The UK has seen big changes in the automotive industry over the last 100 years. As the manufacture of cars, trucks and motorbikes has moved from areas such as Coventry, Birmingham and the Midlands to overseas over the last couple of decades.
Despite the wide range of manufacturing companies, many of the car, truck and vehicle manufacturing companies are owned by larger groups. This is due to larger companies merging and buying up smaller companies to become larger and more profitable groups. Main car companies and brands owned by them:
There are many other car manufacturers around the world that manufacture for specific countries. However the cars above are the majority of cars that are seen in and around the UK. There is also a wide array of automotive suppliers surrounding the above manufactures.
With such a wide variety of brands around the UK competing for market share, there is of course a need to use a variety of marketing tools. In order to ensure that car sales are up and the UK market is spending. You can use a wide range of marketing tools in order to serve a wide range of purposes:
Websites play an important roll for companies in the automotive industry. But they are used in a different way to many other businesses. Websites for automotive companies are used mainly as a point of reference. The shop window of the company and a way for prospective clients to get information and specifications on new cars/trucks/motor bicycles. The website design needs to be modern and attractive, as you are selling high value products. Your website is really the central part of marketing for automotive companies.
Public relations does play a very important roll for automotive companies in that it is used to create and sell the brand of the car company. PR is all about raising awareness and ensuring that UK consumers are seeing the companies name, logo and their brand in the media. PR for automotive companies is used both for enhancing the companies brand and position in the industry, but also in combating any bad press (crisis PR). PR is a very effective form of marketing for automotive companies.
You use a wide variety of advertising methods in order to ensure that their name and brand is seen. This could be sponsoring advertising (at football matches, FI Racing, ice hockey etc.) billboard advertising, magazines, TV etc. Advertising for automotive companies plays a big part of their sales program in particular traditional advertising channels such as TV and magazine advertising.
Being found on the internet is an important factor of marketing for automotive businesses. However with the amount of advertising that you do, SEO does not play as crucial a role as it does in other industries. SEO for automotive companies is something that is still considered an important factor and one that is invested into.
Paid advertising is used mainly for the retail side of the automotive sector. As the car manufacturing areas do not really need to use PPC. So for car sales, truck sales and motorcycle sales, PPC advertising does play a very important roll. PPC for automotive companies is an area of marketing that receives significant focus due to the internet playing such a powerful roll in the retail part of the sector. It is a crucial part of marketing for automotive companies.
For any business, the sales and marketing side of the company is crucial. Certainly during these days of economic downturn and global recession which is causing big fears for car manufactures. From the many thousands of marketing companies around the UK, it is advised that marketing is kept within the knowledge bank. It is logical for automotive companies to use a agency that has automotive industry experience. This should ensure that the agency knows how the automotive sector works, knows the key players and how to position the campaign without the need of going through a learning curve. If they have done marketing for automotive companies in the past, they should be affective for you.
It is advised to meet up with the agency, whatever area of marketing you need. Many agencies prefer not to meet, as they can juggle more clients and therefore get higher profits. However you need to ensure value for money. Therefore meeting the agency should ensure they are 100% focused on the campaign and pushing for results. Review meetings are also wise, to ensure that your targets are being hit, profits are being made and the agency is not becoming complacent.
Comparing prices for anything these days is important in order to ensure value for money. All marketing companies aim to make profits (so as to pay for larger offices, holidays, houses, cars) and grow themselves. Choosing an agency that has sector experience is important, one that can produce results is important, but one that is not making excessive profits from you.