AA Auto Service & Repair Strategy by Amanda Easterbrook

Marketing Strategy 2009 AUCKLAND EXPRESS SERVICE CENTRE LTD

www.82.co.nz © Copyright

Contents

1.1

Key Directions

1.2

Key Objectives

1.3

Sales and Marketing Activities

1.4

Brand Commitment

1.5

Partners

1.6

Our Message

1.7

Timeline

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz ÂŠ Copyright

1.1 Key Directions

Achieve target volume goals

Increase general public awareness of the AA Auto Service & Repair offering

Reduce average age of vehicles serviced

Conquest is the key challenge, focus on marketing activities to gain new customers

Position AA Auto Service & Repair as the recognised service & repair facility for car owners to take their vehicles post manufacturer warranty & service plan expiration

Refine and improve overall marketing and advertising communication and campaigns to deliver more consistent, measurable results

Improve and strengthen existing customer communication to increase customer retention

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.2 Key Objectives

1. Achieve service volume / profit target* Target Volume Goals & Improvement of marketing / advertising communications and campaigns

Core Tasks

Targeted prospecting campaigns

Refine and improve overall marketing and advertising communication, to deliver more consistent and measurable results

*Service volume increase of 15% p.a. (420 new customers per month on average) with an average spend of $205 + GST

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.2 Key Objectives

2. Reduce average age of vehicles serviced* Position AA Auto Service & Repair as the recognised service and repair facility for car owners to take their vehicles post manufacturer warranty and service plan expiration

Core Tasks

Media Plan – to create awareness with wider audience

Targeted Prospecting Campaigns •

Internet based

•

Centre specific

*Average age of vehicles serviced is currently 14 years

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.2 Key Objectives

3. Increase & improve customer awareness / communication Improve and strengthen existing customer communication to increase customer retention

Core Tasks

Develop and launch AA Auto Service & Repair website

Complete current collateral audit, review and refine where appropriate

Implement additional loyalty / retention programmes

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.3 Sales & Marketing Activities

1. Increase & improve broad customer awareness Create a greater general awareness off the AA Auto Service & Repair offering

Channel

Billboards

Bus-sides

Online/Great Kiwi Survey Database

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD

1.3 Sales & Marketing Activities

2. Increase & improve customer retention Keep more of our customers for longer

Channel

‘Pleased to Meet You’ customer referral/reward program

Customer specific DM/Email communications

Recycle our current customer smarter i.e. Express WOF to service only customers

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.4 Brand Commitment

Improve our overall brand representation Improve and enhance our marketing & advertising by utilising the AA brand values

Action

Deliver consistent, clear communications

Work with the AA Brand Team to ensure all communication is approved

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.5 Partners

Our Partners Find the best tools in the toolbox and use them to help us grow

Bloodhound Media

Sandpaper

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.6 Our Message

Pleased to meet you... We wanted a message that had some ‘legs’. That could last the distance the needed and enable us to get more than one message across without getting boring & most of all it had to be simple! ‘Pleased to Meet You..’ not only lets us introduce ourselves – it also says thank you, tells people we can do the job & welcomes them back again.

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.6 Our Message

Our customers told us that they wanted a reward for being regular customers & we wanted to oblige

Pleased to meet you... Registration No.

‘Pleased to Meet You ..’ is a customer referral offer which will do just that & help us gain new customers at the same time

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Pleased to meet you...

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.6 Our Message

Campaign web presence

T-shirts for staff members to wear in centre

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.6 Our Message »

6 x 3m Billboards with allowance for changeout of ‘most asked’ customer questions

MARKETING STRATEGY 2009 // AUCKLAND EXPRESS SERVICE CENTRE LTD www.82.co.nz © Copyright

1.7 Timeline EXTERNAL COMMUNICATIONS Campaign

ACTIVITY 2009

Audience

Channel

Format

Scale

JUL

AUG

New North Road St Lukes Road Ellerslie Panmure Highway Harris Road Te Irirangi Drive / Botany Otahuhu Northbound

