Inside Track Issue 12 - Spring 2025 by Mediafleet

THE NURTURE GROUP ENGAGES MEDIAFLEET FOR ITS VEHICLE BRANDING

MEDIAFLEET –IMAGE MARKETERS! VEHICLE LIVERY IS DEAD... LONG LIVE VEHICLE MARKETING & BRANDING

New year, New branding: Mediafleet unveils new look for 2025

Introducing the new ‘vehicle branding’ for the Mediafleet vehicles

“I wanted to make sure our new company vans looked great on the road, and the objective for this generation of design was to create something which felt modern, clean and used our distinctive colour palette.

We decided early on to introduce a mix of Gloss and Matt laminates to give the design more depth, and I really like the way the sun catches the glossy logos in the sunlight as a contrast to the matt finish of the background.

The Ford Transit Custom is a striking vehicle that lends itself well to vehicle branding, and the Moondsust Silver paintwork compliments our brand colours incredibly well.

Keep an eye out — you might just spot one of our vans out on the road, heading to its next customer branding project.”

Welcome ...

It’s CV SHOW time once again…and we are looking forward to seeing everyone.

I’m sure all businesses, when deciding whether to invest in a trade show or exhibition, question the value, or the ‘return on investment’. I wouldn’t be doing my job properly if I didn’t do the same and look carefully at the rationale.

I am sure there are more scientific ways of justifying what is quite a large promotional spend, especially when most of your new business comes from referrals or word of mouth anyway and not through sales led activities like trade shows, but here are some of my thoughts when deciding whether to invest in the show…

• New Business - There is no doubt that every year at the show we get to speak with new, potential customers that may never have been referred. Most potential customers know of Mediafleet, but it makes it easy for people to wander up to the stand, have a cup of coffee and a chat…and I really like that!

• Personal Interaction - Post Covid, many of our meetings are now conducted via a video conference call, so the chance to meet up, face to face with customers and supply chain partners is a wonderful thing to do.

• Supply Chain Interaction - As you are aware, the CV Show is a ‘horizontal show’ with participants ‘selling their wares’ from a variety of automotive market sectors. This gives the team the chance to interact with both prospective customers and supply partners. This makes the CV Show more than just an opportunity to grow sales, but a chance to strengthen or expand our supply chain.

• Brand Promotion - But perhaps the most important reason for Mediafleet to be at the CV Show is in the strengthening of the brand. Everyone at Mediafleet has been working hard to promote the brand and brand values, and to position us as an industry leader. The CV Show gives Mediafleet the platform to demonstrate exactly that.

…and on that point, here is a sneaky preview of what you can expect this year when you visit the stand…

If you are intending to visit the show this year, then please come and have a coffee and a chat with one of the Mediafleet team members.

We are looking forward to seeing you…

Barnaby Smith Managing Director

As always, if you have any comments or questions then don’t hesitate to call or email me.

In this issue

6-17 18 20-31 32-33 34-35 36-45 46 47

Vehicle Livery is Dead…Long Live

Vehicle Marketing & Branding

Rob Rudd of Mediafleet gives his view in this blog on Vehicle Branding in 2025…and beyond.

Competent vehicle graphics providers are getting a raw deal.

The other aspect of using the misnomer ‘livery’, is that if does an injustice to the highly talented and skilled vehicle branding providers that take their art seriously. It’s a little like calling a highly skilled mental health specialist a ‘shrink’. Of course, there are still plenty of livery providers, some of them being very large organisations supplying huge corporate fleets. But times are changing with the more forward-thinking vehicle graphics providers slowly eroding their market share. How do I know this? Well, since 2017, Mediafleet has grown by over 300%. Yet, the commercial fleet market has not. That means Mediafleet is winning market share.

Delivering the brand.

The design and implementation of vehicle graphics is an important part of a company’s integrated marketing plan. The evolution of the vehicle branding market has seen the increased involvement of internal marketing departments, and/or external marketing agencies. The cause of this is the demand from marketers that the ‘livery’ needs to reflect and support the overarching marketing strategy of the company. And that means more than a logo and some contact details. It means vehicles adopting the brand strategy.

It isn’t enough to come up with a good design for vehicle graphics.

Some vehicle graphics providers will work with their client’s marketing departments to develop the graphics in line with the marketing plan. It is important that internal marketing teams are aware of what is available in vehicle graphics. Plus, when the design has been agreed, it is important that the design is optimised for each vehicle type. Good marketing knowledge combined with a design flare is required for this. It is important that vehicle graphics providers have this skilled internal resource.

