What did Fox do?
First we talked to the people that matter: the guys in garages who buy brake pads, discs and related accessories; and the front line sales and business development teams within Euro Car Parts branches – so that we could understand the choices people face, what they think of the different products on the market, and why they prefer brand ‘A’ to brand ‘B’.
Combining that insight with in-depth brand positioning work, we were able to develop a proposition, brand hierarchy and a sales pitch that made sense to buyers and sellers alike: from everyday low cost aftermarket products to premium OE brands.
Then we played it all out, through a comprehensive communications plan. Beginning with a full branch managers’ briefing and in-branch comms, and extending through trade POS, mailers, email, face-to-face presentations, sample kits, and ultimately brand-specific display in garages.