The Inside Line is a small PR and marketing agency established in 2003 that specializes in automotive, motorsport, and engineering projects. It takes a positive approach and relentless pursuit of success for its clients. Some of its past work includes rebranding Stobart Motorsport to create a winning team, aligning with global brands, and helping RIO Prestige transition from a loss-making to respected logistics business through a media campaign and unique experience products.
4. The Inside Line
Established in 2003
Offers PR & Marketing solutions to global & national
organisations – a small agency with a wide reach.
Specialises in automotive, motorsport, engineering.
5.
6. “Believe in it”
Positive approach to projects we believe in
“A driving force”
Relentless pursuit of genuine success for clients
“Will to win”
Competitive spirit runs through all business activities
“No nonsense”
Straight answers to difficult questions
8. Full re-brand of business in 2005
Stobart Motorsport formed to create a winning team
Aligned with Global brands
Successful media exposure
Business to business introductions
Instrumental in developing Superbrand status in 2007
From loss-making to most respected logistics business in Europe
9.
10. • Full-scale review of RIO Prestige marketing activity
• Unique multi-day experience products formulated
• Identified the key strengths of offering
• Proactive media campaign launched
• Established as unique and interesting businesses
• Widespread media coverage
• Increased sales
13. Communication – The final part of the marketing process
Develop product
or service
Construct the
strategy
Design and
implement
Communicate
• Understand the customer
• Analyse the market sectors to target
• Define the product offering in line with market
• keep brand consistent
• integrate online and offline materials
• repurpose material where possible
• Create a document outlining the key objectives
• Set results to be achieved against each
objective
• List tasks that will drive the results
• Agree timescales to deliver the tasks against
Exposure
The Plan
14. Marketing Analysis/ Sales
Strategy
Marketing audit
• Identify key sectors
• Understand potential
• Competition analysis
• Timescales for development
Current position
• External audit
• Internal audit
• Market research
• Assumptions
Phase 2 – Strategy development
Sectors and
targeting
Marketing Promotion
Phase 1 – Marketing Audit
• Product or service offer
• Pricing within the markets
• Distribution within sectors
• Communications
• Advertising
• Direct marketing
• Social media
Editor's Notes
The Inside Line – the ethos
“The will to win”
With sport having played such a central role in the development of The Inside Line, a competitive spirit runs through all its business activities.
No-one in the company is willing to settle for second place, and that is why The Inside Line only works with those who are aiming for the pinnacle in their respective fields.
“A driving force”
A small but highly-dynamic organisation, The Inside Line has been able to surpass many much larger rivals and establish a worldwide network of contacts through its involvement in elite motorsport.
This achievement is down to its relentless pursuit of genuine success for clients – and a determination to never settle for an easy win.
“No nonsense”
The Inside Line leaves jargon and waffle to others, and provides straight answers to the difficult questions.
That’s why our clients like working with us – because there are no hidden agendas and our partnerships are built to last.
“Believe in it”
The Inside Line team always brings a positive approach to a project – because it only works on projects it believes in.
That means everyone involved is willing to go above and beyond the call of duty to ensure the best possible outcome – and can take pride in achieving the desired results.
The Inside Line – the ethos
“The will to win”
With sport having played such a central role in the development of The Inside Line, a competitive spirit runs through all its business activities.
No-one in the company is willing to settle for second place, and that is why The Inside Line only works with those who are aiming for the pinnacle in their respective fields.
“A driving force”
A small but highly-dynamic organisation, The Inside Line has been able to surpass many much larger rivals and establish a worldwide network of contacts through its involvement in elite motorsport.
This achievement is down to its relentless pursuit of genuine success for clients – and a determination to never settle for an easy win.
“No nonsense”
The Inside Line leaves jargon and waffle to others, and provides straight answers to the difficult questions.
That’s why our clients like working with us – because there are no hidden agendas and our partnerships are built to last.
“Believe in it”
The Inside Line team always brings a positive approach to a project – because it only works on projects it believes in.
That means everyone involved is willing to go above and beyond the call of duty to ensure the best possible outcome – and can take pride in achieving the desired results.
The Inside Line – the ethos
“The will to win”
With sport having played such a central role in the development of The Inside Line, a competitive spirit runs through all its business activities.
No-one in the company is willing to settle for second place, and that is why The Inside Line only works with those who are aiming for the pinnacle in their respective fields.
“A driving force”
A small but highly-dynamic organisation, The Inside Line has been able to surpass many much larger rivals and establish a worldwide network of contacts through its involvement in elite motorsport.
This achievement is down to its relentless pursuit of genuine success for clients – and a determination to never settle for an easy win.
“No nonsense”
The Inside Line leaves jargon and waffle to others, and provides straight answers to the difficult questions.
That’s why our clients like working with us – because there are no hidden agendas and our partnerships are built to last.
“Believe in it”
The Inside Line team always brings a positive approach to a project – because it only works on projects it believes in.
That means everyone involved is willing to go above and beyond the call of duty to ensure the best possible outcome – and can take pride in achieving the desired results.
In the 1950’s Eddie Stobart established an agricultural business in the Cumberland Fellside village of Hesket Newmarket. By the 1970’s the business was incorporated as Eddie Stobart Ltd to develop the transport and distribution side of the business. The company continued to grow in stature and now boasts a fleet of 800 vehicles and a turnover of £140 million.
In 2004 Eddie Stobart Ltd was acquired by WA Developments – prompting a strategic decision to re-brand the firm. To assist in this major undertaking The Inside Line brought Eddie Stobart to motorsport in 2005 in order to help create a fresh and exciting image.
