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Case Study – Roy Chapman Ltd

Our Case Study demonstrates how APM worked with Roy Chapman Ltd to maintain its loyal customers whilst attracting new business following a relocation from Berkhamsted to Tring in Hertfordshire...

Generating leads following a relocation

For any driver living in Tring and the surrounding villages, Roy Chapman Ltd is the place to take your car for MOTs, servicing and repairs. The company has a reputation for customer service excellence and attention to detail.

“Always service that goes above and beyond to look after their customers. Really top-notch service”
–  Google Review, Customer of Roy Chapman Ltd

A look at the customer reviews on the Roy Chapman Facebook page continues this theme and provide a clear indication of their service excellence. The fact that customers’ cars are cleaned as standard is something that makes an impression on many.

Whilst many will know Roy Chapman Ltd as a Tring business, they actually moved to the town at the end of 2015. The business was established in Berkhamsted in 1974, initially as a car dealership and petrol station, adapting over time to provide aftersales support and vehicle maintenance.

The Brief

Over the years Roy Chapman built a strong and loyal customer base. When it was time to sell the Berkhamsted site and relocate to Tring, they were keen to bring those customers with them. APM had been providing the services of an outsourced marketing department to the business since 2011 so it was natural that we assisted them with this relocation.

The brief was simple, Managing Director, Justine Chapman, wanted to retain loyal customers, whilst also increasing the sales base around the new area.

Our Marketing Strategy

With an existing understanding of the motor trade and the business, APM recommended a multi-pronged marketing strategy. With Justine’s approval, this was implemented by our team of marketing experts.

  • Reassuring Communication
    Firstly, a personalised letter was sent to all existing customers assuring them of the continued high levels of service from Roy Chapman Ltd. This was accompanied by a clear map of the new location and details of the vehicle collection service. Press releases were also distributed to the local and trade press explaining the reasoning behind the move.
  • Advertising Campaign
    An advertising campaign was created in the original location reiterating the points above. In Tring and the surrounding villages, a separate campaign introduced the services, with a discount for new customers upon their first visit.
  • Online Information Updates
    We ensured all of the online information, including social profiles and online directories were updated with the new address and contact information. As part of this process, we added Roy Chapman at the Tring address to several new directories, including Trust My Garage and Foxy Choice (female-friendly garages).
  • Promotional Activities
    We worked with the team on various promotional activities, these included ‘Lady Driver’ events run in conjunction with the local Police. These sociable and educational events included practical and hands-on driver and vehicle safety demonstrations and advice. Another regular promotion was a competition to win a full valet.
  • Local Mail Drop
    Past experience had shown that Google AdWords didn’t deliver, due to the ultra-local search criteria, so we decided on a Royal Mail door drop. We identified local towns and villages to target with the mail drop and designed the leaflet. It included company information, a discount offer and 10 reasons to choose Roy Chapman, outlining the benefits of their service.

The Impact

  • Our activities generated greater awareness of the company, and services offered, throughout local Hertfordshire, Bedfordshire and Buckinghamshire towns and villages.
  • Following the maildrops in June and October, there was a noticeable increase in the number of customers enquiries. This included a +10% increase in new customers from Berkhamsted, where the firm was originally located. A significant rise in business came from local villages including Aston Clinton, Pitstone, Ivinghoe and Cheddington.
  • The Lady Driver events were popular, always well attended and were successful in building trust with the female customers.
  • By December 2016, Roy Chapman had 203 new customers. This growth had led to a fourth ramp for MOTs and Services being installed and the company were advertising for a new Technician.

The company reported that our marketing strategy had been effective in generating new business and was invaluable in establishing them in the area. They have since reaped the rewards of consistently delivering quality services and positive customer experiences.

A change in their business model means that Roy Chapman no longer outsources marketing, however, we received this feedback at the end of our working relationship:

In recent times we have disposed of our franchise dealership and now operate a much simpler and less demanding independent service and repairs business. This has greatly reduced our need for the sophisticated marketing and administration support that you so ably provided when we were Mazda and Ford dealers.

I have always been impressed by the work that you have done for us. In particular, I liked your first-class attention to detail, your willingness to go the extra mile, and for me personally, your wise counselling and friendship. I always looked upon you as an extra member of our team. I am happy to recommend you as a sales and marketing expert to a wide range of business organisations.

Roy Chapman, Chairman of Roy Chapman Ltd

For further information, please get in touch on 07963 002065 or hello@alisonpagemarketing.co.uk.