Results of a recent YouGov survey showed that ChipsAway
has strengthened its position as brand leader of the "on-the-spot"
automotive repairs sector with 30% recognition compared to the next
most cited which was high street brand Halfords at 8%.
The survey was carried out by professional research and
consulting organisation YouGov, who have been "acclaimed as the
country's most accurate opinion polster". The results showed that
out of all car owners who named a minor automotive paintwork repair
company, ChipsAway came out on top.
The research follows a high profile national marketing
campaign, including TV advertising, and highly effective Pay Per
Click Google Adwords activity.
The survey also revealed that 66% of car owners are said
to have paintwork damage to their cars. With over 34 million
vehicles on the UK's roads*, this equates to over 22 million repair
opportunities, which is an absolutely massive marketplace - thought
to be worth approximately £2.68 billion! Despite this, ChipsAway
estimates that currently it serves less than 5% of this
marketplace.
ChipsAway Chief Executive Lloyd Evans comments: "The
results of the survey are fantastic and we are especially pleased
that awareness of the ChipsAway brand has increased significantly
since the introduction of the national advertising campaign. This
has also been reflected in substantially higher lead generation.
Enquiries for specialist ChipsAway repairs have increased
nationally by over 30% this year."
Overall, the survey confirmed that ChipsAway's marketing
campaign has impacted strongly on brand awareness amongst consumers
and has clearly increased understanding of the nature of the repair
service, leading to substantially accelerated lead generation and a
higher quality of leads, as well as consolidating and strengthening
ChipsAway's position as brand leader.
All figures, unless otherwise stated, are from YouGov Plc.
Total sample size was 2,124 adults. Fieldwork was undertaken
between 31st August - 2nd September 2011. The survey was carried
out online. The figures have been weighted and are representative
of all GB adults (aged 18+).
* Department for Transport, 2010 Vehicle Licensing
Statistics:2010 [pdf] Available at:
www2.dft.gov.uk/pgr/statistics/datatablespublications/vehicles/licensing/latest/vls2010.pdf
[Accessed 14th October 2011]