You are watching Nissan Dealership Case Study.
Hi everybody Sodi Hundal here, today I want to talk to little bit about one of our clients, a little case study as you were, this is a Nissan dealer located in Toronto Ontario, and Toronto’s probably about roughly the size of Chicago, so these guys are a Nissan dealer in suburb of Toronto, general manager whose name is Joe, and he was looking to increase sales close more deals that was the primary objective now interestingly he had used travel incentives before and not had a great experience, in particular his comment to us was found to be gimmicky, and was looking for something a better a better program, with a better result, so what we provided him was a Las Vegas promotion round trip air fare on from Toronto to Las Vegas with two nights of accommodation, and we looked at flying just outside of Chicago well but that meant people would have to go over the border so in his particular case which would be cheaper but he was willing to spend a little bit more, and we also want to know a little bit about what happened last time like what was that he was doing and I think as I recall it was a companion one of those companion airfare tickets which, we don't recommend that there isn't any value in companion air, you have to buy one on the airline ticket and you get the second one for "free" but the price of the first one is so high that it covers the second one there's no value
All our programs we always look to make sure there's real value so I remember Joe went through a lot of work, we spent a lot of time going through that with Joe to make sure that the trip was going to deliver some real value to his customers, and that's something really important to understand as well when you're looking at a travel incentive look at the fine print or make you understand how the program is going to be rolled out and how the program is going to be used really important so that was item number one, and then number two was around the marketing material, he had used posters, balloons, this is something in our organization that we provide.. posters, balloons, the advertising tying it all in together and running it for a week, two weeks, a month in this case around for one month - it was a one month promotion, round trip air fare, two nights accommodation to Las Vegas, so how did it go? what were the results?
He was super happy.. 176% over his target and he was so happy in the running it, extending the program for a second month so program went really well, but I really want to focus in on the why. there were 2 reasons why the program was really well. number one, the promotional materials, the training of the staff - it doesn't take a lot but your sales team should at least understand the very basics when they're presenting the trip. We don't want to turn them into travel agents, they should be selling cars, but you do need to make sure that they understand what are the taxes if any, are there any fees, when can the person travel, and if they understand those few little things they can present the trip properly. Buy a car and we're going to be giving away a trip this month. the second part was just understanding the actual fulfillment process so when the person gets it, what do they do with the certificate? how do they register? where do they go? how do they travel? You don't want to use a trip that doesn't have any real value, you want to use an incentive that has real value, delivers something tangible to your customer and you can have a great experience, along with making sure that you do use posters and balloons and dress up the show room, have some fun with it and you can have a very successful promotion, and hopefully you too will sell a 176% over your target. thanks for listening today.. that's one of our case studies.
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