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This question has been closed, and points have been awarded.
Ideas For Advertising Company Name Change
Posted By: cbajpai on 2/3/2007 10:50 AM (CST) 500 Points
We are a successful independent (private shop) in eastern Massachusetts. We service and sell used BMW/Mercedes/Audi/Rolls-Royce. We have operated over 14 years as Autobahn Automotive.

Two years ago we purchased the location of a former very successful BMW/Mercedes dealership which had operated for 30+ years and established a well branded name, Auto Engineering.

Given the local prestige of this well branded name, we are adopting the "Auto Engineering" name at this new address, but keeping our orginal location (10 miles away) operating under the original name "Autobahn Automotive".

We are trying to develop some ideas, tag lines and graphics that will go on a customer postcard (typical 38,000 cards within our 10 miles radius). The idea we currently have is along the lines of (and tied into our spring adv campaign) "Change is good" or "Changing is good". One idea submitted to us is a superhero character tearing off his/her shirt with the new name appearing on the superhero costume.

We are not limited to this idea and welcome other ideas, but the underlying message in this superhero imagery is quite strong and we believe it has potential to capture our audience's interests.

We'd also like to improve our post card response rate (perhaps using this concept), which has fallen from a 5% to 1% over the last 5 years.

We are a successful and growing business and would welcome a long term marketing partnership with someone who has fresh ideas that will help distinguish us in a crowded, boring advertising market.

Posted by: W.M.M.A. Accepted Answer
2/3/2007 11:08 AM (CST)
I understand where you are going with the "change is good" theme...but, change is equally frightening, to many. Perhaps those who have used the other service, and trusted their cars to Automotive Engineering, may have questions about the change. I am not convinced that a super-hero will work as you would like. Super-heros need a name, and if you are going to introduce this type of character, s/he becomes a sign of your firm. This may create more issues than it solves.

High-end users, especially of the models you change, are usually a bit more educated with the "engineering" aspects of their cars, than many other buyers.

I am also not convinced that once you have the creative thrust that one card will do the job. I usually suggest at least 5 for each campaign, with follow-up telephone calls.

We did a change program for a business newspaper. If you will contact me off-forum, I'll send a copy of the mailers we created. It might give you some insight as to your program.

My contact info is available by clicking on W.M.M.A. (above).

Randall
WMMA
 
Posted by: W.M.M.A. Member Response
2/3/2007 11:10 AM (CST)
CORRECTION: Did not mean to type:
"High-end users especially of the models you "change"...I meant to state - "carry and service".
 
Posted by: mcsten Accepted Answer
2/3/2007 11:16 AM (CST)
Just to clarify, are you changing the new location (that you bought 2 years ago) from autobahn automotive (I assume has been the name for the past 2 years) to auto engineering?

My questions are:
--Why do you feel that you have to communicate a "change", maybe a new launch is better?
--How does the superhero tie in with "what will be better for the customers"
--You mentioned "change is good". How good?

I suggest that you do a mailing about the name change to your current customer base. A new launch highlighting good things with great call to action incentives for the general public.
 
Posted by: charles.stannard Accepted Answer
2/3/2007 12:57 PM (CST)
Playing off the change idea, and from suit to costume-
"Upgrade"

"Shift gears."
 
Posted by: proeditor Accepted Answer
2/3/2007 1:25 PM (CST)
I'm sorry, but I'm confused over what is changing. From your second and third paragraphs, it sounds like you're keeping "Automotive Engineering" at the site you purchased two years ago and keeping "Autobahn Automotive" where it's always been. Is that right? If so, what's the change?

karen
 
Posted by: Deremiah *CPE Accepted Answer
2/3/2007 5:31 PM (CST)
Hi Cbajpai,

change is good and Randall's comments are in order.

They say...

THE ONLY PERSON THAT LIKES CHANGE IS A WET BABY!

So with all that said and your response rate falling from 5% to 1% I think you need to do something that interrupts Broca.

BROCA PREDICTS the pre-DICT-able...
Broca predicts where you are going and if you bring change drastically after you have taken over a new piece of automotive territory you have done what traditionally comes with all new organizations...you have created unrest, you have ushered in change. This is a pitty because this is so predictable.

NOW LET'S THINK ABOUT IT...
Do something un-predictable. That's what BROCA does.

FOR EXAMPLE WHY DON'T YOU DO WHAT THEY DON'T EXPECT...

%%%%% Answer the question -=-Would They?-=- %%%%%

FIRST--Your customers would not expect you to dig up old advertisement campaigns that they've used before and examine them to determine why they were so effective. Would they?

SECOND--Your customers would not expect you to call them up and ask them what THEIR NEEDS are. Would they?

HAVE YOU EVER HAD A DATE BEFORE???
When you're on a new date do you just jump into character with an idea you think would make your date happy?

GET TO KNOW YOUR CUSTOMER FIRST...
Do you ever consider getting to know your date first? And then building a relationship based on the knowledge you've gained. Paying attention (being attentive) to your dates needs is invaluable. This is called "Creating GOOD Relationship" by using your head and paying attention to your customer.

GIVE YOUR CUSTOMER WHAT SHE OR HE NEEDS...
Now when you give people what their looking for with a hearfelt desire to PLEASE them from --their perspective-- you end up experiencing The Law of Reciprocity.

CHOOSE FOREPLAY OVER ONEPLAY...
IT'S really going beyond a ONEPLAY mentality VERSUS a FOREPLAY mentality...Good advertisement, great marketing and exceptional selling is magical like good foreplay.

