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ASA Begins Ad Campaign to Promote Your BusinessPosted 1/20/2000By John Mock, AAM Since the world didn't come to an end, I guess we better continue the business of running our shops. One of the responsibilities an association has to its members is to promote the industry and to promote the identity of the association. When ASA promotes itself, it is actually promoting every single member business. During my tenure on the board of directors, I have been approached many times about ASA undertaking a national television advertising campaign. I take member requests seriously and I have looked into this matter. Quite honestly, what I found scared me a little. One of the things I discovered is that it costs about $20,000 to produce a quality 30-second television commercial. Then, you can spend $30,000 (or more) every time you air that commercial on a popular prime-time cable television show. It gets more expensive to air a commercial during prime time on the major broadcast networks: ABC, NBC, CBS and FOX. As you can see, the $150 annual dues each of us pays would quickly evaporate if we pursued a national television advertising campaign. Our challenge and responsibility, as your board of directors, was to find a means to advertise the association nationally and reach interested motorists (potential customers) without breaking the bank. I am very happy with the opportunity we found when searching for solutions to this challenge. Starting this month, ASA will begin a nationwide advertising campaign on the Bobby Likis Car Clinic radio program. Bobby Likis, who happens to be an ASA member, hosts a popular two-hour listener participation question-and-answer program. Car Clinic airs Saturday mornings and is syndicated to 100 stations across the nation. It enjoys a large and loyal audience. Every week for six months ASA will run a 30-second commercial. We have three basic goals for this campaign: create consumer recognition of the ASA name; educate consumers that ASA shops deliver quality automotive service in a professional and courteous environment; and increase traffic (customers) to ASA member shops. I believe this advertising campaign will achieve its goals. I also believe that we're being very good stewards of your dues dollars. The total cost for the entire six-month campaign will equal $1.60 per member. The commercials tell motorists to look for the red, white and blue ASA sign. You can do your part to make this national advertising campaign completely successful by prominently displaying your ASA sign. If you need a new sign, call the Membership Department at (800) 272-7467, ext. 240. The Car Clinic advertising campaign is just the first step. The board is looking for additional national programs that will increase consumer awareness of ASA and your ASA shop. Through this column, I will keep you informed of any action the board takes in moving forward with this objective. In closing, I would like to wish you and your family a very happy New Year. May you be richly blessed in 2000 and beyond.
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Copyright (c) 1996-2009. Automotive Service Association®. All rights reserved.
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Last year, we read what seems like a thousand predictions on what the year 2000 would bring, anything from massive computer shutdowns to fears that the world was certainly coming to an end. I'm very happy that we're still here and that you're reading AutoInc. magazine or AutoInc. online.
