Proton Cars sell through a network of 80 dealerships. It's important that these dealerships maintain the integrity of the Proton brand identity. However, they also need the flexibility to make tactical propositions and offers, tailored to their local market.
Proton Cars briefed us to create a website solution which would give each dealership an online presence consistent with the Proton brand, while also giving them the ability to adapt their offering to the local customer base.
We built a network of local sites using our content management system (CMS), i.content®. This provided a comprehensive yet easy-to-use platform, allowing local personalisation of sales messages and offers, while giving Proton central control and brand custodianship. It was important to achieve maximum efficiency by automating many of the dealers' regular tasks.
Proton also use our powerful email marketing system, little green plane, to stay in contact with customers and keep them regularly updated with news and offers.
Our website solution enabled Proton to provide each member of its 80-strong UK dealer network with a localised, bespoke website which retains a 'corporate' look and feel.
Simon Park is Proton Cars UK's General Manager for Sales & Marketing. He said: "The core Proton website proton.co.uk was re-designed and since its re-launch has been successful in generating brochure and test drive enquiries. However, it is key that we have a local presence as well as national, hence the need for individual 80 dealer sites."
"People searching for a new car will generally search on Google or similar sites to find a car they like within their area; the local dealer sites will help to improve our presence/ranking in search engine listings so that customers can find their ideal vehicle quickly." Simon continues. "We understand that our customers like dealing with a local sales team which offers a personal service and the new dealer sites will reflect this."
Proton's email marketing campaigns via little green plane have been very successful, achieving a 'click-through' rate of over 18%.