Case Studies

4,515 mailers, 4,972 sales. How the RMI came out
of the cold and into the record books.

A new Chief Executive was charged with refreshing the organisation’s reputation and arresting the decline in membership. He appointed us as communications partner and, after many conversations with members and management, we unearthed a well-kept secret – the organisation was astonishing!

Their people had more expertise in motor trade matters than anyone else in the UK. Their negotiated deals and discounts for members could put thousands on a garage’s bottom line each year.

And their legal and other services to MOT testing stations, forecourt retailers and car dealers had literally kept members in business and out of jail!

Two plates to spin

We defined our task in two parts:

1. Reverse the decline in membership and generate immediate revenues for the organisation.
2. Re-energise the brand, using real-world case studies to renew its relevance and value to motor traders.

You still see websites that feature images of a head office, or talk about the company’s philosophy, not the customer’s needs or interests. You get mailers with clever lines, not compelling promises.

And you read brochures and ads that begin by telling you how great and powerful the company’s brand is, not how well it can serve or satisfy its customers.

The fact is, your customers aren’t interested in your business or your brand and don’t care a fig for your mission and vision - they’re interested in what you can do for them. How you can make their lives easier, more comfortable, more successful, happier or healthier.

So not only will you fail to engage them if you take too long, you’ll also be pouring your budget down the drain if you don’t fit your message to their agenda.