Client: REAGROUP

Brief: To achieve 5 main goals: To create a centrally managed media planning and buying system to service 3 Renault marketing regions and 21 branches nationwide; to negotiate savings on their media costs; to create a more consistent presence; to drive footfall to the dealerships and traffic to the newly formed Renault website.

Response Summary: Total Media Limited recommended strategic multi-media campaigns in order to achieve a larger share of voice in the already cluttered motor dealership marketplace. Using the combined volume of all dealer advertising budgets, Total Media were able use this as leverage to negotiate with sales houses to provide significant discounts off rate card costs. Individual media recommendations were made for their ability to reach the targeted audience and for raising brand awareness. The campaigns included:

• Regional Press – Used to dominate the local media market and regional catchment areas
• National Press – Recommended to elevate the profile of each dealership and to raise brand awareness in a cost efficient manner by buying National press at a regional level
• Specialist Magazines – Targeted environments such as Autotrader were used to encourage footfall onto the used car forecourts.
• Outdoor – Increased presence within the local community targeting not only local residents but also commuters
• Radio – Bought by specific dayparts to capture the relevant drivetime radio listeners to maintain awareness and drive footfall to the dealerships
• TV – Advertising selected in a targeted way by buying in micro areas to promote new dealership launches
• Online – Various online formats used to drive traffic through to the dealership websites and listing sites used to encourage car sales

Result: Since our centralization of the REAGROUP’s media, we have managed to increase their share of voice and regularly saved up to 70% against rate card costs. In the first year alone we bought £10m worth of media against a budget of just under £3m. Currently 85% of all traffic to the Renault website has been driven as a result of their media activity. Renault has successfully maintained their current share of sales in the tremendously competitive automobile market place.