RSM REAPS THE FRUIT OF ITS LABOUR
The RSM PR team was appointed by Porsche Retail Group to help raise the company’s profile within the industry and to the public. This Automotive Management article not only shows RSM’s ability to meet client objectives, but also sheds light on the importance of PR as a part of companies’ marketing communication strategy. RSM’s determination and ability to “sell-in” was rewarded: a comprehensive and positive five-page article on Porsche Retail Group’s new director, Ade Smith and his vision for the company. The magazine highlights his drive, the importance of delivering outstanding customer service across the whole business.
RSM CELEBRATES PR VICTORIES AT IOM TT AND LE MANS
Dunlop Tyres asked for RSM’s assistance with the promotion of its 2015 motorsport programme and the PR team developed several engaging concepts to target key media outlets. June hosted two of the biggest events for both two and four-wheels: world famous bike road race, the Isle of Man TT, and sportscar’s prestigious 24 Hours of Le Mans. The PR team’s proactive approach, combined with strong relationships built with the media over the past decade, delivered extensive coverage in The Independent and Motor Sport magazine, as well as the UK’s leading weekly automotive titles, Autocar and Auto Express. At the core of the respective campaigns was innovation, technology and performance – quite simply, how does Dunlop year-in, year-out develop race-winning products? Kate Rock, Consumer and Brand PR Manager for Dunlop Tyres UK, commented: “We are delighted with the coverage the RSM team has secured to date and are confident of more successes in the months to come.”
99% SUCCESS RATE FOR RSM EVENTS TEAM
The dust has settled at Millbrook Proving Ground following SEAT UK’s biggest dealership event to date and feedback for the manufacturer from the 900 plus attendees has been outstanding. Tasked with delivering a concept that strengthened relationships within the SEAT UK operation, RSM excelled with the post-event questionnaire revealing 99% of attendees rated the event as an excellent or good opportunity to strengthen their relationship with the brand. An overall customer satisfaction score of 97% was also recorded, with 82% rating the overall event as excellent. The RSM team delivered the two-week experience from 27 April to 7 May 2015, from the concept’s inception, through to the creative and logistics, invitation process, video edits and interactive displays, and on-site management of the numerous driving experiences brand zones and presentation areas. “I have been able to give customers a better insight on how the vehicles perform and handle, which has really helped me as a Sales Executive,” offered one attendee. Another commented: “To be included in such an event was a privilege and made me feel more than just a cog in a big wheel.”
RSM DRIVES MERCEDES-BENZ RETAIL GROUP TO THE TOP
RSM has once again proven the strength of the Mercedes-Benz Retail Group social media strategy, recognised by Motor Trader as the second best performing dealer group in the Motor Trader Top 200 on Twitter and Facebook. Looking to gauge customer experience and satisfaction, the publication enlisted the help of a content marketing agency to analyse and rank the UK’s top 10 biggest dealer groups. “The images tend to be aspirational and reflect the luxury lifestyle that the brand wishes to convey,” states the report on the Mercedes-Benz Retail Group pages. “It clearly knows what its audience likes as it has the most popular Facebook page in the ranking with 17,045 likes.” The report comes following news Mercedes-Benz Retail Group has also climbed from seventh to third position in the prestigious 2015 AM100 list of influential tweeters. Since the inception of the Group’s Twitter account in 2012, RSM has developed its strategy, moving the account steadily up the automotive retailing industry ranks as a result. “We are delighted by the Motor Trader and AM100 outcomes. RSM’s efforts to constantly deliver strong editorial content that engages with our audience has proven invaluable,” said Matt Wrigley, Marketing Director for Mercedes-Benz Retail Group.
RSM DELIVERS A HIGHLY SUCCESSFUL LOOK INSIDE SEAT UK
Millbrook in Bedfordshire was transformed into SEAT UK’s largest ever dealer network event from 27 April to 7 May 2015. An area normally reserved for automotive proving, the venue and circuit became a platform for RSM to demonstrate its event management and creative expertise to near-1000 directors, dealership staff and fleet customers. RSM won the competitive tender to provide turnkey event management with its ‘Inside SEAT UK’ event concept; creative, logistics, invitation process, on-site management, catering, valeting, organisation of professional drivers, video edits and interactive displays. Whether in the dedicated 448 sqm showroom built to the brand’s new corporate identity, brand zones or behind the wheel of the SEAT product range through the various driving experiences, guests enjoyed a complete SEAT brand immersion. This allowed attendees to look, touch, feel and experience SEAT’s ‘Technology to enjoy’ first-hand, with the aim of providing a better understanding and affinity with the brand. Chris Stevens, Head of Marketing for SEAT UK, said: “This is definitely the most complex event I have been responsible for and I think we should all be very proud of the results. You know that I was proud of the event as I invited the Event Managers from the other Brands to come along and see your hard work.”
RSM GIVES PORSCHE INTERNAL COMMS A FACELIFT
RSM’s creative team has shaken up the look of Porsche magazine DR1VEN, an internal communications publication for Porsche GB’s retailing division, Porsche Retail Group. Having developed and implemented the magazine for the business since 2013, RSM’s design and copywriting team took it upon themselves to propose a whole new look for the publication, based on the learnings from the past 18 months. As a result, DR1VEN now has a more compact, square design and revitalised look for added impact, achieved through a dramatic new colour palette. Condensed to 12 pages, the magazine will also increase in frequency for timelier, quarterly distribution of news to the company’s staff. “The new DR1VEN design really packs a punch and looks fantastic,” said Porsche Retail Group’s Development and Communication Manager. “RSM’s proactive team has produced some fantastic editions and we’re looking forward to more of the same, more often, with this fresh new look.”
