Following the success of Eddie Stobart: Trucks & Trailers, the observational documentary on Five, Stobart Group’s promotional arm has experienced unprecedented demand for Stobart merchandise items and membership of the Stobart Members Club.
Stobart Promotions has seen the numbers of new fans joining the Members Club in October 2010 increase by nearly 450% from the same month last year. In addition, purchases of Stobart gifts and merchandise have rocketed by 350% compared to the same period.
The Stobart Members Club was started in 1992 after UK road haulier Eddie Stobart began to place girls’ names on the front of its trucks – resulting in a healthy following of people ‘spotting’ the vehicles on the UK’s roads and motorways.
Since then the Members Club has grown to around 15,000 fans and, spurred on by the increased national interest in the iconic company created by the television series, the club has seen a flurry of new sign-ups and renewals.
Sales of Stobart merchandise have also jumped after the final episode of the series featured the company’s dedicated shop and promotional products available. The Stobart shop retails everything from collectable and model trucks and trains, clothing, pens, mugs, key-rings and even Eddie Stobart truck slippers.
But the most popular lines this year have been the anniversary range to celebrate Eddie Stobart’s 40 years in business. Customers have been flocking to get their hands on a set of four trucks from each decade and the new Eddie Stobart: A Celebration book – which charts the history of the company and is released for sale today.
Upon joining, members receive an exclusive Fleet List detailing the name, registration and make of each of the 2,000 trucks in the company’s fleet. They also receive a special membership pack, ‘Spot On’ magazine, discount on all merchandise and, the most important benefit for some, the chance to get their chosen girl’s name emblazoned on the front of an Eddie Stobart truck.
Eddie Stobart iconic green and red trucks are a regular sight on the UK’s road network and, with the company embracing associated promotional opportunities and engaging with its members, it has been listed as a UK Business Superbrand for the last five years.
William Stobart, Stobart Group chief operating officer, said: "The aim for the television series was to help raise the profile of the UK transport industry and give the public an insight into the logistical challenges associated with getting all types of products to shops and retailers. But it’s also increased the interest in our Members Club which is fantastic. We appreciate the dedication of our members and the large part they have played in the success of the brand. Stobart merchandise is literally flying out of the door at the moment and, with Christmas fast approaching, we expect sales of the new book to be extremely strong."