AuctionACCESS® Campaign Another Success Story for MLT Creative
Posted on Tue, Nov 25, 2008
ATLANTA, GEORGIA (PRWEB) - November 25, 2008 - A big challenge was met with big ideas when Birmingham-based AutoTec asked MLT Creative to help enroll (or re-enroll) every licensed automotive dealer in North America with AuctionACCESS®, the venerable technology platform that connects them to more than 190 wholesale auto auctions across North America.
As AuctionACCESS®, AutoTec's flagship product, entered its tenth year of existence the database of registered dealers was due for an update, and the brand was in need of an overhaul.
Now, as a result of this immense integrated marketing effort, hundreds of thousands of dealer records have been updated, and they have a higher awareness of the immeasurable value that accompanies an AuctionACCESS® membership, which expands their buying and selling capabilities dramatically.
"Right from the start, I understood this was a historic undertaking for the automotive industry," says Billy Mitchell, creative director and president of MLT. "To reach every dealer, large and small, in North America was challenging enough, but we also needed to get them to respond. All 70,000 of them, plus more than 100,000 authorized reps. Well, they responded, and we helped AuctionACCESS® make history."
But making history is never easy, as MLT's strategy director, Patrick Maness, can attest.
"We had a small window of time to get the attention of every dealer coast-to-coast and get them to respond," Maness says, "so we took a multi-faceted approach. We enlisted the help of auctions and national dealer associations to channel our messaging, utilized print advertising and PR for air cover and targeted dealers with direct mail and email. The cornerstone of the campaign was an eye-catching point-of-sale program displayed at hundreds of wholesale auctions."
"There were plenty of long nights and weekends spent pulling everything together," Maness says, crediting the leadership and staff at AutoTec for their close involvement. "It was a totally collaborative effort between agency and client."
Not surprisingly, those at AutoTec are just as eager to sing the campaign's praises.
"The response we got -- from dealers, reps, and auctions -- was just incredible," says AutoTec President and CEO Chuck Redden. "To date we have had over 200,000 dealers and reps renew their AuctionACCESS memberships. MLT took our marketing machine from 0 - 60, and in the process has become an integral part of our team."
Aside from drastically simplifying the registration process for an unprecedented number of dealers, the newly up-to-date information also helps keep out unlicensed buyers and prevent fraudulent purchases. AuctionACCESS® makes wholesale auctions a more secure environment for buyers and sellers alike.
"I'm very fortunate to have been part of this campaign," Maness says, "because the model we helped create will no doubt have a lasting impression on the vehicle remarketing industry."
About MLT Creative
MLT Creative, based on the east side of Atlanta, GA, with a Northeast office in Rhode Island, was founded in 1984. Known as the idea launch padTM for B-to-B marketers, MLT Creative's services include strategic planning, positioning, brand development, advertising and sales promotions.
About AutoTec
AuctionACCESS® was developed ten years ago by AutoTec, LLC, a privately held company based in Birmingham, AL. AutoTec provides e-business solutions to the automotive remarketing industry. AuctionACCESS® is the industry standard for managing access to wholesale auto auctions. It is currently used by more than 190 wholesale auto auctions and online channels across North America, with further expansion into 70 countries around the world. Visit www.auctionaccess.com for details.
Contact:
Chase Mitchell, Public Relations
MLT Creative, 404-292-4502, chase.mitchell@mltcreative.com