MotorActive has undertaken a complete renovation of the paint brand
MotorActive, the company behind ColorSpec, Supercheap Auto’s exclusive automotive paint brand, recently implemented a complete rebranding.
The results of the market research showed that ColorSpec was predominantly a grudge purchase made by customers looking to fix a problem who were already planning to purchase paint before entering the store.
MotorActive was challenged to attract new customers while maintaining the professional character of the brand.
“This was a fantastic opportunity to reposition the brand,” said MotorActive Founder and CEO Bruce Morrison.
“We focus on two key elements; invigorate the livery so that it draws more attention and improves shopping satisfaction.
“Witnessing the spectacular success of the bright and vibrant colors in Meguiar’s new hybrid ceramic range gave us confidence that adding the right pop of color will appeal to customers, without creating negative perceptions of quality. The vibrant colors contrast extremely well with the modern sophisticated satin black.”
“With 30 years of maintaining Meguiar’s as the leading auto care brand, we are well aware of the dangers of resting on our laurels.
“Also, ColorSpec was 10 years old – its original appearance was designed with it in mind that it was a true professional grade clear automotive paint system.
“Usually professional products don’t have overly flashy labels and lack sex appeal. It needed a face lift, because this becomes a bigger and more difficult job if you wait until things are in decline.”
MotorActive not only featured new décor and a sharper POS area, but also revamped the website and produced a series of instructional videos. The videos are meant to educate and inspire different ways to use the brand through DIY projects.
“Building buzz around the brand has proven to be a double win,” said Bruce.
“Not only has it generated new business by getting customers to think about projects it could be used for; but we have seen first-hand the change in attitude of the store’s retail teams.
“By spending time with them, making the product fun and showing off its capabilities, they get more excited about the brand.
“And it goes without saying that getting retailers and their teams excited about your product or brand is a powerful way to sustain growth and ensure its longevity into the future.”
For more information visit www.colorspec.com.au
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