Answermen, Gurus and Geeks: Is Product Support Your Next Big Branding Opportunity?

Posted: March 1, 2016

Topics: Strategy

In a world where products are more and more a commodity, it’s remarkable to me that more companies haven’t fully tapped out the branding potential wrapped up in their support offering.

Support plays a key role in your customer’s relationship with your brand. It’s also a source of raw consumer insights and opens up new opportunities to dialogue with your customers at a level your other marketing can’t. And when it’s done right, it can help drive repeat business and provide a key point of differentiation from your competitors.

Everyone knows The Geek Squad. Best Buy’s technical support brand became a star in a business which is struggling to keep pace with the rapid change in retail.

Federal-Mogul Motorparts’ (FMMP) Garage Gurus is a great example in the automotive aftermarket.

FMMP owns some of the country’s most recognized aftermarket auto parts brands – Champion Spark Plugs, Moog Suspensions, Felpro Gaskets and Wagner Brakes, to name just a few. They recently made a significant investment in their training and support offering and asked us to help build a brand around it. By investing and leveraging their commitment to support, the Garage Gurus program provides a true differentiator and direct line of communication with the people who drive their business – service technicians who recommend parts to their customers.

Another great aftermarket example is Gabriel’s Answerman.

Gabriel makes shocks and struts, and a key part of its marketing strategy includes the technical support team (aka The Answerman). PUSH helped Gabriel create its Answerman brand and launched it with a successful video series (Gabriel’s “Top Ten Signs of Worn Shocks and Struts” has 725k views on YouTube alone). Again, the program provides a direct line of communication with customers and has recently been expanded to include a technician loyalty program.

In all of these cases, key people recognized how important their support had been to the success of their business and astutely turned an operational strength into a marketing strength.

So what about your organization?

Is great support a key part of your customer experience? If it is, now might be the right time to make it a key part of your marketing efforts.

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This post was written by R. Wilkie, Creative Director at PUSH 22.