What this checklist covers
The Accessory Campaign Execution Checklist is a 15-point scorecard for campaign offer, eligible models, showroom visibility, staff briefing, stock readiness, sales tracking, and campaign reporting. Each criterion is scored from 1 to 5 on what the auditor sees on the day, and every gap goes into an action plan with an owner and a close date.
AutoSmart tip: Accessory campaign execution audits work best when conducted mid-campaign rather than at the end. A mid-campaign visit that finds no staff briefing, missing POSM, or stock gaps can still recover the campaign outcome. A post-campaign audit that discovers the same issues converts findings into learnings only, not recoverable revenue.
The checks
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Campaign offer and eligible models
- Is the accessory campaign offer clearly defined — with the specific accessories included, the discount or bundle deal applicable, and the campaign validity period confirmed before dealership activation?
- Is the list of eligible models for the campaign confirmed and communicated to staff before the campaign goes live — preventing campaign offers being made on ineligible vehicles?
- Is the campaign pricing consistent with the approved campaign brief — with no local pricing variations applied without explicit authorisation?
- Are campaign terms (minimum purchase, eligibility conditions, combinability with other offers) understood by all staff presenting the campaign to customers?
Showroom visibility and staff briefing
- Is campaign material (posters, price boards, digital screens, brochure inserts) displayed in the showroom and at the service reception within the rollout window?
- Are all customer-facing staff briefed on the campaign before it goes live — covering what is on offer, who is eligible, how to present it, and where to direct the customer if they want to purchase?
- Is the campaign material displayed in positions where customers browsing or waiting will encounter it naturally, not placed only in areas where staff can see it?
- Are staff able to describe the campaign offer accurately and enthusiastically when asked — not simply pointing to printed material as a substitute for a verbal explanation?
Stock readiness and sales tracking
- Is stock confirmed as available for the campaign's featured accessories before the campaign is activated, with back-order risk identified and communicated to the sales team?
- Are campaign-associated accessories flagged in the inventory system during the campaign period, allowing accurate reporting of campaign- driven sales versus standard sales?
- Is a daily or weekly sales tracker maintained for campaign accessories, allowing management to monitor uptake and adjust the in-store approach if conversion is below expectation mid- campaign?
Campaign reporting and governance
- Is a campaign performance report produced at the end of the campaign, covering units sold, revenue generated, stock consumed, and conversion rate against the target?
- Is campaign performance reviewed against the original campaign objective — not only against prior period sales — to determine whether the campaign delivered incremental revenue or substituted purchases that would have occurred anyway?
- Are learnings from campaign execution shared with the marketing team within a defined period, including staff feedback on the offer's appeal, customer reactions, and any stock or communication gaps encountered?
- Is campaign material removed promptly at campaign end, with no expired offers remaining visible to customers after the validity period has closed?
How to run it
How the scoring works
Before the visit, fill in the dealer or centre, the auditor, the date and the audit cycle. Then score each of the 15 checks from 1 to 5 on what you see on the day, not on what the site aims for, and add them up out of 75.
- 1Not in place
- 2Attempted
- 3Defined
- 4Managed
- 5Fully sustained
- Green60–75 · 80–100%Compliant. Keep the standard.
- Amber38–59 · 50–79%Improvement needed: a structured action plan within 30 days.
- Red0–37 · Below 50%Priority intervention, escalated to regional management.
Then close every gap
Each gap goes into the action plan tracker and moves through four stages until the auditor closes it.
- 1PendingOwner and close date set
- 2In progressWork under way, evidence gathered
- 3CompletedEvidence submitted for review
- 4ApprovedVerified and closed by the auditor
