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2011 - 2012

2011 - 2012. Objective: Get to Know Your Neighborhood Auto Repair Pro : Promote primary points of independent mechanical shop customer benefit and differentiation: Relationship. Ownership and operations that foster customer relationships.

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2011 - 2012

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  1. 2011 - 2012

  2. Objective: • Get to Know Your Neighborhood Auto Repair Pro: • Promote primary points of independent mechanical shop customer benefit and differentiation: • Relationship. Ownership and operations that foster customer relationships. • Capabilities. Service and repair capabilities that equal or exceed auto dealers. • Location. Convenience, close to home or work. • Promote participating shop name, location and search. • Leverage the power of collaboration through AASP-MN.

  3. 2011 Review: • Radio • 31 weeks April 4-November 6. • 3 top-rated Twin Cities area radio stations. • Reaching 737,000 adults 25-54, 3.7 times each. • Each participating shop receives least 39 mentions. • Six shops purchased additional commercials and tags and receiving additional 57 mentions each. Return to web page to listen to radio advertisements

  4. 2011 Review: • Radio

  5. 2011 Review: • Google AdWords. • Through August 15, 2011 • At www.autorepairpro.net, 334 unique shop searches. • Investment of $839.00 • Cost Per Unique Search of $2.51 • Cost Per Click of $4.11

  6. 2012 Overview: • Radio • Stay “on message”: relationship, capability, location. • Update creative • “How did you get to know your neighborhood auto repair pro?” • Scripted customer comments that support relationship, capabilities and location.

  7. Radio: • We're asking people... "How did you get to know your neighborhood auto repair pro?" • Male: I found a shop right by my office. Easy to drop my car off, easy to pick up right after work. Nice. • Female: Well, they've been owned by the same family for years. Great people. I see their ad in our school program. • Female: I was chatting with friends, and realized I was the only one on the block still going to the dealer for service. Hello?

  8. Radio: • We're asking people... "How did you get to know your neighborhood auto repair pro?" • Female: Do what I did. Get a repair estimate from the dealer and take it to your neighborhood auto repair pro. That was a nice surprise. • Male: I've got a high-end import, and a budget. Get to know your neighborhood auto repair pro who specializes in imports and save. • Female: I went to auto-repair-pro-dot-net and just typed in my zip code. These guys are so much closer than I thought.

  9. Radio: • We're asking people... "How did you get to know your neighborhood auto repair pro?" • Female: Two words. Repair options. Not just "Lady, this is the way we have to do it." • Female: I'd rather support a neighborhood shop that really appreciates my business. Keep it local, you know? • Male: I like to know the person involved in the repairs and service, ask simple questions and get straight answers. Thank you.

  10. Radio: • We're asking people... "How did you get to know your neighborhood auto repair pro?" • Female: They treat me like a neighbor, not an invoice number. They're minutes away from my home. • Male: I like their approach. This needs to be done. That can wait. Very refreshing and affordable. • Female: My husband said it’s a new car… take it to the dealer. My sister said I can choose where to have repairs and service done and keep my warranty. She was right.

  11. On-Line/Video 2012:

  12. On-Line/Video 2012: But if you're not optimizing your videos, you should start. "Blended search," the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.” -Nate Elliott, Forrester Research

  13. On-Line/Video 2012: • Customized program 30-second video. • Create customized 30-second video featuring: • Owner image. • Shop logo, location, phone. • Shop qualifications. • Create on-line display, search optimization strategy.

  14. On-Line/Video 2012: Return to web page to view video advertisement.

  15. 2012 Member Participation: • Base Plan, $1,000 • Projected Radio, April – November • Base Plan Plus, $500 • Customized 30-second video, online display • strategy

  16. 2012 Timeline: • October 2011 • Finalize plan. • November 2011-January 2012. • Member meetings, sign-up. • February-March 2012. • Finalize program. • April-October 2012. • Program execution.

  17. 2012 Considerations: • Member participation projection. • Program elements. • Member sign up.

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