Making the Car Repair Garage 'a Household Word'
ATLANTA--Developing a specialty in representing "multilocation" clients, MGH Advertising in Baltimore picked up Precision Franchises' $800,000 co-op advertising account.
The Maryland sub-franchisor of Precision Tune Auto Care selected MGH over three other contenders: Azzam Jordan in Towson, Md., Davis Media Group in Baltimore and Goldberg.Marchesano.Partners in Washington, D.C. [Adweek, May 11]. That short list was narrowed from a field of 20 shops, said the client. Precision Franchises parted ways with Baltimore's Freed & Associates in January.
Gary Marsiglia, vice president of Baltimore-based Precision Franchises, was impressed by MGH's understanding of the co-op's main marketing challenge: that consumers are unaware of the diverse services Precision Tune Auto Care offers.
Charged with making Precision Tune Auto Care "a household word" for car repairs in Maryland, per Marsiglia, MGH is battling consumer habits. MGH president Andy Malis admitted, "I hadn't been to a Precision Tune in about 15 years; I got into the habit of going to the dealer." The agency heard much the same story when it took a video camera to the streets--pre-pitch--and randomly asked people about their car maintenance patterns.
To turn that around, MGH recommended the client continue couponing while adding outdoor ads and new print media.
"Part of authenticating the brand . . . is to show up in some unexpected places," Malis said. For example, print ads will appear in regional editions of Parade and Sports Illustrated. One spec ad presented by the agency employs the headline: "Total Car Care. Totally Affordable." The account will include television.
Although MGH is responsible for a portion of the creative output, the client will also tap into national ads developed by Arnold Advertising in McLean, Va.--corporate agency for Precision Auto Care in Leesburg, Va. MGH will handle all local media buying.