The Garage 299

FOCUS Garage Branding 30
THE CASTROL Service
programme
aims for workshops
to provide motorists
a high-quality,
value-for-money offering by
forging relationships and
partnerships with ‘the best
independent garges in the
UK.’
Castrol is the most recognised
oil brand in the UK
and the most considered –
36 percent say it is the only
oil brand they would consider.
Referencing an extensive
television campaign from
the 1980s, that along with
brand association gives garages
a useful leg up when it
comes to presenting a strong
positive image.
For workshops, joining
the programme means a
c.£3000 investment, new
external and internal looks
(plus clothing) and an Oil Essentials
online staff training
plan. The agreement lasts
three years, with a three
years solus lubricant supply
agreement and branding
agreement.
Training is divided into
three modules that look at
developing a greater understanding
of oil; learning
more about Castrol products;
learning how to engage
with customers and discuss
the benefits of Castrol products.
The programme also includes
customer campaigns
and promotions and a business
listing on the Castrol.
com website. Bespoke
signage including a main
3mx2m sign, a reception
sign and pillar wraps are
available, Castrol says. With
top-up and 20 litre display
stands and Castrol pointof-sale
supported service
reception the message is
clearly put across to a garage’s
customers.
Marketing support includes
listing in the Castrol
Service look-up tool, and
this features a postcode
search that allows motorists
to find their nearest garage.
Other marketing support
includes product stands,
point-of-sale material, floor
mats and seat covers.
RAC APPROVED GARAGE
powered by Autofirst Network
The RAC’s Approved Garage
network was set up to
give motorists a network
of trusted garages, based
around the positive brand
image the RAC enjoys. It
employs a customer charter
and code of conduct
which has been approved
by the Chartered Trading
Standards Institute, and to
which all its garage members
work.
The Charter ensures:
Honest pricing, meaning if
any work needs doing all
costs and details are clearly
expained; Exceptional customer
service; Quality work,
all of which is covered by
a 12-month/10,000 miles
warranty.
Workshops joining the
programme will be offered
work from the RAC Warranty
scheme and have access to
Euro Car Parts products including
garage management
systems, technical training
and a technical hotline. Listing
on the whocanfixmycar.
com website is also included.
“The RAC name is synonymous
with complete peace of
mind for motorists which explains
why we have seen so
many garages benefit from
becoming part of the RAC
Approved Garage Powered
by Autofirst Network. We
know from market research
that customers really value
the friendly, local and reliable
service provided by independent
garages and have
a very high level of trust in
the RAC so this is the perfect
recipe for garages looking to
stand out from the crowd in
a busy marketplace,” says
RAC chief executive Dave
Hobday.
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