APPEALING TO THE HEART AND MIND
The biggest news in the small car market this year has been the arrival of the new generation smart cars; fortwo and forfour. The RSM marketing account team developed a comprehensive launch pack for seven retailers in Birmingham, Manchester and London. Launching on Valentine’s Day, RSM responded with a campaign encouraging customers to fall in love with the new smart offering. Creative application of marketing materials, such as revealing how a 42-inch TV will fit in a smart, communicated the fun, stylish, versatility of the city car, with additional social media support encouraging showroom footfall. As a result of the two-day marketing campaign, the launch of the next generation smart was well received by customers, with 41 models sold and a total of 314 attendees across Birmingham and Manchester. “With a car that has undergone improvements in virtually all areas, we wanted to ensure all these attributes could be communicated to make smart stand out from the crowd. Yet again RSM successfully provided turnkey support giving us peace of mind for the heart and mind campaign,” said the Group Marketing and CRM Director of Mercedes-Benz Retail Group.
RSM RECOGNISED BY THE RECOMMENDED AGENCY REGISTER
For the second year in a row, RSM has been highly rated as a Recommended Agency by its clients achieving a 93% customer service ranking. The Recommended Agency Register (RAR) undertakes extensive research with the objective of creating a comprehensive and independent list of the best high-performing agencies in the UK. Client comments include:“RSM is one of those agencies that still hold true to the simple principle of always deliver quality and service.”, “RSM understands what our audience wants and consistently delivers inspiring and engaging content.”, “RSM provides fantastically creative and thought-provoking copywriting services.”, “Since we have been working with RSM, we have only seen increased interest in our company.”, “RSM have helped us to build a strong social ‘family’ and dramatically improve our online reputation.” Joseph Wheeler, Managing Director of RSM commented, “We have received high recommendations across all elements; client service, creativity, effectiveness, strategic thinking and value for money, on time and on budget. We know that transparent communication is key, supported by a passionate team of professionals, so to receive such positive reviews is a testament to the great team at RSM.”
CREATIVITY IS CONTAGIOUS
Leading international automotive retailer Inchcape, appointed RSM to provide a motivational video for its Audi network management training conference. Inchcape required an execution that would communicate the company’s USPs, engage with attendees and communicate the company’s vision and business objectives for the year ahead. Held at London’s Churchill War Rooms, the RSM digital team developed the empowering three-minute video showcasing what makes a good leader and the importance of good customer service. “It is the first time we have used the agency and they have provided a great service and end product,” said Inchcape Audi’s Operations Director.
OFF THE FORECOURT
The RSM team developed a suite of marketing collateral to help Mercedes-Benz Retail Group (MBRG) with an Approved Used campaign. As the UK's largest Mercedes-Benz dealer group, MBRG required a creative marketing concept to showcase an offer running across 30 dealerships from January to April 2015. As part of a five-year partnership, RSM was tasked with developing a number of concepts, before fine-tuning them into an innovative campaign that would ‘sell cars off the forecourt’. “In such a short timescale the RSM team delivered a full marketing campaign for Q1 to its usual high standards,” said the Group Marketing Manager of Mercedes-Benz Retail Group.
RSM GETS DUNLOP AHEAD OF THE FIELD
As part of a wider marcomms strategy, RSM has launched btcc.dunlop.eu website to support Dunlop’s title sponsorship of the 2014 Dunlop MSA British Touring Car Championship (BTCC). The Dunlop BTCC microsite provides a central platform for marketing and promotional activation, engagement and data collection as well as reinforcing Dunlop’s tyre technologies, innovation and successful motorsport heritage. The easy-to-navigate site is divided into several sections: Social Media, for the latest discussion and debate; News, including driver tyre choice announcement on race day; Win!, unique competitions and prizes; Gallery, reflecting on the great BTCC atmosphere; Trackside, find out exactly what happens at a BTCC race weekend; Race to Road, discover what tyre options are available for drivers, and Heritage, Dunlop’s on-track success. Activation has been well received with Dunlop’s Marketing Director commenting, “Having partnered with the BTCC since 2003, and been actively involved in all eras of the championship since the BTCC began in 1958, we understand the fans’ appetite for exclusive motorsport news. RSM has provided a platform that reinforces our relationship with the fans and championship.”
SUCCESSFUL SOLUTIONS FOR A FIRST CLASS EVENT
Increasing car sales for the Mercedes-Benz Retail Group is the main focus of marketing activities. In September, RSM developed an exclusive ‘First Class’ event for Mercedes-Benz Dartford, developing the campaign from concept and design through to delivery. The turnkey solution was executed over a two-week period, with customers invited to the exclusive four-day event. In addition to managing the invitation process, RSM designed and installed the branding as well as a hospitality provision. A total of 44 cars were sold and over 90 sales leader were generated over the period. “RSM provided a dynamic and effective solution that engaged with our loyal customers. You only have to look at the results to see the event was a success,” said the Group Marketing Manager of Mercedes-Benz Retail Group.
NEW ASTON SERVICE LONDON WEBSITE LAUNCHED
RSM’s digital team has delivered an online showroom to illustrate the expertise of Aston Martin service specialist Aston Service London. Following continued expansion of the business, Aston Service London has relocated to new premises in West London. The company turned to automotive specialist RSM for creative and digital support in developing a new website to help promote its services while highlighting the businesses’ capabilities and heritage. Alongside the design, build and search engine optimisation activities around the new website, RSM developed an eDM and DM campaign that complemented the newly launched site to communicate the move to customers. The Marketing Manager at Aston Martin Service London said: “Meticulous attention to detail, superior vehicle knowledge and technicians with an undivided passion is what drives the business and we choose to work with RSM as these qualities reflect in the work that the agency produces.”
CREATIVITY SET TO ATTRACT NEW PARTNERS
Automotive glazing specialist Auto Windscreens extended its range of new business activation tools thanks to the support of the RSM team. As one of the UK’s leading fleet automotive glazing companies, Auto Windscreens required a dynamic and engaging video to illustrate the benefits of working with the company, while showcasing the work that goes on behind the scenes, diligence and quality involved in the operation. RSM’s appointment to deliver the video follows the success of a digital presentation created by the agency’s team for Auto Windscreens towards the end of 2013. “RSM produced stunning work for us previously that really engaged with our target audience and supported our new business activities. It’s due to this that we selected RSM to develop the video that we’re sure will explain our operation to potential partners and help us to further build on our business,” said the Marketing Director of Auto Windscreens.
