How We Revamped an Automotive Advertising Company to Increase Revenue by 18% and Boost Advert Value by 15.6%

The Beginning - A Business in Need of Direction An automotive advertising company had established itself as a trusted platform in the automotive industry, helping customers buy and sell motorsport cars, trucks, and equipment. Based in Cheltenham, the company had steadily built an audience on Facebook over the years. However, as the market evolved, they recognised an opportunity to refine their brand, enhance customer engagement, and develop a more structured strategy to drive revenue growth. Although they had years of experience in the industry, they saw a need to strengthen their brand presence and reconnect with customers to maximise revenue potential. To stay ahead of the competition and encourage more high-value advert placements, they sought a fresh approach to their marketing and communication strategy. The Challenge: A Business at a Crossroads The client found itself in a difficult position. While they had a strong product offering, they lacked the tools to communicate effectively with their audience. Their key struggles included: ● Brand decline and a confused tone of voice. ● No structured outreach to prospects or existing customers. ● Decreasing brand awareness leading to fewer advert placements. To grow, they needed more than just visibility. They needed an engaging, multi-channel marketing strategy that would make them the go-to platform in their niche. However, previous attempts at trade shows had been outgrown, leaving them searching for a more effective solution. That’s when they turned to JMS Marketing Consultancy. The Transformation: A Strategic Overhaul When the client partnered with us, we knew this was more than just a marketing challenge - it was an opportunity to completely reshape their business. Building a Brand with Purpose The first step was a rebrand. Within two months, we worked with our expert graphic designers and marketing executives to create a fresh, modern brand identity that better reflected the company’s authority in the motorsport industry. This wasn’t just about a new logo - it was about reshaping the way they communicated with their audience.

Engaging the Audience: CRM & Email Marketing Next, we tackled customer engagement. The client had no formal contact strategy, meaning they were losing potential customers simply due to a lack of follow-up. We implemented Zoho CRM and integrated their customer data, allowing us to create email campaigns that nurtured leads and encouraged repeat business. Through targeted email marketing, we re-engaged old customers and brought new prospects into the fold. Automated email workflows were created to ensure that leads were contacted at the right time, with the right message. Refining the Pricing Strategy A key goal of the project was to increase revenue - not just by selling more adverts but by justifying a price increase. Using customer research and market insights, we developed a pricing strategy that emphasised value. We collaborated with the client to develop the concept for a premium listing option, featuring a larger image and greater visibility. Working with the developer, we brought this idea to life, creating an offering six times more valuable than a standard listing. The result? Development costs were recouped, and the feature became profitable within two months. With a stronger brand and direct customer communication, the automotive advertising company increased pricing without losing sales. The Execution: A 7-Month Journey to Success The strategy wasn’t just developed - it was carefully executed over seven months. First Two Months: ● Full brand overhaul completed. ● CRM integration and data migration executed. ● Email marketing strategy developed and automated workflows created. Ongoing Engagement: ● Customer email campaigns continuously optimised based on performance data. ● Direct communication with customers and prospects strengthened. ● Additional refinements to marketing approach to maximise engagement. One of the biggest hurdles? CRM integration. With complex data structures and limited resources, the initial setup faced challenges. Instead of costly fixes, we strategically adjusted configurations to ensure a smooth, cost-effective implementation. The Results: A Business Reborn The results spoke for themselves: ● 18% increase in revenue compared to the same period last year. ● 15.6% increase in revenue per advert within six months. ● Average Email Open Rate of 62% in the last 3 months. And the client’s feedback? ● Graham, the Managing Director, rated our value as "Above Expectation.” ● He said that “more adverts had been placed, higher-value adverts, and a return of old customers”. ● He also rated us 10/10 for communication in a recent survey. Lessons Learned: What Every Business Can Take Away This journey reinforced key marketing lessons that any business can apply: ● Talk to Your Customers: Regular communication drives engagement and loyalty. ● Invest in a Brand that Resonates: A strong brand presence creates trust and recognition. ● Use the Right Channels: Focus your efforts where your target audience spends the most time. ● Data-Driven Marketing Wins: Understanding customer behaviour through CRM insights leads to smarter, more effective campaigns. The Future: Continuing the Journey This client’s success is just the beginning. To sustain and build on this momentum, we’re working on: ● Consistently engaging with customers and prospects. ● Expanding marketing efforts to reach new audiences. ● Continuing to build brand trust and authority. This journey proves that with the right marketing strategy, growth is inevitable. If you think your business needs brand development, a stronger marketing strategy, and more revenue, we’re here to help. 📧 Email: info@jmsmarketingconsultancy.com