Braintree-based Grants Seat has won Excellence in Marketing at the Essex Business Excellence Awards 2011.

The dealership won thanks to an “innovative and varied programme of marketing activities designed to build the business’s presence in the local community, increase awareness of the Seat brand and drive traffic to its showroom” which is at Galleys Corner near Freeport.

The marketing programme included the development of a partnership with the Chelmsford Chieftains ice hockey team, numerous campaigns in support of sales events, a high-profile appearance at the Essex Country Show and “ground-breaking” use of social media.

The initiatives helped Grants Seat to exceed all its sales targets.

The dealership’s marketing efforts are led by communications manager Katie Wililams (pictured) and judges praised Grants Seat’s “careful competitor analysis” and “outside the box thinking”.

Grant Seat managing director, Darren Williams was runner-up in the Outstanding Businessperson of the Year category.

Williams said: “We have worked hard to develop an innovative marketing strategy that avoids the more traditional methods used by other car dealers.

“All the while our focus has been on engaging with the local community so they get to know us as well as our products and offers.

“In addition to our sponsorship of the Chelmsford Chieftains and our continued involvement with Autism Anglia we have used social media platforms such as Facebook and Twitter to make lots of noise and ultimately drive traffic to our business.”