RSM DELIVERS CONFERENCE
RSM has successfully managed Mercedes-Benz Retail Group’s (MBRG) Manager of the Year conference that was attended by over 240 staff. The conference is an opportunity for MBRG’s management to get up to date with the company’s business performance and objectives morning forward, as well as celebrating success. For the sixth year running, Mercedes-Benz Retail Group enlisted RSM for the project, which the team turned around from concept to delivery in just three weeks. With operations also slick on the day, the venue was transformed from a corporate conference, which hosted business presentations during the day, into a glitzy awards ceremony in just 30 minutes. In addition to managing details such as stage props and oversized projection screens, RSM also chose the guest speaker. Baroness Manningham-Buller is ex-Director General of MI5 and was selected to speak on the topic of teamwork due to her experience of working through high-profile events such as the 7 July London bombings. Managing Director of Mercedes-Benz Retail Group commented, “What can I say? WOW. Each year RSM sets new standards for delivery and execution. Thank you to everyone who was involved; the whole team without exception was simply outstanding, not just the members present on the day but also the teams that worked up to the event.”
SIZE MATTERS WHEN IT COMES TO DIGITAL STRATEGY
RSM will continue its partnership with Mercedes-Benz Retail Group (MBRG) to increase awareness of the business through digital marketing and social media activities following a contract extension. In the past nine months RSM has delivered a 92% year-on-year boost in traffic to the retailer’s website. As part of an integrated digital strategy, RSM manages organic search engine optimisation (SEO), supported by real-time analytics to monitor return-on-investment. Over the past six months, RSM has successfully increased domain and page authority as well driving the 92% hike in traffic to its website mercedes-benzretailgroup.co.uk. RSM also achieves exceptionally strong results across its social channels. Having received the AM Award for ‘Best Social Media Campaign 2014’ in February, RSM has worked to increase the following by as much as 624% (YOY). In May, posts developed by RSM reached 11 million people with 77 new Twitter followers acquired. RSM creates unique and engaging content, ranging from competitions to dealership engagement, and has developed and implemented a strategic paid-for advertising programme. As a consequence, best-ever results have been achieved with significant growth across all platforms during the past year: +624% Google+, +471% YouTube, +462% Facebook, +288% Instagram, +197% Twitter, +83% Linkedin. “We realise the importance of having a comprehensive digital strategy in both winning and retaining customers. RSM delivers strategic and innovative campaigns using the team’s wealth of experience to drive forward our business and ensure we are at the forefront of our industry,” Group Marketing Manager of Mercedes-Benz Retail Group.
RETAIL THERAPY FOR MERCEDES-BENZ
When Mercedes-Benz Retail Group decided to take its product offering to its target audience, the company chose the creation of a pop-up shop in Westfield Stratford City shopping centre in East London. RSM’s event and marketing team was tasked with delivering the project, which was designed to bring the public closer to the new generation of Mercedes-Benz cars. A range of models were displayed, including the A-Class, B-Class and new C-Class, as well as Mercedes-Benz Collection items. The pop-up shop attracted 13,081 people through the doors during the 28-day period, generating 2,223 sales. The Group Marketing and CRM Director of Mercedes-Benz Retail Group said, “As a forward-thinking company we are constantly looking for new ways to engage with our target audience and we continue to work closely with RSM as the team consistently delivers fantastic results. The pop-up shop has been a real success and it is due in no small part to the hard work and creativity that the RSM team invested.”
KEEPING COMMUNICATIONS ON TRACK FOR DUNLOP
Following existing marketing and promotional activity at the Dunlop MSA British Touring Car Championship (BTCC), RSM has developed internal communications around the Isle of Man TT on behalf of Dunlop. The tyre manufacturer is proud to be ‘Official Tyre Partner’ to the historic event and wanted to ensure its staff and stakeholders were kept up-to-date on the island’s race activities. RSM developed two bespoke newsletters to inform about Dunlop’s activation and results from the event. This included one qualifying newsletter showcasing ‘TT Trivia’ and ‘Ones to watch’, whilst the second newsletter contained the race results and Dunlop’s roadside activation. Dunlop’s Communications Specialist commented, “Thank you for all your help in turning this newsletter around in such a short space of time. As a new communication for the Isle of Man TT, it is a great piece of internal PR and we look forward to working with RSM on future editions.”
A LEAGUE OF OUR OWN
RSM has developed a new social media initiative to ensure teams and drivers contesting in the SEAT Leon Eurocup race series are not only competing on track but that they continue to do so away from the circuit. The new-for-2014 PR & Social Media League encourages teams to be proactive in terms of PR and social media with points allocated for generating media coverage and engagement. Points are awarded each month with the highest scoring teams receiving prize money at the end of the season. “Motorsport is highly competitive,” said SEAT’s Director of Communications. “By utilising this competitiveness in PR and social media activities we are all gaining more visibility in a fun and engaging manner. It’s great to see the commitment of the teams and drivers to this new initiative. I’d like to thank RSM for developing the programme.”
RSM DELIVERS MERCEDES-BENZ RETAIL GROUP’S NEW INTERNAL PUBLICATION
As part of an ongoing internal communications strategy, RSM has developed and evolved Mercedes-Benz Retail Group’s internal magazine. The quarterly publication, named Retai1, is researched, written, designed, printed and distributed on behalf of the UK’s largest official dealer group by RSM to over 2,000 employee homes. RSM liaises with staff at all levels of the business to ensure the magazine features the latest content, including new products, industry and dealership news, staff appointments, events and results of the latest business surveys. “Retai1 is always well received. This is not only about thanking the team for going the extra mile but, as importantly, keeping them informed about what is happening within the UK’s largest Mercedes-Benz dealer group. We look forward to working with the team at RSM on future issues,” Group Marketing & CRM Director, Mercedes-Benz Retail Group.
