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DETROIT — Toyota Motor Sales, U.S.A. selected Helm Inc., a specialty fulfillment company to provide a marketing channel for selected vehicle owner and service publications. As of January 2, the publications are available on www.helminc.com.
Under the terms of the agreement, Helm will target consumers and aftermarket repair facilities, two key audiences that need materials for the maintenance and repair of their vehicles. Marketing strategies will include search engine optimization, promotional banner placement, and the establishment of inbound links from relevant Web sites.
Helm is a specialty fulfillment provider based in Highland Park, Mich., which focuses on branded merchandising, publications management and fulfillment, and distribution. Helminc.com was launched in 1997. Materials available include repair manuals, electrical-wiring diagrams, body repair and owner's manuals.
According to Garry Cole, vice president of marketing, companies have found that by providing customers with convenient access to sometimes hard-to-locate publications, they can build satisfaction and loyalty after an initial purchase.
