Addressing business challenges
Overcoming Bridgestone's "is only tyres" had to be overcome.
Brief: Generate local business for local Bridgestone franchises.
The challenge was to generate local mechanical servicing business leads for the local franchises across the NZ. Bridgestone was perceived to be 'tyres' only and being a franchise operation more expensive. Its' main competitor was the local independant mechanic, with a strong local loyal customer base.
Result: Make the local franchisee the focus of the marketing
Through localised campaigns, the strategy was to focus on the owner/operator, introducing his /her credentials and making them the local hero. He/she was the one the customer related with, and through his/her personality the customer came back for more business.
PHP can help define the optimal value proposition your business needs to focus on to get more business and grow profits. This focus helps define 'what business you are in' and provides the benchmark for growing its potential.