We all know that one of the keys to business success is timing. Another is recognizing the opportunity and seizing it. AAMCO, the car-care company and #69 in the AllBusiness AllStar ranking, is doing both right now.
The company is spending big ($30 million according to Ad Age magazine) to send a message to Americans whose local car dealers have been closed by General Motors, Ford or Chrysler that they can come to AAMCO for most of their car-care needs.
AAMCO has been trying to change the public perception of the company for nearly a decade. The franchisor wants car owners to know that AAMCO franchises are far more than just a place to get your transmission serviced. AAMCO franchises perform most standard auto maintenance services like tire rotation and oil-changes. To help them rebrand the company has created a new logo which will start appearing in the new ads.
Like many of the rest of us, AAMCO franchisees have been affected by the economic meltdown as nearly two-thirds of Americans have postponed getting their car fixed or having regular maintenance done. As the economy starts to recover, the company is hoping many consumers will decide it’s once again time to take care of their cars and bring them to AAMCO since there aren’t as many local car dealers as there used to be.
If this works, you can be sure many other franchisors will jump into turf abandoned by bigger players. As so often happens, as one star falls, another rises.