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Selling the people, not the product

North of England dealer group Blue Bell has begun an innovative marketing campaign to promote its family business and focus on customer service.

Rather than promote the cars available at its BMW and Mini dealerships, its poster campaign features members of its workforce.

Sue Brownson OBE, its managing director, says: “BMW is one of the best known brands in the world so we don’t actually have to give the cars much profile, instead we are making our people the focal point.

“It’s the most obvious thing, and the least obvious thing. Our customers enjoy dealing with our staff because they’re so passionate about what they do, so it is the passions and interests of our staff that will feature in the new advertising campaign.”

One of the first posters to be displayed on local buses stars Michelle Gregory, service advisor at Blue Bell BMW in Wilmslow. On it she talks about her passion for cars and track days.

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