Safelite Launches Ad Program
Columbus, Ohio-base Safelite Glass Corp./Belron US has launched
a radio advertising campaign throughout the country to build its
brand. While glassBYTEs.comô/AGRR magazine has received reports
that there has been an upswing in advertising, particularly in the
Orlando, Charlotte, N.C., and St. Louis areas, Safelite/Belron US
spokesperson Jenny Cain says this program is part of its ongoing
effort to build its brand.
"Even prior to the Belron acquisition of Safelite, we had advertising
strategies in place to build our brand," she says. "So, this campaign
is part of our ongoing brand-building efforts. Belron has always
been a proponent of building strong brands and has built the strongest
auto glass brands across the world. So, this strategy is also in
alignment with our parent company's philosophy of leveraging the
strength of our brands to profitably grow our business."
Cain notes that the current program has a focus on radio and is
running in various markets across the country.
"It is part of our regular, ongoing brand-building efforts," she
says. "We do not want to disclose specifics because of the competitive
nature of our business."
She also notes that so far, there has been a positive response.
"We are very pleased with the results," Cain says.
According to Tee Cambre of Lloyd's Auto Glass in Orlando, the
program started in his area yesterday and is very apparent to both
shops and consumers in the area.
"The frequency is unbelievable," Cambre says. "Radio spots are
30 seconds and they are hitting every radio station. They are stressing
repair as the focal point of the ads but refer to the fact that
they replace 2 million windshields a year."
He adds that he has also seen ads on television, both on regular
networks and cable television.
"I have heard from several customers and friends asking, 'what's
up?'" he says. "Competitors are also calling. I would think with
them spending this much money it's got to influence every glass
shop in the market."
Have you seen an upswing in Safelite advertising in your area?
If so, please e-mail us at news@glassBYTEs.com.
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