Trader Media Group wanted to launch a new product, RAZSOR, aimed at car dealers. The product is a website building package, enabling car dealers without a website or with an old/outdated website to buy a new one at a competitive price. The new RAZSOR websites are content management system (CMS) controlled, search engine optimised, and importantly, ready to integrate with Trader Media Group’s flagship Auto Trader website.
Trader Media Group needed to make dealers aware of the advantages of the new product so that as many as possible bought a new RAZSOR site.
Better Things developed a brand proposition and tone of voice to reflect the way dealers speak: down to earth and yet business focussed, using plain english – not over-technical or elaborate. We emphasised the things about a website that matter to a dealer’s business: generating more leads, increasing their conversion rate, and ease of use.
We then applied the proposition, writing copy and developing creative across a suite of marketing materials: from training sheets to help the sales team understand the benefits of the product, through to direct mail pieces, press advertisements and banners and skyscrapers to build awareness online. We also produced a 20 page sales brochure for the sales team to leave with prospective buyers, and a 44 page welcome pack for new buyers – effectively an instruction manual showing them how to set up their new site and use all of the new tools at their disposal. The integrated aproach, maintaining a consistent tone of voice but modifying the message according to the channel, led to large dealer take up of the product.