It all started with the MTA Waikato’s blue inflatable car. This car had all the elements of good marketing: innovation, object association, and branding recognition. Auckland branch had to have one! Enter Geoff Harper, David Storey and Bruce Blair. They discussed the blue inflatable car at the Auckland branch and when it seemed that idea was going nowhere they decided to deflate the car idea and put it to rest. Fortunately, good ideas do not stay flat.

The group then began to rethink. “Let’s buy this blue inflatable car and finance it from our own shared funds and advertising sponsorship.” They worked hard and finally with the help of their sponsors Century, Valvoline and GT Radials and their own business funds, the blue inflatable car was purchased. Like all good marketing ideas, they need to be kept on the move. (The blue inflatable car did not stop there.)

Credit for how the marketing ideas grew to be of value, must go to the MTA conference in Fiji. When you take automotive repairers away from their businesses, especially in an idyllic spot like Fiji, their brains have space for creating. What if… we grouped together with other great workshop repairers and shared marketing and advantage buying?

What if… we could sharpen our operation of businesses so that the public perceived us as the “super operators”? What if… we could share ideas with fellow business people and save hours of blood sweat and tears? YES! Let’s have a launch and invite quality automotive repairers to it. Let’s choose key suppliers to fund marketing through loyalty. Let’s have repairers working together to maximise marketing. Let’s have a cocktail, my head is hurting.

Back in Auckland the airflow continued. Wives were worried about this renewed enthusiasm the group now had. Communication was rife- three way conference calls, emailing and meetings to all hours of the night. All this planning, scheming and enthusiasm flowed over to their and enthusiasm flowed over to their businesses. They began sharing ideas about staffing, systems, latest equipment purchases, and keeping the wife happy. Managing an automotive business was once again, exciting! They spent weekends scouting for quality workshops and business people. They spoke to their contacts and the list was compiled. Invitations for the launch of their new idea were sent.

Forty workshops from the wider Auckland area were represented at the launch. (Parked outside the venue was the blue inflatable car.) The evening was dynamic; a room full of professional people sharing an idea that could grow to be whatever was needed in their businesses. For some it was the need to network, others the direction in marketing, and for some it was renewed enthusiasm. The idea was now out. Members were keen to work on their businesses. They were no longer just an automotive repairer, they had added quality. They were now part of a group who has a “point of difference”. One member likened their shop to a five star hotel.

People will choose to come to me because they will recognise what the brand represents- standards of quality and ethics. One member has increased their turnover by diversifying their services. “I didn’t realise how much work I was turning away by not stocking tyres, it was great to have someone share their knowledge.” What group do these members now belong to? Auto Super Shoppes. The group now has 50+ members nation-wide and with their new Operations Manager, Jayne Lawson, hope to increase membership to 60+ by the end of 2010. So what became of the blue inflatable car? It has been visiting members’ workshops. In one workshop it generated new business in a very unexpected manner. A tourist saw the car and associated it with car repairs and the workshop generated a $1,500 job.

And where will Auto Super Shoppes be moving to next? You decide!