WDA was recently invited to the 50th Anniversary celebrations of one of our favourite automotive clients – Nielsen Chemicals. On the day, we helped Nielsen with live Social Media posting, photography and video; as well as being treated to some of the most thrilling driving we’ve experienced in quite some time. However, before we tell you a little about the action-packed celebrations, let’s rewind a little…

nielsen wheel cleaner
NEW and updated Nielsen retail range launching soon

Nielsen – Car Care’s Best Kept Secret​

For those who are not familiar with Nielsen, they are the specialist Automotive business of a wider group sitting under parent Company Reabrook Ltd – who are experts in chemical product manufacturing and packaging, operating across multiple markets globally including health and beauty and professional industrial cleaning and maintenance.

As a trusted OEM, the Reabrook Manufacturing division produces aerosols and liquids for a host of global household brands – designing, formulating, manufacturing and even consulting on compliance and labelling requirements.

All of this experience and expertise is applied across the entire Nielsen range, with specialist automotive products covering cleaning, valeting, maintenance and infection control. Everything is developed and manufactured at their incredible 12 acre purpose built UK HQ, which also boasts its own R&D laboratories, QC centre and a dedicated training academy.

The Nielsen brand is distributed Worldwide through a trusted network of distributors, with a dedicated customer service team supporting each trade account.

Nielsen Sale's Director with WDA M.D.
Nielsen Sales Director Glen Paston with WDA Managing Director Lee Waterhouse

A change of direction for Nielsen​

WDA were approached by Nielsen at the end of last year as a result of the work we had done within the sector for the likes of G3, Mer and Diamondbrite. This coincided with a change of direction for the brand away from its old franchise model, and into trade distribution, along with an imminent relaunching of their retail range.

Since being appointed, WDA have done a lot of work on the Nielsen brand and are already starting to introduce both a new positioning and visual identity into the marketplace, starting with a B2B focus.

“What really amazed us was both the scale, quality and capabilities of the manufacturing site, and also the many hidden benefits, competitive advantages and stories that Nielsen was effectively sitting on waiting to be told” said WDA’s Matthew Tudge.

“For example, whilst many brands sponsor race cars with a sticker on the bodywork; Nielsen actually run their own high profile racing team which competes across Europe within Le Mans formula series.”

“WDA are excited at the prospect of getting all these things out to Nielsen’s audience via a whole range of planned marketing support including creative campaigns, social media, content writing and more”.

Multiple Guinness World Record Stunt Driver and super nice guy Russ Swift

The 50th Anniversary Event

WDA arrived at the Nielsen’s HQ on the morning of June 21st and were treated to a hot cup of coffee and biscuits before changing into complimentary Nielsen 50th polo shirts.

Before the event really kicked off we were treated to a tour of the HQ and took some great photos of the Training Academy, including the MG’s being prepared for the stunt show later in the day. We were also among a handful of guests to be given an impromptu detailing demo from Sales Director Glen Paston on a new model 911 and a Tesla Model S. Glen’s clay barring masterclass included a great trick involving placing your hand inside a plastic bag to accentuate the feeling of irregularities on paintwork.

Next up, guest precision stunt driver and multiple world record holder, Russ Swift, came out to perform some test runs; and three members of the WDA team were given the chance to witness Russ’s insane driving abilities first hand. Our Managing Director, Lee Waterhouse, ended up on two wheels, our Creative Lead, Gemma Lovett, ‘enjoyed’ some pretty hairy parallel parking and our Digital Marketing Specialist, Matt Tudge, was treated to an intense drifting dance routine!

Once Russ was fully dialled in, the event proper started for the 200+ workforce, who came out in groups first for food with a guest magician entertaining them at their tables with close-up magic and mind tricks.

It was then time for Russ Swift to start burning more rubber, treating those Nielsen employees brave enough to some real white knuckle rides. WDA were able to capture some amazing moments, smiles on faces and slow motion video footage as well as posting social updates including Facebook live video.

