The Belgian automotive market is highly competitive.
Audi focuses on building relationships to keep clients and prospects close, while supporting those same efforts at the local dealership level.
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When the German carmaker introduced its new A4 model, the stars were aligned to organize a major launch, refine the database and unite an entire dealer network.
Over 65 local dealerships were coordinated using one event management process to promote and execute all A4 night events.
Audi’s goal was to make a complex process simple, attractive and fully personalized.
Audi wanted to ensure central control of the data and branding, while still supporting localized personalization.
Each dealership was to be empowered to locally manage their very own A4 night.
All invitations, registrations, confirmations, and surveys were to be fully automated and supported centrally.
Leveraging Selligent, the team created an event management platform.
Through an online portal, the 65 Audi dealers selected guests from a proposed list and added their own contacts, chose languages and inserted event details.
The Selligent platform automatically generated Print and email invitations, confirmations, reminders, and event passes, according to the details supplied by the dealerships.
Each guest received a unique token that was included in all communications so when they registered for the event, the online process was pre-populated and personalized.
Post event, this same token tied the information back to the individual participants’ survey.
All 65 events were executed like a fine-tuned engine at full speed just like the Audi A4.
The dealers appreciated the streamlined process, which made their participation very easy.
Over 100,000 eligible guests were part of the program.
Nearly 34% of all invited guests visited the registration page, over 21% confirmed participation.
With an attendance rate of 77%.
Nearly 700 post event surveys were completed adding valuable insight to the database, with 1 in 3 indicating real interest to buy the new A4!
- Industry: Automotive
- Products/Services: Audi A4
- Country: Belgium
- Agency: Emakina
- 100,000+ eligible guests were part of the program
- 34% visited the registration page, over 21% confirmed participation, 77% attendance rate
- 700 post event surveys were completed with 1 in 3 indicating real interest to buy the new A4!