how Marketing Delivery helped Broad Oak Motor Group:
✔️ Convert 410 Sales Customers with Stock Alerts
✔️ Re-engage 154 ‘Lost’ Leads
✔️ Achieve an Average Open Rate of 66%
The Business
Broad Oak Motor Group is a family-run business based in the heart of Kent. With over 40 years of automotive experience, Broad Oak currently represents Volkswagen, Nissan, Suzuki, and Kia across four locations, as well as their Broad Oak Approved site for used cars and CVS Canterbury for Volkswagen Commercial Vehicles.
Broad Oak Nissan (previously known as Baileys Nissan) was well known to Marketing Delivery Chief Executive Jeremy Evans when he worked for Nissan as a Regional Marketing Manager in 2005. Following the launch of his own automotive marketing agency, Evans successfully onboarded Broad Oak Nissan, followed shortly after by their Volkswagen locations.
The relationship with Broad Oak has notably evolved over the last sixteen years. As the group grew and welcomed new marques, it implemented Marketing Delivery’s VoiceBox software as a prominent solution across all sales sites.
The Challenge
Broad Oak required a more streamlined approach to its marketing, with several of its previous processes being manual and time-consuming. Marketing Delivery quickly went from providing general marketing support to helping Broad Oak improve its sales conversions by maximising the use of customer data.
Catherine Harlow, Group Marketing Coordinator at Broad Oak Motor Group comments…
“We were, and continue to be, impressed with the service Marketing Delivery provides. They are always actively sharing recommendations or enhancing their solutions to help improve our conversions.”
The Solution
From developing their Sales eCRM processes, facilitated by VoiceBox and its integration with EnquiryMax, to introducing EV-specific content, dynamic SocialStock adverts and LinkedIn campaigns, Marketing Delivery is always exploring new ways to improve Broad Oak’s conversion rates and enhance their customer journey.
VoiceBox for Sales provides retailers with cutting-edge automation tools and strategies aimed at enhancing conversion rates. Two notable features include AI-powered Stock Alerts and the Lost Sales process; both devised to re-engage potential customers who have yet to convert to a sale.
Active Broad Oak prospects receive Stock Alert emails informing them of available inventory that closely matches their desired purchase. These dynamic and personalised emails are designed to keep unconverted customers informed of stock changes, be that availability or price, across the group.
In addition, automated Lost Sales emails re-engage leads marked as ‘lost’ to capture qualitative data on why they didn’t purchase and, where possible, encourage them back into the sales pipeline.
The Outcome
Throughout 2023, Broad Oak engaged with 52,806 customers across the group via VoiceBox, achieving an impressive average open rate of 66%, surpassing the automotive industry average of 59%*.
During the same period, Stock Alerts facilitated an additional 410 sales conversions, boasting an average conversion rate of 11% and delivering an additional profit of £512,500**. Furthermore, the Lost Sale process successfully re-engaged 154 customers across the group, transitioning them from a ‘Lost’ status back to either an active enquiry or a completed order.
Harlow continued…
“We’ve worked alongside Marketing Delivery for many years now; the team is highly experienced and truly wants the best for our business. Their VoiceBox software provides invaluable customer feedback, and their BrainBox reporting suite is essential to our monthly analysis. I would always recommend Marketing Delivery.”
“The ongoing successful relationship with Broad Oak is something I’m very proud of. It shows how we have evolved our offering over the years to remain relevant to the challenges posed to retailers by the constantly changing market conditions and customer needs”.
*Source: Email Marketing Benchmarks and Statistics for the Automotive Industry, Marketing Delivery 2024
**Based on an average profit per unit of £1,250
Contact us to find out how Marketing Delivery can help you improve efficiency and drive results!
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