C A S E S T U DY
FOR PROMOTIONAL USE
Successfully executing a noteworthy promotional campaign BY NOAH BROWN
WHEN COVID-19 WAS DECLARED A
global pandemic back in March 2020, every industry was adversely affected to some extent. As the months continued, many businesses struggled to stay afloat as mandatory lockdowns across the country forced both employees and customers to stay home. Even once those lockdowns were lifted, quick lube shops still felt the sting of the virus and had to figure out how to keep customers coming through. Jonnie Hendrickson, president of Winnipeg-based Super Auto Centres, says her six stores were no exception. So, how did the chain implement a
42
promotion that got people back in to service their vehicles following a global pandemic? The Challenge All six of Super Auto Centres’ locations closed down near the end of April 2020 in order to make some changes to better protect against COVID-19. Once they reopened, though, fewer drivers were needing service on their vehicles due to a large increase in the number of people working from home. The challenge facing Hendrickson and her stores at that time—and the one they still face now—was figuring out how to develop a promotion that
both boosted business and followed the company’s mission of leaving a positive impact on the surrounding community. The Solutions After a month of being closed down, Hendrickson says Super Auto Centres management knew they had to reopen their stores to keep their employees going through the pandemic. With fewer people on the roads, though, the company needed a way to keep those employees productive. “We knew we needed to do something big when we came back,” Hendrickson says. “We knew the only people driving around at this time— everyone else was home—were our health care workers.” Do what you know. That something big eventually turned into offering free oil, lube, and filter services, as well as tire rotations, to any frontline health care workers.
SUPER AUTO CENTRES
S
NOLN.NET
06_Service.indd 42
9/23/21 8:31 AM
