The Direct Line dealer’s Buyer’s Guide: a first for the industry
The high-density filing industry had no central buying guide. That left it up to each dealer sales person to take the right slip sheets to each call and hope for the best. It was obvious that with proper marketing support, dealers could attract more customers and increase the average order size.
Objectives
Realizing there was a big gap in the market, Direct Line worked with Context Creative to define and then create an industry-leading buyer’s guide. The guide was designed to motivate dealers, help sales people sell and provide true convenience to end customers.
Goal
In a highly fragmented market, the goal was to create dealer loyalty by increasing their sales and overall performance.
Solution
Dealers were able to sign up for the program online. When signing up, they had a choice of covers (inside and out, back and front) that they could customize with their dealer information, complete list of services, and contact information. In fact, there is no Direct Line branding in the entire book! These guides are meant to be left with the customer with all contacts going back to the dealer.
Direct Line also increased their product offering by inviting other vendors to participate, so that the end customer could order everything they needed from one book.
For Direct Line we created:
• A 216-page guide with complete SKU listings, helpful tips and examples
• A program where dealers were able to personalize the cover pages
Results
Direct Line has shaken up the industry, significantly increased sales and attracted numerous new dealers. The buyer’s guide is now also online.
