Suzuki GB
150,000 saved on a £7,800 programme cost. 19:1 return.
Suzuki GB wanted to know what car buyers and prospects actually thought of its marketing collateral. Three independent programmes later, it had the answer, and a decision it could defend to the board.
The question they came with
Suzuki GB was producing marketing collateral at scale. The question was whether any of it was earning its keep, not whether it looked right internally, but whether car buyers and prospects found it useful, relevant, or worth producing at all.
What they were hearing: positive noises in the room.
What they suspected: some of the spend was not earning its place.
What happened
Three independent programmes ran over twelve months, each one surveying car buyers and recent Suzuki prospects. More than 6,000 people were reached across the three programmes.
The work combined quantitative ratings with qualitative written comments, so Suzuki could see not only what people thought of its marketing materials, but why. Direct mail, in particular, came back with a clear signal: appetite was lower than the production spend assumed.
Findings were delivered with a clear decision path, not a summary of what had been heard. Suzuki had enough to act on.
The outcome
£150,000 saved on a £7,800 programme cost. Return on investment: 19:1.
What Changed Because of It
Suzuki reduced or removed collateral categories where appetite was low, and redirected spend accordingly.
The programmes also surfaced a clearer picture of customer and prospect priorities, which fed directly into new initiatives to reward customers and support emerging strategy. The listening did not stop at cost-saving. It gave Suzuki a firmer basis for deciding what to keep, what to cut, and what to do next.
Proof Back
Respondents were told what Suzuki had heard, and what changed because of it. The reduction in certain collateral formats was communicated as a direct consequence of customer and prospect feedback.
That closure matters. It is the difference between a survey that extracts information and a programme that builds trust.
The Method, in One Line
This followed the Listen Better Loop: independence, judgement, follow-through, proof back.
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