Do B2B organisations need this type of marketing input?

Generally, B2B marketing is pretty poor really – including vehicle marketing. For too long now, B2B organisations have focused on minimal marketing spend and have ignored investing in the brand. This has led to low brand recognition and decreased overall marketing effectiveness. But things are changing.

B2B’s are recognising that chasing up an enquiry by letting loose the ‘sales team’ is not enough and archaic. It’s also probably a little late with the potential client already residing at the bottom of the sales funnel (BoFu) - decision neatly made. B2B’s are learning the lessons from the B2C’s and are starting to market to people as opposed to businesses. Afterall, sales decisions are still based on emotion, trust and product/ service recall, as well as the procurement specifications and details. In order to meet that goal this is all about reaching the maximum obtainable market, grabbing their attention, and having a memorable proposition.

B2B vehicle graphics is about reach, consumer trust, and education.

‘Ehrenberg-Bass’ research discovered

95% 5%

of the ‘interested’ market isn’t ready to buy for most of the time. This means only would buy now.

That is why constant brand building is crucial. If you have developed a memorable brand and value proposition, your next client, although perhaps entering the sales funnel at the top (ToFu), your brand recognition will make it much easier to acquire as he falls through the funnel, MoFu to BoFu. In fact, he may not even complete this journey with the buying decision being made at any point.

In case you missed it…

In the winter edition of Inside Track, Rob Rudd of Mediafleet and Simon Simmons of Alphabet chatted about the benefits of collaborative working… if you missed it, here’s your chance to take a look:

Mediafleet is breaking new ground in vehicle media and standards of finish. Do you want to further your career with Mediafleet as a Graphics Installer? Whether you are a novice or an expert, we want to hear from you!

Mediafleet –Image Marketers!

Rob Rudd, head of development at Mediafleet, looks at how visuals such as images, video links, QR codes, and infographics in vehicle marketing can help drive enquiries and therefore revenues.

The marketing arena in which Mediafleet operates is a visual one, but are organisations really taking full advantage of the mobile advertising platforms they have at their disposal? Almost all organisations will use their vehicle fleet for marketing by putting something on their vehicles…usually a mix of a logo, website address, email address, and contact number…but is that enough?

The

answer is

‘No,’ not really.

Some organisations are moving away from text and more to images, especially in the B2C market, but, in my opinion, B2B’s should be doing the same, but in most cases, these organisations are still relying on a logo and some text.

The power of ‘Image Based Vehicle Marketing’ (IBVM)

Image marketing is exactly what it sounds like! In its simplest form it is the use of images in advertising. It is a powerful tool to promote your brand and drive inbound enquiries. It involves the use of visuals, such as photographs, illustrations, QR codes, and infographics, which are far more engaging than text-only content.

Mediafleet – the force behind ‘Image Based Vehicle Marketing.’ (IBVM)

It is a well-known fact that people are more likely to remember information if it is presented visually rather than through text alone.

It’s the old saying, “pictures speak louder than words.”

The bedrock and popularity of social media is in the fact that images are highly shareable across social media channels due to their visual nature. This means it will increase your brand’s reach and visibility.

But how does ‘image marketing’ work on vehicles?

Images are more memorable than text-based content. Dynamic vehicle graphics are more memorable and work in exactly the same way as ‘out of home’ advertising billboards. In this prolific digital age, ‘analogue billboards’ are still as popular with marketers as they have always been. In fact, the use of QR codes and scannable images now enables digital content (websites, videos etc) to be accessed from an analogue billboard…or vehicle marketing! And as people love to share content, this can help drive further engagement, as people are more likely to recall and share an image than they would a paragraph of text.

When done correctly, image marketing can help increase website traffic, boost search engine rankings, engage customers and prospects in conversation, increase conversions from leads to sales opportunities, and even drive sales growth. However, creating an effective image campaign requires careful planning and strategy.

Get creative with your vehicle marketing.

With ‘image-based vehicle marketing’, businesses have the opportunity to engage with old and new audiences in a new and creative way, making it an invaluable tool for increasing business exposure and lead generation when used correctly.

And because image-based vehicle marketing is new and interesting, it will help you differentiate your business from your competitors and ensure that customers remember your brand when making purchase decisions.

Standout in the crowd… or traffic!

