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.”
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.
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.
“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
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!