10:07 am, January 21, 2012
THE Knights Group has adopted an innovative advertising medium to communicate its BMW and Mini promotions.
Utilising new floor-applied graphics, the Staffordshire-based dealer is building awareness for the prestige brands at their sites in Stoke and Stafford.
Highly visible, large format, graphic panels enable Knights to engage with customers at the point of sale as they drive and walk around the dealerships.
Ben Elliott, customer relationship manager for Knights, said: ‘The graphic panels have been developed by Applied Media and enable us to position our promotions in innovative new locations. The graphics are quickly installed and easily removed or replaced.
‘Knights are now running four campaigns to promote the early purchase of winter tyres, finance deals on the BMW 116i and the Mini One Hatchback plus used car sales.’
The initial campaign is scheduled to be updated on a quarterly basis to communicate changing offers and promotions.
Applied Media business development director Larry Walsh said: This is the perfect media for car dealerships. The graphics are very durable even under heavy pedestrian or vehicular traffic, slip resistant when wet or dry and so work equally well indoors or out. Additionally they benefit from deemed planning consent and can be lifted off without damage to the underlying surface.
‘Until now many prime locations which offer a high likelihood to see (LTS) with longer dwell times have been inaccessible. But the Applied Media graphics now offer motor traders the ability to target consumers while they are in buying mode at the point where decisions are being made.’
