Companies need to do it to keep their brands fresh and modern, but if the rebrand is too radical, customers can become unfamiliar with what the company is and stands for.
One firm that can proudly say it has had a very successful makeover is ContractHireandLeasing.com. We spoke to the team at the start of this year about the massive overhaul in its corporate look. And some nine months on, we can report company bosses have given the refresh a massive thumbs up.
‘It has been received extremely well by our customers and we haven’t finished yet,’ Mike Best, ContractHireandLeasing.com’s sales manager, told us.
‘We’re due to launch a fully responsive version of our website over the next few months, which will enhance the experience for our mobile and tablet users. This will increase the number of enquiries for our customers using mobile platforms to access ContractHireAndLeasing.com.’
But that’s not all. Not only has the general look and feel of the company’s profile been regarded as a success by staff and customers alike, but it has done its job too.
‘We have seen direct enquiries increase by more than 120 per cent since we relaunched the brand in July,’ says Best. ‘An incredible achievement.’
It’s clear that more and more customers are using ContractHireandLeasing.com – but why is it the firm that dealers should be working with?
Best has the answer.
‘Many dealers still perceive us to be a competitor, not realising our business is focused on generating high-quality leads for our advertising customers, enabling them to increase their footprint within the lucrative leasing market,’ he says.
‘As the UK’s number one site when it comes to promoting leasing deals, we pass over 15,000 enquiries per month to our customers and the average conversion rate is nearly 40 per cent. We are the longest-established portal in the leasing industry and we are constantly improving the experience for both advertisers and our consumers to ensure maximum return on investment.’
But this activity isn’t what you’d call a brief spurt. The company aims to continue its current momentum into 2015 and has big plans over the next 12 months.
‘We have big plans to further increase leads for our customers,’ says Best. ‘We’ve had a lot of interest from our customers and users about advertising PCP deals on the site. This is something we are introducing over the coming months. To ensure we are fully compliant and give our advertisers confidence, it is important that we roll this out in the right way, working with the FCA as closely as we can.’
Best added: ‘We are consistently focused on increasing the number of visitors to the website and therefore bringing more enquiries to our advertisers. We have significantly increased our marketing activity and investment through digital marketing, social media and our newly-introduced syndication partnerships.
‘Over the last 12 months we have built on the experience we have gained since we launched back in 2000 to ensure we are and continue to be the UK’s number one vehicle leasing website.’
0161 482 7650