The Institute of the Motor Industry (IMI) is launching what it calls a game changing marketing campaign aimed at the consumer to promote the awareness of the Professional Register.

The marketing plans announced will see it target messages at the public in a bid to overturn the poor perception they often have of the automotive industry.

It will promote the skills and competencies that exist within the industry and showcase individuals and businesses that invest in training.

Steve Nash, IMI Chief Executive Officer, said: “Public perception of our sector is poor, as is consumer confidence. However the IMI’s Professional Register is perfectly placed to address these concerns.

“This campaign will aim to be a game changer in the industry by making drivers aware of the need for competent and suitably skilled people to take care of their motoring needs. Our ultimate aim is to encourage motorists to demand registered professionals when engaging with services in the motor industry.”

The first leg of the IMI’s campaign will be launched in Birmingham, with independent marketing agency RPM running the targeted marketing.

The aim is to place advertising in the consumer press, on radio, at trade shows, and have targeted direct marketing and roadshow campaigns.

The hope is that the IMI can boost public awareness of the Professional Register and the number of members from 40,000 to 100,000 by 2016, which will provide the public a large database of individuals and business who have been recognised for keeping their skills and knowledge up to date, and practice ethical.

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