IMPROVED PROGRAMME KEEPS BLACK HORSE DEALERS AHEAD OF THE COMPETITION
June 5 2007.

When Black Horse launched its Approved Dealer Programme (ADP) in 2004, no-one knew how it would develop. For the very first time, Black Horse had taken the radical step of introducing visible, bold finance messages into dealers' showrooms, and advertising their Approved Dealers to consumers in regional issues of Bike Trader magazine.

Three years later, the approved dealer programme is still going strong, and Black Horse is set to launch Phase Four of the plan in early July. It continues to recognize the importance of developing and delivering products and initiatives which will keep dealer finance at the forefront of customer's minds, as well as keeping dealers ahead of the competition.

Based on recent research conducted by IMRS, Black Horse gained a valuable insight into the market place - monitoring consumer trends, and identifying areas of opportunity for their dealers. Findings revealed that 55% of customers don't make a final decision about the finance until they are in the dealership itself. And, perhaps more significantly, 72% of customers are open to hearing about dealer finance.

"With this in mind, it's vital that dealers continue to exploit every possible opportunity to capture consumers' attention in a creative and visible way, and that's where the Approved Dealer Programme can help them", says John Anderson, Motorcycle Finance Director for Black Horse.

"Primarily, Phase Four of the Approved Dealer Programme takes on a much more consumer-facing approach, and illustrates much harder hitting messages around the showroom.

"We're introducing a number of additional point of sale merchandise materials for dealers to use - including window and floor vinyls, banners, tent cards and improved pricing indicators, which will have an huge impact on the showroom environment as well as winning essential business."

John continues, "More importantly, by choosing to participate in the Black Horse Approved Dealer Programme, dealers will now be listed on the dealer locator on the Black Horse website (www.blackhorse.co.uk/bikes ), where they are promoted as being an Approved Dealer; have links through to their own sites, as well as a multimap to show customers exactly where they're located. We've found this to be immensely successful in driving customers back into our dealer's showrooms."

Most dealers are aware that active promotion of finance from a recognised supplier is fundamental in bringing customers into their showroom and, by being so visibly associated with a partner, like Black Horse, can only add value to the customer offer. After all, there's a 72% chance that they'll want to hear more.

So, if you want to find out more about what the Approved Dealer Programme can do for your business, call Fiona Robertson, PR manager on 0131 311 2127.