I-CAR®, the Inter-Industry Conference on Auto Collision Repair, has announced that Gold Class™ Collision Repair businesses will receive consumer-focused marketing materials beginning this week. The all-new, in-shop materials in the “Gold Class Kit” are designed to help Gold Class businesses differentiate and promote themselves based on their commitment to the ongoing training that contributes to complete, safe and quality repairs for the ultimate benefit of the consumer. These materials will educate consumers about Gold Class while increasing awareness about important considerations in their collision repair shop choice.
The kits include a variety of items that will help businesses market themselves to the consumer, including point-of-purchase materials such as pamphlets, posters and numerous window clings, all complementing the recent redesign of the Gold Class plaque, plus digital advertising and promotional files that can be customized for each individual business. Rigorous consumer testing was conducted to identify the educational messaging that consumers connected with, and the results of the research informed the development of the kits.
“The level of training reflected by the Gold Class designation represents a superior commitment to complete, safe and quality repairs, and it is important that we provide our Gold Class network the tools to professionally promote their commitment and achievement to the consumer,” says John Van Alstyne, I-CAR CEO and President. “The new Gold Class materials are designed to prompt a consumer dialogue on the importance of trained professionals and how this positively differentiates Gold Class shops.”
I-CAR has also launched a new and significantly upgraded consumer-focused Gold Class website, www.goldclass.com. This website is intended to help consumers gain a better understanding of the repair process, what to look for in a safe repair, tips for consumers who have been in an accident, and most importantly, how to find a Gold Class shop. The website is promoted on many of the Gold Class materials.
“Promoting the Gold Class brand will help educate the driving public on differences between collision repair shops, ultimately helping them make better informed decisions that impact their vehicle and personal safety,” says I-CAR Senior Director of Marketing Ann Gonzalez. “Our ultimate goal is that an educated consumer will ask for Gold Class as a required criterion in selecting a repair shop.”