WDA would like to thank Nielsen for inviting us to take part in their 50th celebrations, which proved a huge success for all involved, and look forward to making a real impact within the marketplace by raising awareness for the brand, and driving demand within all markets. Find out more about Nielsen at: https://www.nielsenchemicals.com/

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With technology advancing, marketing strategies have to continuously adapt. 2019 has continued to see the rise of chatbots, influencer marketing, AR and many other new opportunities for businesses to reach their target audience. However, some of the oldest tricks in the book shouldn’t be overlooked, and that includes email marketing. Over 90% of B2B marketers use email marketing which is no surprise as the return it delivers is incredible, with an estimated 3,800% ROI. In this article, WDA’s Digital Marketing specialist, Matt Tudge, gives us his 10 best tips to ensure a successful email marketing campaign.

Great subject line

Your subject line is one of the most important parts of your email. You need to spend time crafting something that your recipient simply must open and also something that doesn’t look spammy – don’t use exclamation marks or capitalise entire words as this could result in your email going straight to the spam box. Using a question as your email subject line can often work wonders as it’s personable, relatable and engaging, getting your recipient thinking instantly.

Engaging copy

Don’t rush your email copy. Take the time to carefully consider what drives your audience, the message you want to convey and how to best engage them. The first couple of lines are the most important. They need to grab your reader’s attention or they’re likely going to close the email and carry on about the rest of their day.

Don’t overdo the imagery

Although emails should look clean and professional you need to be careful and selective about the imagery that you use. Emails that are too large could well be flagged as spam or they might not send at all. In addition to this, the images that you DO use in your email must be optimised and resized.

Personalisation

Using personalisation in your email marketing campaigns makes your audience feel wanted, cared about and that you’re there to help them. It adds a sense of trust.

74% of marketers say personalisation increases customer engagement and sales!

Personalising your emails could be as simple as using your recipient’s first name in your opening line or in your subject. It could also be more advanced. For example, you could include their gender, their date of birth, location or anything of relevance that you know about them.

Segmentation

It goes without saying really but the more relevant and targeted your emails are the higher your open rates and click-through rates are going to be. Always segment your database in ways that are relevant to your business and the emails you’re going to be sending – this could be by industry, age, interest or something else.

Time/Day of sending

There are many studies and reports on the best times and days to send an email and while this is a good starting point, it’s always something that you should monitor and test for yourself. Try sending your communications at different days of the week and different times of day and see which get better open rates.

Include a CTA

A call-to-action is needed for all marketing emails that you send. Think about what the goal of your email is and the action you want your audience to take after reading it. Is it to get in touch? Download a guide? Read a blog article? Whatever it may be, make sure you create and include a clear call-to-action that guides your recipient into doing what you desire.

Structure

Hardly anyone reads an email from top to bottom. It’s important to have a scannable structure to your email with clear sections, headings and bullets. This structure will make your emails easier to digest and will result in increased engagement and fewer unsubscribes.

Mobile optimised

With mobile accounting for at least 50% of all email opens, the way your email displays on a mobile device is critical. According to a study by Adestra, as many as 15% of users will unsubscribe instead of simply deleting your email if it isn’t mobile responsive. The main reason for emails not looking optimised on mobile for is the layout and structure including oversized or out-of-place images, too many columns and unresponsive tables.

Testing

Never send an email without sending yourself and colleagues a test first. Be sure to check your email on various browsers, email programmes and devices to cover as many bases as you can. What looks great on one device or in one browser might not on another. Also, don’t forget to check all of your links are working as expected and going to the right places.

Take your marketing to a higher level

If you’re currently struggling with your marketing or looking to get started then WDA’s Digital Discovery packages can help take your marketing to a higher level. Included in our packages are the most effective marketing tactics from email to social media. 

Take your marketing to a higher level with Digital Discovery