RSM HELPS MERCEDES-BENZ SPEED AHEAD WITH SOCIAL MEDIA AWARD
With the support of RSM, Mercedes-Benz UK’s retailing division Mercedes-Benz Retail Group received the AM Awards accolade of ‘Best Social Media Campaign 2014’. Having been appointed in May 2013, RSM developed a comprehensive social media strategy based on experience, research and best practice, with a focus on audience growth and engagement. During 2013 the Facebook following grew by 211%, Instagram by 145% and YouTube by 129%, having a positive business impact in terms of both winning and retaining customers. “Since winning the tender the RSM team has done an outstanding job on behalf of Mercedes-Benz Retail Group’s social media,” said the Marketing Director of Mercedes-Benz Retail Group.
DUNLOP ASKS RSM TO GET A GRIP
Leading high-performance tyre manufacturer Dunlop has selected automotive specialist agency RSM to review its sponsorship activation of the 2014 Dunlop MSA British Touring Car Championship. RSM will review existing marketing activities and make recommendations for the season ahead, providing consultancy support across media partnerships, driver endorsements, co-sponsor work, promotions and digital engagement. “We chose RSM as we wanted to work with like-minded partners that can deliver ROI,” said the Dunlop Brand Manager. “The team has put forward some great ideas and we look forward to seeing the marketing campaign come to life.”
PORSCHE RETAIL GROUP ACCELERATES MARKETING ACTIVITIES WITH RSM
Porsche Retail Group, the UK’s largest Porsche dealer group, has appointed RSM to deliver turnkey marketing communications support that epitomises ‘Performance. Passion. Porsche’. Following RSM’s successful development of Porsche Retail Group’s internal magazine DR1VEN, the team’s role has significantly expanded to encompass all marketing activities. From marketing consultancy support across print and digital projects to CRM and staff engagement, the RSM team will assist the Group in reaching its business objectives for the year ahead. “Aware of RSM’s work and reputation within the automotive sector, we knew the agency would be a great fit. The team’s creative thinking, automotive retail knowledge and excellence in execution is why RSM is our chosen supplier,” said Porsche Retail Group Managing Director.
HAYMARKET REAPPOINTS RSM’S CREATIVE TEAM
Haymarket Exhibitions has reappointed RSM to provide creative support for its motorsport and automotive shows, Autosport International and the Performance Car Show, which attracts more than 80,000 visitors to Birmingham’s National Exhibitions Centre each January. The contract extension follows three successful years providing eye-catching creative executions to attract both consumer and trade audiences. For 2015, RSM’s creative team will yet again provide digital and print adverts that will be published across a broad range of automotive and lifestyle titles and websites, with billboard ads to also appear in the Birmingham area. “RSM’s creative team continues to deliver refreshing ideas that really reflect and sell our motorsport and automotive events portfolio,” said Haymarket Exhibition’s Managing Director. “We’ve seen initial concepts for 2015 and we’re very much looking forward to seeing these developed.”
RSM IN THE DRIVING SEAT
UK automotive agency RSM will provide pan-European PR and communications support to SEAT as it embarks on its new race series, the SEAT Leon Eurocup. The one-make motorsport series will feature a full field of 330hp SEAT Leon Cup Racers. Selected for its motorsport and automotive PR experience, the Milton Keynes-based agency will work alongside SEAT’s PR managers to develop and place features within key European media as well as provide a press office function. “It is very clear that RSM understand the motorsport industry and the agency’s creativity and credentials make it an ideal partner for us,” said SEAT’s Director of Communications. “We are very excited to be working with the agency, to see the team’s ideas come to life and to make the SEAT Leon Eurocup a triumph in its first season.”
DRIVING FOOTFALL FOR AUTOSPORT INTERNATIONAL
Autosport International, Europe’s largest motorsport show, saw a four per cent increase in attendance this year against 2013 following support from automotive agency RSM. A total of 82,400 people attended the 2014 show in RSM’s seventh year of supporting the event across PR and promotions that target both the consumer and trade audiences. The team also acts as the show’s press office, serving almost 500 international media while managing news, launches and celebrity attendance. “RSM has consistently delivered great results, which is reflected in the longevity of our relationship with the team,” said the Managing Director of Haymarket Exhibitions. “Yet again the show was successful and the footfall reflects all the hard work RSM has put into the show.”
RSM APPOINTED FOR VINDIS GROUP SOCIAL MEDIA
Vindis Group, one of East Anglia’s largest automotive dealer groups, has chosen marketing communications agency RSM to manage its social media platforms. Comprising of Facebook and Twitter, RSM has been appointed to develop a comprehensive strategy to drive both audience growth and customer engagement. Following best practice procedures, the team work closely with the dealerships to generate unique content for the platforms while encouraging user interaction and conversation. “RSM was selected due to its extensive background in the automotive industry and experience within the social media sphere. The team has delivered as promised and we are already seeing results,” said the Marketing Manager at Vindis Group.
RSM CREATIVELY BOOSTS BUSINESS FOR AUTO WINDSCREENS
One of the UK’s leading automotive fleet glazing companies, Auto Windscreens prides itself in standing out from the competition and digital presentation developed by RSM will complement existing new business tools. With a brief to provide an engaging and creative solution in support of business opportunities, RSM developed a dynamic digital presentation to illustrate the success of the Auto Windscreen brand and its comprehensive services. A bespoke animation was designed and developed, incorporating characters from the company’s management team, supported by filming and art direction. Executed in the style of a television advert, the presentation adds a personal touch that complements the positioning of the brand. In addition, RSM designed and developed an interactive and fully-editable 47-page corporate presentation as well as produced and edited nine bespoke corporate videos that include client endorsements and case studies. “We’re delighted with the quality of our new presentation material and very impressed with the speed in which these projects were turned around,” said Managing Director of Auto Windscreens.
FLEXIBLE OFFERING FOR FLEXIBLE OFFERS
RSM’s digital expertise has come to the fore with Mercedes-Benz Retail Group’s new offers website, www.mymercedesoffer.co.uk. Utilising the latest digital developments, the new online platform combines an intuitive and engaging parallax browsing experience with a sleek and elegant look. Customers can search all of Mercedes-Benz Retail Group’s current offers, whether Mercedes-Benz, AMG or smart, by type, model name or monthly payments, to find a model to suit their needs and budget. With a focus on smartphone compatibility and SEO, the new MyMercedesOffer website has had a sensational start, attracting 10,523 visits in its first month alone. “We wanted a site with all of Mercedes-Benz Retail Group’s offers in one place to make it easier for customers looking for a new car, and we’re incredibly happy with the end result,” said Group Marketing & CRM Director. “Like the new A-Class and CLA-Class, the new MyMercedesOffer is a little bit different to what we’ve done before, but at the same time is very Mercedes-Benz, in combining the latest technology with style.”
