Positioning Bosch as industry leading experts

Challenge

The automotive aftermarket landscape has changed in recent years, driven by the need to protect the new generation of computer-enabled vehicles against cyber-attacks and vehicle theft. Bosch therefore developed their existing ESI[tronic] diagnostic tool and KTS series to enable technicians to carry out secure diagnostic functions on these protected vehicles.

Whilst the company had been successful at selling its ESI[tronic] vehicle diagnostic software to larger workshops, sales performance in the smaller workshop category had proven challenging. So, Bosch approached Golley Slater to help increase their market share among smaller workshops through the crucial distributor channel, by making selling easy.

Solution

Initial research showed that our audience was operating in a busy and practical hands-on environment, however competitor advertising was saturated with claims of ‘unrivalled’, ‘state of the art’, and ‘empowering’ software. This insight allowed us to develop a differentiated proposition, that, with Bosch, diagnostic work is “made ESI”.

We created a toolkit of marketing assets that broke down the benefits of this holistic solution into a simple, repeatable suite of messages for distributors and workshop owners/managers alike. The toolkit included social ads, sales presentations, editorial articles, website banners, case study videos and of course, key visuals – to be deployed locally, throughout Europe, by regional sales teams.

Our strategy centred on the use of clear, concise language to engage the workshop and distributor audience – translating the highly technical language into more accessible content.