The business logo can be the most impactful component in a branding effort. It’s generally the most recognizable image and impression in a customer’s mind. Whatever the logo instills in a person’s mind is what they’ll think of when remembering the company. A logo should be easy to view, easy to interpret and should stimulate
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Branding refers to eliciting an idea or response in the mind of the customer when encountering a business, product or person. With the advent of the Internet and social media people search for and recognize products and services differently than they did 15-20 years ago. Traditionally branding means establishing a relationship between a business or
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In automotive repair the customer perspective drives success. The customer seeks certain benefits through engaging an automotive service provider and if the marketing and sales strategies employed are effective the right target market will be reached and business will be earned. Once relationships have been established they must be built and nurtured. And focus must
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Success in marketing comes through thoughtful application of tried and proven marketing principles. With the advent of the Internet and social media the means by which marketing messages are delivered have changed but the underlying fundamentals of marketing still apply. As in any business endeavor the starting point for marketing is the formulation of a
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The marketing plan is an integral part of the annual business plan. An assessment of the impact of marketing programs currently in use as well as key performance indicators on customer retention and acquisition will provide good information on where marketing focus should be placed in the upcoming year. Measureable and achievable goals should be
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The purpose of market segmentation is to improve customer acquisition and retention rates thus increasing business growth and profitability. The development of target profiles allows the creation of more effective marketing messages and programs supported by a clearer picture of what constitutes value to the target market. All derivatives of market segmentation are building blocks
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The purpose of market segmentation is the maximization of marketing program effectiveness and thus profitability. Gathering the information for segmentation purposes supports the ability to define the most desirable customer profile. With this knowledge the most desirable customer can be marketed and sold to. The process of identifying customer profiles involves identifying those with the
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Gathering information for segmentation purposes will most likely be done by survey. It may be advantageous to enlist the support of a marketing or Customer Relationship Management service provider in this effort. The most important thing is to gather an effective amount of the most valuable information. Using more than one segmentation method will provide
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Different methods can be employed when dividing a broad market into smaller segments. Each method utilized will yield different information concerning the target market. A frequently used segmentation method is geographic. This alternative was not included in this writing as automotive repair businesses generally service a specific geographic area. Demographic segmentation is based on personal
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A niche market refers to a group of people within a larger market that possess similar interests. In automotive repair a niche market can be defined in a number of ways such as demographically (age, gender, etc.), make of vehicle driven, business or consumer and more. Niche marketing can be an effective way of gaining
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