Friday, 25 January 2013

Garage of the Year 2013 - open for business



Motor Codes set to open enhanced Garage of the Year competition

New categories to highlight UK's favourite franchised and independent garages
 
  • Nationwide competition opens for voting on Friday 8 February.
  • Promotional material available online.
  • New dual-category format - franchised dealer and independent garage of the year.
  • Focus on quality and consumer confidence - this year, only garages committed to Motor Codes' government-backed scheme are eligible to take the prize.
Focused on customer feedback and highlighting high-quality levels of service, the annual Motor Codes Garage of the Year campaign is aimed squarely at promoting the benefits to the public of using a garage committed to its government-backed scheme.

In preparation for the competition's opening, a suite of promotional materials has been made available to all subscribing garages. The marketing materials, acting as a call to action for service and repair customers to nominate their trusted garage, can be downloaded from the log-in area of www.motorcodes.co.uk.  

The Motor Codes focus on recognition of first-class service, providing informed choice for the consumer and, ultimately, driving business to its network of committed businesses has led to a change in format for Garage of the Year 2013, as Motor Codes managing director, Chris Mason explains:

"In the four years since the government asked us to look at the crisis in consumer confidence associated with car service and repair, we've been able to demonstrate collectively, through the hard work and openness of those garages committed to the codes, that Motor Codes, the government-backed garage network, is the safe choice for motorists. As a result, we've changed things this year so that only Motor Codes subscribers - those that submit themselves to scrutiny - can enter."

Another change for 2013, reflecting the diverse make-up of the network, is that Motor Codes has split the contest in two, offering an award for both the franchised main dealer and independent garage of the year.

Demonstrating the value of the competition and its role in Motor Codes' aim to drive business to subscribers, Stephen Reynolds, owner of last year's joint-winning garage, Reynolds of Selby, has attributed a boost in service and repair work to the increased profile gained through Motor Codes:

"The local publicity surrounding our win was great but it was when we looked at the sustained level of business growth that we knew that Motor Codes was working for us. Looking at the books, we're 7% up, year-on-year, since the Garage of the Year win. Even looking at pre-recession figures, turnover is still greater."

Garage of the Year is a key part of Motor Codes' online approach, using consumer-led marketing to drive web traffic and deliver business to its 7,000 subscribers. The strategy is paying off, with government praising its online garage ratings system and statistics showing a 90% increase in garage profile page views to 1.3 million during 2012.

Following a three week national voting period, from 8 February to 3 March, the UK's top 50 franchised and independent garages will be announced, with voting then continuing for those businesses between 8 and 17 March. Regional winners will be announced on 20 March, with the overall prize handed over to this year's winners at Motor Codes' headquarters at the end of the month.

As well as the chance to generate some fantastic local PR, there is a prize fund on offer that includes PGA Championship golf tickets supplied by BMW, tool vouchers provided by GSF Car Parts, SLS AMG Driving Day experiences courtesy of Mercedes-Benz and an AIRCONMATIC III cleaning system donated by Wynn's.

As an incentive to customers for taking the time to vote, tickets for this year's Dunlop MSA British Touring Car Championship season finale at Brands Hatch, with full hospitality, will be supplied by Porsche and, thanks to Unipart Car Care Centres, one lucky voter will also receive £250 of Love2shop vouchers.

All the best
Chris

3 comments:

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