Case Studies / Motorpoint

A short intro to your organisation
Founded in 1998, the retailer currently has 20 stores located across England, Wales and Scotland. In addition, customers can complete the buying journey online from the comfort of their homes. Having been a leading player in the used car market for the past 25 years, Motorpoint remains committed to making the car-buying process as easy as possible.

What unique challenges do you face as an organisation?
With a very small team and limited external resources, it’s important for Motorpoint to maximise
the impact of its PR efforts and secure as many pieces of coverage and links as possible.

As a business, Motorpoint can provide commentary and advice on a wealth of topics related to
driving and the car-buying process. In addition, we also want to start positioning Motorpoint as a
thought leader on a broad range of topics relevant to car owners.

What did you want to achieve with the Journalist Enquiry Service?
By subscribing to the Journalist Enquiry Service, we wanted to increase the number of relevant
articles we could pitch for and ultimately secure inclusion in – helping position Motorpoint as
experts in the automotive space.

We also hoped to resurface historic campaigns and research to help drive additional links and
coverage where relevant.

What are the key features of the service that you find useful?
There’s not much surplus capacity in our team, so the fact we’ve been able to only subscribe to
receive enquiries relevant to Motorpoint is really useful. Having these enquiries delivered straight to our inbox helps reduce the chance of us missing an opportunity.

Similarly, being able to respond directly to enquiries means we can seize an opportunity almost
immediately, without having to spend time sourcing contact information for the journalist.

Would you like to highlight any recent successes using the Journalist Enquiry Service?
Since we subscribed to the Journalist Enquiry Service at the end of 2022, we’ve been able to
secure some incredibly valuable coverage and links through the platform.

Some of the most notable include a broadcast feature on ITV Tonight discussing if now is a
good time to buy an electric vehicle, commentary in the Express about the ULEZ expansion,
and print coverage in Women’s Own about common car cleaning mistakes.

Having used the Journalist Enquiry Service in previous roles, I knew how valuable it could be for
Motorpoint and championed its adoption when I first joined the business.

Not only have we been able to secure brilliant opportunities by responding to enquiries through
the platform, but it helps inform our strategy in other ways, too. It’s so useful in helping us
understand exactly what topics journalists are looking to cover and can help indicate the best
time to start outreaching seasonal or weather-related content.

– Lizzie Parr, Digital PR Lead at Motorpoint
https://www.motorpoint.co.uk/