VANCOUVER - Broco Auto Glass will begin airing a new radio campaign on Monday using one of the most recognized voices in Vancouver radio, Jennifer Thomson. Thomson is the co-host of an afternoon show on CFUN and was the high profile traffic reporter on CKNW for a number of years.
"We wanted a voice that would be instantly recognizable to Vancouver commuters and having a female spokesperson helps us connect with our large female customer base" Fred Beck, CEO of BROCO explains. " Broco has an extremely high brand awareness in the city and by aligning our brand with the recognized name and voice of Jennifer's makes sense for our summer FREE CHIP REPAIR campaign" Beck added. "At Broco, we are extremely female friendly and welcome women customers into our shops....we make the experience of repairing a windshield hassle free and close to 70% of our customers are female"
HIGH PERCENTAGE OF WOMEN DECISION MAKERS
"Research shows that a high percentage of the automotive decisions are made by women" Mitch Drew, BROCO's advertising agent stated. "over 70% of women state they are responsible for making the maintenance decisions concerning their vehicles and only 8% said they were responsible for none of the maintenance decisions according to the Automotive Service Councils of California study" he added.
OTHER STATS ABOUT WOMEN AND THEIR VEHICLE MAINTENANCE
- According to the National Institute for Automotive Service Excellence, women are taking over the traditionally male-dominated responsibility of maintenance and repair. (VMR International, 2001)
- More than 65% of customers who take their vehicles to a repair shop for service and repair are women.
The "FREE STONE CHIP REPAIR" campaign will run until the end of summer.
Jennifer Thomson at a media event with Trevor Linden of the Vancouver Canucks
CLICK ON THE IMAGE BELOW TO LISTEN TO THE RADIO COMMERCIAL
For more information contact:
BROCO Auto Glass