4Guys Autobarn, Hamilton, NZ.
Project 4GUYS is a 12 month initiative designed to improve sales, brand and start the future proofing of the business as well as reduce advertising spend.
Flying Lizard helped at the centre of the action, delivering a complex, high value project which forms the core of 4Guys future marketing direction. It is a project that will develop the way 4Guys grow and prosper. As if the brand build work itself was not challenging enough, an industry hit by the recession makes it much more so. It would be hard to find a business not effected.
“One of the major challenges in this work,” says Dayne Smith, “has been making a lot of quite complex processes happen in the very heart of a busy and thriving everyday business and still keep it ticking.”
The project commenced in January 2009 and the completion date is January 2010.
4Guys has experienced a surge in brand recognition, with stabilization in sales figures. Customers have responded well, with reduced large advertising spend that was unnecessary.
Three major elements of 4Guys‚ project include:
- Reworked logo and basic collateral refresh including site signage and direct mail templates for inhouse use.
- Rebuilding of the business brand values that help give a customer understanding of what they will receive from 4Guys.
- Construction of a CRM (customer relationship management) tool, that will give 4Guys a way of reusing customer sales to build relationships and leverage return sales.
In addition to the diverse and complex brand challenges, this is the sort of project that also provides a great showcase for Flying Lizards’ abilities, coordination and communications skills, requiring expert client relations, stakeholder liaison and digital artwork management. Dealing with business owners, employees, printers, signage and consumers is all part of the job.
Dayne added, “You know you must be doing a few things right when you get the occasional note of approval from the competition, in this case a television commercial supplier saying that a recent meeting with 4Guys they had told them they had better see Flying Lizard.”
The project, particularly in this money-try environment is impressive. Some of the statistics include:
- 12 months business strategy.
- Business brand, brand marketing, brand collateral creation.
- On site seminar for business sales team.
Total budget cost $36,000+gst, a typical marketing employee would cost $80-$90k plus you would still have to spend $20-$25k for the designs.
It is a project that is hugely in-expensive and very much in the public eye and it is pleasing to report that all is proceeding well with goals ahead of schedule.
Questionnaire/Survey mailer, advertising layout template and business card layouts.
Apparel, caps, and key tags
Testimonial from Customer.
We have enjoyed a good trading period since the project.
Very impressive figures over Jan/Feb and following months are looking very promising. I attribute alot of it to the attrition rate to many significant players in the market, both domestically and regionally. In addition, some of our new operating methods combined with our traditional, have cemented market share. Clearly our style of stock and choice has appealed through the internet to many customers.
In summary, we are very comfortable with the company, its profile and its direction. We cannot foresee any immediate changes in the industry, its unlikely that any major new traders will emerge due to several factors, ie capital intensity, high overheads limited return on investment and the perception the industry is under siege.
We in fact over Jan/Feb returned retained profit margins never achieved before. We are grounded though and are conscious that the bubble could burst anytime, however, we are confident that for some considerable time we have a rare opportunity being presented to us.
Now its all about people skills and a higher rate of prospect conversions. So thanks again for implementing changes in our ‘branding’, and after the end of the financials we will review our marketing strategy.
Hope all is well down south and those highlanders get back safe, albeit a bit battered…one on one ain’t bad though out of the republic.
Be in touch.