JCT600 achieves 50% conversion rate

The challenge

A comprehensive product range and professional sales operation, means that for JCT600 conversion is never a problem. Adopting the rationale “more leads = more sales”, they enlisted our help to attract selected collectors to an AMG event – a proven method of stimulating awareness, interest and prospects.

 Our solution

Focused on optimising the number of collectors and ensuring that these typically “time-poor” individuals had the best possible experience, we planned and executed a cross-channel campaign that comprised;

  • Personalised invitations – in both digital and print formats
  • Individually personalised online registration pages (pURLs)
  • Online, real-time campaign tracking
  • Data management including cleansing, manipulation and mining
  • Bespoke personalised imagery

Identifying prior to the event, via intelligence from the PURL, a high demand for test drives allowed the client to draft in additional vehicles and the campaign generated an impressive 43% invitation to attendee rate and a 24% onsite conversion rate. And, in addition to smoother event management, other benefits included data cleansing, verification and appending for future campaigns.

What started life as a simple postcard ended up a high quality personalised campaign that really drove the event. We thank Prime Group for spotting this opportunity and exceeding our expectations. The event created excellent sales downstream, we’ll
be running lots more of these Prime Event Programmes, they made all the difference, thank you.

JCT 600 | Tammy Butler

Results we achieved


invitation to attendee rate


onsite conversion rate

The tools we used