‘Image-based vehicle marketing’ using quality images in an engaging way via a creative marketer can help your business stand out from the competition and create an unforgettable impression. This is especially important if you’re selling a product or service that is similar to others in your market. By using creative visuals, you can demonstrate your unique value proposition and make yourself more memorable than other businesses in your field.

‘Image-based vehicle marketing’ will drive confidence in potential customers. Dynamic graphics can give customers an accurate idea of your products and services, Additionally, it can tell the story of how your products or services will fit in their lives creating a sense of confidence in the purchase decision.

However, it’s important to remember that images should not replace text entirely. While visual images are great for grabbing attention, words still play a critical role in communicating your brand message and creating trust in your products or services.

Digital meets Analogue

Measuring this ‘return on investment’ with ‘image-based vehicle marketing’ is also much easier these days as vehicles can be zapped by smartphone users, either to gather more direct information via QR code or image, or through more traditional feedback loops such as non-geo numbering.

Plus, this digital interface allows organisations to present more complex messaging via the mobile phone’s internet capabilities, driving more traffic to pertinent content.

Why should you incorporate visuals into your vehicle marketing strategy?

There are several reasons.

1. 2. 3. 4.

Visuals are processed by the brain 60,000 times faster than text.

People are more likely to remember information if it is presented to them visually.

Incorporating visuals into your marketing strategy will make your brand more memorable and distinct from your competitors.

Interactivity via QR codes and scannable images will deliver more complex and engaging content to your customers, boosting inbound enquiry, and ultimately sales.

Where do you start?

If you like the sound of ‘imagebased vehicle marketing’ but don’t know where to start, just give Mediafleet a call and ask for James Parry. James is the head of creative design for Mediafleet. He will listen to your goals and ambitions, understand your current marketing plan, analyse your brand guidelines, and ultimately develop some initial ideas for discussion.

So, what are you waiting for, start talking about

IBVM? Image Based Vehicle Marketing.

Mediafleet Sponsor the ‘Converter of the Year Award’ at the Fleet News awards!

It was a privilege and an honour to be the sponsor of this prestigious Fleet News award and everyone at Mediafleet would like to congratulate Bri-Stor Systems for the win.

We hope you enjoy these photos from the night…

Mediafleet and the Net Promoter Score Results

Thank you to everyone who took part in the recent Mediafleet survey to ascertain Mediafleet’s Net Promoter Score.

I wanted to take this opportunity to explain why this is important to Mediafleet and what it means for customers and potential customers.

What is Net Promoter Score? (NPS)

The NPS is best described as a Key Results Indicator that measures the enthusiasm and willingness for a customer to recommend a company’s products and/or services to another person.

In other words, it tells you how loyal and satisfied your customers are with your service.

How is NPS calculated?

NPS is calculated by asking one simple question. In the recent Mediafleet survey the question was,

“On a scale from 0 to 10, how likely would you recommend our product/ service to other people?”

Based on their responses, all respondents are broken down into three categories:

Score 1-6

Detractors: Unhappy, dissatisfied customers who could spread negative reviews of your company.

Score 7-8

Passive: Satisfied but unenthusiastic customers who could be stolen by competitors.

Score 9-10

Promoters: Loyal, highly satisfied customers who can spread positive reviews of a company.

Net promoter score is determined as the percentage difference between promoters and detractors:

Net Promoter Score = Promoters (%) – Detractors (%)

What is a good net promoter score?

A perfect NPS is +100. That would require 100% of your customers being promoters. These are customers giving a 9 or a 10 after being asked the question.

The worst NPS you could receive is a –100. That would require 100% of your customers being detractors, having given you a 0 to 6.

It is generally agreed that +20 is a favourable score, with +50 being excellent.

Any score above 80 is exemplary.

Why is NPS Important?

Research shows there is a direct correlation between a high NPS Score and organic growth. This because, in simple terms, business growth is derived from delivering:

Superior Customer Experience

Exceeding Customer Expectation

This is delivered through exceptional organisational performance across all levels within every department. This leads to increased positive brand perception.

If the above is achieved, then your customers will reach ‘Referral Potential’

At Mediafleet, there are no direct salespeople chasing potential customers.

New business is derived from ‘referral’ and ‘word of mouth’ marketing…and both rely on our customers talking positively about Mediafleet.

And, that is what we focus on…

The Nurture Group has engaged Mediafleet for all its diverse vehicle branding requirements.

