Case Study - Vermant Automotive
4 brands, 1 manifesto
The Vermant Automotive Group, a conglomerate of distinguished automobile brands, faced a challenging task: they sought to develop a unified marketing strategy for their diverse brand portfolio, which includes Volvo, Kia, Volvo Select, Vermant Carrosserie and Collection by Vermant (exclusive collector cars). Brandtag was asked to create a strategy that would resonate across all brand channels.
Volvo XC90
Porsche 356 from the Collection
KIA EV6
Collection by Vermant
Challenge
The primary challenge was developing a comprehensive social media strategy that catered to the diverse audience base of each brand, while also creating a coherent marketing narrative that encapsulated all the brands under the Vermant Automotive Group. A one-size-fits-all approach was inadequate as each brand catered to unique segments with distinct customer profiles.
Solution
Brandtag approached this challenge by crafting a compelling brand manifesto that successfully unified all the brands while preserving their individual identities. This manifesto became the cornerstone of their communication strategy, providing a single voice that resonated across all brand channels.
Vermant Manifesto (Dutch)
“Bij Vermant geloven we in u. In uw agenda is er geen plaats voor pech. Het overkomt u zelden of nooit. Sommigen denken dat dat geluk is, u weet dat het afhangt van uw keuzes. Want u werkt alleen met partners die zijn zoals u: betrouwbaar.
U kiest voor een partner die u kent. Die met u kan meegroeien. Die een aanbod op maat kan maken - uw maat. En die keiharde garanties biedt wanneer het toch ’s niet loopt zoals verhoopt.
Bij Vermant laten we u echt kiezen. Uit Volvo of KIA. Nieuw of recent. Uit de business condities van onze fleet of de pleasure van onze Collection.
En mocht het toch ’s misgaan - we leven niet in een perfecte wereld - dan is er Carrosserie Vermant. Uw geluk bij een ongeluk.
Sommigen kiezen een garagist.
U kiest voor zorgeloos autorijden.”
Vermant
Autorijden zonder zorgen
Channels: less is more
First, we simplified the social media account structure. Instead of 6 different Meta accounts under the Vermant umbrella, we went to 3 accounts, making it easier to find for prospects and clients, while at the same time easier to maintain by the Vermant marketing department.
For the B2B clientele, Brandtag advised Vermant Automotive Group to focus their efforts on LinkedIn. This platform was chosen due to its professional user base and powerful B2B marketing tools. Volvo and Kia implemented this strategy, with posts tailored to their B2B customers.
Meanwhile, Collection by Vermant, with its focus on exclusive collector cars, has a niche target audience that sought exclusivity and visual appeal. Instagram, with its highly visual and interactive platform, was an ideal fit for this brand. The social media strategy for Collection by Vermant involved sharing high-quality images and videos of their exclusive cars, all the while ensuring that the brand's communication stayed in line with the overarching manifesto.
Results
Brandtag's cohesive brand strategy resulted in a unified voice for the Vermant Automotive Group, which not only connected with diverse clientele but also bolstered the brand's image across all platforms. The graphical design became more consistent and visually appealing.
Regular posts on Linkedin, with topics that are highly relevant to a business audience, the Vermant engages with its clients and prospects. It is also used to invite its prospects for the Vermant Business Talks, boosting its success.
On Instagram, Collection by Vermant became a strong community under founder Guy Vermant’s personal account, which translated into increased interest and inquiries for their exclusive collector cars. The high-quality content helps build an online community of car enthusiasts and potential customers.