Since 2000, McNeely Pigott & Fox has provided public relations support for the nation’s top wholesale auto auction company, Manheim.
As the public relations firm of record for Manheim, MP&F handles media relations – both with the trade press and national automotive and business media – for Manheim’s corporate operations and is also on-hand to provide media relations assistance to Manheim’s 80-plus North American auction locations.
MP&F has based its communications strategy for Manheim on the theory that by becoming a primary source of valuable information in the used vehicle remarketing industry, Manheim gains credibility (and in turn, business) with current and potential clients. From this understanding, MP&F has developed a comprehensive program to establish Manheim as the most reliable source of useful data and information on the used car industry.
For example, MP&F played a pivotal role in developing Manheim’s analyses of all aspects of the remarketing industry – the Used Car Market Report. Each year, the UCMR unveiling is held at a news conference during the industry’s biggest event, the National Automobile Dealers Association conference. The unveiling is typically attended by reporters from leading automotive publications such as Auto Remarketing, Automotive News, Automotive Digest, Ward’s Dealer Business, Used Car Dealer Magazine, Used Car News, Dealer Magazine and Auto Executive, as well as the Wall Street Journal, USA Today and Reuters news service.
Since Manheim’s auctions and online services are open to dealers only – not the public – MP&F’s public relations efforts on behalf of the Atlanta-based company are geared strictly toward Manheim’s customers: car dealers, auto manufacturers, banks and finance companies, rental car companies, and fleet and lease administrators.
To reach these audiences, MP&F works with Manheim to develop direct forms of communication – such as the UCMR and speaking opportunities at industry events and conventions – as well as targeted media relations. Several trade publications cover the used car industry, each geared toward a particular segment. MP&F has developed strong relationships with these trades, and is able to help Manheim deliver messages to each audience through news releases, guest columns, question and answer sessions, and creative pitches.
In recent years, Manheim’s focus has shifted toward a rapidly growing sector of its business: online. The MP&F team stuck to its time-tested strategy: Position Manheim as the authority and leader. MP&F connected trade media with the company’s online leadership and real dealers who have had success with Manheim’s online tools: OVE.com, Simulcast and Manheim.com. As a result, Manheim has been at the forefront of coverage about the online trend. Additionally, MP&F has worked with dealer associations across the country to publicize The Wholesale Institute, Manheim’s traveling online education workshop for dealers.