Maritz Research is renowned for its consumer satisfaction studies. They’re global leaders in that field. Maritz approached us because they wanted to grow awareness of their automotive business amongst automotive research buyers in Europe, so we devised a digital content marketing campaign, in order to initiate conversations with research buyers. To start with, we created a Maritz Automotive microsite – separate but connected to the main Maritz Research site. We designed the site to communicate Maritz’s thought-leadership and extensive experience in automotive research. The microsite serves as a home for brilliant content, and is also host to a constantly updated blog.
Using the microsite as a start point, we create monthly content for ongoing HTML mailers about research into a range of topics of interest to automotive manufacturers such as branding, pricing or car clinics. The mailers are sent out to a focused and targeted database and we track these carefully, providing detailed reports to the Maritz team for follow up sales purposes. We also review and post the content for a new blog each fortnight, taking advantage of the new thinking by Maritz automotive research experts around the world. This is marketed through social media, notably LinkedIn. In order to do this, we created a LinkedIn company profile for the Maritz automotive team. We use this to post the content by Maritz’s experts. We also use sponsored posts, which are great because they allow us to target exactly who we want to reach. The page is updated with fresh content every fortnight.
As a result of this activity, the company has built up a strong following – after the first month they had gained 40+ followers on LinkedIn, and three months later they’re approaching 100.
For a relatively minor investment, Maritz has impacted awareness of its automotive specialists hugely. By creating and promoting content of genuine value to their (very clear and concise) target, they have really caught their attention.
Get in touch if you want to grow the awareness of your business.