Understanding Business Objectives & Audience

For this assignment I again used Redline Auto Service.

Question #1: What Are Your Objectives?

The company objective is to increase profits while maintaining credibility and customer loyalty.

Question #2: Who Are Your Program’s Target Audience(s)?

Currently the broader target audience is vehicle owners in and around Lansing. There are also more specific attempts in targeting owners of European make automobiles, as the company has the greatest experience with them.

Question #3: What Is Important to Your Audiences?

Above all else, honesty is important to this company’s audience. Too easy is it for people to be taken advantage in the auto repair market. Gaining and keeping trust is essential to maintaining business. This segues into another thing important to customers, the trust in the repair.

Question #4: What Motivates Them to Buy Your Products?

Technically this organization offers services instead of products. There isn’t so much motivation to them as the necessity. People need to rely on their automobile which requires routine maintenance and occasional repairs.

Question #5: What Are Your Key Messages?

The key message is that customers can trust skilled technicians to repair or maintain their vehicle at reasonable costs.

Question #6: Who Influences Your Audience(s)?

Those who offer similar services are one of the major influences on this company’s audience. Through advertising there is a competition for these customers. Television, radio, paper, etc. are more traditional advertisement sources. However these days the web has become a large consideration. With company websites, social networking sites, and review sites, a customer can get better ideas on multiple shops before bringing their automobile to one.

Question #7: How Do You Distribute Your Product?

Again, this is a service instead of a product. Obviously the only way to really conduct business is by the customer bringing in their automobile. However, customers can schedule appointments through phone, e-mail, website, and more.

Question #8: What Are You Going to Do with the Information You Get from Your Research?

Hopefully a better understanding of customer concerns will be acquired through research. In addition the effectiveness of certain campaigns can be measured to assist what work and what doesn’t.

Question #9: What Other Departments or Areas Will Be Affected?

This company is allied with a number of part suppliers who will be affected by the increase or decrease in customers.

Question #10: What Other Measurement Programs Are Currently Underway?

Currently customer satisfaction is being measured as well as reviews.