MTA Brand Gathers Strength

Since rebranding several years ago, MTA has been checking the ‘health’ of the MTA brand on a regular basis.  This ‘health check’ is designed to see what the public feel about the brand; what it stands for, represents, and how well it stands out.  As brand support represents is a major undertaking for MTA, it’s important we stay on track with our branding and associated activities such as advertising and sponsorship.

The most recent check showed that MTA continues to make good progress with the MTA brand, and that support for it appears to be both appropriate and placed in the right position. 

Ignite Research worked with several hundred people from across a representative sampling of MTA’s core audience in an online survey recently to discover that the MTA brand is indeed in good health.

Part of MTA’s brand focus has been to strengthen and maintain several key attributes; aspects that help position MTA members as the preferred suppliers and providers in their sector of the industry.  The attributes or elements include Well Known, Progressive, Reassuring, Approachable, Safety  Conscious, Reliable, Trustworthy and Professional. In all cases recognition of MTA as having these attributes grew, to the extent that on many MTA now compares favourably with several other well established automotive brands.

Central to building the MTA brand has been the use of Greg Murphy and the various parts of the advertising campaign that he is involved in. Most people recognised the television adverts, predictably fewer having seen the less frequently placed magazine versions.  When asked what they thought was the main message of the campaign was the most consistent message take-out was one of trust: that MTA is a trustworthy organisation and its members can be trusted to do the job right (unlike those „dodgy others‟).  This is a strong endorsement for the campaign, and the decision to construct it in the manner that we have; a simple message played consistently.

MTA is a trustworthy organisation and its members can be trusted to do the job right

In terms of further take-outs, the majority felt that Greg Murphy was someone that they could relate to, and with most enjoying the adverts, even feeling that they were worthwhile watching – quite an achievement for any advert!  Furthermore the advertising seems to be improving people’s perceptions of MTA members, with an increasing rate of respondents saying it would influence their choice of provider.  Half of MTA‟s core customers said they had made a conscious decision to use a member rather than someone else who is not a member of MTA.  Interestingly, given MTA’s decision to use motor sport as a channel to reach potential customers, those who attend motor sports events and/or are motivated by the campaign have a stronger disposition to choosing an MTA member.

There are now clear differences in terms of the perceived benefits of choosing a member over a non-member.  Quality/standard of workmanship, back up processes to sort out problems and guarantees, and an overall customer service focus were the main differences noted with members seen to be more professional, honest, reliable and trustworthy.  The flow on effect of this can be seen in the growing number of people who said they would be prepared to pay a premium to use an MTA member, and this is surely at the heart of any campaign.

there are now clear differences in terms of the perceived benefits of choosing an MTA member over a non-member

The researchers state that results for MTA and the advertising have improved – reflecting the change in sample profile (now more closely aligned with MTA‟s core target audience) and the impact of the advertising.

• Significantly more people are now in the Motivated segment, i.e. they have seen the advertising, have been involved in it, and been persuaded to change attitudes and behaviour.
• More people are likely to seek out an MTA member based on what they have seen or heard
• Brand image for MTA has improved, as has public perceptions of MTA members
• The advertising continues to register most among people who attend or watch motor sports events
• From a creative execution perspective, Greg Murphy is “cutting through” to a greater extent: he is someone most people relate to or identify with
• MTA is an organisation (and its members) that more people trust

Members increasingly have a strong brand behind them, one that is getting the message across. The vital ingredient is in making more use of that brand as a member; ensure it’s on all your own collateral, point of sale material, and of course your own advertising. The combined effort of MTA and its members nationally will help propel the MTA brand – your brand – to the top of customer’s minds.