Words Rob Rudd

The Nurture Group

Founded by Peter Fane in 2008, The Nurture Group has rapidly grown and developed to become the UK’s leading provider of grounds maintenance and associated services, including landscape construction, winter gritting, pest control, interior and exterior plant displays, and arboriculture. The success is built on a foundation of delivering best-in-class client service and championing environmental care.

This has led to the Nurture Group being a multi-awardwinning, nationwide service provider encompassing five well established brands, delivering ‘one stop’ integrated services to a diverse client base across the UK.

These include:

In July 2024, the Nurture Group recognised that its rapidly expanding fleet of vehicles across the group required a vehicles graphics partner that could meet the demanding roll-out whilst maintaining the quality required by Nurture. With such a diverse group profile, design input and artwork management were crucial disciplines in order to maintain consistency and efficiency.

The Nurture Group vehicle fleet now consists of well over 2,000 vehicles with vehicle types ranging from small panel vans right through to 4x4s and specialist chassis builds.

Barnaby Smith, managing director of Mediafleet Ltd said,

“Mohib Iqbal is the group fleet manager for the Nurture Group, and during our first meeting he made it very clear that they wished to engage with a vehicle graphics partner that could provide the ‘full scope of branding services’ and the production and fitting resource necessary to meet the demanding schedule. This schedule consists of branding new vehicles joining the fleet, and re-branding existing vehicles, all at a quality level Nurture expect. Nurture really ‘keeps us on our toes’ as we are constantly receiving instruction from Mo and his marketing colleagues as to exactly how they want the next tranche of vehicles branded.

It is always a pleasure to work with an organisation that clearly recognises the importance and marketing benefits of a professionally branded fleet of vehicles.”

All the new vehicles joining the fleet are branded at Mediafleet’s offices, production, fitting, and logistics hub situated at Witney in Oxfordshire.

Mohib Iqbal, group fleet manager at Nurture Group commented:

“Partnering with Mediafleet has been a crucial step in ensuring that our rapidly growing fleet not only maintains its operational efficiency but also delivers a consistent and professional brand image across all touchpoints. The quality and attention to detail that Mediafleet brings to each vehicle is a testament to the strong partnership we’ve built, and we’re excited to continue working together as we scale our fleet and enhance the visibility of the Nurture Group across the UK.”

Barnaby said, “When you visit the Commercial Vehicle Show in April, come and see us on Stand 5C40, Hall 5, and see first hand one of the impressive Nurture Group vehicles. We look forward to seeing you.”

Mediafleet has established procedures governing how tasks should be performed in order to meet the strategic goals detailed within the individual processes. The Mediafleet Pyramid explains how these processes combine to deliver customer service excellence.

Project Management

Mediafleet has developed highly effective Project Management procedures governing key areas such as project Scope, Cost Management, Time Management, Quality management, and Communications management.

Internal Fitting Team

Established Supply Chain Integration procedures ensure efficient and effective collaborative working so we meet the customer objectives first time, every time.

Supply Integration

Accredited by the leading vinyl manufacturers, our highly trained, conscientious Mediafleet installers, will apply the graphics to market leading standards. This internal fitting team means we maintain control of processes and product quality at all times.

Mediafleet is a specialist in the supply of vehicle graphics to the commercial fleet industry. In particular we focus on supporting large national fleets with the long-term management of their vehicle branding, with core competencies in creative design and artwork, large format print production, vehicle graphics application, in-fleet support, and project management of brand implementation.

The Commercial Vehicle Show 2025

It’s that time of year again…

…the Commercial Vehicle Show is happening at the NEC on the 29th April to the 1st May.

Once again, Mediafleet is pleased to announce that we are exhibiting again this year with an even bigger presence than before. Barney commented,

“Last year was a great success and with an even more impressive stand this year, we are hoping to ‘meet and greet’ even more of our loyal customers and supply chain partners. Plus, we are always eager to make the acquaintance of some new potential customers.”

We’re on stand

5C40

The Commercial Vehicle Show at the NEC is probably the largest and most prestigious transport event in Great Britain. It is a fantastic opportunity for Mediafleet to showcase its capabilities in the fleet branding arena, and to network with its supply chain partners and all those involved in operating national fleets.

Barney said,

“The team and I will be on the stand for the three days so just come and say “Hello”. I’ll have a coffee waiting. See you soon.”

Branding Britain’s Fleets

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