TrueDelta.com – Positioning the Brand

Frustrated with an over abundance of consumer automotive Web sites claiming to be the most accurate or most thorough sites for vehicle reliability or pricing comparisons, TrueDelta.com decided they could do one better.

TrueDelta enlisted P2R Associates to develop and implement a comprehensive communications plan designed to increase awareness, user participation and ultimately drive TrueDelta’s growth.

P2R developed a broad, wide-ranging communications effort to increase the base of car-owner participants. A two-pronged media relations plan was devised in which TrueDelta was positioned as THE on-line alternative to established, more well-known competitors by legitimizing the site to journalists and consumers alike. Media materials were developed, an informative feature release was created and an informational “cadence of information” was built around the site’s quarterly results.

P2R’s innovative approach generated strong results in three critical metrics: site visits per day; site visits per month and vehicles enlisted in the panel for evaluation. In addition, TrueDelta’s awareness was considerably heightened among media and featured in numerous articles, Web sites and radio talk shows. This strategy successfully positioned TrueDelta as a valuable resource for consumers, and TrueDelta’s principal was recognized as a subject matter expert.