Positioning a unique offering for Motorcycle Management

Case Study Summary
Motorcycle Management had established the only specialist motorcycle leasing business in the UK, however, they were unsure how to introduce this new service to the market. Working with The Bridge enabled them to successfully position their product, maximise the value of their marketing activities and increase sales.

What Happened?

Introducing a new idea to the automotive arena was presenting Motorcycle Management with several challenges, as the desired market was slow to respond to the new concept. The Bridge worked with Motorcycle Management initially to conduct a full market audit, allowing the business to have a strategic understanding of where their marketing energies should be invested, to enter the market successfully.

Armed with this information, The Bridge undertook a rebrand of the business to build credibility and subsequently went on to develop brochures, stationery, exhibition graphics, leaflets, a website and case studies. In addition, The Bridge began to manage Motorcycle Management's relationship with their PR company to boost their media coverage. They also produced a comprehensive white paper which further underpinned Motorcycle Management's new position as an authority in this developing area of the automotive market.

The Outcome

As a result of the work carried out by The Bridge, Motorcycle Management now has a strong brand on which to build. They have successfully positioned the organisation as a business committed to delivering business efficiency with, high service levels, minimal congestion and improved scheduling but most of all, they have achieved this by overcoming the issues faced by their customers. The strategy has been so effective, that with an 80% cut in marketing spend the business still managed to attract 25% more customers. The Bridge and Motorcycle Management have built on this success and have continued to work together for over five years, developing and improving the brand, marketing and sales processes.

Tony Draycott, Managing Director of Motorcycle Management commented, "The Bridge is a highly capable resource. They know what a business wants and can take a vision and turn it into commercial reality. They have developed strategies which really meets our needs and our customer's demands. They are highly effective and have raised our game."

http://www.motorcyclemanagement.co.uk/