Speedy expands offer as 'headline' sponsorship hunt begins
Speedy, the leading provider of equipment and support services, is currently seeking out a high profile sponsorship opportunity following the appointment of Steve McIntyre earlier this year.
As part of this drive, McIntyre could be set to reshuffle his current agency roster, adding new agencies to help in the growth of the brand, including "brand building" and "sponsorship" as it expands its reach, both geographically and in its service offering.
McIntyre was appointed as the new group marketing director of tool and equipment hire company in July, joining from PPG, where he held a similar position.
He enjoyed a great deal of success through PPG's sponsorship of the Johnstone's Paint Trophy (the Football League Trophy), something he hopes to emulate in his position at Speedy.
"We are currently looking for high profile sponsorship opportunities," he said. "Headline sponsorship provides a great rate of return – 5 to 1 at least...", and 10-1 from the Johnstone's Paint Trophy, according to McIntyre.
The significant budget at his disposal for such a sponsorship opportunity is "a multiple of £100,000s".
"Looking at the comms plan for 2011, I am not ruling out anything – apart from TV, maybe... although sponsorship, again, is an attractive proposition if it was the right fit."
The move comes as Speedy is set to expand its business remit by expanding its services offering.
"We will not forget our core hire business, however we plan to move more into the services sector too," said McIntyre, citing areas from sustainability and environmental services to waste and heating consultancy.
"It is a logical fit - we see the need from our existing customer base."
But the move also marks a branch out from the hard-hit construction industry which, at present, accounts for almost half of Speedy's revenue. Although currently one quarter of Speedy's turnover is through services outside the current core hire offer.

This move will also see Speedy expanding its reach georaphically, into the middle east and across the world.
While McIntyre believes that the construction industry has "bottomed out" and claims that the sector is now seeing slow growth, moving forward into next year, Speedy is keen to add balance to the business.


McIntyre now aims to build the brand in areas that it has not previously been associated. And, as part of this, he is also planning on the launch of a major loyalty and membership program for smaller customers.


He said: "We aim to do more to drive awareness – especially among smaller customers. Speedy is twice the size of its nearest competitor so its buying power in areas of insurance and vehicle hire, for example, can be imparted to its smaller and loyal customers."

Since its foundation in 1977 Speedy has grown to become a £500m business with more than 100,000 customers, 4500 employees and a national network of 450 depots.