seat dealer pr guide 2014-15
TRANSCRIPT
SEAT UK DEALER PR GUIDE 2014/15
TECHNOLOGY TO ENJOY
SEAT DEALER PR
TECHNOLOGY TO ENJOY
HOW GOOD PR CAN STEER YOU IN THE RIGHT DIRECTIONSEAT’s Dealer PR team are ready to help you generate some valuable media coverage in your local area; the sort of stories which make news in newspapers, websites, magazines, radio and, sometimes, even TV.
It’s a free to use PR service for all dealers in the SEAT network in the UK and even includes photography, so you don’t have to worry about taking the all important picture to support your story.
There’s never a shortage of interesting news stories out there, but we do need your help to uncover them. That’s why we’ve put together this handy guide to the sort of PR opportunities that work well in your local press and help you reach out to your local communities.
LEFT: STAFF AT WJ KING SEAT SIDCUP WON THEIR ‘BATTLE OF THE BULGE’ BY TAKING PART IN A 26
MILE CHARITY WALK.
BOTTOM LEFT: SIMON HOULT, WHOSE PREVIOUS ONLY WIN WAS A JAR OF JAM, SCOOPED £500 AT
CROYDE MOTORS IN SEAT’S ‘WIN BACK THE COST OF YOUR SERVICE’ PRIZE DRAW.
BOTTOM RIGHT: TOP PROFESSIONAL CYCLIST CHRIS OPIE HAD DALES SEAT TO THANK FOR PROVIDING HIM
WITH A SEAT LEON SC FR AS HIS SPONSORED CAR.
SEAT DEALER PR
TECHNOLOGY TO ENJOY
IN THE PAST, SEAT DEALERS HAVE ENJOYED MAJOR PR SUCCESS WITH STORIES INCLUDING:
• The handover of 30 Mii to recruitment agency staff at a top race circuit
• Identical twins who compete to sell the most cars
• The family that has five SEATs on its front drive
• The romantic who proposed to his sweetheart in a showroom
• A sales executive with a glamorous past as a catwalk model
WE KNOW THAT THESE STORIES DON’T COME AROUND EVERY DAY, BUT WE ALSO KNOW THAT THERE IS AN ARMY OF REGULAR STORES WHICH CAN FUEL YOUR PR PROGRAMMES. FOR INSTANCE:
• Sponsorships – may be of an emerging sportsperson or local charity
• Any awards won by dealership/members of staff eg: Motorcodes/Motor Trader Awards/SEAT awards
• Involving local communities in charity events eg: car wash at dealership by scouts
• New appointments – DP, Service Manager, Sales Manager etc
• Dealership anniversaries/milestones eg: long-serving members of staff such as the 67-year-old salesman who’s clocked up 7000 sales or the dealership that’s been in business for 30 years
• Business developments – new jobs created, marked rise in profits or a showroom expansion etc
• Major fleet deals – race tracks make great handover venues but so do dealerships and customer premises
• Cars with an unusual spec such as dealer limited editions/ chrome finish etc
• Sale of several cars to the same family
• An unusual sale – eg: an 80-year-old buys a hot hatch
• Staff member who does something eye-catching outside the office – eg: technician plays goalie in the FA Cup.
• Staff member who has previously had an unusual /totally different job – eg: undertaker becomes car salesman
• Customer who bought a car via a dealership’s twitter or facebook page
• Customer who has bought many cars from same dealership over lengthy period
NICOLE HINSON IS MAKING WAVES AT JCB SEAT IN ASHFORD AS A STAR SALESWOMAN WHILE HOLDING THE TITLE OF ‘FACE OF KENT.’
SEAT DEALER PR
TECHNOLOGY TO ENJOY
• Offering £ xxx on every car sold over fixed period to local charity
• Test drive incentives - offer a free dinner at local restaurant, round of golf, free tickets to the cinema...or a free health spa with a service
• Fill a car with something popular locally and ask visitors to guess how many items are inside. The winner gets to keep the items or another prize, or even the car if it’s financially viable
• Maximise PR opportunities from local sports teams – eg: huge rugby player drives tiny Mii
• Any tie-ups with local celebrities including sales or loans
• Staging an unusual event in a showroom eg: gig by up-and-coming band
• Win a car promotions
• Spanish-theme entertainment events eg: flamenco guitarists and dancers
• Invite kids from local schools to see workings of real-world workshop and learn about technology
• Kids ‘Draw a Car’ competition in conjunction with local schools. Winning kid gets a toy and parent ‘wins’ car that kid drew for a week or longer
• Delivery of Easter eggs/Xmas gifts to local children’s hospital
• New reg plate stories
• Supporting local road safety initiatives
• Charity fund raising eg: running a marathon, climbing mountains, Children In Need or Comic Relief
OTHER NEWS IDEAS THAT COULD POTENTIALLY WORK FOR ANY SEAT DEALERSHIP IN THE UK INCLUDE:
ABOVE: IDENTICAL TWINS LUKE AND BEN HART COMPETE TO SEE WHO CAN SELL THE MOST CARS AT
CORNISH SEAT DEALER DALES.
LEFT: WESTGATE SEAT IN GRIMSBY WON THE ‘SALES DEALER OF THE YEAR’ TITLE AFTER POSTING A SALES
INCREASE OF 31 PER CENT.
SEAT DEALER PR
TECHNOLOGY TO ENJOY
GENERIC PRESS RELEASES
A vital part of the service we provide is a constant supply of pre-written articles which can be tailored for use by any dealership and be used as a bespoke advertorial to be run alongside a newspaper advertisement or in other collateral - or even on your social media pages.
Our suite of generic press releases can be downloaded from the Dealer News section of SEAT Desktop. Recent examples include the It’s Fixed! scheme, the Mii by MANGO tour of shopping centres, the award-winning ‘Leon family’ and the newly launched five-year cambelt warranty.
So whenever you think news, think SEAT Dealer PR. And then contact Jonny Sharp or Sean Lees:
SEAN LEEST: 01827 875700M: 07775 [email protected]
JONNY SHARPT: 01827 875700M: 07921 [email protected]
TOP LEFT: CHIPPENHAM SEAT’S SHOWROOM WAS TURNED INTO A
KALEIDOSCOPE OF COLOUR AFTER YOUNGSTERS COLOURED IN SKETCHES
OF THE NEW SEAT LEON IN A DRAWING COMPETITION.
TOP RIGHT: IAN SAWYER, OF KENDAL SEAT, WHO SERVICED ALL HIS PALS’ BIKES AS A
YOUNGSTER, IS A NEWLY QUALIFIED SEAT MASTER TECHNICIAN.
LEFT: CLUB CRICKET SIDE EAST MOLESEY WAS BOWLED OVER BY GENEROUS BACKING FROM
SPUR SEAT.
SEAT DEALER PR
TECHNOLOGY TO ENJOY
SEAT DEALERSHIPS IN THE NEWS...
SEAT DEALER PR
TECHNOLOGY TO ENJOY