Michelin launches new digital marketing strategy

Premium tyre manufacturer Michelin has launched a new integrated digital strategy with the support of marketing automation specialist Force24.

The move marks the latest in a series of e-CRM developments which will see Michelin strengthen the brand quality argument for its car and truck tyres. With these products sold via distribution channels only, this will be the first time digital marketing activity has attempted to directly influence the buying habits of end users to this degree.

Recognising that tyres are a necessary but often unpredictable ‘distress purchase’, particularly within the car market, Force24’s marketing activity will deliver a blend of compelling advice-led and promotional content with tailored retargeting to nurture engagement.

Focusing on an SME audience with a fleet of 20 trucks or less, the B2B truck comms will hone in on availability, safety and value-based messaging. The approach for the B2C car driver audience is to ensure helpful and timely content which fuels a switch and renew strategy for both new and existing customers alike.

Commenting on the new plan for 2016, Michelin’s head of CRM Mark Higginson said: “We’ve utilised marketing automation software before but never with such a sharp and personalised methodology. Given we’re talking about products that are rarely front of mind, it’s crucial that we communicate the right message to the right people at the right time.

“I’ve seen the successes that Force24 has experienced in this sector and I’m excited to see what bottom line benefits their intuitive technology and creative in-house services can generate.”

The Michelin contract success comes hot on the heels of other significant project wins for Force24, including energy giant SSE and Aviva.

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