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Letter to the Editor

DuPont Performance Services Performance Alliance Helps Shops Market Their Services

Leading the effort to provide customers with a complete suite of value-added business services, DuPont Performance Services (DPS) is re-launching its popular Performance Alliance offering to collision repair center customers. Performance Alliance is one of five DPS business services now available to the collision repair industry, and is how DuPont Performance Coatings markets its network of repairers to car owners, insurers, fleets, and vehicle manufacturers.

Through Performance Alliance, repair center operators have access to a comprehensive suite of marketing tools they can use to promote their shops on line, in print and on TV and radio.

At the core of the DPS Performance Alliance offering is the very popular and widely promoted PA24.com website, an on line resource that makes it easy for consumers to find a Performance Alliance member shop in their local area. PA24.com feeds qualified consumer leads to member repair centers through a unique “request an estimate” feature.

The PA24.com site garners visibility at NASCAR races, frequently appearing on Jeff Gordon’s #24 car, and appears at or near the top of many popular Internet search engines.

Steve Trapp, DPS Collision Services Development manager said, “Promoting the site on race day gives member shops a great deal of national exposure they wouldn’t otherwise receive. As an example, during the CARFAX 400 last August and the two days immediately following the race, PA24.com experienced 12,000 additional visitors to the site.”

As a DPS Performance Alliance member, shops also have access to a 30 second TV and a 45 second radio spot that is customizable with personalized voiceovers and tags. The spots feature four-time NASCAR champion Jeff Gordon as the Performance Alliance spokesperson.

“The DuPont Performance Services strategy seeks to drive work to our member repair centers,” said Troy Weaver, Collision Services manager. “With consumers becoming increasingly savvy and more referral focused than ever before, having a brand development strategy that takes advantage of this consumer behavior is key to profitable growth. We feel leveraging the respected DuPont brand with high quality repairers is a powerful way to drive work TO our customers’ repair centers, and strengthen Performance Alliance member shop brand loyalty.”

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