Aside from the huge public relations and promotional successes resulting from the creation of the Stobart Motorsport brand, The Inside Line were also influential in bringing numerous business-to-business opportunities to Eddie Stobart. The most notable of these being the Tesco Distribution Centre contract in 2005.
The Inside Line have been instrumental in the coalition of the Eddie Stobart transport company with the motor-sport industry and developing the partnership into Britain’s top rally team - crowned British Rally Champions in 2005 and 2006.
The Inside Line’s promotional strategy for the Stobart Motorsport and Eddie Stobart brands has achieved media exposure on an enormous scale, including;
Local to national newspaper coverage
National and international trade magazine coverage
National and international general interest magazine coverage
Local to international television coverage
Local to international radio coverage
Online coverage on various trade and consumer websites
The Inside Line looks after the public relations and promotion of the team - including events in the World and British Rally Championships. With Stobart Motorsport running a three car team in the World Rally Championship, this gives The Inside Line a unique placement on every Championship round and constant contact with all the teams, drivers and media.
This enables us to understand the performance requirements from a sponsor, team and competitor’s point of view - and to ensure the smooth running and integration of each.
In 2007 Eddie Stobart Ltd was awarded Superbrand status by the only independent arbiter on branding. This accolade is just reward for the exceptional role played in the promotion of the brand through motorsport with help from The Inside Line.
Rio Prestige
Establish their business as a major player in the UK’s prestige experience market (1 year contract)
Created a two tier business strategy
Experiences- corporate and consumer
Hire structure- regular and multi day
Established as an exciting company offering unique products
Visible in the media radar- the hard sell was over...
Abandoned TV and advertising due to media exposure levels
Became integral in the strategic direction of the business
Quote- Ed Legge, General manager- Excellent service! These guys made sense of our offer and delivered it to the market through clear media communication. In a short space of time we became true to our values thanks to the efforts of TIL.
--
We were given exactly 7 days to rebuild their website before vehicles from their fleet starred in an episode of the BBC TV series, The Apprentice. In the 7-day timescale, we implemented a fully content-managed website which went live in the afternoon before the TV programme aired.
Appropriate provision was made to ensure a smooth transition from the old site to the new, in terms of both DNS record planning and also SEO planning – in particular a substantial number of page redirects were set up to ensure that traffic generated from search engine results pages would arrive on relevant pages on the new website..
Of particular note is the fact that during and subsequent to the broadcast, the website sustained loads in the region of 2,500 page views per hour for several hours, with no noted interruptions or issues – despite the fact that there had been no time in the 7-day development timescale to undertake any stress testing.
A proactive campaign to garner media recognition was launched, and journalists from high profile outlets were approached to try out the new product range.
To drive home the company’s message a regular electronic newsletter was devised and press releases on RIO Prestige activities sold-in to the mainstream press.
Meanwhile, virtually all paid-for press and TV advertising was stopped – resulting in significant cost benefits.
As a result of The Inside Line’s marketing and promotions plan for RIO Prestige, the company is now firmly established as one of Scotland’s most unique and interesting businesses. Rather than being seen as a car hire firm, it is now known as a prestigious experience provider that attracts customers from across the UK, Europe and beyond to visit Scotland and spend time and money.
Due to the Inside Line’s work with the media, RIO Prestige has featured in one of the UK’s most popular terrestrial TV programmes and received coverage in high-profile newspapers such as The Times, The News of the World, The Daily Record, and a series of influential lifestyle and leisure magazines and websites.
Key partner media outlets
Premier Lifestyle
The Player Magazine - 23,400 - Hardbacked quarterly publication. Subscription is primarily UK premiership footballers, International powerboat racers, professional golfers, racing drivers, CEO’s and MD’s of large corporations.
Lusso Luxury Magazine - 21,000 - Tailored distribution ensures Lusso magazine is read by high and ultra-high net worth individuals. Distribution points that guarantee the calibre of readers, and ensure the magazine is available for purchase and subscription in suitable outlets across the country.
Automotive
Evo Magazine - 76,814 - evo magazine is multinational, with syndicated issues published in 9 additional markets:Croatia, Italy, Greece, France, Malaysia, Philippines, Turkey, Russia and the Middle East. Average age of the reader is 33; 99% male. Average household earnings for the evo reader is £61,930 before tax. The average evo household owns 2.2 cars. 92% of evo readers pass on car purchasing advice and recommendations to family, friends and work colleagues.
Octane Magazine - 30,500 - Includes coverage of new performance cars that appeal to wealthy opinion formers who are very serious about all things automotive including current luxury and performance cars, classic cars, motor racing, automobilia, books, historic events, international concours and collecting. The average reader is a 45-55-year-old well-educated male. Average income per annum: £62,173. Spends an average of £1,369 on their watch. The average approximate value of stockholdings per reader: £312,671. 67% enjoy antiques and fine art
In Gear/Sunday Times Newspaper 1,221,493 Financial Times Newspaper 451,676
Reuters Wire service N/A Press Association Wire service N/A
Bloomberg TV Channel N/A SM Square Mile Magazine 32000
Auto Express Magazine 85374 Autocar Magazine 59427
Canary Wharf City Life Magazine 62500 Motor Sport Magazine 26610
The Wealth Collection Magazine 10003 What Car? Magazine 109372
Business Traveller Magazine 53740 Conde Nast Traveller Magazine 85011
easyJet Inflight Magazine 280000 Flybe Uncovered Magazine 36000
