The Independent Garage Association is preparing to launch a television advertising campaign around Trust My Garage to benefit those signed up to the scheme.
The association is making the leap into broadcast advertising in response to recent research into garage work providers that leads it to believe significant detrimental impact on the independent sector will occur in the long-term.
In a statement, Stuart James, Director of the IGA, said: “Trust My Garage has been in existence for nearly 10 years, and during this time members have asked us on many, many occasions to promote it on behalf of the independent sector to consumers. The IGA is now extremely stable, and membership growth and retention has never been better. It is due to this level of member support that we are in a position to invest in this televised marketing campaign.”
The advert is currently in production and will air on national daytime TV targeting all adults. It is expected to launch in March and estimated to reach more than three million people in its first month on air.
The association is recommending that its members ensure signage is in place to ensure they can benefit from the expected increase in interest the advertising will offer, and has prepared a marketing checklist for garages, so they can make sure they are ready when the campaign launches. For garages that are not signed up to the scheme, which the organisation says will not dilute workshop identities, there is still time to research the benefits and sign up.