VANARAMA has netted the Small Fleet Leasing Marketing Award again in 2015, reflecting the success of the van leasing specialist’s £3 million spend in three years to raise the brand’s profile bringing substantial new business.
From ground-breaking TV advertising campaigns to title sponsors of The Football Conference (now National League), Vanarama has been establishing a nationwide leasing brand underlined by substantial website development.
The company said: “To add further impact, Vanarama had the opportunity to completely brand Wembley Stadium for the Conference Promotion Final in May. The resulting PR and imagery from that event has provided a significant foundation to social media and advertising campaigns through 2015, driving 32% increase in brand awareness studies conducted for us by Repucom.
“In addition we increased our spread of TV advertising to take in channels
such as Dave, Discovery and key Sky Sports football sports. This increased leads by another 18%.”
But as well as the entertainment promotion Vanarama’s website drives huge traffic. “We provide vast amounts of information about a wide spectrum of vehicles. Details of unique special offers are fully optimised for the 70% of customers who browse on their smartphone.”
A strategic decision was taken in 2015 to get the marketing to work harder and smarter, and it’s paying off: “Although overall investment in marketing has increased by over 30% year on year, our increase in website traffic and leads have more than doubled.”
And they haven’t stopped at vans – in building an ever increasing database of existing, as well as potential, customers they know that 99% have at least one car as well as their van/s.
In August they launched Vanarama Cars. In 2016 they forecast over 3,000 car deliveries to add to a targeted 9,000 commercial vehicles.