PORSCHE INTERNAL COMMS DR1VEN BY RSM
Porsche GB’s retailing division, Porsche Retail Group, has appointed automotive agency RSM to develop its internal communications with a quarterly newsletter. Named DR1VEN, RSM has developed, designed, written and printed the magazine, which is distributed to the staff of Porsche Retail Group. Featuring the latest business news as well as updates from each of the retailer’s five UK sites, the magazine aims to increase staff awareness as well highlight the successes of the team. “We’ve recently begun working with RSM across marketing communications and projects undertaken so far have been of the highest quality,” said Porsche Retail Group Managing Director. “The first edition of DR1VEN, our new internal magazine, has been excellently executed and was extremely well received within the company.”
SOCIAL MEDIA MANAGEMENT SUCCESS FOR MERCEDES-BENZ RETAIL GROUP
RSM Auto has extended its support of Mercedes-Benz Retail Group to social media management in 2013, recording impressive results during the first three months of the programme. Tasked with the challenge of managing and growing 12 social media channels, covering Mercedes-Benz Retail Group and smart Retail Group for the manufacturer-owned dealer network, RSM Auto’s approach has focused on the creation of unique, engaging content, tailored to each platform. Growth has been recorded across the board, highlighted by a 250% increase in the Mercedes-Benz Retail Group Facebook audience.
LIGHTS. CAMERA. FABRICATION.
RSM is supporting one of the UK’s leading metal fabrication companies, Fablink, in producing a brand film. In delivering the final cut, RSM managed the entire process: developing the initial concept, creating storyboards, directing the shoot and editing the film. The mini-feature provides a unique insight into the technical processes, equipment and skills powering the growth of Fablink, which currently supports key brands such as JCB, DAF and Caterpillar among annual sales of £40 million. From one-off projects to the production of 50,000 units, the company has expertise in various sectors, including automotive, rail, construction and freight. “We’re proud of the growth of Fablink and our standing in the industry, and our new brand film is a great way to document that, showing who we are and what we do. The final product will be an invaluable marketing tool,” said Managing Director, Fablink
RSM HELPS RACING STAR BUEMI ATTRACT NEW PARTNERS
Motorsport specialist RSM has assisted Infiniti Red Bull Racing’s Formula One test and reserve driver Sébastien Buemi with an engaging sponsorship presentation to attract potential partners. One of motorsport’s brightest stars and part of the Toyota sportscar team, Swiss pilot Buemi and his management team GP Sports Management enlisted RSM’s creative and copywriting services to develop an eye-catching presentation that illustrates the benefits of getting involved in motorsport and partnering with Buemi. “We’re delighted with the presentation. Sébastien is particularly happy with the resulting creative, which is both eye-catching yet representative of working with such a professional in the motorsport field,” said Head of Business Development at GP Sports Management.
RSM ADDS A DASH OF COLOUR TO INTERNATIONAL MOTORSPORT SHOW
Management of Autosport International 2014’s creative campaign will be provided by RSM, in addition to their existing PR and social media programmes, supporting Europe’s largest motorsport show. From developing initial visuals and taglines to delivering over 100 individual pieces of material, the project covers three distinct elements of the Birmingham event, reaching consumer and trade audiences and promoting the sister Performance Car Show to motoring enthusiasts. The eye-catching artwork will be seen in applications including print and online advertising, electronic direct mail, brochures and billboards. “A strong creative campaign is a major component in the promotion of Autosport International and the Performance Car Show. RSM’s approach and creative concepts developed for the 2014 show were first-class” said Show Director, Haymarket Exhibitions.
HAVING SOME FÜN(F)
Developed and delivered by RSM, Mercedes-Benz Retail Group’s fün(f) promotion has been a resounding success, with 233 used Mercedes-Benz vehicles sold in a 72-hour period. Tasked by Mercedes-Benz’s UK retail arm with developing a unique weekend sales promotion to roll-out across 17 sites nationwide, RSM devised the fün(f) campaign. Promoted through a range of engaging creative, customers were able to select from one of five incentives with each purchase, such as annual Sky TV subscription, a family theme park pass or free fuel. “The fün(f) campaign was an amazing success. I’m really proud of what the team put together in such a short period of time, keeping quality and creativity at the fore,” said Joseph Wheeler, RSM Managing Director.
RSM APPOINTED TO SPREAD THE PASSION FOR PORSCHE
Milton Keynes-based automotive agency RSM has been appointed to provide ad-hoc marketing support to the manufacturer-owned retailing division of Porsche GB. RSM will support Porsche Retail Group’s five sites with a range of marketing services that include Customer Relationship Management (CRM), creative and digital marketing support. “RSM’s wealth of automotive experience, reputation and its service offering made it the perfect choice for Porsche Retail Group,” said Porsche Retail Group’s Managing Director.
RSM LAUNCHES NEW ASTON MARTIN WEBSITE
Aston Martin specialist Desmond J. Smail has launched its new website, designed and built by marketing communications agency RSM. Having developed a fresh new design that also improved functionality, RSM’s digital team built the new user-friendly website, which has organic SEO at the fore to improve the company’s online profile. The website launch is the first step in Desmond J. Smail’s new digital strategy. Over the coming months RSM and the restoration and servicing specialist will work to improve its marketing communications, including electronic direct mail, digital advertising campaigns and an enhanced CRM programme. “We went to RSM for marketing and digital development due to recommendations, and it’s delivered everything promised in a proactive manner,” concluded business owner Desmond J. Smail.
