Case Studies
Case Study: Insufficient Congestion Insufficient Business
The Client: London Car Park Company
The ChallengeSince the London Congestion Charge, the number of annual car parking contracts had fallen sharply. With multiple car parks in the zone hundreds of thousands of pounds were being lost. Company also had no market information about the competition, or the price at which drivers might be attracted back. The client had reduced staff and could not carry out marketing and sales campaign internally.
The AQL Solution:AQL developed a campaign that investigated the different methods of transport workers used to travel into central London, who might reconsider driving and who might consider changing their car park in favor of one owned by our client. We initially contact each of the competition’s car parks, driving down the price they were offering, in order to establish the most competitive pricing for our client. We then focused a team of AQL consultants on each car park, cold calling businesses within walking distance, backed up with emailable marketing collateral.
As the client's offering was priced up to £3,500 and required a single payment in advance, it was a case of identifying those executives who were able to make that commitment, then being persistent so the sales did not go cold. In some case it required many calls by a persistent consultant before a deal was closed. AQL also carried out market research to discover other potential revenue streams for the client.
The Result:There was an immediate multiple return on investment for the client, which even became greater when 3 year annual renewal projections were made. As the client came to trust and rely on AQL more, we took on greater responsibility for establishing price and closing deals, which helped to free up our client.