Around the Industry: Meineke Launches On With Life Advertising Campaign
Meineke Car Care Centers, an automotive care and repair brand since 1972, launched a new advertising campaign to drive sales growth at its more than 900 car care centers nationwide. The company’s integrated marketing approach will include a new rewards program and improvements to its online and in-store customer experience that are designed to build customer loyalty.
Meineke’s “On With Life” advertising campaign kicked off with television spots in September. Other elements of the new marketing campaign will launch in the latter half of 2015, including print advertising, heightened social media engagement and in-store marketing.
“We know car care has been a pain point for consumers. So we asked customers to tell us what they want most in a car care partner,” said Artemio Garza, Meineke’s chief marketing officer. “Not surprisingly, we discovered consumers want a trusted, one-stop shop for car repair and maintenance — a partner that is reliable, transparent and convenient. Our new advertising campaign communicates Meineke can be that partner and deliver the car care experience customers desire.”
In addition to the new advertising campaign, Meineke will introduce improvements to its online and in-store customer experience starting this fall, including a more user-friendly website and testing a new look and feel in its stores. Meineke is studying their end-to-end processes to ensure they align with the company’s desired customer experience and updated brand.
“Our approach goes beyond a simple advertising campaign,” Garza said. “We want to provide an integrated customer experience built around our new brand, which means Meineke will be convenient, reliable and transparent for customers in every interaction. In a fragmented market like today’s car care industry, where there is not one dominant national brand, we believe Meineke has the opportunity to stand out from the crowd by providing the best possible car care experience.”
Meineke will also introduce a new rewards program in fall 2015 designed to build customer loyalty. Most first-time customers come in to Meineke for regular maintenance, such as an oil change or new tires. The new customer loyalty program will reward customers for repeat visits and encourage them to try Meineke for repair service.