Guardian Automotive defines key messages and makes an impact at Automechanika Frankfurt
Newly established Guardian Automotive wanted to create awareness of the company’s high quality products and value added services. To do so effectively, the company needed to define and embed its positioning and make a significant impact during Automechanika, the world’s leading trade fair for the automotive aftermarket.
EMG worked closely with the Guardian Automotive team to create a communications strategy and plan, before holding a message workshop to formulate Guardian Automotive’s value proposition for its various stakeholders. Once a framework was agreed, it was rolled out to the wider Guardian Automotive team via Town hall meetings, posters and short ‘Q&A postcards’ and was embraced internally.
Focusing on external communications, the next step was the market introduction at Automechanika. Customers were contacted directly, as were the trade media. Invitations to the show were sent together with a customer newsletter providing background on the Guardian Automotive team and vision. This was supported by the development of a corporate website and brochure – all in English, German, French, Italian and Spanish - as well as an e-shop. Other sales tools included customer letters, quality certificates, mobile displays for customer presentations and promotional items such as bags and posters.
Other collateral for the Guardian Automotive introduction at Automechanika included a catalogue to show the full range of more than 220.000 glass parts for cars and trucks, an extract from the catalogue to demonstrate ease-of-ordering and promotional items such as bags and posters.
All these communication elements came together at Automechanika. EMG worked closely with the Guardian Automotive team to design and build the stand and organised all support services including a daily happy hour event. EMG drove awareness before the event with an active media relations programme and secured interviews at the show with more than 15 key media.
As a result, Guardian Automotive made a strong impact at this important event generating new business opportunities.
Luisa Marchina, Marketing Manager at Guardian Automotive, said: “We were impressed by the professional approach from the EMG team, who hit the ground running – and never stopped. The quality of their advice and the level of practical support far exceeded our expectations – so our team could continue to concentrate on running our business. In addition to EMG’s indisputable professionalism, they were always positive – which gave us confidence.”
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