ASA Shops Key to Success of 'Be Car Care Aware' CampaignPosted 11/16/2004
By Rich White
The automotive aftermarket industry's "Be Car Care Aware" consumer education campaign is clearly a branding success story, thanks in part to the many participating owners and managers of ASA service and repair facilities around the country. Millions of consumers have seen and heard messages about vehicle care, maintenance and repair as a result of ambitious public relations and marketing strategies by the Car Care Council on your behalf. In a short period of time, we have learned that consumers are genuinely interested in car care information, the media is hungry for car care news and tips, and our industry is eager to participate.
How do we know this? Take a look at some highlights from this year so far:
As you can see, "Be Car Care Aware" is highly visible among the media, consumers and the industry. We are moving the needle in tapping into the $62 billion in unperformed vehicle maintenance. Here are just a few of the exciting plans for the coming months:
We are excited about the new four-color consumer brochure, which will be a centerpiece of the campaign.
The "Be Car Care Aware" campaign is off to a strong start and momentum is building. Critical to its continued growth and success will be the ongoing involvement of the individual service providers both during National Car Care Month in April and year-round. Every month is car care month for the aftermarket industry.
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