References

Marketing made easy: Volkswagen advertising

The fastest way is the goal – with the Volkswagen advertising platform

Volkswagen advertising platform for VW marketing materials

Volkswagen is one of the world’s leading car manufacturers. An extensive dealer structure ensures the global success of the VW brand on all continents. To provide the necessary marketing tools to the German Volkswagen dealerships, Volkswagen operates an individual marketing platform “Volkswagen Advertising” from Micromata in the sales and aftersales division, which has also been available to Volkswagen importers and their dealers since July 2009.

Challenge

A globally operating company such as Volkswagen with centralised marketing and a decentralised sales structure faces many challenges. On the one hand, there are the communication channels, which are frequently broad, resulting in complex coordination processes in the area of ​​B2B and B2C publications. Therefore, it is important to control the cooperation of all parties involved, from creation of the marketing products, to the print shop, through to the individual Volkswagen dealership so that they interact optimally. On the other hand, the range and diversity of the countries in which the Volkswagen models, including accessories and original parts are sold and advertised, must be taken into account. Here, it is important to meet the need of local peculiarities and different target groups.

Implementation

Volkswagen Germany is meeting these challenges with software from Micromata, which efficiently combines both the central marketing strategy and the individual requirements of the retailer, and significantly reduces all necessary expenditure. All coordination and ordering processes are now carried out quickly and easily on a single platform, through which it is not only possible to order numerous advertising materials, but also to customise them according to the respective site conditions. The only work – a few simple mouse clicks. The system then automatically converts the completed designs into print-ready PDF files (10 PDF files per second) within a very short time.

For us, a key advantage of the application is the certainty that Volkswagen’s corporate design is maintained at all times and the brand’s uniform appearance is guaranteed, while allowing for freedom of customisation.

Dana Plath, at the time of the quotation Head of Product Management at Volkswagen Aftersales.

Transparency

With the help of precise logging, Volkswagen always has an overview of what is happening on the platform and can call up statistics at any time.
The transparency of this software is a great benefit for us. Thanks to reliable reporting, we can follow the acceptance and implementation of our marketing strategies and control them in a targeted manner.
Andreas Hartig, Head of Marketing, Volkswagen Service Germany, at the time of the quote.

The result

In Germany alone, over 2,000 Volkswagen dealers are supplied with over millions of individual brochures every year within a very short time period. Internationalisation of the platform has continued this lasting success in the German market, and it is now also available for use by dealers from other parts of the world.

Julia Hartung

Project manager