The HUGHES Agency: FAQ - marketing independent businesses,marketing management,body shop,auto glass,advertising,radio advertising,television advertising

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I've read that your marketing message is an "insurance bashing" anti-insurance message. Is that true?
No. This was a common misconception created by some who read about ad campaigns we first did for shops in the early 90's. The focus of our campaigns has always been consumer empowerment. Most information about what consumers should do and where they should go if they have a broken windshield came from insurance companies. For the most part, shops remained silent and allowed this to occur because in the "salad days" (before networks and HMO type programs) most shops were confident getting the majority of the work from insurers because it was very profitable. This behavior effectively put insurers in control of the auto glass industry. From the beginning we identified the need for an alternative information resource that told the truth about insurance control, consumer choice and consumer rights.

We ran some ads the radio station created without much success. What makes you think what you do will be any better? Radio stations have people who can write and produce commercials for advertisers. Sometimes the sales rep will create copy, but neither have any real understanding or experience in the auto glass industry. As a result, they come up "generic" sort of ads with one of their disc jockeys that end up making you sound like every other business. We've been in your industry for over 8 years and understand its unique traits and special circumstances. We've written a large number of custom made commercials for close to 20 independent auto glass shops. Bottom line…successful campaigns are the result of well written and produced messages heard by as many people as you can afford to reach over an extended period of time.

We used a local ad agency for a while, and it cost us a lot of money to find out they didn't seem to understand our business. So why would I want to use your services?
It takes years to even begin to gain a working knowledge of your industry. Most ad agencies don't want to take the time or invest in the manpower to gain that knowledge. There are some general agencies that will handle any business, and there are special interest companies. HUGHES Advertising was created because of a need for marketing and advertising company that focuses on the Independent Auto Glass Shop.

Okay, you've convinced me that you specialize in marketing Independent Auto Glass Shops, but I'm in a unique situation with my market. How can you be sensitive to my needs when you're located hundreds of miles away?
We believe every shop we've worked with has a unique situation. We don't do anything until we gain a full understanding of the dynamics of your business and your marketplace. We're sensitive to your needs because we care, and today's technology allows us to narrow and virtually eliminate any differences perceived when there is distance.

What if my shop hires you to market our shop and another shop in my area calls and wants you to work for them, what will you do?
When you become a client, we work with you exclusively in your market area.

The big networks dominate our marketplace and control pricing. As a result, we're doing more work and making less money. How can I afford to advertise?
Steering is the number one concern on the list of many concerns facing most shops. Creating brand name awareness and educating consumers about their rights and choices is one of the best and strongest ways to combat steering. By remaining silent, you cheat consumers out of the chance to use your services, and allow insurers to continue to keep you in the shadows.

Our shop has a good relationship with the local agents and agencies. How will consulting and marketing services affect that relationship?
We've seen marketing only enhance your relationship with them.

Are all your commercials and ad slicks pre-packaged?
No. Each campaign is crafted and designed specifically for the shops needs. We do have tested and proven concepts and materials on which your campaign is built.

I've heard that your campaigns primarily use radio. Is radio all you do?
Radio is a very powerful medium for our campaigns because we believe the best time to talk about consumer's cars is when they're in their cars. We like to use :60-second commercials because it gives you time to tell your "story". Radio is also very affordable which makes frequent airing of your ads possible. TV is great, however, the people you want to reach are at work all day and only available at home in the evenings during prime time, and that can be very expensive. Radio can reach them all day long and have a lot more impact for a lot less money. Here's three examples of non-industry related client radio...

National Office Warehouse

Mack Mattress Outlet

Eagle Specialty Remodeling

I've heard that you do both business and marketing consulting. How do you charge for your services and how are they billed?
We create a strategic alliance with our clients and believe both business and marketing are integral with your long-term success and control. We work on a retainer fee basis, and will be happy to answer any questions you might have in a phone call.