Archers revamps online presence
P.W. Archer & Son used the Covid-19 lockdown
period to rethink its approach to online advertising
as it turned 100 years old.
Through an improved social media marketing strategy
and a new website in the pipeline, the Northallerton-based
BAR Member kept up close relationships with
customers after suspending removals activities in
March, enabling the firm to remain fully booked
as it returned to operation towards the end of May.
“Our social media really took off under lockdown,
as I realised early on that Covid-19 offered a massive
advertising opportunity with so many customers
working remotely,” Managing Director Geoff Archer
told R&S. “At a time when other local movers were
battening down the hatches, we decided to invest
significant time and money into researching the best
ways of reaching customers, as well as developing a new
website and online shop to increase the volume of traffic
reaching our site. These will be rolling out in the very
Archers primarily uses Facebook, Twitter and
Instagram to promote its services in the local area,
posting between 8am and 9am and between 4pm and
7pm to ensure the largest number of impressions with
customers checking their feeds before and after work.
Geoff handles all the company’s marketing himself,
posting daily across the various platforms to keep up
traction. “We looked into outsourcing our social media
marketing through a professional agency, but frankly
we gawked at the cost,” Geoff said. “We were also
concerned that by moving marketing out of house we
would lose the personal aspect of our messages.”
Promoting the BAR badge
P.W. Archer & Son first tried its hand at social media
around five years ago, yet Geoff soon found himself
lacking the time and inspiration to create engaging
content as other business concerns took centre stage.
Older HGV tyres banned to boost road safety
8 Removals & Storage September 2020
It was after the firm became a
BAR Member last year that Geoff decided to
give social media another ago, as joining the
Association had provided him with a wealth of benefits
– such as the Advanced Payment Guarantee (APG)
Scheme and CTSI-approved Code of Practice – and
visual resources to promote to consumers.
“People often forget that if you don’t do anything
for the BAR, it can’t do anything for you,” Geoff said.
“We constantly promote the BAR badge and all the
great perks of Membership to educate the consumer
about what the Association is and how it protects their
interests. Eventually it will prompt people to question
why the non-BAR firm down the road doesn’t have these
things. In other words, use social media to build your
own brand as a BAR-accredited company, as that gets
you more value for money from your Membership.”
A next step in the company’s roadmap is to expand
its LinkedIn presence to catch more corporate work
for its commercial division and promote the BS 8522
commercial moving standard within the sector.
For more information, visit
Top tips for effective
According to Geoff a few key steps can ensure
return on investment online.
• Commit regularly to keep up traction.
However, don’t over-post because people will
lose interest. Stick to one post per day.
• Have a clear idea of what you want to say.
• Keep the content varied and mix up
straightforward advertising with old photos
from the archive or something more
personal such as interviews with your staff.
• Don’t get disheartened, as there’s often no
rhyme or reason as to why some content
gets impressions and others doesn’t.
• Watch what you post because it’s
permanent, and old content can come back
to haunt you.
• Be very careful with your personal posts
or pages – your customers may not share
Do you have any tips to
share around marketing
your business effectively
on social media? Let us
know at rands-editorial@
From this autumn, it will be illegal to fit tyres aged
10 years and older to the front axles of heavy goods
vehicles (HGVs) in England, Scotland and Wales,
under new rules to improve road safety.
Members are encouraged to review their tyre
management processes to ensure compliance with
the new rules.
Drivers will also need to ensure that the date
of a tyre’s manufacture is clearly marked and
maintained in legible form so that tyre age can
be easily determined in visual checks. This will be
required both for new and re-treaded tyres.
An additional assessment of tyre age will be
added to the annual MOT scheme, and the Driver
& Vehicle Standards Agency (DVSA) will be able
to issue stronger penalties if tyres in breach of
the rules are found during routine roadside
The tightened requirements follow government
research indicating that ageing tyres suffer
corrosion that could cause them to fail. Tyres fitted
in a twin configuration will not be included under
the ban because a failure of one tyre in a pair
presents a lower risk of danger to road users.
All BAR Members must satisfy the
Traffic Commissioners’ obligations as
required by the Association’s