While traditional media still holds a place in the advertising landscape, the rise of new digital media has transformed the way auto shops connect with consumers
California was once home to the most recognized name in bargain-basement car service and repair. The slogan, “Hi, my name is Earl Schieb, and I’ll paint any car for $29.95” is legendary.
Here’s how the slogan might read today: “Hi, my name is Earl Schieb, and with our savvy, you’ll see a new look before the paint dries! No ups, no extras, just real results you can see with your own eyes!”
Today’s progressive advertising terms like “savvy” and “newgen” and AI are transforming the automotive service and repair market, with everything from spray-coating to customer experience.
Earl Schieb’s advertising was a direct, personality-driven approach centered on a core offer, effectively leveraging the mass media of his era. Today’s marketing, on the other hand, is a more nuanced, diverse, and data-driven landscape, embracing digital technologies and catering to a more complex and segmented customer journey.
Advertising has significantly shifted from television and other traditional media to internet-driven interaction. While television still holds a place in the advertising landscape, the rise of digital media, particularly online and social media, has transformed the way auto shops connect with consumers. This shift is due to the internet’s improved targeting capabilities, measurability, and cost-effectiveness.
Earl Schieb’s marketing approach today might involve a blend of traditional values (affordability, directness) with today’s digital marketing techniques and technologies. He might aim to be present where his target audience spends their time online, displaying the value and results of his affordable paint and body services through engaging visuals, testimonials, and informative content using Augmented Reality (AR).
Earl Schieb’s marketing
- Mass marketing: Reached a broad audience through late-night television and radio spots.
- Focus on affordability: Emphasized low prices (“I’ll paint any car, any color for $29.95”).
- Repetitive slogans: Used memorable phrases like “No ups, no extras” for brand recognition.
- Company-focused messaging: Featured Earl Schieb himself as the spokesperson, speaking directly to viewers.
- Limited personalization: Offered a basic, standardized service with little room for customization.
AR marketing, which overlays digital information onto the real world via devices like smartphones, offers a powerful way to engage customers and differentiate your business. This represents a significant departure from the traditional marketing tactics employed by companies like Earl Schieb, who focused on straightforward, low-cost services and repetitive, late-night television commercials.
AR marketing
- Enhanced customer engagement: AR allows customers to visualize the repair process, explore customization options, and virtually “test drive” vehicles, leading to a more immersive and interactive experience.
- Personalized experiences: AR apps enable customers to customize features like paint colors and accessories in real time, catering to individual preferences.
- Reduced purchase anxiety: AR helps potential buyers make informed decisions by providing a near-physical experience before committing to a purchase.
- Interactive learning and education: AR can simplify complex information by offering interactive tutorials on car care tips or virtual diagnostic assistance, educating customers about their vehicles and services.
- Virtual showrooms and customization tools: AR revolutionizes how auto shops highlight services and products by allowing customers to explore different repair and customization options in a virtual environment.
Earl Schieb vs AR Marketing
- Technology-driven engagement: Augmented marketing leverages AR technology to create interactive and immersive experiences, unlike the static nature of traditional ads.
- Customer-centric approach: AR focuses on personalizing the customer experience and reducing purchase anxiety, shifting from mass communication to individual interaction.
- Value beyond price: AR provides enhanced value through interactive demos, virtual test drives, and personalized experiences, whereas Earl Schieb emphasized primarily low prices.
- Modernization and innovation: AR positions businesses as forward-thinking industry leaders, differentiating them from competitors relying on traditional marketing.
In short, while both relate to shrewdness and knowledge, they operate in different spheres with distinct skill sets. Yet both can be successful, depending how they’re executed. If you can do that? That’s savvy.
Steven E. Schillinger is an accredited Professional Engineer and often speaks at auto industry meetings about EPA, OSHA and Fire Marshal regulations. He is certified for ANSI/ASHRAE/USGBC/IES Standard 189.1-2014 and works with companies to resolve and remove environmental, health and safety violations.
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