FIAT INDUSTRIAL APPOINTS RSM FOR GLOBAL COMMS SUPPORT
FPT Industrial, the division of Fiat S.p.A. dedicated to the design, production and sale of industrial powertrains, has appointed UK agency RSM to provide global communications support. Following a three-way pitch RSM secured the 12-month contract, which will see the specialist marketing communications agency support the company’s on-road, off-road, marine and power generation offerings. The agreement spans eight markets, comprising the UK and USA, France, Germany, India, Italy, Russia and Spain, and includes the proactive development and placing of features to increase the profile of both the company and its key spokespeople, as well as a complete press office function. “We require a communications agency that delivers effective B2B strategies. RSM’s credentials and its creativity at tender proved it’s the right partner for FPT Industrial,” said Operational Marketing and Communications Manager at FPT Industrial.
EUROPE’S LARGEST MOTORSPORT SHOW CONTINUES COMMUNICATIONS PARTNERSHIP WITH RSM
One of the UK’s leading publishing and exhibitions company, Haymarket has reappointed marketing communications agency RSM to continue its support of Autosport International, Europe’s largest motorsport show. The Milton Keynes-based agency will embark on its seventh year providing strategic PR and communications support, focused on driving footfall and enhancing the trade presence at the Birmingham-based show. RSM will provide turnkey communications support to target both trade and consumer attendees, as well as developing and implementing an engaging social media strategy, while also managing the promotions and press office function. “RSM has supported Europe’s largest motorsport show, Autosport International, for six years. The longevity of this relationship is down to the results the team delivers,” said Haymarket Exhibitions Managing Director. “We look forward to continuing this successful partnership for a fantastic 2014 show.”
WEBSITE KEEPS LE MANS WINNER IN POLE POSITION
Two-time winner of the 24 Heures du Mans, Allan McNish has launched his new website with the help of agency RSM. Specialising in the automotive and motorsport industries, RSM has designed and built McNish’s new online presence with a dynamic and creative execution to appeal to both his fans and stakeholders. Having developed initial creative concepts, the RSM team managed photoshoots to ensure appropriate imagery for the well-respected Scottish driver and Radio 5 Live broadcaster while also producing copy that highlights McNish’s racing success and his work as a brand ambassador. “When I was looking to update my website, RSM provided me with a stunning creative concept, incorporating the latest trends,” commented McNish. “Easily navigable and managed from concept through to going live, it’s the first site of its kind in motorsport and has certainly ticked the box for both me and my partners.”
RSM SUPPORTS MOTORSPORTS STARS OF TOMORROW
Buckinghamshire-based marketing communications agency RSM has assisted motorsport consultancy Infinity Sports Management in the design and development of its new website. RSM supported the newly-launched company to establish its online presence, creating the Birmingham outfit’s branding and Corporate Identity (CI) before designing a website to promote Infinity Sports Management offering. Supporting young racing driver talent, Infinity Sports Management’s website is focused on organic Search Engine Optimisation (SEO) with a clean look and feel to reflect the professionalism of the business. “Brand image can make or break a new company and we came to RSM through recommendation,” said Infinity Sports Management Director. “The company logo is simple yet effective while the website balances being both informative and stylish. It’s led to some great enquiries from the world of motorsport.”
YOU CAN IN A CITAN
Developed and managed by RSM, Mercedes-Benz Retail Group’s London launch of the Citan provided a strong platform ahead of the new Light Commercial Vehicles' (LCV) arrival at dealerships. RSM’s account, event and creative teams were involved in the multi-faceted project, held at various Mercedes-Benz sites across London and aimed at driving quality footfall, generating test-drive bookings and building prospect databases. An Electronic Direct Mail targeting new and existing customers exceeded industry benchmarks for open and click-through rates, and by creating an informative and engaging event with high-quality attendees, the launch resulted in the sale of 78 Mercedes-Benz vans. “The new Citan is a major part of Mercedes-Benz’s LCV offering, so a successful launch to our London audience was vital. Yet again, RSM delivered in every aspect,” said Group LCV Director, MBRG.
BESPOKE SUPPORT FOR A TAILOR-MADE BUSINESS
Highlighting its scalability, RSM has risen to the challenge in supporting Desmond J. Smail with a marketing campaign to engage targeted customers. An internationally-recognised and respected Aston Martin specialist, Desmond J. Smail epitomises the belief that customers are more than just a number, dealing with a niche audience of classic car collectors and completing one-of-a-kind restoration projects. Initially responsible for revamping its digital presence, RSM will also work with the team to continue to improve customer engagement and client retention across a number of marketing channels, including advertising, brochures and EDMs. “With a relatively small yet very specific audience, we have been very impressed by RSM’s approach from the outset. The team has taken the time to listen to our requirements and develop campaigns to meet them,” said the owner.
RSM SUPPORTS CHEVROLET’S ROB HUFF FOR SECOND SEASON
Marketing communications agency RSM, which specialises in the automotive sector, has been reappointed by Chevrolet to provide PR support for its British title challenger Rob Huff in the FIA World Touring Car Championship (WTCC). Having finished second in the 2011 Drivers’ Championship, Huff will again contest in the WTCC behind the wheel of his Chevrolet Cruze. The Brit will be supported with a comprehensive PR programme that focuses on raising the profile of both Chevrolet and Huff within the UK market, broadening the target audience beyond motorsport outlets. “Following a successful partnership in 2011, Chevrolet has reappointed RSM to continue driving awareness across the UK,” said Chevrolet’s European Motorsport Manager. “As a brand, we’re looking forward to continuing our WTCC success and RSM plays a key part promoting our accomplishments.”
CITYGATE DEALER GROUP SELECTS RSM FOR MARCOMMS SUPPORT
One of the UK’s leading Volkswagen and Škoda dealers, Citygate, had appointed Milton Keynes agency RSM to provide turnkey marketing support. RSM will work with the automotive retailer to ensure consistency of its marketing collateral and tone of voice. Through a communications programme it will also reinforce the Citygate brand as a successful local company that supports its community. The agreement includes provision of marketing consultancy and the development of Citygate’s strategy, as well as CRM consultancy, communications and general marketing, digital and creative services. “As a leading retailer and local employer, Citygate’s present objective is to increase its profile, and RSM’s experience and scope of expertise is aligned with these business objectives,” said Citygate Managing Director. “We look forward to working closely with the team to develop our programmes.”
