Perrys Motor Sales
The Brief:
To position Perrys as a quality and trusted car dealer group in the local community surrounding each of its 28 sites.
A three-fold strategy was developed focusing on trade, regional PR and forging links with key local organisations. Trade issues and company achievements were maximised to ensure Perrys sat amongst the top motor groups in the UK. A regional focus provided a more human element to each of the dealerships, with local stories about staff achievements and activities. Meantime the dealership and its senior staff were brought to the attention of the local media through charity initiatives, local event support and corporate social responsibility. Better links were made with the local community through events held at the dealerships in conjunction with organisations like the police, AA, the local Chamber of Commerce and key radio stations.
The Result:
Previous coverage was exceeded by over 200% with all major regional titles, trade magazines and key radio stations carrying stories about the company. Perrys is now a Top 25 Motor Retailer, and has won many industry awards.
Testimonials:
Stephen Eyre, general manager, Perrys Motor Sales Ltd: “From 2004 we worked closely with pgk to create as much positive PR as possible in an attempt to increase awareness of Perrys in the area. In particular, we have always struggled to achieve the national average for new car retail sales penetration and, whilst we’ve still got some way to go, I am delighted that we’re moving in the right direction. I’m pleased with developments and we are committed to continuing with the focus on PR.”