The Touch Up Guys brand offers a number of other services, which sets it apart from the rest; the capacity to provide bumper repair, alloy wheel repair and safety reversing sensor installation in addition to painting and buffing and polishing. This created a unique position for the franchise group in the market. Customers no longer have to lose their vehicles to panel shops for days at a time while minor repairs are undertaken. Touch Up Guys come to the customer’s home or workplace and complete most jobs in just a few hours.
The Touch Up Guys does not require that franchisees have a background in the automotive industry, as its training program covers all they need to know to run a successful business. The franchisor actually looks for people who want to work outdoors, are comfortable working with their hands, have good communication skills, a reasonable level of fitness and are motivated to be successful business people.
The biggest challenge is often how to run a marketing programme. We worked closely with the Touch Up Guys to develop the marketing programme for the master franchisor to attract the right kind of franchisee and then developed a marketing plan template for franchisees.
The key to the success of the roll out of these marketing plans was working with each franchisee to adapt the individual marketing plan to work within their individual regions; then putting a coaching program in place to have them stay on track with the weekly implementation schedule.