Automotive: boost the efficiency of sales reps’ activities

One of the largest Swiss automobile importers and distributors was facing a challenge at auto shows.

So-called “car explainers”, typically students working in car booths at a motor show with specific knowledge of a brand and model, had to show and explain marketing material to their interested audience in three different languages, collect contact information and acquire opt-ins, all while they were still engaging in conversation with the customer. In today’s world, that approach no longer works. Before Pitcher, customers who showed interest in a specific model had to wait until after the show, or a couple of days at least, to receive follow-up information. “Car explainers” were unable to send documents immediately.

With 1,000+ documents per brand, finding the right material in a matter of seconds, at the booth, in the right language, was very challenging.

Less than three weeks after Pitcher had been contacted, Pitcher established the four data instances per brand, trained content editors and agencies on content handling with the platform, supported the marketing team in creating branded tablet user interfaces, integrated the company’s lead capturing tool into Pitcher, and rolled out the mobile presentation solution to the “car explainers”.

“Car explainers” can now show, within seconds, brochures, videos, fact sheets, and any other content that is available on the repository in multiple languages.

If the customer is interested, “explainers” can send all documents via email straight away. They can collect leads and acquire opt-ins at the point of discussion since the company’s lead collection tool can be accessed from within Pitcher.

As a major benefit, Pitcher Insight provides metrics about the people who visit the booth based on the frequency of content shown and the duration of interaction, differentiated by languages. Pitcher Insight also provides information about the attractiveness of new car models depending on the frequency and duration of content shown.

The most significant improvement, however, is that one stage of the follow-up cycle can now be skipped. Prospects get the follow-up email with attachments immediately after their visit and the call center can start the after-show contact cycle right away. Previously, the follow-up emails were sent a couple of days later, and only then could the call center actually begin the follow-up.