The challenge in retail marketing: more content and more channels require more marketing expertise and tie up resources. For brands like Mazda, it is important to provide optimum support for their own dealer base – enabling them to focus on their core business.
To simplify the creation of advertising materials and marketing documents and the rollout of campaigns across media platforms and channels, Mazda Deutschland uses our Marketing Management Cockpit (MMC) as a central retail marketing platform: the Mazda Marketing Box.
Mazda’s success in the German market is based not least on its partnership-like collaboration with dealers, which includes joint advertising and sales measures.
Alongside conventional print advertising, online marketing is becoming increasingly important. This is precisely where individual dealers need to invest more time and require specific expertise. At the same time, Mazda has to ensure the advertising materials are CI-compliant and legally compliant.
Jürgen Paulus, Manager of Retail Marketing at Mazda Deutschland, gives a bold and simple description of the requirements for the project:
“For sales staff in the dealership, the creation and rollout of advertising campaigns needs to be as easy as booking a flight on the internet. For ultimately, their job is to sell cars, not design advertising material.”
Intuitive like online shopping…
The task was clear: Mazda Deutschland needed an easy-to-use marketing platform. To enable its 450+ dealers to efficiently roll out their customised print and online advertising campaigns even without technical expertise. And that’s just where the Marketing Management Cockpit comes into play.
…while also acting as a complete marketing ecosystem
Based on the MMC, the Mazda Marketing Box has evolved from a promotional material tool into a comprehensive marketing information portal since the start of 2007. An ecosystem has been created where all the processes of Mazda’s online and offline retail marketing converge.
A central dashboard provides every dealer with information on promotional offers and timelines, the market development fund budget, and the dealer’s tasks. Marketing content is provided and maintained via a central DAM system. There are templates for print and online advertising materials. An advertising material editor and editorial system make customisation and personalisation easy – and controllable.
And Mazda itself is informed about the status of the dealer activation and involvement at all times.
The Mazda Marketing Box – impressive key figures
- +450 dealers in total are represented in the Mazda Marketing Box
- +96 % of dealers actively use the platform
- 2,500 monthly active users
- 580 downloads a month of advertising resources by dealers
- 17-million copies per edition of Mazda News (2-3 times a year)
- +220 templates for advertisements, mailings, etc.
- +340 files and images in the media gallery
- +1,400 individual HTML5 banners per campaign
Teamwork with ORT Business Solutions – persuasive statements
“As well as the platform itself, another vital factor in our decision was our constant personal contacts at ORT, with all the quality and experience they bring. This long-standing trust is something we no longer want to do without.”
“These are very, very good results. And they show that for Mazda Deutschland, the expenditure really pays off.”
Jürgen Paulus, Manager of Retail Marketing, Mazda Germany
Read the whole story: in the detailed Mazda Case Study!
How dealers’ activities – from displaying advertising banners to promotional events – are specifically tailored to the overarching campaigns. How Mazda uses the Marketing Box to structure dealers’ guidance. And what has made the collaboration between Mazda and ORT Business Solutions so successful since 2007.
We tell you the whole success story of the Mazda Marketing Box. In our detailed Mazda Case Study!
