This document provides an overview of integrated marketing communications and its importance for automotive aftercare businesses. It discusses how applying Dave Brailsford's concept of "aggregated marginal gains" by improving every small component of a business by 1% can lead to significant overall improvements. Some key components of a business that must work together include physical aspects like location, workshop, and products as well as emotional aspects like appearance, pricing, advertising, and customer service. The document advocates taking each component of the "marketing wheel" and ensuring it is well-maintained and coordinated. It highlights research from Nielsen showing the top influences on customer actions, like recommendations from others and branded websites, and how focusing on improving these areas can increase sales and profitability

1. Retail Marketing -
Automotive Aftercare
Harnessing the Power
of Integrated Marketing
Communications
Chapter 1
Tyres • Exhausts • Batteries • Shock Absorbers • Servicing
By GARY POTTER

2. HELP!!
“It’s all jargon!!”

3. What’s it all mean?
3
TACTICAL
STRATEGIC
SOCIAL
BRANDING
SEO
OUTSIDE
THE BOX
ROI
TARGET
10CM X 9COLS
INTEGRATED
PLANNING
ROP
MEDIA

4. ?What is “Marketing”?

5. Maximising profitability!
Marketing is about
knowing the market,
selling the right product
or service, creating a
desire for that product
or service, and letting the
right people know that
you provide it.
5

6. Caution - be careful of
the old adage -
‘If you build a better
mousetrap, people will
beat a path to your door!’

7. Not entirely true!
You might have the best
mousetrap in the world
but if people don’t know
about it - there will be no
beating at your door!
7

8. So we use ‘Marketing’ to
lead people to your door.

9. To kick off, let’s take a look
at Integrated Marketing
Communications
9

10. Integrated Marketing
Communications
More marketing jargon!

11. 11
Trouble is, there’s no
other way of describing it
in fewer words.
A short story will help to explain.

12. In 2010...

13. Dave Brailsford, the newly appointed Team Sky Coach
improved every tiny thing by 1 percent and here’s
what happened
By JAMES CLEAR

14. In 2010, Dave Brailsford faced a tough job.
No British cyclist had ever won the Tour de France, but as the new
General Manager and Performance Director for Team Sky (Great Britain’s
professional cycling team), Brailsford was asked to change that.
His approach was simple.
Brailsford believed in a concept that he referred to as the “aggregation of
marginal gains.” He explained it as “the 1 percent margin for improvement
in everything you do.” His belief was that if you improved every area related to cycling by just 1 percent, then those
small gains would add up to remarkable improvement.
They started by optimizing the things you might expect: the nutrition of riders, their weekly training program, the
ergonomics of the bike seat, and the weight of the tyres.
But Brailsford and his team didn’t stop there. They searched for 1 percent improvements in tiny areas that were
overlooked by almost everyone else: discovering the pillow that offered the best sleep and taking it with them to
hotels, testing for the most effective type of massage gel, and teaching riders the best way to wash their hands to
avoid infection. They searched for 1 percent improvements everywhere.

15. Brailsford believed that if they could successfully execute this strategy, then Team Sky would be in a position to win
the Tour de France in five years time.
He was wrong. They won it in three years.
15

16. Why tell this story?

17. It is a great example
of how effective ‘Integrated Marketing’ works
throughout any business.

18. The same principles can be applied to your
tyre, exhaust, and car servicing business.

19. 19
By applying Dave Brailsford’s theory of:
“Aggregated Marginal Gains”
(sorry for the jargon)
...and taking a look at every component of your
business to see how each of these areas can
be improved, the overall effect could be a big
improvement in the performance of your business.

20. It doesn’t stop there!

21. ‘Integrated Marketing’ also means that each of those
components must work with one another.

22. What are the components?
Some examples:

23. The Physical:
Location
The Building
Car Park
Equipment
Workshop
Products
Staff
Reception
Point of Sale
Vehicles
The Emotional:
Appearance of the Building
Pricing
Press Advertising
Posters
Literature
Promotional Offers
Website
PR
Customer Service
Training
23

24. Areas of your business which need
to work with one another in a
complimentary way.
Keep them well maintained and well
co-ordinated; the net result: effective and
powerful ‘Marketing’.

25. 25
This fundamental principle will have a direct
influence on the reasons why customers will come to
your door.
In preference to one of your competitors.

26. A good Marketing Manager will bring all
the components of a business together in
a coherent and disciplined way, including
their ‘look’, their ‘feel’ as well as their
functional qualities.

