2. About
IAM Drive & Survive is a leading occupational driver risk management
provider and helps companies reduce on-road incidents, minimise costs and look
after their drivers. It is the commercial subsidiary of The Institute of
Advanced Motorists (IAM), the UK’s leading independent road safety charity.
For over 25 years we have delivered holistic risk management and driver training
solutions which help a business to reduce their exposure to driver risk .We are
continually investing in the development of new products and services to maintain
our position at the forefront of this safety-critical aspect of modern business.
The Challenge
IAM approached 3d Marketing Group as it wanted to raise awareness of the
work it does and to engage with a wider audience to fill up the free seminars.
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2
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IAM drive and survive was looking to work with a marketing partner that
could enable them to penetrate the fleet market to a greater extent and
generate high quality leads.
Duncan Pickering Market Development Manager IAM Drive & Survive
3. 3
The Solution
3d Marketing Group has the largest fleet database in the UK with
over 204,000 telephone researched records. In addition to this 3d
Marketing Group runs an online new source, Fleetpoint, which is the
definitive sourceof news information and jobs for fleet decision makers. The
newsletter goes out to over 100,000 subscribers every week.
IAM Drive & Survive ran an advertorial
on Fleetpoint - Driven to distraction –
How to protect your fleet , this was
advice and information on how to
protect your fleet this advertorial had
a phenomenal effect in reaching the
right target audience, over 15,000
unique opens and a click through rate
of over 11%. To put this in perspective
this advertorial increased business for
IAM drive and survive more than
any other campaign they had run
in the past 12 months.
Following on from the Advertorial in Fleetpoint, 3d Marketing Group then
devised and implemented an email campaign designed to get people
to register for the free seminars that IAM drive and survive would be running.
This again resonated with the target audience with over 15,000 people
opening the email and 14,000 of those people being unique, again
an open rate of 12% for the emails meant that IAM Drive and Survive
wwaass able to put on more free courses due to the demand generated
by the leads supplied from 3d Marketing Group.
4. The Result
3d Marketing provided the marketing support to enable IAM Drive & Survive
not only to raise awareness of the work they do but also to fill up their
seminars. They are so confident that 3d Marketing Group can hit the target
audience they are looking to work with 3d Marketing Group further.
3d Marketing Group enabled IAM Drive & Survive to penetrate further the fleet
market and generate specific targeted leads to enrol people on the free seminars
4
From the outset the team at 3d Marketing Group demonstrated an expert
“
level of knowledge of the fleet market and accompanying data. In doing so it
enabled us to put together a robust and engaging email prospecting campaign.
Without doubt the results of the campaign were exceptionally good, with the inbox
filling up almost as soon as the campaign had begun. In fact the response times
were 3 times greater than the results from other campaigns with the same aim that
had previously been run.
Such a response is testimony to the thought given by 3d Marketing Group
to the high quality business data they maintain for the fleet industry. We are now
looking to work with them again on new and increasingly creative digital
campaigns
Duncan Pickering Market Development Manager IAM Drive & Survive
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5. 4
Summary
Challenge
•••
Penetrate the fleet market
Lead Generation for IAM Drive & Survive Seminars
Digital Campaign
The Solution
••
3d Marketing Group ran an advertorial in Fleetpoint
Email campaign to targeted Audience
The result
•••
IAM Drive & Survive saw an up lift 3 times greater
Over 15,000 people responded to the email campaign
IAM Drive and Survive has greater awareness in the marketplace amongst
fleet decision makers
