Question

Topic: Advertising/PR

Ideal Btl Excercise For Automotive Services (post Sales) Brand

Posted by Anonymous on 3/22/2004 at 6:45 AM ET 250 Points
My brand is an integrated post sales automotive services, offering multi brand service, roadside emergency services and buying and selling of used car, all under one brand umbrella. Brand is launched with mass media presence, its taken off. Currently loooking at an ideal mix of brand/corporate adverts with various Below the line activiteis to target the TA - car owners. what should be the ideal mix of DM,BTL,local promotion ?

The brand is renowned with the mother brand being in the automotive service for over 90 years.
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RESPONSES

  • Posted by Blaine Wilkerson on 3/22/2004 at 8:49 AM Accepted
    Try direct mailers, place big ads in the newspaper, etc.

    An ideal mix? Do it all at the same time for the best results. If you are asking about %, it all depends on your budget, the local economy, and narrrowing your TA down to something not as broad as "car owner".

    You need to find out what kind of people usually buy these services in your area and focus on them.

    Use DM & BTL to annouce your local promotion.

    Good Luck
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