Question

after a car wreck, most drivers would probably believe that an auto body shop would be run by a man. Cindy Kleis wants to defy this stereotype by running her own dent and body repair operation. Her company is set to open in 3 months. It will offer serv'ices ranging from touch-up painting to minor and major repairs from crashes.

Cindy learned the trade from her father, who worked as an employee for a repair company for more than 30 years. He recently retired, and his former employer closed his shop. This left an opening for a new firm. After purchasing a highly "Sible location on a major street in the city, Cindy contacted a local advertising and marketing agency. She set aside $15,000 for the marketing of her launch.

The agency specializes in small business advertising and promotion. The question becomes how to reach the highest number of potential customers and the message that should be sent when making contact with them. Cindy believed that her primary advantage would be a set of skilled and experienced repair experts. with a combined 40 years of previous work. All three individuals were friends of her father and had been taught by him.

One question which would need to be resolved centered on whether the advertising should emphasize or de-emphasize the fact that the shop was owned and run by a woman. Cindy believed it was a true advantage. She noted that many women take charge when a family car is damaged, and that they might enjoy dealing With a female manager.

Media selection constitutes another major decision. Cindy knows she needs to entice people to make the first visit. which could be months or even years down the road She needs to place her company's name in their minds so that when the time comes they will visit her location.

The city in which the company is located has about 150,000 residents. When combined with the county, about 300,000 potential customers are present. The new company will have 3 major competitors in the city.

question: Create an effective media mix and describe the campaign you would create for the grand opening and subsequent months for Cindys Auto Body Repair Shop.

Answer 1

As discussed in the case, the garage is being planned to open in few months’ time and Cindy wants to promote the garage to get maximum customers. The case also focuses on how the stereotyping that female mechanics are not well thought of as compared to males will also have to be looked upon and eradicated. The best way to do that is to put up good example by good work. For good work Cindy needs cars in the garage. For enticing new customers, there needs to be promotional mix ready. To get Cindy started on her journey, she has to do the following:

• Find potentials customers in the areas along with their interests, cars and services they use is garage
• Research the competition in the locality in regards to what services they offer and time taken for each car to get back on road
• Identify personal brand and how the shop has to be branded to the community

For promotion of the shop, Cindy can:
• Start ATL and BTL promotions at key localities
• Start print media ads in regular frequency in local newspapers and magazines
• Spread message about Value added services she will be offering in the grapevine community
• Give inauguration offers to first 50 customers for complimentary car wash and diagnostics
• Do free car wash at strategic locations to promote upcoming shop
• Establish a secure hotline number that can be used to reach the shop
• Have tie ups with shops in neighboring communities to promote the shops

For ATL activities, I would locate key billboards in the area and use them to promote the shop. It could carry message that experienced crew with 40 plus experience using latest technology is in town to help the car get better.

For print media, a brochure can be created showing the various service offering in pipeline. Promotional offers and discounts can be highlighted along with the rates and average rate of such services in the market.

Having free car wash is a wise way of attracting local car owners, while cars are being attended to, Cindy and team can pass message that they are starting up the new venture in the locality and many value added services will be provided at very cheap rates. They can also demonstrate few technological solutions that they will use in the shop. Having created a good impression in the mindset of customers, it will be easy for them to recall the garage and when they are in need of any repairs.

To deal with the major competitors in the locality, Cindy can promote the garage as easy to visit for female drivers and target the female section of the community to get the cars in the garage. It is often the males who take the car breakdown related activities but if females have good experience in working with Cindy, they can spread the message to other car owners and more customers can be attracted to the new venture.