Autoglass doubles marketing spend to become “superbrand”

Autoglass is doubling its marketing spend and ramping up its digital activity in a bid to become a “superbrand”.

The windscreen repair firm plans to double marketing spend to £30m in a bid to grow sales by 15% to 20% in the next two years and become one of the top five service providers in the UK.

Autoglass is also plotting a

move into social media and is creating its own branded community site as part of its strategy to make the brand more transparent for customers.
Customers will be able to rate and review Autoglass technicians in terms of workmanship and services.

It is also poised to launch an iPhone app and a mobile website, enabling its customers to access services and book appointments on the move more easily.

David Meliveo, marketing director at Autoglass, says that by upping its marketing effort, he aims to “drive the brand to a completely different level and reach superbrand status”.

Autoglass is also to move into television sponsorship and outdoor advertising for the first time.

It has signed a six-month deal with Sky Sports News to sponsor the channel’s Afternoon Update from September 6, becoming the first brand to sponsor Sky Sports since it relaunched in HD and became available only to Sky Sports subscribers.

Meliveo says that while Autoglass has previously done a lot to build brand presence, it is now building brand engagement through its TV sponsorship.

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