Business Objectives

Mitsubishi Fuso Truck of America (MFTA) offers diesel-powered, medium-duty cabover trucks through more than 200 dealer locations throughout the United States, Canada, and Puerto Rico. In preparation for the launch of a new product line, MFTA wanted to create a new web-based marketing portal to replace an existing site which was under-utilized by dealers. The former site was not user-friendly, could only offer generic direct mail postcards, and did not integrate well with MFTA’s CRM system. The percentage of dealers using the old site was very small – only about 3% to 5%.

A new online marketing portal was needed that would:

• Provide marketing support to dealers in local markets
• Increase the number and types of marketing materials available
• Increase the percentage of dealers using the marketing portal to 50%
• Automatically distribute new leads to dealers

Results: Working with MFTA, The Standard Group developed an online marketing portal that now serves as a one-stop shop for dealer marketing support.

• 440+ current users
• 85% of dealerships are using the site
• The new portal supports direct mail, sales collateral and stationery branded and personalized for the local dealership
• Thousands of marketing products are ordered monthly
• Products offered in English and French
• MFTA retains corporate control of branding and print quality
• New solution promotes dealer loyalty & supports dealer recruitment

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