Premier Pits

Over the last 10 years or so Premier Pits have become the UK’s leading manufacturer and installer of prefabricated, steel, vehicle inspection and maintenance pits. From what was a ‘bright’ idea with small initial sales, the company now has a multi-million pound turnover.

The early days

Sales were mainly to small, local, commercial vehicle operators. Promotion was through exhibitions with basic materials plus some ‘ad hoc’ advertising.

Although sales were slow, they were encouraging enough for Premier Pits to be set up as a separate division within the MBE Group. Interest was also beginning to be shown by some of the larger commercial vehicle and bus and coach groups.

It was about this time that Scott Britten began to work with the company.

Developing the business

After an initial review and assessment, it was decided to adopt a more structured direct approach while developing the brand with larger national companies. This involved:

Establishing a qualified, marketing database
Identifying and segmenting various market sectors
Carrying out targeted direct marketing campaigns, supported by specific promotional materials
Setting up ongoing management, including monthly meetings using a range of monitors and controls.

The following marketing tools were developed to support the approach:

A new corporate identity
An informative website
A range of marketing literature
A tailor made stand for trade exhibitions

Where the business is today

The business continues to grow from strength to strength. Although the company now has its own marketing manager, Scott Britten is still deeply involved.

Premier Pits has become a generic name within the transport and construction sectors
The company is the market leader
Due to further product improvements and innovations Premier Pits’ pits are now sophisticated pieces of garage equipment
Some very large and prestigious projects have been supplied, including the rail pits at Heathrow Terminal 5.
Overseas sales are growing

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