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Volvo goes after SME fleet business

Volvo Car UK is looking to build relationships and drive awareness among smaller fleet owners by targeting small to medium through a new partnership with the Daily Telegraph.

With safety as a focal point, specifically how safety technologies can save money and improve efficiency, the communication objective for Volvo Fleet is to target small businesses over a sustained period of time.

The specially commissioned activity with the Daily Telegraph will involve a series of ‘Spotlight on Business’, full-page features in the Telegraph Magazine that focus on UK growth businesses and interviews with some of the top performing growth SME companies in the UK.

The package is aimed at dominating the business arena within the pages of the Daily Telegraph and includes regular features within both the print and online versions of the newspaper and the magazine.

Volvo Car UK will also become solus motoring sponsor of the Telegraph 1,000 Club, specifically aimed at addressing the needs of small business owners.

As part of this, the Daily Telegraph will create a micro-site for Volvo which will act as an online hub for all SME fleet needs and will include a car tax calculator, details of the fleet, pricing and comparison engine infographics.

Kay Saunders, campaigns manager for business sales at Volvo, said: “The SME audience represents a massive opportunity for fleet operators.

“As such we need to be innovative in our approach, positioning Volvo as experts in small business advice, providing useful and interesting stories aimed at helping small business owners through the online hub on the Daily Telegraph website.

“We have specifically concentrated our marketing activity in order to engage with SME owners and demonstrate the offering and support that Volvo Cars can offer them in their everyday business operations.”

The activity launches with the Daily Telegraph online festival of motoring, which kicks off this week.

Read AM's in depth interview with Volvo Car UK sales director Jon Wakefield for a view on the brand's strategy for this year and in the future.

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