MEZZANINE HELPS TRADER DRIVE RESULTS
Trader is best known for autoTRADER.ca, Canada’s premiere online marketplace for buying and selling used and new vehicles. They also have a successful B2B offering – providing digital business solutions to dealerships across Canada and acting as consultants to help them market vehicles and grow their profitability.
TRADER’s busy in-house B2B marketing department had hit a difficult period – they were without a director and facing a large volume of time-sensitive work. They urgently needed a marketing resource that required little supervision and could hit the ground running. So they reached out to Mezzanine for a short-term solution: enlisting a team that would provide the executive-level marketing support they needed, with no time lost on candidate searches or knowledge ramp-up.
They chose Mezzanine for two key reasons:
1. They brought with them extensive automotive and digital experience.
2. They had an industry reputation as a strong B2B agency.
Mezzanine assessed what was needed and put together a strategic plan and deliverables for several product areas of the company’s B2B business.
“Mezzanine is really great at delivering,” says Monisa Tang, Director of Dealer Marketing – TRADER Corporation. “We could just talk to them about a certain need – a presentation, email, research, what have you – and we were always confident that they would come back to us quickly with strategically sound work. The expertise is definitely there, and they were always reliable and consistent. We could always trust that the work was being done to the highest level.“
Mezzanine’s marketing leadership made a tremendous difference to TRADER’s ability to support their dealer audience, enabling the company to execute on a level that simply would not have been possible with their existing in-house team. Mezzanine not only dramatically increased the completed deliverables, they brought with them executive-level insight and strategic thinking necessary to lead the in-house team’s efforts.
“Mezzanine enabled us to complete a lot of work that wouldn’t have otherwise happened, and brought with them expertise that wasn’t already in the project teams.” said Tang.
Most notably, Tang appreciated Mezzanine’s ability to take direction from a variety of different stakeholders and turn it into an executable strategy as well as a successful product delivery.
Tang commented, “We have different stakeholders with different approaches working with different lines of our business, and that can present a challenge. But Mezzanine was able to successfully manage all of the relationships in a very professional way. They consistently delivered results that pleased all the various stakeholders — that was very impressive.”
Dealer Education Program
- Five whitepapers
- Five top 10 lists
- Assistance with three days of video shooting
- Six subject matter experts sourced for video
- Research and editorial support for seven scripts
- One piece of sales collateral
- Social media strategy and copy for each topic
18 Marketo custom email templates x 2 (English and French)
Customer welcome package for two service offerings: vAuto and TAdvantage
- Two welcome letters in both languages
- Two pieces of sales collateral in both languages
Corporate Social Media Policy
- Complete corporate social media strategy and set-up on Twitter and LinkedIn
- Social media strategy and set up on Twitter
- Copywriting of session summaries for post-production promotion
- 700+ key OEM contacts researched
“Mezzanine did everything from sourcing subject matter experts, to determining interview questions, to organizing the filming, planning and promotion of the campaign.”
Director of Dealer Marketing