CASE STUDY: 'Swinton Bikes dealer campaign' for Swinton Bikes by Red C
It may seem like a bold move to approach the owners of bike dealerships directly to ask if they will refer your insurance company to their customers. After all, they have spent years carefully building their industry reputation and fostering relationships with customers. And of course, the first question they would ask is 'What’s in it for me?'
In order to get them onboard, it was important to communicate the financial benefits of joining the Swinton Bikes Dealer Scheme clearly and succinctly. Bike dealers are busy individuals so we needed to grab their attention. And we did. Our campaign launch pack used powerful direct mail techniques along with strong messages, simple instructions and clear benefits.
Measured on cost per call, dealer referrals are the single most cost effective of all Swinton Bikes channels. Over 21,000 leads have been generated since the launch of the campaign and referrals continue to increase year on year.