APN 4303 Oggi A310 APN 2606 APN 7301 i-Site 1091 Adv 1228

6 x 3 6 x 3 6 x 3 6 x 3 6 x 3 12 x 3

4 months 4 months 4 months 2 months 2 months 3 months

6 buses 4 bonus buses

24ft panels 24ft panels

2 months 2 months

11 18 25

16 23 30

JAN

13 20 27

FEB

10 17 24 31

14 21 28

MAR 7

14 21 28

APR 4

11 18 25

Commence February 2010

Bonus Rollover

Commence 2nd August

Bonus Rollover

Commence February 2010

Bonus Rollover

Commence 2nd August

Bonus Rollover

Commence February 2010

Bonus Rollover

Commence 2nd August

Bonus Rollover

Commence February 2010

Bonus Rollover

Commence 1st September

Commence February 2010

Bonus Rollover

Commence February 2010

Bonus Rollover

2nd August

Commence February 2010

Bonus Rollover

2nd August 2nd September 2nd August

Bonus Rollover

August

Bonus Buses

Website Launch 13th July 2009

Email x 2 $0.31 per email

5,000 emails

Pukekohe Only

Super Dockets

Vouchers

220,000

Google Adwords Warrant / Service INTERNAL COMMUNICATIONS

Google

Adwords

Capped at $30 per day 45 Days

ACTIVITY 2009

Campaign

Audience

Channel

Format

Scale

JUL

PLEASED TO MEET YOU

All Customers

Direct Mail

A5 Postcard

45,000

EXPRESS SERVICE™

AA Members

Direct Mail

A5 Postcard

43,500

TBC

Direct Mail

TBC

28,000

All Customers

Direct Mail

TBC

50,000

WELCOME TO 2010

DEC

Waitangi Day 6th Feb

6 x 3 5 12 x 3 1 24ft panels 6 (+ 4 bonus) Billboard Skins 6 Billboard Changeouts 6 Bus Skins 10

Great Kiwi Survey Database

SUMMER SIZZLER

13 20 27

NOV

Akl Anniversary Day 26th Jan

Billboards Buses

Warrant / Service

Qualified Lead

ACTIVITY 2010

Xmas Day 25th Dec

Broad

WEBSITE – www.aaservice.co.nz DATABASES Qualified Lead – Question Sponsorship

16 23 30

OCT

New Years Day 1st Jan

BUS SIDES Northshore

SEP

Labour Day 20th Oct

PLEASED TO MEET YOU BILLBOARDS Kingsland St Lukes Panmure East Tamaki Southern Motorway

12 19 26

Daylight Saving starts

Ongoing

6 months 1 month

AUG

SEP

OCT

NOV

ACTIVITY 2010 DEC

JAN

FEB

MAR

APR

6 weeks 6 weeks 6 weeks 6 weeks

SCHOOL HOLIDAYS

SCHOOL SUMMER HOLIDAYS

1.7 Timeline cont... ONGOING COMMUNICATIONS

ACTIVITY 2009

Audience

Channel

Format

Scale

JUL

Current Customers

In Centres

DLE Mirror Hanger & Petrol Vouchers Mail Out

30,000 TBC

Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail

A5 Postcard A5 Postcard A5 Postcard A5 Postcard A5 Postcard

2,000 2,500 - 3,000 Split with above 500 650

ACTIVITY 2009

Audience

Channel

Format

Scale

JUL

Launch / Ongoing

T-Shirts & In Centre Posters & Hanging Collateral & Copywriting Online registration

EXPRESS SERVICE™

Direct Mail

In Centres

TBC Copywriting

TBC

SUMMER SIZZLER

Direct Mail

In Centres

TBC Copywriting

TBC

WELCOME TO 2010

Direct Mail

In Centres

TBC Copywriting

TBC

Campaign PLEASED TO MEET YOU WOF REMINDERS SERVICE REMINDERS

Current Customers Current Customers DIESEL SERVICE REMINDERS Current Customers CAMBELT REMINDERS Current Customers ™ Service Only Customers EXPRESS WOF INTERNAL PRODUCTION BUDGET Campaign PLEASED TO MEET YOU

AUG

SEP

OCT

NOV

ACTIVITY 2010 DEC

JAN

FEB

MAR

APR

MAR

APR

Ongoing

AUG

SEP

OCT

NOV

ACTIVITY 2010 DEC

JAN

FEB

6 weeks

SCHOOL HOLIDAYS

SCHOOL SUMMER HOLIDAYS