Research Findings and Proposed Strategy

 

Opportunity: Define target consumer of Fire House Car Wash and give direction on communication strategy.

 

Methodology: Surveys and personal interviews with end users

 

Findings: Target market age is between 30-45. This market showed interest in a detail shop that does just that, pays attention to detail.  Most current users sport a $30-70,000 vehicle.  These two findings show the need to communicate a quality detail that is associated with a higher affluent image.

 

Strategy: Associate Fire House Car Wash with affluence.

 

Creative Execution: Adopt the imagery of a butler presenting the finished auto detail “bling” that FireHouse offers.