MKFM recently revealed its two new MINI city cars, after announcing a partnership deal with local automotive showroom Stratstone MINI Milton Keynes.
The two Aceman electric models have been loaned to the radio station and news agency as part of a sponsorship deal with the Northfield-based car showroom.
They are the first of the Aceman ‘crossovers’ available and were designed to be the first MINIs intended to be sold solely as a plug-in car. Their striking looks, high- end technology and ability to take a wide variety of customisation, make them exciting, head-turning models that will catch the eyes of residents across MK.
And that is the point of this latest car sponsorship deal – the MINIs will become a familiar sight around the city, as MKFM uses the vehicles for all its marketing, event and business work this year. It’s an arrangement that will benefit both sides in the next six months.
For MKFM, there are several highlights:
- Brand awareness. Almost everyone has heard of MINI and thousands of people in the Milton Keynes area are familiar with MKFM. Putting the two brands together allows a larger number of people to see the two brands’ logos and to understand the tie-in between the car dealer and the radio station.
- Positive PR. The cars allow MKFM to generate positive PR through the messages attached to the relationship. The fact that the two MINIs are electric, for example, allows MKFM to become part of the ‘zero CO2’ move- ment, which is better for the planet. We wanted to show our ‘green’ credentials when we were planning to team up with a car supplier, and we’re delighted that we found a partner in Stratstone MINI.
- Company positioning. Teaming up with a modern and forward-thinking electric vehicle manufacturer like MINI positions MKFM in a positive light. Associ- ating themselves with a powerful, modern car brand encourages listeners and readers to feel good about MKFM too.
- Showcase products. What better way to demonstrate a new car than to put it in its own environment – on the road and parked in highly-visible places around MK? The signwriting on the cars’ bodywork is ideal for MKFM to display its already well-known logo to new people, or to remind them about the station and its offering.
- Social media. The two good looking cars appearing at MKFM events are already presenting great oppor- tunities for photographs and posts onto social media platforms, showing the positive tie-up between the two partners.
- Create potential sales. An agreement like this one can go a long way towards demonstrating to potential customers that perhaps a MINI is the car for them. It does more than any billboard display or advert in a magazine can do – this way it’s the real car in the real world, and it’s there in front of hundreds of people.
- Morale and motivation. High-end partnerships such as this MKFM and MINI agreement, can create confidence, pride and a feeling of wellbeing among employees. The sight of two well-known brands succeeding and partnering gives everyone involved in both companies a feeling of security and assurance.
The two MINIs caused quite a stir recently when we parked them outside PopWorld in central MK for our regular Meet of MK networking meeting. And Milton Keynes residents will be seeing a lot more of them too, as we carry out our duties in the coming months.
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