In this episode of Cruise Control, Kevin Davis chats with Dom Berry, Head of Marketing at Gtechniq, a global leader in ceramic coatings and advanced car care solutions. Dom shares his journey from retail and marketing at Meguiar's and Snap-on to leading Gtechniq’s global marketing efforts. The discussion delves into the evolution of the coatings market, the importance of education and honesty in marketing, and strategies for engaging both high-end car enthusiasts and younger generations. Dom emphasizes the importance of building trust through rigorous product testing, maintaining consistency in brand integrity, and educating both consumers and accredited installers on best practices.

Key Takeaways:

1. Educate and Engage Consumers:
   • Consumer education is vital for helping car owners understand the benefits of ceramic coatings, especially in regions with stringent car care regulations like Europe.
   • Demonstrating ease of use and tangible results, such as better cleaning and durability, helps overcome skepticism.
2. Build and Maintain Brand Integrity:
   • Consistent messaging and delivering on product promises are key to sustaining trust in a premium brand like Gtechniq.
   • Honest feedback about product capabilities and limitations strengthens consumer relationships.
3. Combine Innovation with Testing:
   • All new products undergo rigorous testing in both lab and real-world conditions to ensure they meet high performance and reliability standards.
   • Staying adaptable to market trends, like the rise and fall of graphene products, keeps the brand relevant without chasing fads.
4. Focus on Customer Lifetime Value:
   • Maintenance plans and consumer education ensure repeat business and help maximize lifetime customer value.
   • Supporting accredited installers with leads and resources fosters loyalty and drives customer retention.
5. Expand Market Reach:
   • Engage younger audiences through events and partnerships, encouraging brand loyalty that evolves with them as their purchasing power grows.
   • Attend and support high-profile events like Goodwood to connect with both enthusiasts and professionals while educating the market.

Get your one-stop success solution at www.detailersroadmap.com!

Facebook
Instagram
TikTok
YouTube