Through direct mail, point-of-sale materials, television and print advertising, CM Partners Inc., Rolling Meadows, IL, is helping Midas International promote new services and build customer loyalty.
Midas is repositioning its repair shops as Midas Plus shops that offer automotive maintenance work, such as oil changes and belt and filter replacement, in addition to the company's traditional repair services. As maintenance services require more frequent visits, the company hopes the new services will allow to cultivate loyalty with its customers.
“We are looking at a multifaceted approach to bringing customers back more often to more stores, as they are refurbished to provide more services,” said Clive MacLean, managing partner and executive vice president at CM Partners.
The marketing effort will use special offers and cross selling opportunities to promote the new services in the areas around stores that are refurbished, MacLean said. Much of the effort will involve direct mail to customers who have made one or more visits to a Midas repair shop.
However, point-of-sale materials and newspaper and magazine print ads also are part of the mix, with television advertising coming in at later stages.