CMO Agenda

An interview with Craig Ford

In this month’s Insider, our client Craig Ford, Marketing and Digital Development Manager, mfldirect.co.uk, shares how they have reshaped their marketing agenda - away from a promotions-based model towards one which adds real value.

mfldirect sells 190,000 cars direct to trade dealers each year, with all profits reinvested into the continual improvement of services. Over the last three years mfldirect has reshaped its marketing strategy away from a promotions-based model towards one which adds real value.

“When I first took on the role a lot of promotions were based around ‘quick wins’ for our clients, incentivising them to buy cars from us and get them active for a short period of time,” Ford says.

“We were doing lots of cash-based incentives or prize-based incentives and perhaps neglecting the customer experience. We were initially classed as a supplier, but we wanted to be classed as a partner. So we’ve shifted our brand and our externally facing elements to become more partner-focused.”


You can read the full article here, to find out how Craig and the team successfully implemented change to improve Customer Experience and internal process effeciency.



 

 

Post by

Lisa Ballam