27. One of the clearest methods of illustrating this within
any business, is the ‘Marketing Wheel’:
27

28. SALES
M
ARKETING PRODUCTION
FINANCE
HR
PURCHASINGDISTRI
BUTION
INTEGR
ATED MARKETING
COMMUNICATI
O
NS
Your
Company
Exhibition
Conference
Seminar
Events
Sponsorship
Promotions
Display
& Site
Direct
Mail
Internet
Social Media
Mass media
TV & Radio
Product
Design
Manufacture
Market
Research
PrintInternal &
External
PR
The Culture
Sales
Customer
Service &
Training
Newspaper
Avertising
Pricing
Strategy
Branding &
Positioning

29. Each of the coloured segments represents an element or
area within your tyre and exhaust business.
However, some of these circles can have more of an
influence on your customer’s than others.
From the top, working clockwise, the most effective are:
Display & Site, Internet & Social Media, Print,
Internal & External PR, Sales - Customer Service
& Training, Newspaper Advertising, Pricing,
Strategy & Branding.
29

30. Let’s stop there for a moment!
We’re going to introduce a new subject,
‘Market Research’:

31. Nielsen are a highly regarded Market Research Company
who are experts on Consumer Trends. Their research
includes retail, media, and consumer reports to support
business investment decisions. Nielsen provide a source for
consumer goods retail sales data and market insights.
31

32. The type of information
they provide is extremely useful:

33. 8 GLOBAL TRUST IN ADVERTISING AND BRAND MESSAGES
Recommendations from people I know 84% 84% --
Consumer opinions posted online 70% 68% 2%
Ads on TV 68% 62% 6%
Branded websites 67% 69% -2%
Ads in newspapers 65% 61% 4%
Emails I signed up for 65% 56% 9%
Editorial content such as newspaper articles 64% 67%- 3%
Ads in magazines 62% 60% 2%
Brand sponsorships 60% 61% -1%
TV program product placements 58% 55% 3%
Billboards and other outdoor advertising 57% 57% --
Ads served in search engine results 57% 48% 9%
Ads on radio 55% 57% -2%
Ads on social networks 55% 48% 7%
Ads before movies 53% 56% -3%
Online video ads 52% 48% 4%
Online banner ads 50% 42% 8%
Display ads on mobile devices 49% 45% 4%
Text ads on mobile phones 45% 37%8 %
Source: Nielsen Global Survey of Trust in Advertising, Q1 201 3
FORM OF ADVERTISING TAKE ACTION TRUST
DIFFERENCE
ACTION VS. TRUST
TO WHAT EXTENT DO CUSTOMERS TAKE ACTION ON
THE FOLLOWING FORMS OF ADVERTISING?
33

34. There are items on Nielsen’s top 20 list of
advertising influences which directly relate
to the ‘Marketing Wheel’. As a quick look,
take the top 11 advertising influencers:
(We’ve used the Top 11 because Billboards and Posters are
important in the tyre and exhaust industry).

35. 1. Recommendation 8 Customer service/training
Internal PR and Culture
2. Consumer opinions posted online 8 The internet/websites
3. Ads on TV 8 TV Advertising
4. Branded websites 8 Website design
5. Ads in newspapers 8 Newspaper advertising
6. Emails signed up for 8 The internet
7. Editorial content/newspaper articles 8 External PR
8. Ads in magazines 8 Newspaper advertising
9. Brand sponsorship 8 Events/sponsorship
10. TV Programme product placements 8 TV Advertising
11. Billboards and outdoor advertising 8 Display and site
Nielsen Top 11 Influencers On the Marketing Wheel as:
35

36. It’s not all about the internet,
websites, or Search Engine
Optimisation!

37. In addition to the internet there are many
other influences that affect the reason
why customers will visit your business to
make a purchase.
37

38. For example, take ‘Recommendation’!
On page 35, this is listed as Nielsen’s
top reason why customers come to your
business.

39. Apply the principles of
‘Aggregated Marginal Gains’ (i.e. improve
‘Recommendation’ by 1%) and you’ll
achieve an improvement in your sales.
39

40. How can we improve ‘Recommendation’!
i.e. How do we encourage existing
customers to ‘Recommend’ your
products and services to their friends and
relatives?

41. ‘Recommendation’!
By providing excellent customer service,
good telephone manner, helpful staff,
quality products, high standards of
fitment, fair price, comfortable and
clean environment. At ‘Point of Sale’ a
‘Recommend a Friend’ voucher, and maybe
a follow up phone call a few days later?
41

42. Are your staff complying?
You could build the best website in
the world, or spend huge amounts on
press advertising, but if your staff aren’t
fulfilling the basic principles of customer
care, there’s a chance that you’re
existing customers will not come back or
recommend you to one of their friends.

43. Apply the principles of
‘Aggregated Marginal Gains’,
improve your ‘Customer Service’ by at
least 1% and you’re on course to achieving
greater sales and profitability.
43

44. After using ‘Recomendation’ as the first
example of advertising influences, we’re
going to finish here.

45. In the next Chapter we’ll be looking at
‘Recommendation’ in more depth, using
case studies or ‘Recommend a Friend’
vouchers, and exploring ideas in each
of the advertising elements listed in the
Nielsen Report which relate specifically to
automotive aftercare.
45

46. To make sure you receive the next Chapter, email to the
address below and we’ll send when ready.
CONTACT:
Email: gary@sizcreate.freeserve.co.uk
Office Tel: 0121 569 7785
Mobile: 07802 437901
Gary Potter
Sizzle
Units 5 6 Park Lane Trading Estate
Oldbury
West Midlands
B69 4JX
Retail Marketing -
Automotive Aftercare
Harnessing the Power
of Integrated Marketing
Communications
Chapter 2
Tyres • Exhausts • Batteries • Shock Absorbers • Servicing
By GARY POTTER