What makes a successful automotive marketing campaign?

Whether it’s launching a new car, finance package, new engine part or driving home a road safety message, for example, then it’s essential for automotive organisations to utilise marketing campaign services to achieve the results they want.

Most often this is achieved by working with a specialist automotive PR and media relations agency, such as Red Marlin, who will use their skills, experience and contacts to employ a variety of proven tactics for the best return on investment.

Our latest blog uses real life examples to show how successful automotive marketing campaigns have delivered tangible results for those in road safety, a crucial part of driving that affects millions of motorists, other road users and pedestrians on a daily basis.

The importance of automotive marketing campaign services for road safety

While great strides have been made in making the UK’s roads safer, government data does indicate that things have stagnated lately.

In fact, the most recent Department for Transport (DfT) figures show only a tiny decline in the number of people killed or seriously injured (KSI) on the UK’s roads compared to the previous year.

If nothing else, this demonstrates that road safety awareness and education campaigns, including via digital marketing, must remain high on the agenda, encouraging all to adopt a safe approach to driving or riding, while being courteous to those around them.

Where do you start with an automotive marketing campaign?

Starting a new marketing campaign might seem daunting, but it needn’t be when approached with clear objectives, timelines and KPIs.

These clear goals include identifying the target audience/s, clear messaging and a clear call to action.

From the outset, it’s also important to set up tracking, such as media monitoring which can show the sentiment of the news articles generated, and whether additional resources will be needed, such as social media and advertising.

Highlighting road safety around a crucial issue

Red Marlin was tasked by TyreSafe, a UK charity dedicated to raising awareness of tyre safety issues, to inspire fleet managers to adopt more rigorous tyre care and maintenance policies.

Our dedicated team created an engaging safety campaign theme with extensive media coverage, secured speaking slots at major industry events and delivered campaign videos, digital assets and case studies highlighting best practices.

The results of an important automotive marketing campaign

An in-depth and strategic approach saw the campaign supported by government transport departments and road safety partnerships.

It also saw record requests for campaign support materials, while there were several new fleet member applications for long-term best practice.

How to make the most of marketing campaign services

Successful automotive marketing road safety campaigns will often use a variety of tactics to amplify their message to reach the most relevant audiences.

This was evident in Red Marlin’s work for IAM RoadSmart, the UK’s leading road safety charity, who wanted to increase awareness and improve motorcycle rider safety through a targeted PR campaign.

It needed an innovative approach – hence a campaign to grant air jackets a 0% VAT rating to make them more affordable.

What the campaign involved and its results

A strong narrative was built using rider research, data and political insights, while a real motorcyclist’s experience using a life-saving air jacket in a high-speed collision was highlighted.

A virtual summit was also hosted to unite more than 30 influential motorcycle organisations in a campaign coalition, while a broadcast day for TV and radio coverage was organised.

The results saw more than 50 pieces of media coverage reaching an audience of almost 100 million, including on two national television channels.

As well as the far-reaching news mentions, a government petition gained over 11,000 signatures, prompting an official response.

How campaigns can benefit other sectors of the automotive industry

While road safety is a very important cause, and rightly so, nearly all areas of the automotive industry can benefit from a focused surge of activity around a single issue or theme whether that’s in future mobility, engineering and technology or automotive lifestyle, for example.

What’s important is that the campaign has clarity and an end goal, such as raising brand awareness or increasing sales, which is where the expertise of a specialist PR and communications agency comes into its own with methodical planning and outside-the-box thinking.

Want to know more about marketing campaign services?

Red Marlin is proud to have delivered highly successful automotive marketing campaigns, such as the two mentioned.

It’s because we’ve taken the time to offer a bespoke approach with a range of appropriate activities to complement the media campaign, including thought leadership articles, infographics, radio days, advertising, surveys and virtual summits, that we’ve produced tangible results for our clients.

Discover more about Red Marlin and our passion for automotive PR and marketing 

If you could benefit from Red Marlin’s marketing and PR expertise in other areas which includes awards and sponsorship, content creation and email marketing, then please get in touch for a no obligation chat.     

Alternatively, if you’re in the Leamington Spa area, then please drop in to meet the team for a cup of tea or coffee.