Toyota Kirloskar organizes exchange bonanza across twelve showrooms

by EVENTFAQS Bureau | Marketing | May 27, 2013 | News

The main aim of the promotion was to make the public aware about the lucrative offers from Toyota and in turn increase the footfall at the showrooms. The bonanza was set to facilitate sales, purchase and exchange of Toyota and non-Toyota cars. It allowed potential customers an opportunity to exchange their old cars of any make for a brand new Toyota or a competitively priced second hand Toyota car. Some of the offers provided were spot evaluation, low EMIs, attaractive finance schemes, 10gm gold coins for exchange of the old car.

Aiming to create maximum awareness, the following innovative BTL activities were done. In store branding was done in all showrooms, this included danglers, posters, innovative tabletops and pull-up standees, which were places inside and outside the showroom. A specially designed arch gate was installed in front of all the dealers' entrance gates, some of them were as big as 25 feet in height to make them visible even from a distance to attract maximum footfall for people seeking exchange of their cars.

To back the BTL promotion and to increase the impact of the BTL activities, a few ATL activities were planned. BTL activities were supported by newspaper advertisement in all the leading newspaper of Mumbai. All the major residential and corporate areas near the showrooms were targeted with newspaper inserts. Selection of the areas and residential colonies was done on the basis of the buying potential and the people who own cars. More than two lakh paper inserts were done in all the 12 dealer locations in Mumbai, including Thane, Navi Mumbai, Worli, Andheri, Bandra and Mira Road among others. Prime-time radio spots were also booked to maximize awareness of the bonanza.

Speaking about the activation, Amit Verma, Director, Swastika Entertainemnt said: "Toyota has given us a mandate to create and plan the BTL activations in such a way to create maximum awareness about the bonanzal and in turn it should increase the customer turnout at all the 12 showrooms in Mumbai. We had to execute it in such a way that the information reached Toyota's target audience, which in turn would maximize the turnout of customers for the Toyota dealers. We have a dedicated team who takes care of Toyota account thus the activity was planned well in advance and it was executed smoothly as per the given timeline. The activation gave a successful impact on the exchange and increased the turnout at all the showrooms in Mumbai."