Question

Topic: Advertising/PR

Need Help W/ Marketing A Collision Shop

Posted by Anonymous on 10/4/2004 at 5:04 PM ET 250 Points
As an automotive collision shop, we specialize in body repair for high end- prestige vehicles. Most of our clients own BMWs, Jaguars, and Mercedes. We would like to break away from this niche and reach other markets.

Because we have a reputation of specializing in the luxury vehicle market, the community often thinks that we're too expensive and that we don't work on ordinary cars. This misconception takes away a large market share.

Currently, we're advertising on the radio by sponsoring traffic tags, and on roadside billboards. We're branding ourselves as a Customer First service center.

Is there anything else we can be doing? Any help is much appreciated. Thanks!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by SteveByrneMarketing on 10/4/2004 at 5:49 PM Accepted
    Sarorn,

    IMHO you should step back from your advertising program and look at your marketing position.

    “We specialize in body repair for high end- prestige vehicles”

    This is a strong marketing position. Presumably you own a top position in your market, maybe the number one position. Perhaps it makes greater marketing sense to give up the mid/low-end segments so you can continue a strong ownership of the position the market is already acknowledging. You could risk your top position in luxury but diluting your brand with mid/low-end work. Ask yourself, Is there enough of a market in the luxury segment? How much more business can I get in the luxury segment? Seems like the luxury business would be a good business in most markets -- and too much greed might result in a net loss verses gain.

    Note: you could start a new separate company that specialized in mid/low-end repairs.

    Hope this helps,

    - Steve
  • Posted by SRyan ;] on 10/5/2004 at 2:19 PM Member
    Sarorn, you're absolutely right -- people don't need a cardiologist until they have a heart attack. Same with collision repair, so...

    I think you need to focus your marketing efforts on the people who INFLUENCE your customers at the time of their crisis: Dealerships, insurance agents, and tow truck drivers!

    Shelley
  • Posted by Blaine Wilkerson on 10/6/2004 at 10:03 PM Accepted
    This is most definately a Branding issue. You are trying to change your personality. Quite a feat.

    Think of this as a person trying to change what people think of them. Do you know a guy who is a real jerk? The kind of guy you hope you never see again? OK, now...what if he came along claiming he is different? What would it take for you to believe him? How long would he have to persist and show you he has indeed changed?

    Your business is the exact same way. I'm not saying you are a jerk..LOL. Rather, you already have a solid brand (image) as a prestigeous establishment who works on exotic cars. You have to do more than say "Hey, not only do we take Toyotas now, we will treat you right too!".

    I would run a series of promotional campaigns that target the very people who you are trying to reach. A general radio blast or ad in the paper is not enough. Get down to specifics: age, gender, income, zip codes, occupations, car types, etc and specialize each promotion for every group.

    There are a lot of things you can do to bring in the very people you wish to attract, maintain your "clean" persona, and evoke a customer oriented service (NOT customer service oriented..big difference).

    If you require any further professional assistance, please feel free to contact me. Just click on my name for the contact details.

    Good luck with your endeavors!

  • Posted by tjh on 10/11/2004 at 3:59 PM Member
    The risk of losing the high-end image seems too risky after all you've done to create it.

    It might be easier to start a second brand, DBA or a second company even, in the same building. That gives you a chance to build its' image they way you want it, and can even have a secondary, (and small) tag line to the effect of "Brought to you by Elite Body Works (or whatever) - but even this tag line might be too much.

    With the second identity you're free to market it as it needs without fear of diluting the first brand. In the trade, its association with your first business should open many willing doors for referrals from dealers, insurance companies, etc.

    However, this doesn't mean to step down in service quality for the second brand...

    Sounds fun!
  • Posted by tjh on 10/13/2004 at 2:06 PM Member
    Just as a follow up: here's a quick-reading article by Laura Ries about brand focus, line extensions and the risks of failing with a new business line.

    https://tinyurl.com/6ande

    Also, the front page of her blog has excerpts from several articles that are a good fit for this discussion.

    https://ries.typepad.com/ries_blog/

    Hope that helps.
  • Posted by Chris Blackman on 10/14/2004 at 8:51 PM Accepted
    I think your brand sounds just fine.

    Consider this: If you drove a regular car (say Ford or GM, even a SE Asian "buzz-box") and it was your pride and joy, and it got pranged, wouldn't you want the same care and attention to detail those rich guys get when someone rear-ends their Benz?

    Does that cost more? Who's paying anyway, the insurance company?

    I think you need to consider how to reach ordinary drivers who would like their car repaired to the same standards as a prestige vehicle. Sure, you won't turn it into a Mercedes for them. But you'll treat it like one.

    Why not offer tours of the works to local schools and community organizations so they can see the bright/clean/organized workshops? The image will last in peoples minds. Kids tell their parents. adults accompany the tours. Parents sign permission slips. Convoluted approach, but could work...

    I remember vividly the first time I saw a place where they fit-out business jets - Galaxy Aerospace, Alliance Airport, Fort Worth... The cleanliness and organizational tidiness was breathtaking, incredible. The concrete floors were painted stark, shiny white. Not a mark anywhere. See, now I'm telling you...

    Good luck.

    ChrisB
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)