BSM (Driving School) announced today that they were dumping Vauxhall Corsas and buying Fiat 500′s in a deal that has Advocacy written all over it. BSM claim that 70% of learner drivers go on to buy the car they learn to drive in. With BSM promising to buy 14,000 Fiats over the next three years, I bet BSM are getting a price worth recommending too!
It’s interesting to see how the two new corporate partners are helping each other out. I’ve just watched a senior “bod” at BSM extolling the virtues of the Fiat (you don’t often hear somebody talkiing about turning circles on the 7 O clock BBC news). Fiat are offering BSM drivers £500 off the price of a new car.
It’s all food for thought for brands in this advocacy age. Have you or your competitors identified and fully leveraged all of the influencers in your category? We normally find they haven’t.
