Build your business in our brand
Since 1956, millions of drivers worldwide have been putting their trust in the Midas Touch for brakes and mufflers… and now total car care. Today, whenever car trouble strikes, customers know they can rely on the nearest Midas franchise. Perhaps your Midas franchise.
$50-million in annual advertising
Partnering with top-tier advertising agencies, Midas has built on that national brand awareness over the years. We carefully invest more than $50 million annually in strategically placed advertising, promotion and public relations throughout the U.S. and Canada, funding:
- Compelling TV advertising
- Radio campaigns localized for specific market areas
- Attention-getting outdoor billboards
- Local newspaper announcements
- Special events, such as grand openings and anniversaries
Timely campaigns and marketing partnerships
Midas and its agencies are involved in ongoing planning and execution to ensure our advertising and marketing partnerships are timely, current and relevant to consumers.
- Midas Make-A-Wish® initiative: In 2008, Midas donated $400,000 on behalf of customers to the Make-A-Wish® foundation, contributing $5 for Midas Touch® Maintenance Packages purchased during the busy spring/summer driving season.
- Lauren Fix, the CarCoach®: As part of the Midas Make-A-Wish initiative, Lauren Fix, television’s famous CarCoach®, promoted Midas maintenance and positioned us as a premier provider of total car care.
New media investments
Each year, more customers are turning to the Internet to find local service providers. Rest assured, Midas is there. To help you reach customers without having to become a Web 2.0 consultant yourself, Midas provides Internet tools such as:
- A personalized website for your shop -- we take care of the design and programming so you can concentrate on assisting your customers
- Digital partnerships with national websites to help drive traffic to local Midas shops
- Search engine marketing campaigns to help drive qualified traffic to shop websites
- Web sites to build product awareness, such as www.MidasSecureStop.com and www.RockTheHighway.com
- A sophisticated customer relationship management (CRM) system that tracks customer behaviors and targets market promotions and services to their specific needs
Community participation
National partnerships such as the Midas Make-A-Wish® Campaign create opportunities for local franchisees to be visible in their communities. By promoting charitable organizations locally, we create goodwill and inspire customers to support the cause as well. Midas franchisees showcase local community contributions on their shop websites to communicate their commitment and involvement in the towns and neighborhoods in which they operate.
We’re committed to collaboration
Midas franchisees benefit from the expertise of the Midas marketing team as well as our agency partners. Strategic national advertising initiatives are planned well in advance and include various programs that will be implemented over the course of 12-18 months. As a Midas franchisee, we’ve got you covered. At the national level, our lead agency together with the Midas Marketing Team and the International Midas Dealers Association’s Marketing Committee meet to review all initiatives. While at the local level, Midas franchisees work with the local agency representative to drive various promotions in their local markets.
What's New - Marketing and Advertising
