Luxury car and SUV manufacturer and marketer Bentley has firmly established itself as one of Britain’s most prestigious brands, synonymous with luxury and performance.
Its illustrious reputation and 95 year heritage has earned the car and SUV manufacturer a strong, stable base of loyal customers. But to sustain their position over the long term, they must broaden that base. Where will new customers come from?
Fifty examined the world’s biggest business schools to identify likely future customers. Forty percent of Fortune 500 CEOs attended business school, and quantitative research had already shown that Bentley customers heavily index to higher education.
Undertaking a deep analysis of the world’s top 50 business schools’ audiences, Fifty segmented these highly valuable users into tribes of common connectivity. Within these communities we drew out key attributes, influencers, media and publications.
By unlocking fresh data behind these future high achievers, Fifty has provided a roadmap for Bentley to identify and utilise new ambassadors spanning the world of politics, business and science. We also identified influential new publications whose relevance to Bentley was not appreciated prior to the study.
Working with Keko, Bentley’s communication agency, Fifty plans to inform influencer, marketing and communication strategy, building the organisation’s customer base, brand loyalty and resonance where it matters most.