Masternaut: open up new target groups with relevant surveys and topics
Masternaut reach customers outside their core fleet management and transportation target group.
Masternaut offers telematics solutions to companies and public sector organizations across Europe. The Masternaut Connect telematics-based platform transforms real-time data from locations into useful resonances to improve driver safety, reduce fuel costs, and optimize vehicle utilization. Founded in 1996, the company has grown to become the largest provider of telematics solutions in Europe through organic growth and strategic acquisitions.
Analysis and challenge
Although Masternaut is the largest provider of telematics solutions, the Group faces competition in the highly fragmented market. Masternaut product suite is the Masternaut product suite. The platform does not only serve the logistics and transport sectors, but also the financial and human resources of a company in terms of cost control, taxes and expenses, insurance and general obligations towards employees.
Within the fleet management sector, Masternaut’s media profile has been dominated by customer, product and business contributions. With the introduction of the new telematics platform, Masternaut expanded. With 21% and 17%, Maternaut wanted to increase the gap to show its superiority in the market more clearly.
In addition to existing PR activities, Firefly recommends a research-based campaign in areas beyond the traditional role of fleet management. Firefly developed stories about uninsured professional drivers, speeding and the attitude toward telematics.
With the help of the omnibus survey, Firefly and Masternaut created a wealth of contributions to share market knowledge with fleet managers, human resource managers, health and safety professionals, small business owners, and CTOs.
In addition to press release, Firefly thus developed supporting digital content, as well as the social media posts, to increase the reach of the campaign.
In an omnibus survey, Firefly polled professional drivers in the UK. With the results of the survey, Firefly was able to produce three press releases on the following topics:
- The development of “ghost fleets” – one-third of employees by car for business reasons are not properly insured, even though they drive at an average of 7,500 kilometers per year.
- The growing acceptance of telematics in the workforce shows that it is necessary to educate their employees about the benefits of the technology.
- The Higher and Fewer Hours of Carrying Out a Car for a New Year’s Eve: How to Carry Out their Insurance Commitments. This press release was released on Road Safety Week, a campaign by Road Charity Brake.
In addition to the press releases, LinkedIn and Twitter posts as well as infographics were used to illustrate the survey, thus supporting the campaign. In addition, the Masternaut executive and offered to the media specialist in the areas of HR and finance. The sales team uses the data in their own social networks and events in the UK.
Firefly’s research-based PR campaign resulted in more than 70 contributions to the vehicle fleet, automotive, human resources, health and safety, technology and business sectors.
The coverage includes major industry newsletters such as Fleet News, Business Car and Automotive World, as well as publications from other areas such as Computer World UK, HR Director, Tomorrow’s Health and Saftey, Real Business and Talk Business.
The survey helped Masternaut improve his share of voice in the UK market from 23 percent in 2013 to 35 percent in the following year. Masternaut not only overtook its competitors Fleetmatics and Quartix, but also confirmed its leadership in the market.