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AM Awards 2021 winner: Best Marketing Strategy, TrustFord

Stuart Foulds, chairman and CEO, TrustFord (centre), picks up the trophy from Dan Delderfield, national field account manager, CarGurus PistonHeads

TrustFord's marketing team claimed the AM Awards 2021’s Best Marketing Strategy Award in recognition of the wide-reaching scope of its customer engagement.

Read on for more detail from the group's award-winning entry:

TrustFord offers its customers the choice to reserve vehicles online, purchase remotely, visit on-site, or take a blended approach.

Customers can also interact with TrustFord using video technology, Click and Collect, or have their vehicle delivered to their home or workplace.

TrustFord’s ‘Quick, Easy and Transparent’ web journey continues and its TrustFord Now strategy has expanded.

Website improvements include what it describes as ‘diligent housekeeping’, a new content management system (CMS) and interrogation of its search engine optimisation (SEO) strategy.

Amplification of TrustFord Now continues and encompasses: TrustFord Now – vehicle purchase within the hour; Choose it Now – reserve a selected vehicle online; Bring it To Me Now – vehicle is delivered to a chosen dealership or home within 24 hours; Service Now – servicing a car within an hour; Mobile Service Now – go to a customer and service their vehicle; and Smart Repairs Now – on site or visit to make repairs.

TrustFord puts the customer and data at the centre of its marketing efforts and is evolving to make searching and buying its services or products easier.

The dealer group also reaches out to customers for customer feedback via survey or on social media.

TrustFord has developed a new app for sharing across its digital channels and in-store on point of sale, allowing users to take a ‘virtual journey’ around and inside a vehicle.

It is also working with Captify for display advertising; running a video campaign promoting its ‘Fully Charged’ video assets, designed to drive awareness of TrustFord, Ford electric and hybrid vehicles and the launch of the Mach-E.

Marketing results at TrustFord are strong: social engagement has increased reaching 3.7% compared with 3.2% in 2020, its web conversion-to-enquiry is 11.8%, and the AM100 dealer group’s marketing leads delivered have increased by 12.2%.

Highly commended:

Shelbourne Motors

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