Appealing to the heart and mind
t and The biggest news in the small car market this year has been the arrival of the new generation smart cars; fortwo and forfour. The RSM marketing team developed a comprehensive launch pack for the UK’s largest smart dealer group. Launching on Valentine’s Day, RSM responded with a campaign encouraging customers to fall in love with the new smart offering.
Creative application of marketing materials, such as revealing how a 42-inch TV will fit in a smart, communicated the fun, stylish, versatility of the city car, with additional social media support encouraging showroom footfall. As a result of the two-day marketing campaign, the launch of the next generation smart was well received by customers, with 61 models sold and a total of 314 attendees across the London, Birmingham and Manchester dealerships. “We wanted to ensure all the new features could be communicated to make smart stand out from the crowd and the results are testament to another successfully managed project by RSM” said the Group Marketing and CRM Director of Mercedes-Benz Retail Group.