WORLD CHAMPION CHOOSES RSM FOR WTCC CAMPAIGN
Double FIA World Touring Car Champion Chevrolet has selected RSM as its PR and communications agency as it embarks on its 2011 campaign. The UK-based agency will provide public relations support to the 2011 title contender Rob Huff. The campaign will focus on increasing Huff’s profile within the UK, and in turn that of the Chevrolet Cruze, in which he will compete for the upcoming season. RSM will drive proactive feature and interview placement beyond the motorsport sector. “Motorsport is a niche sector but RSM’s experience illustrates the potential to gain exposure outside of the normal titles,” said Rob Huff. “I’m really excited to work with the team to push my brand and Chevrolet’s in the UK.”
RSM WINS GLOBAL WTCC COMMUNICATION CONTRACT
UK-based marketing communications agency RSM will supply the FIA World Touring Car Championship (WTCC) with a global communication programme as part of a two-year agreement. Having provided public relations and publishing services to the championship, which is one of only three approved by global motorsport governing body the FIA, RSM’s support has been extended. The communications programme will incorporate regular e-newsletters regarding events and partner activities to improve both media and stakeholder relations. “RSM has worked with enthusiasm and drive to communicate the excitement of the FIA World Touring Car Championship, from PR consultancy through to publishing the WTCC yearbook,” said FIA World Touring Car Championship General Manager. “We look forward to the team investing the same passion in this new project.”
RSM TAKES LAMBORGHINI RACING
Italian super sports car manufacturer Automobili Lamborghini has appointed automotive specialist RSM to support its new motorsport venture. Automobili Lamborghini will launch its one-make racing series, the Lamborghini Blancpain Super Trofeo, next month. Featuring 560hp racing versions of the Lamborghini Gallardo LP 560-4, the series comprises of six European race weekends. RSM will provide turnkey series organisation and management as well as a comprehensive communications programme throughout the season, which includes market-specific PR and coordination in Belgium, France, Germany, Italy, Spain and the UK. Automobili Lamborghini Director of Brand and Design said: “Lamborghini has a long-standing relationship with RSM, which has demonstrated both its proactive approach and international capabilities. As a trusted supplier, RSM was high on our list when going to tender.”
RSM HELPS VAUXHALL FIND THE CHAMPION OF TOMORROW
A campaign to find the driving star of the future has concluded following a 12-month programme by Vauxhall Motors UK and supporting agency RSM. John Allison of Beverley, East Yorkshire, was crowned VXR Racing Driver of the Year following a gruelling set of challenges to put upcoming drivers through their paces. As overall winner, Allinson will drive an Astra VXR in the 2008 Dunlop Sport Maxx Cup, representing Vauxhall as part of his prize. RSM supported Vauxhall to launch the campaign back in March 2007 and has provided a national PR campaign to drive awareness of the competition, which attracted 40,000 unique visitors to the competition website and 10,000 entrants. VXR Marketing Manager commented: “The campaign has been a huge success, and many congratulations to John. RSM’s involvement in the programme has been a major part of this achievement.”
RACE OF CHAMPIONS CHOOSES RSM FOR UK
Automotive specialist RSM has been selected by Race of Champions to promote its first event in the UK. To be held in December at the newly-refurbished Wembley Stadium, Race of Champions brings together the world’s greatest motorsport stars to contest in the annual racing event. RSM will provide marketing communications support, including PR and promotions, to raise the profile of the event through national, regional and specialist media outlets. The campaign will be bolstered by the attendance of seven-time Formula One World Champion Michael Schumacher, as he takes part in the event for the first time. “RSM’s dedication and drive to illustrate its innovative marketing communications solutions led to its appointment as we host our first event in the UK,” said IMP President, Race of Champions. “We look forward to working closely with the team towards an impressive inaugural event.”
RSM WINS DONINGTON PARK MARKETING TENDER
RSM has been appointed to support the Donington Park circuit, Leicestershire, in the promotion of its new facilities following a £4.8 million investment. Marketing communications agency RSM has secured the two-year deal following a three-way tender. It will provide turnkey marketing solutions in support of the new facilities, including the management of its official opening. The marketing communications programme is to include a new corporate identity, supporting marketing materials and a comprehensive PR campaign targeted at specialist, national and regional media. “RSM’s motorsport experience really sold us on the agency, and with a great mix of services and a heritage in motorsport we’re looking forward to increased awareness of Donington Park and the successful launch of its new facilities,” said Donington Park Managing Director.
MULTIPLE BTCC CHAMPION REAPPOINTS RSM
Buckinghamshire-based communications agency RSM has been re-signed to support the Vauxhall Motors UK motorsport arm, VX Racing, with its campaign in the British Touring Car Championship (BTCC). Following two successful seasons, Vauxhall has confirmed RSM’s PR and communications support for the next three years, incorporating supporting materials such as press packs, autograph cards, posters and point-of-sale. The campaign includes leveraging Vauxhall’s motorsport activities and drivers to raise the car manufacturer’s profile in the specialist motorsport media and beyond. The programme also incorporates the management of media events, stakeholder communications and the provision of a turnkey press office function. “RSM’s success in this role so far has been down to the fresh ideas that the team brings to the communications programme,” said VXR Brand Manager. “Its continued commitment to meeting our objectives has led to RSM’s reappointment.”
RSM TAKES VAUXHALL NATIONWIDE
Vauxhall Motors UK has appointed automotive agency RSM to develop a nationwide tour targeting key regional media. RSM will develop and implement the campaign, which includes management and co-ordination of the six-location programme. Vauxhall Motors UK management will visit each region to introduce new products and provide regional media, across broadcast, print and online titles, with a unique opportunity to experience the models. “RSM’s track record within the automotive sector and prior support to Vauxhall has led to the agency’s appointment,” said Vauxhall's spokesperson. “It’s really important for us to get out there and on the ground to promote Vauxhall’s offering, and RSM’s roadshow concept meets our exacting requirements.”
