IN'n'OUT - New Centre Launch

Brief:

With a rapidly expanding portfolio of Automotive Servicing and MOT testing premises across the UK, Karbon had the demanding brief of creating a splash in each of the territories we visited.

Our primary objective was to ensure that on launch day the centres were filled to capacity - but more importantly that they remained that way in the weeks and months that followed.

The results below give an overview of the activities undertaken both before, during and after launch to ensure success.

Results:

Centres to be Launched:
Bristol - Cribbs Causeway
Cardiff - Lysander Road
Wednesbury - Opposite IKEA

Launch Timescale
Each centre launched was planned three months prior to opening with advertising kicking off 8-10 weeks before launch day.

Background Research
Each centre was essentially constructed over a 16 week build cycle on virgin land. During the build cycle we made numerous site visits to audit the surrounding area to identify, meet with and shortlist a number of strategic marketing partners including regional news print titles, glossy lifestyle publications, radio broadcasters, signage contractors and various B2B opportunities.

On harvesting this information we set about establishing the demographic of the new territory and matching it to our clients needs. We then matched these needs to the shortlisted partners to create our marketing delivery structure (or marketing mediums).

With the delivery structure (or marketing mediums) identified we then created the marketing messaging that would best reflect the territory, the seasonality of the launch, what we were offering and the target audience.

As an example; a centre launching in March would feature a heavy promotional slant towards MOT testing - the companies primary offering. This is due to the ambient market and seasonality that historically dictates that March is a national boom time for MOT testing. It's not rocket science, but attention to details like these are key to any marketing objective we get involved with.

Having the delivery methods and our message structured we now needed to create the collateral for the campaign to kick off.

Producing The Artwork
Adhering to a set of brand guidelines enabled us to create a compelling set of collateral across many media formats including print, online and even radio that all carried the look and feel of the same brand - thus the brands integrity was protected, enforced and wildly recognised - no matter where the adverts appeared.

This, coupled with the repetition of the medium used, created familiarity with the target audience, which creates trust, which more often than not results in acceptance and ultimately a transaction. Which if all goes well, gives a loyal, repeat customer.

At The Launch
On their individual launch days, each centre was celebrated by the arrival of the huge new Event Station and giant scalextric, (both designed by Karbon). Designed to act as the hub (and overflow) of a host of on-site marketing activities enabling families to visit, engage in the great racing, win some prizes and of course be informed about, subscribe to receiving information and ultimately purchase.

Summary
All centres hit or approached capacity on the very first day of trading. Wednesbury had to turn customers away due to demand. Each centre also individually topped the companies entire sales results during their launch.

Subsequent demand for each centre has eclipsed all other centres before them. On average each new centre now reaches it's sales target a full 6 months before any of the preceding centres launched prior to Karbon's involvement.