Plan B™
The Agency Alternative
SPP
Driven To Sell www.specializedpartsplanet.com SPP sells third-party extended warranty plans through car dealership F&I departments, offering 0% financing to make their plans more affordable for car buyers. Problem: few F&I managers have heard of SPP, and most are so preoccupied with their sales numbers, they make difficult targets for traditional marketing strategies. Simply stated, if it can’t help them move more cars, they’re not interested. So SPP challenged Plan B to ‘crack the nut’ and turn skeptical, distracted F&I managers into enthusiastic advocates for SPP plans. We responded with an integrated campaign that grabbed F&I managers by the wallet — demonstrating how they could leverage SPP plans with 0% financing to ‘sweeten the deal’ and close more sales. We employed print ads and direct mail to drive F&I managers to an educational Microsite that explained the key benefits of SPP plans for dealerships, and offered effective tips on how to sell the plans to various types of customers.