Using the research we conducted earlier in the year to understand how the motorist chooses their repairer, here is a simple checklist to help you promote your BSI Kitemark.
Tip one:Your website
Almost everyone now uses the internet to ‘check out’ a potential service provider; before deciding whether to do business with them or not. That includes the people you market your services to. So, what is your website ‘telling’ them about your business?
From the research we undertook earlier in the year it’s no surprise motorists who choose not to go via their insurance company also do their homework online through directories or search engines. It’s highly likely that accident management companies and manufacturers do the same.
The quality and content of your website has to encourage people to completely trust you and see you in a wholly professional light.
So if you haven’t already, once they reach you, tell them about your BSI Kitemark. It’s something to be proud of and is an extra marketing tool to give your customers complete peace of mind. If you’re not displaying it prominently, you might be missing out.
In your publicity toolkit you’ll find persuasive messaging around what the BSI Kitemark means, with powerful statistics to support the BSI Kitemark. Feel free to use this messaging on your website, or weave it into your own messages about your services.
One of the key statistics we uncovered is below. Use this as part of your messaging about the BSI Kitemark.
84% of drivers said they would feel more comfortable if the repair centre had BSI’s vehicle damage repair Kitemark*
*An independent study conducted in Great Britain via OnLine Bus, an internet omnibus survey, October 2012.
Tip two: Your BSI Kitemark logo – why is it important? A visual mark of distinction
A brand is a complicated, breathing thing. It consists of many components that must all integrate into a seamless, functional whole.
Visual representation plays an important part in this, as we place a great amount of reliance on our sense of sight, which is why your company logo, and your BSI Kitemark logo are powerful marketing tools and should form an important part of your branding strategy or campaign. Here’s why:
- Visual Representation – just as the face is the frontline representative of a person, the logo is that for a business. Good branding makes the logo the “face” of a company, giving it an image and appeal that no other branding tool can provide.
- Memory – people tend to remember logos better than they do names. A good logo will often be easier to remember than the name of a product. It also provides an additional benefit – a familiar logo on a new product can help boost sales of the new item, because customers will associate its quality with the quality of other products with the same logo. This is where the BSI Kitemark logo gives you a true competitive advantage. We’ve just celebrated its 110th birthday. It’s been used on 1000’s of products and services over the years and its value shouldn’t be underestimated. If it’s not showing prominently on your website and all touch points where you make contact with your customers then you may not be taking advantage of its true value.
- Uniqueness – in a cluttered business environment, nothing can help a company or product stand out more than a good logo. A logo can do more for differentiating a product from its competitors at first glance than virtually anything else, making it a very important tool.
The ability to be distinct, to be remembered by customers, and proper representation of the product and company are all critical tasks of a good branding strategy. These are also functions that a good logo can be used for.
The BSI Kitemark logo was rebranded a year ago. Make sure you’ve got the up to date BSI Kitemark logo on your website.
It’s available in lots of formats too, including a keyline and reverse versions, where you might be looking to reproduce it on a dark background or printed quite small on letterhead, for example. Visit Just for customers to download the logo.
You can download your logo in different formats by visiting our just for customers (j4c) website. We have also created the logo in reverse for use on dark backgrounds, and as a keyline option for printing on headed paper and stationery so that all the wording is easy to read.
Where are the touch points for your customers? Think about all the locations where a client is likely to find your business, and look at cobranding these points with your logo and the BSI Kitemark. What about including the logo:
- On your invoices, jobcards or service checksheets
- On your website
- On outdoor signage
- In any email communications
- On your business cards
- On your twitter or facebook pages
- In your adverts.
Tip three: Kitemark.com – we’ve been driving traffic to the online directory. Don’t miss out on new business opportunities.
Since December 2012, we’ve been driving online traffic to Kitemark.com through paid search advertising using Google adwords. We’ve been trialling different keywords to try and help link consumers who are in the market for vehicle repairs with our reputable BSI Kitemark repairers.
Since then we’ve achieved over 6,000 clicks straight to the Kitemark.com directory.Are your details up to date?
Make these clicks turn into business for you:
Send us your website details, so potential customers can click straight through from our website to yours:
- Check your telephone number and other contact details are up to date
- Give us copy about your repair service which we can upload
- Give us copy about your approach to customer service
- Send us your company logo
- Send us sharp photographs of your premises, so customers can recognise you when they visit you for the first time
- Ask your customers to post reviews of their experiences on your directory page.
Simply contact us with any changes or new information.