The winner of this category is chosen from award recipients in the four digital categories: best website, best social media campaign, best use of TV and/or video and manufacturer digital initiative of the year.
With Perrys winning two out of these four categories, the judges were unanimous in their decision to award it a third. This is in recognition of how, despite its relatively small size – it’s at number 18 in the AM100 and has 25 locations – Perrys’ digital influence via its website and intense social media activity goes way beyond that of its much larger peers.
It was clear in the entries, and in the impressive return-on-investment statistics, that the group as a whole has accepted the importance of digital marketing as key to establishing a trusted brand. It understands the value in selling itself, its people and its values as well as vehicles and related services.
The judges also noted how digital marketing had been particularly integrated into business processes that involved all staff where necessary – there was no digital silo. Perrys showed its clear understanding of platforms such as Facebook and YouTube in the ways it successfully made contact with consumers and developed these in a natural, unobtrusive way.
The purpose of a website and social media as business tools is clearly understood in the business, from chairman Ken Savage and managing director Ray Sommerville downwards.
Category sponsor: AutoTrader
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