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  • John Clark
  • John Clark
  • John Clark
  • John Clark

John Clark Motor GroupJohn Clark Motor Group

IntrodutionIntroduction

John Clark started business in Aberdeen over 30 years ago with his Lothian Sports car dealership.The John Clark business took off with the appointment of its first new car franchise, a BMW dealership in 1986. The Group's rapid expansion saw it acquire many more car dealerships which included Mitsubishi, Suzuki, Daihatsu, Hyundai, Volkswagen, Audi, Skoda, SEAT, MINI, BMW Motorcycles and Volkswagen light commercial vehicles. John Clark dominates the East coast of Scotland, with multiple franchises based in Aberdeen, Dundee, Fife and Edinburgh.

It has since won more than 20 UK awards and accolades for customer service and outstanding levels of business standards for business performance. John Clark is the no. 3 independent motor group in Scotland.

The ChallengeThe Challenge

The John Clark Motor Group recognised the need to develop their online strategy mid 2008, when it became apparent that consumers were going to start their search for a new vehicle online rather than the traditional method of visiting dealerships. With this in mind the group sought to build on the presence they already had in Scotland. Their online strategy mirrored the evolvement of the group website with ongoing initiatives such as service booking, video marketing, direction pages and social book marking and RSS feeds.

 

The SolutionThe Solution

The group wanted to target geographical locations outside their own location; it is difficult to do this as the content of the page cannot be manipulated to target different locations. Therefore GForces created direction pages which navigated customers from different locations to the group's dealerships.

GForces also added social bookmarking buttons such as 'Digg', 'Reddit;' and 'Yahoo' as more articles were implemented. Video was also added to gain more exposure and syndicated online to video sites such as YouTube, Veoh and Daily Motion.

John Clark is now utilising a content-managed section for Servicing content. Details can be edited at any step of the process allowing users to browse between tabs. An automated response is also sent to the client with details of the booking request and an Email sent to the dealership with details of the booking.

http://www.john-clark.co.uk/

Moving ForwardMoving Forward

John Clark have developed a menu of target areas for incremental sales influence working with GForces as developers. SEO, PPC, social book marking and video marketing to name but a few, provides a growth platform for their Group to work towards. John Clark are pleased that they can see how to continually improve the contribution GForces make to their Marketing activity, and more importantly the measured results achieved.

The Group as a whole are growing and continually expanding. With the development of various new locations and the implementation of a centralised call centre, they are looking to build on the presence they already have in Scotland.

ResultsResults

  • John Clark Motor Group saw their visitor numbers triple over a 12 month period through GForces Web Marketing services
  • The Group's Natural Search traffic increased by 346% between May 2009 and March 2010 due to GForces SEO
  • Targeted brand level Pay Per Click campaigns yield leads at less than £20 across the entire group
  • Bounce Rate halved from March 2009 to March 2010 through ensuring relevant information is presented to a targeted audience
  • Currently over 12% of all web visitors result in a call to action