Nielsen: Car Care’s Best Kept Secret
The Approach
Nielsen Chemicals is a manufacturer of specialist chemical products for the Automotive Industry; their brand portfolio encompassing a large range of specialist cleaning, valeting and maintenance products across a range of Automotive sectors.
Nielsen approached WDA as they were looking for a specialist marketing partner to assist in moving away from an existing franchising business model and refocus onto growing their distribution network initially within the domestic market.
As well as this, we were tasked with the following:
- Convey the Nielsen product difference and raise awareness of their “Professional” product range to their core target audiences – Logistics/Haulage, Public Service Vehicles, Valeters, Detailers, Motor Factors, Car Body Shops, Car Dealers and Import/Distibution.
- Improve Social Media presence by growing Facebook page likes and LinkedIn followers.
- Promote and provide live support from events and race meetings.
The foundation of our strategy to effectively deliver against Nielsen’s marketing objectives started with their branding and positioning. We had to differentiate Nielsen from their competition in order to generate a desire beyond the high quality product offering.
Identification and strategy development for approaches to their target audiences was the next phase. We then determined the individual tactics we’d use to deliver a fully integrated digital marketing programme to meet objectives. These included: creating a comms plan, monthly blog articles, SEO keyword research and optimisation, Social Media, Paid Social Media, AdWords, live event support and reporting.
The Results
70 B2B Facebook enquiries received from potential new distributor leads. 130 total form submissions. Sales meetings booked from the enquiries received and new distributors signed up including small independent dealers/valeters as well as large distribution operations such as Silmid distribution and Tidal. Find out more.
