I-CAR Launches Consumer-Focused Marketing for Gold Class Shops
Nov. 25, 2013—I-CAR announced Friday that Gold Class Collision Repair businesses will begin to receive consumer-focused marketing materials this week.
This “Gold Class Kit,” as the organization is calling it, is designed to help Gold Class businesses differentiate and promote themselves based on their commitment to the ongoing training that contributes to complete, safe and quality repairs. These in-shop materials will educate consumers about Gold Class while increasing awareness about important considerations in their collision repair shop choice.
I-CAR first announced the plan for these materials at its annual conference in July.
The kits includes point of purchase materials such as pamphlets, posters and numerous window clings, all featuring the recent redesign of the Gold Class plaque, plus digital advertising and promotional files that can be customized for each individual business. Rigorous consumer testing was conducted to identify the educational messaging that consumers connected with, and the results of the research informed the development of the kits.
“The level of training reflected by the Gold Class designation represents a superior commitment to complete, safe and quality repairs, and it is important that we provide our Gold Class network the tools to professionally promote their commitment and achievement to the consumer,” said John Van Alstyne, I-CAR CEO and president. “The new Gold Class materials are designed to prompt a consumer dialogue on the importance of trained professionals and how this positively differentiates Gold Class shops.”
I-CAR has also launched an upgraded consumer-focused Gold Class website, www.goldclass.com. This website is intended to help consumers gain a better understanding of the repair process, what to look for in a safe repair, tips for consumers who have been in an accident, and how to find a Gold Class shop.