Midas Revives Brand Old-Fashioned Way
15 May 2000
New Ad Campaign Highlights Customer Relationships and Total Car Care
ITASCA, Ill.--Midas, Inc. today launched its new national advertising campaign, "Keep a Good Thing Going," to promote the company's commitment to customer service through a broader range of car care options and a brighter, cleaner look."Known simply as the muffler company for 44 years, the Midas brand had lost its luster," said Wendel Province, Chairman and CEO of Midas. "In the last two years, we've invested $100 million in the company's future and, with significant buy-in from its franchisees, Midas is already seeing the impact with double-digit sales increases in five test market stores."
Midas' new advertising campaign, created by EURO RSCG Tatham, highlights the company's focus on growing its customer relationships. An extensive advertising schedule utilizing national television, radio, print and direct mail is planned through year-end.
"Our advertising and marketing campaign is very straightforward--there's no guesswork to our message like some of the dot-com advertising. Our approach lets people know exactly what the new Midas is all about," says Bruce Hutchison, vice president of marketing for Midas. "We want customers to think of Midas as the place to bring their cars for regular maintenance such as oil changes, climate control and even wiper blades--not just mufflers and brakes."
As part of its modernization, Midas has introduced a series of new, high demand retail services, cut costs, reduced wholesale prices (a big plus with Midas' more than 750 franchisees), modernized the stores and upgraded equipment, and rolled out improved new brakes and suspension products.
The new Midas is ready to help its 2,000 plus stores develop long-term relationships with customers by keeping attractive, contemporary looking stores open at customer-convenient times and offering one-stop shopping for a variety of parts and commonly requested services, including oil changes, light bulbs and wiper blades, as well as climate control, flush-and-fill, wheel alignment and other maintenance services.
By adding these services, Midas believes it can increase the frequency of customer visits from once every three years for new mufflers or brakes to once every three months for a range of maintenance needs.
Midas is one of the world's largest providers of automotive service, providing exhaust, brake, steering and suspension services, as well as batteries and maintenance services at 2,700 franchised and licensed Midas shops in 19 countries, including more than 2,000 in the United States and Canada.