NO NEEDS ANALYSIS=NO MARRIAGE...
Most marriages end because of one person in the relationship is into oneplay while the other wants foreplay. Oneplay is when one person forgets and thinks that they're in bed all alone. Years of this generally ends in them being alone. It's a basic math problem...oneplay plus oneplay equals oneplay. But Twoplay plus Twoplay equals foreplay. Every great marriage requires continous needs analysis and constancy in the commitment to the other.

WHAT HAPPEN TO THE WARM-UP?


POOR ADVERTISING IS SEX WITHOUT FOREPLAY...
Most companies in our generation use sexual advertisement to get their customers and then the relationship dies because it was never built on the principles of love. Poor advertising is sex without foreplay. Remember our needs are not the same our customer needs a warm up. Even a good football or baseball game begins with warming up.

WHERE IS THE LOVE?
I think it's time for you to bring the love back. Right now you're singing the lyrics to a very popular Hip-Hop song..."I'm bring Sexy back" but your customer just wants to be loved and they're singing "WHERE IS THE LOVE?" you said would be mine all mine till the end of time, was it just a line...Where is the Love?.

GREAT MARKETING IS THE DIFFERENCE BETWEEN SEX & LOVE...
There is a difference between sex and love. Sex in our age comes without foreplay but real love needs attention to foreplay. When you have dialogue with your customer you'll find out what their real needs are. REMEMBER... our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. I'm only an email away from you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

*Caring Promotes Exuberance
 
Posted by: Jeremy Shearer* Accepted Answer
2/4/2007 10:51 AM (CST)
I will agree with Randall et al, change can be fun and exciting from inside the firm, but people, in general, abhor change...be very cautious!

I would instead recommend this...

If your brand is successful and strong, and the brand that you purchased is successful and strong...why change either of them and risk losing the strength. I use this as a thought:

1+1=2
but
1*1=1
be cautious here.

I would instead look to a firm that can combines both brands successfully without losing either brand identity. You are now the full monty, so to speak, you sell the cars, and you service and supply parts for them. Which brand is worth more money here. I don't own one of those cars, but I would assume, based on their reputation, that they don't break-down often. That would lead me to believe that the brand that sells the car is the stronger brand and the brand that sells parts and repairs the car is rather subservient, although still valuable.

In short, look for a way to capitalize on both brands, instead of Clark Kent turning into Superman, think more of the wonder twins combining their powers.

Best of Luck and feel free to contact me off-line (email) with any other questions you may have.

Jeremy
Shearer Consulting
 
Posted by: Rick Accepted Answer
2/4/2007 7:46 PM (CST)
I agree that 1+1 =3 so I would recommend a combination of both brands without reinventing the wheel(pardon the pun).

Autobahn Engineering " Change just got better"
or
Autobahn Engineering " Sometimes change is good"

I would also look into the Bowie classic "changes" for a good tag line and great soundtrack.
IE Time can change me but I cant change what I drive!
 
Posted by: KathySmithFilms* Accepted Answer
2/5/2007 2:40 AM (CST)
This is the data I get: You have 2 shops - 10 miles apart

1 called "Autobahn Automotive" - 14 year track record

2 called "Auto Engineering" - 30 year track record

Both places have high end prestige cars - my take.
You have a budget for 38,000 cards.

Since the return is a low percentage, it's time to do a new survey. Create 3 or 4 questions and ask and note down answers from people you know and those you are about to meet. Get referrals from each person you survey. Ask the questions at some mall. Take and tabulate the answers (which answer is the most) and write an ad from the most answered, including the mood that goes with your product or most reacted (like conservative or cheerful, etc.) This take a day and if you don't want to do it, have the local college students do it and pay them what it is worth hourly.

If you were to survey me, I like the two separate names. It makes your look more affluent. Have flyers on each other biz at each place.
of the two names I like "Auto Engineering" the best - and some tag line that you can come up with after this portion is agreed upon.
Best to you,
Kathy
 
Posted by: shghosh Accepted Answer
2/5/2007 4:01 AM (CST)
I agree with Kathy- keep both the brand names going but build up an umbrella brand which will make the sum greater than the sum of the two brands.
Positive associations of both shops will build the umbrella 'Planet Auto' ( just an eg.) brand.
The postcard with brand name association shd ideally state that along with AutoBahn there is another equally good option for customers and vice versa. Mail merge to save costs.
To increase postcard response rates- that depends on what you want- if you want awareness to increase then ask people to call in for a free car sticker.
If you want buyers to increase- then you cannot do blind mailing- it has to be a database of people who have shown desire to purchase. Postcard mailing will not increase buyers.
Evaluate accordingly.
 
Posted by: Mushfique Manzoor Accepted Answer
2/5/2007 8:38 AM (CST)
Hi cbajpai

it would be really very nice if you had filled you profile page so that we could have learned more about you.

like the guru (randall) and Deremiah says change is scary for most of people outside and also in many cases inside. So i would suggest you to replace the 'change' concept to

"Progress"/
"possibility
"Potential"
"Prosperity"
"Growth/
"better Service"/
"Bigger space"
or anyother idea that matches with whatever is your USP etc.

you already have 2 brands, AutoBahn Automotive and Auto Engineering. what are the essences of these 2 brands?? what are your USPs of these 2 brands?? what do they stand for, whats the impression your customers have and What are their expectation. Are these all same for both brands?? which one is stronger between the two??

i would rather suggest you create an Endorsing brand, take the stronger brand of the two and use that to endorse the other brand (if the market permits). this is very similar to Pontiac by GM.

thats all for now, hope this helps. if you need any help, you can contact me (click on my name)

cheers!!
 
Posted by: carrie77 Moderator Response
2/15/2007 7:12 AM (CST)
Hi Everyone,

I am closing this question since there has been no adctivity in 10 days.

Thanks for participating!
Carrie (Production Editor)
 


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