Suzuki Says It Like It Is With Bright New Suzuki Partners Trade Customer Programme


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MILTON KEYNES, UNITED KINGDOM – May 23, 2013: Suzuki has launched a distinctive new dealer marketing initiative to reach out to prospective new trade partners, based on fresh, friendly and informal style and use of language. The new campaign, which went live at the beginning of April, adopts a more relaxed tone in grabbing the attention across a new range of point-of-sale, direct mail and other marketing material.

Eye-catching designs are built around time-honoured exclamations: oh sugar, shoot and blinkin’ hell and many others feature in a vibrant gallery of designs that use word play and a sense of fun to engage with dealerships’ existing and prospective trade customers.

The Suzuki Partners programme is based on six “pledges” to trade customers which are being promoted through the new range of marketing material. This will initially introduce the programme to prospective partners and then use promotional tools to target specific messages, offers and products.

The resources, which can all be accessed easily and quickly by dealers using Suzuki’s dealer marketing portal, are supported by an on-line central contacts database of more than 50,000 UK automotive businesses, ranging from body shops and tyre centres to air conditioning specialists and breakdown recovery firms.

Michael Le Flay, Aftersales Marketing manager comments: “We have taken an innovative approach in designing our Suzuki Partners material, using a less formal tone of voice that we believe customers will respond to. Suzuki will stand out in a busy marketplace for being brighter and less formal, but at the same time with no compromise in the quality of the strong business propositions we are making.

“We’re confident Suzuki Partners will help our dealerships build new relationships with trade partners, increase awareness of their business in their local automotive trade community and, ultimately, increase genuine Suzuki parts sales.”

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