PALM BEACH GARDENS, Fla. (April 19, 2016) — Getting back into TV advertising after a five-year hiatus has had a positive impact on the Midas International Corp. automotive service franchise.
Since 2013, Midas has launched a series of national promotions, often featuring its animated spokesperson, “The Midas Golden Hand,” and enhanced its media schedule to include sports sponsorships. Nearly all its promotion pieces close with the “For brakes, tires, oil, everything, Trust the Midas Touch” tag line, the company said.
The marketing effort has boosted sales and driven home Midas' “total car care” message. According to the company's most recent survey, Midas' perception as a multi-service provider has skyrocketed from 23 percent of consumers in 2010 to 50 percent in 2014.
“It's a great time to be with Midas,” said Bob Crostarosa, Midas' senior vice president of marketing. “We're providing cutting-edge marketing leadership and capabilities that drive superior growth within our franchisees' businesses. What we've accomplished since 2013 is much more than a marketing campaign; this has been the reinvention, reinvigoration and re-launching of the brand — and our business.”
Same-store sales increased in 30 of the past 31 months, Midas reported, and 194 of its locations in the U.S. each produced $1 million or more in annual sales last year.