TWO-WHEELED SUCCESS LEADS TO RSM’S REAPPOINTMENT
Specialist automotive marketing communications agency RSM will be working with the Superbike World Championship (WSBK) for the 2004 season following last year’s successful promotion of the series’ UK events. With another visit to the world famous Silverstone Circuit, Northamptonshire, scheduled for June, RSM will provide PR and promotional support to the world’s leading motorcycle racing series. “The RSM team produced very professional, high quality work to meet our expectations and objectives for 2003,” said Superbike World Championship Marketing Manager. “It’s due to this that we have continued the relationship into this season.”
RSM SUPPORTS SUPERBIKE WORLD CHAMPIONSHIP SUCCESS
The Superbike World Championship (WSBK) is celebrating the success of its UK rounds following promotional support by British communications agency RSM. RSM developed and implemented bespoke PR and promotional strategies to increase footfall at the motorbike racing events, which took place at Silverstone, Northamptonshire, and Brands Hatch, Kent. The programme incorporated national and regional PR drives and resulted in excellent attendance figures for the events. “I would like to thank RSM for the contribution it made to the success of our UK events,” said Superbike World Championship Marketing Manager. “The team produced very professional, high quality work to meet our expectations and objectives.”
LAMBORGHINI SELECTS RSM TO KEEP IT IN THE FAST LANE
Luxury automotive manufacturer Automobili Lamborghini has chosen RSM to support its first motorsport foray in North America with the Lamborghini Murciélago R-GT. PR and communications campaigns will be provided by RSM to the Italian company as it enters the American Le Mans Series with former Formula One driver David Brabham at the wheel. The marketing communications agency, which has a deep motorsport heritage, will also provide communications to Automobili Lamborghini’s global dealer network, keeping it informed of the latest news in its GT racing programme. “With international credentials and motorsport part of its DNA, we’re looking forward to RSM’s support of our new US motorsport programme,” remarked Automobili Lamborghini Director of Brand and Design.
US SERIES CONSIDERED A ‘CHAMP’ SUCCESS
Over 48,000 people attended the 2003 London Champ Car Trophy at Brands Hatch, Kent, following RSM’s support. Specialising in motorsport, RSM provided PR and promotions campaigns for the American series as it visited the UK, bolstering footfall following extensive pre-event coverage in both national and regional media. The RSM team also produced all the marketing materials, including a website in support of the event. “We achieved our targets and were delighted with the professionalism, creativity and drive of the RSM team,” said CEO of Championship Auto Racing Teams (CART).
VAUXHALL APPOINTS RSM FOR BTCC PR SUPPORT
Vauxhall Motors UK had appointed marketing communications agency RSM to provide its British Touring Car Championship (BTCC) campaign with PR support. A specialist in the motorsport sector, RSM will deliver a comprehensive public relations programme for the car manufacturer’s touring car motorsport programme. The campaign will target motorsport and automotive audiences, while also looking to widen the appeal through national and regional outlets. VXR Brand Manager commented: “Vauxhall’s BTCC communications programme requires both automotive and motorsport expertise, which is why we have chosen to work with RSM. We were also impressed by its highly creative approach.”
RSM TAKES THE BTCC ON TOUR
RSM is to take the UK’s largest race series, the British Touring Car Championship (BTCC), on a nationwide promotional tour to raise the profile and generate awareness amongst a new target audience. Following a motorsport consultancy agreement with ToCA, the Milton Keynes agency has been appointed to implement ‘ToCA Tour’, a national awareness campaign that will visit shopping centres around the UK. RSM will manage logistics and execution of the tour, which is predicted to be seen by over two million people during the course of its six-month duration. “Despite the British Touring Car Championship’s popularity, it is still a niche within the sport,” said ToCA Tour Series Director. “RSM’s motorsport and event management experience, as well as its PR and promotional knowledge, led to its appointment. The agency’s transparency and creativity was refreshing.”
GM REAPPOINTS RSM FOR LE MANS CAMPAIGN
Following the success of General Motors’ 2000 24 Heures du Mans programme, the automotive manufacturer has extended its contract with Milton Keynes agency RSM. Specialising in the automotive sector, RSM will support GM for a further three years with event management at the renowned endurance race, held since 1923 at the French circuit. The reappointment follows a successful guest support and merchandise programme in 2000, where there was an increase of 112% in year-on-year sales of merchandise designed, produced and retailed by the RSM team. “What we love about RSM is that the team always acts with best intentions and never fails to deliver. It’s this relationship with the supplier that we wish to extend,” said Corvette Brand Manager (General Motors).
RSM APPOINTED AS FORD’S MARKETING CONSULTANT
Ford Motor Company has hired the expertise of Milton Keynes-based automotive agency RSM to support profile-raising campaigns in the UK. RSM will provide marketing consultancy to Ford of Britain as it positions itself as a leading supplier through an innovative campaign that will take the brand to the high street. The programme involves developing Ford’s customer experience to make the UK’s leading automotive brand stand out from its competitors. “Plans are underway for a very different marketing approach,” said Corporate Affairs, Ford of Britain. “With RSM’s assistance and guidance we want to take Ford to the public, allowing them to touch, feel and experience the brand.”
UK AGENCY APPOINTED TO SUPPORT GM’S LE MANS PROGRAMME
Automotive giant General Motors has appointed UK-based agency RSM to provide event management support for its Corvette and Cadillac motorsport programmes at the 24 Heures du Mans. RSM will design and build GM’s presence at the world-famous endurance race, which attracts over 225,000 visitors annually. The RSM team will not only manage the logistics of its 24-hour retail operation but also design and produce the extensive merchandise range. RSM will provide communication materials for attending VIPs, while on-site the multilingual team will support with guest management. Corvette Brand Manager (General Motors) said: “RSM’s motorsport heritage and knowledge of the unique platform that is the 24 Heures du Mans led to the agency’s appointment. It’s one of the biggest events on the motorsport calendar for GM and we’re looking forward to working with RSM to raise our European profile and promote our merchandise offering.”