Defining the Midas difference – and putting it to work.
Midas are New Zealand’s trusted car servicing and warrant of fitness mechanics – the home of peace of mind motoring. In addition to repair work, Midas is a car servicing specialist, with a core focus on helping you to maintain your vehicle in great working condition, so you can avoid costly repairs.
As a well-established business, Midas had a range of communications structures in place when they first engaged SME Marketing. Our first order of business was to zero in on their digital advertising activity to identify ways to improve its performance (in other words, to see how we could drive more bookings out of the current spend). Within a few short months, we were able to drive more quality leads to the Midas site, delivering not just more visits, but of course, more bookings as well.
After proving our value with the digital advertising, we suggested that we could further drive business performance by communicating the Midas offer more succinctly across the business. Vehicle servicing is a competitive business and we felt that Midas had a unique point of difference that could be leveraged more effectively.
We developed a clear position for the Midas brand and set about bringing it to life across their wider communication platforms, including; on their website, in proposal documents, within their digital ads on both search and social media platforms and, in a series of radio ads.
As part of our work across the business, we’ve also supported Midas with feedback and recommendations to improve the performance of their website and their 0800 phone answering system. In the case of the phone system, we introduced a new technology partner who was able to identify a gap that has possibly led to lost sales opportunities which Midas is now in the process of closing.