The Challenge:
Encourage independent automotive repair shops, who often buy based on price, to consider the total cost of ownership
(i.e. quality, safety, service, warranty and total value) the next time they purchase a vehicle lift.
The Solution:
Developed "The Lift Buyer's Guide" detailing the total cost of ownership considerations when purchasing any lift.
The guides were inserted in two major trade magazines.
The Result:
A survey of the insert readership found that 18% read more than half, 24% pulled it out and kept it for future reference,
and 39% (representing about 45,000 targeted readers) said it will change how they shop for a lift in the future.
