Fast fit retailer HiQ has announced its second six-figure above the line advertising campaign for 2012 following the hugely successful Mega Tyre Sale earlier in the year.
Mega Tyre Sale 2 will see HiQ join forces with the UK’s biggest national commercial sports radio station talkSPORT to roll out an 8 week radio and online campaign promoting sale priced tyres across the majority of its 140 centres.
The first HiQ Mega Tyre Sale saw a strong increase in all of the key marketing and sales metrics. Most notably during the period HiQ reports that it outperformed the market by 5.5%, saw a 4.9% positive shift in premium tyre mix and a 39% growth in online traffic all as a direct result of its campaign activation. The Mega Tyre Sale also had an incremental effect right across the business mix with the brand reporting a 5.1% increase in MOT’s booked at its centres during the campaign. This effectiveness was matched with a significant increase in prompted and unprompted brand awareness according to regional research results from the Radio Advertising Bureau.
It’s this proven success and strong return that has inspired HiQ to invest further in the brand following an eight year absence from mainstream ATL advertising. Over the last two years, the network invested heavily in its customers and franchise network to deliver a service incomparable to that of its competitors, facilitating business growth through customer service initiatives to drive standards, training and customer satisfaction.
Geraldine McGovern, HiQ’s create demand manager, said: “This has been the strongest ever year for HiQ, and we’ve invested a great deal of money into continuing this success. We’ve seen strides in our CSI (Customer Satisfaction Indicator) scores and significant uplifts in multiple aspects of our marketing campaign metric. This is a clear market signal that our business is going from strength to strength.
“We’ve worked tirelessly to increase brand awareness and drive sales whilst staying true to our core messages. As well as investing in a huge radio campaign with our partner talkSPORT, we’re continuing our commitment to digital growth, and have also dedicated significant investment into our website to further enhance the retail experience for our customers.”
The HiQ website, which has been nominated in the best retail website category of the prestigious DADI awards, a digital industry effectiveness award, is playing host to Tyre Labelling World - a digital hub for motorists to learn more about, and stay abreast of, the forthcoming European tyre labelling legislation.
The brand has also grown on its social media success, launching itself on visual platform Pinterest, as well as continuing to build on and nurture relationships with customers on its Facebook and Twitter accounts. Offline, the company is in the middle of its fourth highly successful Big Deal MOT campaign and is preparing for its 5th annual conference.