CHARLOTTE, N.C. — Meineke Car Care Centers is planning to launch a new digital advertising campaign with the tagline, "Your doctor wouldn't make unnecessary repairs. Neither would Meineke." that is part of Meineke's strategy to reassure car owners they will receive only the services their car needs.
The new campaign — which features a picture of a doctor along with new tagline — is meant to reinforce Meineke's overriding message: "Doing Car Care Right."
Meineke said the new campaign reflects recent customer research that shows car owners want transparent customer service — they want to understand the problem with their vehicle and their repair options, and to be free to make their own fully educated decision in a low-pressure environment.
"One of the ways we're 'Doing Car Care Right' is with Meineke e-Inspections," Jeremy Putney, vice president of marketing, said.
"These detailed electronic vehicle inspections allow our car care professionals to have a discussion with customers about any issues with the car so our customers can make informed decisions," he said, noting customers receive an emailed e-Inspection report for review.
Mr. Putney called his company's digital, tablet-based inspection platform a "game-changer for the industry."
Sam Sa, owner of four Meineke Car Care Centers in New Jersey, said, "The e-Inspection system is how we inform the customer about the services their vehicle needs, rather than simply telling them. It's how we help educate customers about preventive maintenance.
"I can see that Meineke believes that by being transparent, open, honest, and focusing on the customer, you retain customers for life. That is ultimately our goal."
Regarding the new campaign, Mr. Putney said, "Research confirmed that customers who need to get their car serviced feel vulnerable when they visit a repair shop.
"This insight led our team to the analogous situation of a doctor visit, where a person needs to put trust in a professional to give them good advice when the patient doesn't really understand what the doctor is doing.
"Meineke's transparent customer service is how we help our customers feel informed, in charge and relieved to have chosen a Meineke Car Care Center for their repairs. That's why we say: 'Meineke. Doing Car Care Right.'"
Meineke is a brand of Driven Brands, a Charlotte-based automotive aftermarket franchisor. Founded in 1972, Meineke has more than 800 centers that service approximately 3 million cars a year, Driven Brands said.
Other Driven Brands' brands are Take 5 Oil Change; Maaco; CARSTAR; and 1-800-Radiator & A/C.