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How to Leverage your Fleet as a Marketing Toll


How to Leverage your Fleet as a Marketing Toll

Marketing remains a growing priority for businesses in the UK, with companies having spent a cumulative total of £21.4 billion on advertising in 2016.

This represented a 3.7% increase on the previous years’ figures, with digital channels continuing to dominate. The inflated spend also reflected the desire of firms to create integrated marketing campaigns, however, which incorporate a variety of offline and traditional platforms.

Many of these are relatively low cost marketing options, while they tend to deliver an impressive ROI. One of the most creative ideas is to leverage your vehicle fleet as a mobile marketing tool, as this takes an existing asset and affords it additional purpose within the business.

With this in mind, here are some tips on how to leverage your fleet as an effective marketing tool: 

  1. Protect your Fleet

Once you’ve decided to utilise your fleet as a mobile marketing tool, the value that it holds within the business will increase incrementally.

With this in mind, it’s even more important that you protect the investment in your fleet, and there are several ways to achieve this.

Firstly, it’s imperative that you keep your vehicles clean and well-maintained at all times, as this ensures that your brand is reflected in the most positive way possible. Similarly, we’d advise encouraging vehicle operators to drive in a responsible and fuel-efficient manner, in order to protect against wear-and-tear on the vehicle.

On another note, it may be worth purchasing GAP insurance for your vehicles. This is a financial product that covers the difference between the tangible cash value of each vehicle and the balance still owed through financing, and offers safeguards your investment in the event of an accident.

It’s predominantly applied to used cars or heavy trucks, but it’s a widely available product that provides viable protection in the worst case scenario.

  1. Favour Concise Messaging

As any marketer will know, there are numerous types of messaging, each of which retains a different purpose and variable level of value.

When transforming your fleet into a mobile marketing tool, it’s imperative that you use concise primary messaging only, and avoid too much text or overly complex descriptions of your firm.

Instead, be sure to craft a punchy and engaging strapline that resonates with customers, while also capturing the essence of your brand.

This way, you can create a minimalist but effective mobile advert, which also creates room for your brand’s logo and visual identity to shine.

  1. Empower your Drivers as Brand Ambassadors

When mobilising your fleet as a marketing tool, it’s important not to overlook the importance that drivers play in realising this ambition.

After all, drivers add a distinctly human and relatable dimension to this marketing channel, while they should also embody your brand and provide a first point of contact for customers out on the road.

This is why you should empower your drivers as courteous and positive brand ambassadors, who understand the core values of your company and embody these when interacting with customers and the wider public.

On a fundamental level, this simply means coaching them to be polite and respectful at all times, while ensuring that they pay respect to fellow motorists when out on the road.

Beyond this, you may want to invest in training to ensure that your drives are fully immersed in your brand identity. This creates a culture of proactive customer service, and can ultimately create new opportunities for your business to convert consumers.

I am the founder of Startup Today. I am the main writer and have put in many hours of work into creating this blog. If you want to find out more about me then lets get in contact.

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