The appointment of the national all auto servicing client is another milestone for CarbonBlack founder and managing director, Jodi Stanton. “Midas is a point of differentiation for the CarbonBlack offering. For consumers it provides them with a wider choice of service providers and the option to book an auto service online with any Midas service centre,” she outlined.
For Midas service centre owners the alliance with CarbonBlack will provide a range of opportunities to further promote Midas innovations. These include the Midas LPG conversion program for both the installation and long-term servicing needs for environmentally-conscious car owners; full dealership service for any make and model, as well as over 30 years of solid service expertise.
The Midas community of auto service centres will each be provided with their own CarbonBlack website to promote these business initiatives as well as provide greater feedback via consumer reviews and ratings capabilities. This greater internet presence, access to low cost-per-lead potential sales opportunities and the tools to create digital marketing campaigns for clients are a few of the other benefits the alliance will provide.
According to Ms Stanton, internet-based research and independent information is becoming key for many consumers. The recently released CarbonBlack Independent Tyre Report identified a number of growing trends in social aspects of consumer behaviour relating to tyre purchases and auto services. Most importantly, it found that consumers are sharing feedback on products and services in online communities and this independent information is often the basis for purchasing decisions and shifting brand allegiances. Understanding these trends and how to manage them is key to success in the auto market.
The Midas auto service centres will now be able to access this information and customer-based feedback via the CarbonBlack online marketing tools. These tools can diagnose customer enquiries and provide information including customer leads received, number of quotes placed, how many website visitors there has been, the number of times each Midas service centre website page is viewed, general search results and average times from quote to orders being placed.
According to Phillip Bonney of Midas the engagement of CarbonBlack is highly complimentary to its corporate philosophy of everything benefiting the customer.
“We truly believe that this embrace of not only a greater presence on the internet for each and every Midas franchisee plus the enhanced tools to better understand our customers and their purchasing needs is another component of “The Midas Promise”,” outlined Mr. Bonney. “This is another way that Midas can stand out from its competitors.”