INTERNET ADVERTISING BUREAU INVITES DEALERSHIP TO PARLIAMENT
The United Kingdom’s industry body for commercial digital advertising: The Internet Advertising Bureau, recognised a small family-run dealership as a Digital Advertising Champion, this year.
Town & Country Cars attended the IAB’s Parliamentary Reception - hosted by Dame Caroline Dinenage MP in the Houses of Parliament, London Westminster - to celebrate the winners of their national campaign.
The IAB’s Digital Advertising Champions campaign is a country-wide initiative shining a spotlight on SMEs using digital tools to boost sales and thrive online.
The Suzuki main-retailer worked with Reach Solutions on a multi-channel campaign to promote its ‘Big Better SUV’ event; to drive footfall and enquiries on new and used Suzuki models.
The 2024 campaign covered digital display, social media, Reach’s InYourArea ad platform and print. Campaign assets included homepage takeovers, a full-page print ad in the Surrey Advertiser, and a social carousel targeting local audiences aged 30+ across Facebook and Instagram.
Town and Country Cars finished second in its area for new and used Suzuki cars in this period. Utilising digital also encouraged enquiries thereafter, contributing to close rates of almost 50%!
Following performance beyond expectation, the campaign was submitted - and eventually selected as a winning case study, in June - alongside larger businesses including: Yankee Candle, South East Water and Thatchers Cider Company.
These case studies form the backbone of the IAB’s Showcase Report, meaning the dealership of under 30 employees will now be used to highlight best practices in how to leverage digital advertising for growth.
Founder and Managing Director, Chris Tickner said: “the campaign contributed heavily to the success of our event; finishing second in the area for new Suzuki and used car sales, with 23 and 14 respectively.
“The creative assets provided incredible brand awareness: on the social post alone, an engagement rate of roughly 9.75% with 866 actions including clicks, against an overall reach of 88,807, generated lots of interest around our dealership well after the event’s close!
It couldn’t have gone any better. We’ll be looking to do, and achieve, more of the same for future events.”
This historic occasion represents the latest success for the Hampshire and Surrey-based business that has grown from strength to strength in recent years.
It follows winning its first-ever Motor Trader Industry Award, for Aftersales Excellence in 2024, and becoming an AutoTrader Top-1000 retailer two years running.
The UK is the European leader in digital advertising, with market-size reaching £35bn ad-spend in 2024, more than the next three largest European markets of Germany, France and Spain, combined.
The IAB is the only trade body for commercial digital advertising in the UK, convening members to share insights and ensure the UK remains a global leader in digital advertising.
Spidersnet