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bringing automotive brands closer to customers

hps currently runs the automotive retail accounts for BMW, Rolls-Royce, MINI, BMW Motorrad motorcycles and Mazda. For all these clients, we’re fixated on driving increased sales enquiries, as well as brand equity, at a local level. Our relationship with the BMW Group is now over a decade old, while we’ve worked closely with Mazda for 20 years.

  • 26 years managing retailer marketing programmes
  • £4 million digital ads per year
  • Industry-leading digital tools

Understanding the workings of the car buyer’s mind is just as important as our experience and we think we’ve got that down to a T too. And so begins a blossoming relationship between brand and customer…

Automotive oil in our veins

hps has also worked with Porsche, Kia and Saab. Better still, the individuals currently in our team have worked for almost every automotive manufacturer operating in the UK, amassing a staggering 250 years’ of experience between us, and it’s this experience that sets us apart.

Our automotive pedigree is driven by highly experienced people, many of whom have worked on the client side and in retailer showrooms. Speaking of retailers, we calculate we must have made around 5,511 retailer visits between us. With all this good stuff behind us, we’re able to help clients out with business problems, not just marketing ones.

So, for example, we’ve spent quite some time banging the drum about the proposed changes in VED due in April 2017 to help manufacturers and retailers prepare for what could well be an ‘interesting’ year ahead. We spend all day working on fixes for the things that would otherwise soon be keeping our clients awake all night.

Our understanding of customers, of products and of competitors has also helped us develop technology that keeps us, and our clients, ahead of the chasing pack. Our Marketing Toolkit solution, which gives automotive clients more control over retailer marketing campaigns, remains market leader. Our ingenious Targeter software enables retailers to deliver sharper local marketing campaigns by pinpointing the postcodes that have the best prospecting potential, therefore bringing brands closer to the customers that matter.

Looking to the future

Harnessing our passion and knowledge for all things automotive, we help our clients make sense of a market that is evolving faster than driverless technology. We can help brands to get to grips with the challenges of new market entrants, ever-widening sales channels, engineering innovations and increased connectivity.

Take the Mazda MyWay programme for example; by approaching the market using an innovative concierge service, we needed to find new ways to prospect potential customers and deliver messages, which we did in spades. It’s a far cry from a traditional car dealership approach but it’s full of opportunity.

Interesting times for sure – hps can help make the most of them.

The hps digital team understand the dealers’ business challenges and have got their offering spot-on in terms of breadth and depth of the campaigns offered and, more importantly, they deliver the results.

Anita Fox, Client Partner – Head of Automotive at Facebook UK

automotive - in the know

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