Streamlining Dealer Marketing: Transforming Insights into Action
Client’s Industry: Heavy Equipment Manufacturing & Distribution
Client’s Challenge
With a network of more than 550 independent dealers nationwide, the client consistently invested in a wide range of marketing tools designed to support local sales efforts. These tools—ranging from direct mail and billboards to social media and co-op advertising programs—were intended to reflect the brand’s core pillars of toughness, agility, versatility, and low impact. However, the client lacked actionable feedback from the field regarding which tools dealers found most valuable, which went unused, and why. Without a clear picture of adoption, impact, and dealer preferences, it was difficult to evaluate marketing ROI, align support with business needs, or evolve the toolset to maintain competitive advantage.
Solution
To deliver a data-driven understanding of dealer behaviors and perceptions, Prime46 led a two-phase Voice of Customer (VOC) research initiative. Phase 1 centered on qualitative interviews with a diverse cross-section of dealer personnel—owners, general managers, marketing and sales staff—capturing the nuances of how decisions are made, tools are selected, and marketing success is evaluated. This insight informed the design of a robust quantitative survey deployed in Phase 2, which reached both the top 200 high-priority dealers and a broader cross-section of the remaining network. The research assessed familiarity with tools, frequency of use, occasion of use, implementation ease, perceived ROI, and interest in emerging media trends.
Results
The study uncovered clear patterns and measurable gaps between availability, awareness, and adoption of the client’s marketing tools:
- 93% of dealers were familiar with the tools provided, but only 56% used them regularly.
- Direct Mail, WorkSaver magazine, and regional advertising programs ranked among the most valued tools, cited for generating leads, offering seasonal flexibility, and reinforcing the dealership’s local image.
- Dealers reported underusing tools like statement stuffers, online forums, and yellow pages due to irrelevance, low perceived impact, or poor fit with their customer base.
- 80% of dealers did not use formal ROI tracking methods; many relied on customer feedback, anecdotal results, or simple metrics like coupon redemption or walk-in volume.
- Lack of time was the most frequently cited barrier to implementation, especially for more complex or resource-intensive tools such as website customization and the Ad Center.
The quantitative phase segmented these findings by dealer type, geography, industry served, and role, enabling tailored strategic recommendations for each segment.
Successes
Beyond clarifying which tools were used and why, the research exposed a deeper narrative about how dealers perceive their marketing responsibilities. Many expressed a desire for simpler, more customizable tools that could align with their local needs and staffing constraints. Dealers highlighted key motivators such as the ability to drive foot traffic, retain loyal customers, and promote the dealership itself—not just the brand.
Additional insights included:
- Dealers wanted fewer, better tools—those that were easy to implement, offered localized messaging, and came with clear ROI visibility.
- There was strong interest in tools that could be co-branded, featured seasonal promotions, or supported community engagement events like fairs, open houses, and appreciation days.
- The co-op program, while generally appreciated, revealed inconsistencies in reimbursement timelines, complexity, and accessibility, which presented opportunities for improvement.
Armed with these insights, the client was able to refine its marketing strategy, streamline tool offerings, and increase alignment between dealer capabilities and corporate support. The findings also informed future program development, ensuring marketing assets better supported dealers’ real-world sales goals and operational realities.
Are your marketing tools truly making an impact in the field—or just sitting on the shelf? Prime46 helps businesses uncover the “why” behind usage patterns, perceptions, and performance.
Let’s talk about how a custom research initiative can help you optimize your go-to-market strategy, improve channel alignment, and generate measurable returns from your marketing investments.