"Our franchisees love advertising on Detroit radio," says Katherine Villeneuve, Director of Marketing & Franchise Support for Auto-Lab. "They understand that radio reaches the masses, and can achieve the messaging frequency to be effective."
Auto-Lab started in 1989 as a single-independent store in Sturgis, Michigan. The company has expanded to include 21 franchises across the country. Nine of the stores are located in Metro Detroit, each operated by a local, small business owner.
Auto-Lab offers consumers the same diagnostic, maintenance, repairs, and parts as a car dealership's service department but, for what Ms. Villeneuve describes as a 'fair price'.
To drive traffic into one of Auto-Lab stores in Southeast Michigan, each franchisee contributes 3% of their gross sales to a cooperative marketing fund. Ms. Villeneuve then works with the owners to create persuasive, annual advertising campaigns.
For the last four years, the Metro Detroit Auto-Lab owners have chosen advertising on Detroit radio as the primary way to reach new customers.