Smart marketers know that consumers are paying for a feeling or an experience. That’s why a flower shop might use the slogan, "She’ll kiss you like never before" instead of "Rose special $29.99.” They’re tapping consumers’ emotions and turning it into dollars.
The same goes for the automotive service and repair industry. In its research, the Car Care Council found that the motorists respond to three key words: safety, dependability and pride of ownership. Intangible? Yes, but it’s a successful marketing strategy.
National Car Care Month (April) and Fall Car Care Month (October) were created as springboards to help shops market while educating the public about the benefits of scheduled maintenance and properly performed repairs. In other words, it’s the perfect opportunity to tap emotions and sell the experiences of safety, dependability and pride of ownership.
Those unfamiliar with National Car Care Month can learn more by ordering a new, free DVD. It illustrates a vehicle check-up event, and includes other marketing resource materials. These include sample press releases, a guide to hosting successful car care clinics, camera-ready advertisements and more.
Find out more about National Car Care Month and the new DVD at www.carcare.org or call the Car Care Council at (240) 333-1088.
