The Drive for Success
For television, 30 percent of Car Toys advertising is promotional, with the balance of air time concentrating on branding. "We hammer our promotional message on radio day in and day out as hard as we can," said Andrews, "and we really try and build some frequency and some reach with our customers and our target market."
While promotions still play a big part of Car Toys' advertising, branding has become even more important. "We've started to do more branding of the company," Andrews commented, adding, "Your brand is really everything you do everyday. One of the things that we've done most visibly is create some new television campaigns that we've started running and the core of those spots centers around our people (Car Toys' employees)."
Andrews noted that Car Toys uses the commercials to display their stores, which he says is essential to expressing that Car Toys is a qualified retailer. "In each store there's a big glass wall between the installation bay and the rest of the store, so really from most of the store you can look back and see what's going on in the installations bay at all times," said Andrews. "We really try and build that sense of security and comfort in the customer's mind that what's going on in the installation bay is really on public display. There's no secrets going on back there and we're really proud of the quality of work our installers do."