July 6, 2009 11:02 AM PDT
Herb,
It would help to have some sort of baseline re: your client's business and the competitive landscape there.
Is this client on the air with you now? If so, what's he been running? What is his message? Can you share either the copy or audio?
Who's his competition - the major players in his category? The big box auto stores like Sears Automotive, Checker and Auto Zone? Service centers (Goodyear, American Car Care Centers, etc.)? What are they doing for local advertising?
What's your client's claim to fame? What makes him different/special - from a consumer's perspective?
Is the battery business pretty steady throughout the year in Jackson? Up north we see definite spikes in battery sales just ahead of and during the cold weather months. What's the business cycle like there?
July 6, 2009 11:19 AM PDT
Seminal thought: "We're in charge'
July 6, 2009 11:19 AM PDT
Seems like the customer that plans ahead for a battery purchase will also have a battery receipt in the glove box. Why not offer a free battery to the person with the oldest dated receipt? Give away one battery every 48-hours. Celebrate the most recent winner by making a big deal about the winning date. Even if they don't win the copy point is your battery is overdue. Don't get stranded this fall.
No battery receipt ... come in we'll tell you how old your battery is. Don't care ... see this fall when the temp changes and your car doesn't start.
Assuming youu know and understand the KMC you can cause your particular battery to become the Superhero battery...
Try to "humanize" them. In other words give each different battery a personality. ...a bass voice for the big truck battery, young and sexy for the sports car battery, etc., etc. Then close in unison "You can find us all at Joe's Battery Mart.................
Ok, ok.... this is only tinder for building the fire, it ain't a monster track but it can get you started...... the battery (lol) and the thought process.
I have a great commercial for you. e-mail me:
[email protected]
