after a car wreck, most drivers would probably believe that anauto body shop would be run by a man. Cindy Kleis wants to defythis stereotype by running her own dent and body repair operation.Her company is set to open in 3 months. It will offer serv'icesranging from touch-up painting to minor and major repairs fromcrashes.
Cindy learned the trade from her father, who worked as anemployee for a repair company for more than 30 years. He recentlyretired, and his former employer closed his shop. This left anopening for a new firm. After purchasing a highly "Sible locationon a major street in the city, Cindy contacted a local advertisingand marketing agency. She set aside $15,000 for the marketing ofher launch.
The agency specializes in small business advertising andpromotion. The question becomes how to reach the highest number ofpotential customers and the message that should be sent when makingcontact with them. Cindy believed that her primary advantage wouldbe a set of skilled and experienced repair experts. with a combined40 years of previous work. All three individuals were friends ofher father and had been taught by him.
One question which would need to be resolved centered on whetherthe advertising should emphasize or de-emphasize the fact that theshop was owned and run by a woman. Cindy believed it was a trueadvantage. She noted that many women take charge when a family caris damaged, and that they might enjoy dealing With a femalemanager.
Media selection constitutes another major decision. Cindy knowsshe needs to entice people to make the first visit. which could bemonths or even years down the road She needs to place her company'sname in their minds so that when the time comes they will visit herlocation.
The city in which the company is located has about 150,000residents. When combined with the county, about 300,000 potentialcustomers are present. The new company will have 3 majorcompetitors in the city.
question: Create an effective media mix and describe thecampaign you would create for the grand opening and subsequentmonths for Cindys Auto Body Repair Shop.
