BSM realigns digital strategy to increase sales

BSM, the largest and most established driving school in the UK, has launched a new website as part of a wider realignment of its digital offering, following extensive usability testing.

Designed and built by integrated advertising agency, AgencyUK, the website will provide BSM with a platform to continue recruiting learners nationally, as well as independent instructors, who make up more than 80 per cent of the national market. With additional focus on retail products, such as training aids and the newly launched iPhone app, BSM believes its new website strategy will also lead to an increase in sales conversions for driving lessons.

The new website aims to integrate BSM’s on and offline media channels in terms of advertising creative as well as products and promotions. It will continue to be a central hub for the large scale social media activity that BSM runs for learners as well as an information source for learners and instructors. The new campaign is part of an ongoing relationship with AgencyUK, which has been working with BSM since June 2009.

Kristian Welch, chief marketing officer for BSM, says: “I’ve watched with interest the growth of the online channel, and its popularity with our target audience. Having moved into the e-commerce market last year, we looked to AgencyUK to help us compound our success and secure BSM’s place as the sector leader in the digital marketplace. We have 100 years of innovating within the driving school market, we know that the vast majority of our audience engages in pre-selection online, making this a vital acquisition channel, we also appreciate that usability and search engine optimisation are key, and that’s where AgencyUK’s integrated full service approach and understanding were key to producing a site that was commercially effective, but engaging and fun for our audience.”

Sammy Mansourpour, a partner at AgencyUK adds: “Our intention was to develop a portal to centralise all of BSM’s digital activity that would focus on learner acquisition, aid online search, and attract driving instructors – independent or currently residing with other schools. The site has a sophisticated back end that is being (SEO) optimised, which will provide high ranking search results for BSM on a local basis.”