The BVRLA has reported that the UK’s salary sacrifice fleet has surpassed 200,000 vehicles for the first time, with 83% fully electric vehicles (EVs) and 14% plug-in hybrids.
For many organisations, the ability to offer a new car benefit to all employees has been a major driver behind the success of salary sacrifice schemes. These programmes not only support employee recruitment and retention, but also provide staff with access to a brand-new, fully maintained and insured vehicle in one of the most tax-efficient ways available, particularly when choosing an EV.
However, from a marketing perspective, salary sacrifice presents a far more complex challenge than traditional fleet leasing. The decision to introduce a scheme is rarely made by a single stakeholder. Instead, the process typically involves multiple departments, including HR teams, boards of directors, fleet managers, sustainability leads, and sometimes facilities teams, depending on the size and structure of the organisation.
As a result, engaging potential customers requires a more sophisticated and time-intensive marketing approach. And even after a scheme is introduced, providers must also engage directly with end-user drivers, addressing the many questions that arise before they commit to sacrificing a portion of their gross monthly salary in exchange for a vehicle.
This is where Nobull can help. Since 2020, we have been supporting salary sacrifice providers and their marketing teams by developing 360-degree strategies designed to grow prospect pipelines, expand customer bases, increase fleet volumes, and ultimately drive revenues.
Our approach focuses on building thought leadership across HR and fleet media and positioning providers in front of the key decision-makers who influence scheme adoption. We also identify the most effective sponsorship opportunities, conferences, and content partnerships to support lead generation and brand visibility.
Alongside this, we develop high-quality, search-optimised content that strengthens a company’s presence across AI-driven and Google Search, ensuring maximum engagement with organisational decision-makers and potential drivers online.
In a market that is rapidly becoming more competitive, this integrated approach helps salary sacrifice providers stand out and clearly differentiate their offering.
If your in-house marketing team is looking for support in growing market share within the increasingly crowded salary sacrifice sector, contact Nobull’s MD Steve Carman, to discuss how we can help – steve@nobullagency.co.uk
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