Vehicle Remarketing Solutions
The Brief
Vehicle Remarketing Solutions (VRS) remarkets vehicles to a national database of over 5,000 dealers. Working on behalf of manufacturers and large fleet operators, VRS sells more than 15,000 vehicles a year from its dedicated contact centre in Coventry. The company was launched in a competitive marketplace with a promise to provide dealers with unrivalled access to stock, whilst maintaining residual prices and brand values for its vendors. Brahm’s brief was to launch VRS to vehicle manufacturers, large fleet operators and dealers across the UK and to support the recruitment of a database of 1,000 dealers in year one.
Our Solution
The PR campaign was implemented within a wider integrated campaign that provided consistency of message across all media. The PR challenge was to maintain a high media presence following the initial launch activity. Brahm took the strategic decision to profile the company’s managing director as a voice of the industry.
Mike Pilkington, the company’s MD, had over 20 years’ experience and a wide range of contacts in the industry. Brahm worked with editors from the key publications to develop a media agenda of ‘hot issues’ for comment. Industry comment features were jointly drafted and targeted at key publications.
The result was a dramatic rise in the volume and quality of coverage achieved for VRS. Mike Pilkington became a recognised voice in the industry and is contacted on a regular basis by editors of the key publications including AM, Motor Trader and Fleet News. The media profile has also generated speaking opportunities for Mike at major industry events in the UK and overseas.
The Results
VRS recruited over 3,000 dealers in its first year and outperformed its business plan in terms of sales and revenue. The PR played an integral role, beside direct marketing and advertising, to position the company as the leading remarketing company within its first year – a view that was supported by brand research.
For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com
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