Breakdown firms fail to convince over extensions
The efforts of organisations such as the AA and the RAC to market themselves as multi-service providers is proving fruitless, according to this week's OMD Snapshots survey for Marketing.
The poll found the vast majority of consumers are not buying other products and services from the companies that provide them with car breakdown cover.
Of the 1099 consumers surveyed, 74% buy breakdown cover. The AA is still the clear market leader. Nineteen per cent of respondents said they bought cover from the RAC, which has recently embarked on a new ad strategy using the strapline 'RAC. A helping hand that's always there' to convey its diversity of services.
ADVERTISEMENT
Of those consumers who have breakdown cover, only 6% said they bought other services from their provider.
ROAD SERVICES
Which company do you have car breakdown cover with?
No cover 26%
The AA 29%
RAC 19%
Direct Line 5%
AXA 1%
More Th>n 1%
Norwich Union 1%
Other 18%
Do you have any other services with your breakdown company?
(Of those who have car breakdown cover)
Yes 6%
No 92%
Don't know 1%
For enquiries about OMD Snapshots call 020 7893 4124
Jobs
- MARKETING MANAGER : Luxury Travel Company, Dylan*
- , Central London
- INTERNAL COMMUNICATIONS MANAGER, Dylan*
- GOOD BENEFITS, Central London
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
Comments