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Extended: TAAPing into sales

Škoda UK has completed its first real-time test drive campaign, uploading and dealing with prospect data instantly, using a PDA-based application developed by Hertfordshire-based online data specialists TAAP.

The vehicle manufacturer ran a series of three-day events that took place from March 17 to May 1 at 13 garden centres across the UK. The ride and drive events are designed to raise awareness of Škoda’s range, while increasing the number of customer test drives.

Annette Spencer, retailer communications manager for Škoda, says: “The ride and drive events we run are crucial, as they give us an opportunity to demonstrate the pedigree and quality of our vehicles. As a marketing team, we take the time to learn about our customers, so we know that existing customers enjoy activities like walking, visiting National Trust properties and gardening.

Teaming up with a garden centre chain, such as Hillier’s, is ideal for the profile.”

OnTAAP DataCapture is a mobile electronic data capture solution that uses GPRS or Wi-Fi to share and upload information instantly to back-end systems and databases.

Working with promotional agency MMM Group, Škoda uses the TAAP technology to capture the data on-site, which is then uploaded to Škoda’s CRM agency, Navigator. All of the generated leads are passed on to the nearest Škoda retailer by postcode.

The second phase of Škoda’s campaign begins on June 19 and will be held at garden centre chain Dobbies. At present, seven locations have been confirmed in England and Scotland.

Stuart Ferrier, project manager at MMM, says: “We booked between 300-400 test drives during the first phase and expect to see around 40-50 bookings each weekend for the next.”

As part of the service, two to three weeks prior to the event, MMM designs and prints posters and leaflets, which are distributed to the local dealer and garden centre to build awareness.

Annette Spencer says: “We know that consumers will be impressed by the vehicle – it’s up to us to impress them with how quickly we can send them follow up information.”

We have to give them a great brand experience, and TAAP helps us to achieve that.”

  • TAAP’s other automotive clients include Chevrolet, Fiat and Vauxhall.
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