Project Title:

Marketing the antidote to fleet management headaches directly to key target customers

Client:

Autolink, fleet management consultancy

Business Requirements

• To market Autolink, a company specialising in all aspects of vehicle fleet management in both the public and private sector, directly to potential clients.
• To research and create a bespoke database of companies operating substantial vehicle fleets that could benefit from co-sourcing their fleet management activity.
• To research the selected companies and profile the full decision-making unit, from the Fleet Manager through to the Managing Director.
• To send a company mailer to the selected contacts and to conduct telephone follow-up research.
• To explore the possibility of using affinity marketing to generate referrals.

Project Outline

• To source data to meet the specific requirements and, working closely with the client, research additional key target prospects
• To design separate personalised letters emphasising the benefits of Autolink for each contact, whether they are the dedicated Fleet Manager or Managing Director and then mailing with an accompanying mailer.
• To conduct telephone research amongst the specific named contacts to obtain feedback on the mailing and generate leads.
• To establish a relationship between Autolink and a leading telematics company to combine Autolink’s fleet management experience with the hardware/software telematics solution. In time, this synergistic relationship will generate 2-way referrals.

Project Outcome

• The next stage to be carried out on this project is the telephone follow-up, identifying their fleet management requirements and generating face-to-face meetings with interested clients.

"Whilst referral is obviously a valuable source of new business leads, it must be supplemented with planned direct marketing activity and a structured approach to generating business relationships. When it comes to fleet management, every company operates this part of their business in a unique way and therefore the decision-making unit varies considerably from one client to another.
"We approached Carousel to help us identify the most likely clients in the Midlands who could benefit from our services and then design a structured approach of researching and building the database, circulating well-designed material to them and following up with telephone research to obtain feedback on any areas where we could assist. It’s about building relationships, understanding requirements and providing a tailor-made service – the same values that Carousel adopts."
Roy Grute, Managing Director, Autolink