Work Lights. Shop Stools. Booster Cables.
12 thoughtful, feature-rich, and well-built products for the at-home auto enthustiast.
Launch Goals & Campaign Strategy
Objective: Successfully launch MYCHANIC as a garage essentials brand for the at-home auto enthusiast by building brand equity in all consumer touchpoints including public relations, advertising, social media, and sales experiences.
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BUILD CREDBILITY
Position the brand as an authoritative, innovative and credible source of garage essentials.
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BUILD AWARENESS
Market expansion by targeting enthusiast niches -- leveraging relevant channels and tailored assets for each niche.
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BUILD SALES
Achieve eCom revenue goal and support sell through at all retail partners.
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BUILD LOYALTY
Create a customer experience that turns customers into fans.
Sales Channels
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MYCHANIC.com
Brand website served as a hub for DTC, Retailer Lookup, Media Content and Resources, and Customer Support.
2018 Statistics:
- 90K Site Visitors
- 5% Conversion Rate
- 22% Return Customer Rate
- 1 in 7 Customers Left a Review
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Amazon
MYCHANIC initially struggled to gain traction on Amazon.
Despite Social and in-Amazon PPC efforts, Vine review seeding, and review invitation efforts customers were choosing well known brands or less expensive options.
With continued listing optimization and PPC tuning, we began to gain ground in the shop stool and jumper cables categories.
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Retail Partnerships
Select products received placements at national and independent retailers across the country.
Club (Costco, Sam's Club) purchase orders provided volume to decrease our cost of goods, but required 25-30% pricing below MSRP.
At times, we were able to build custom offerings, but often it undermined our pricing on DTC eCom channels, as evidenced via social comments and customer service emails from disappointed customers.
Product Development in The Role of Campaign Success
Amazon Momentum with the Fastback Shop Stool
MYCHANIC’s niche was feature-rich garage essentials.
Through insight tools, I identified that <$40 products held the majority of shop stool market share on Amazon.
I worked with Product Development to resuscitate a simple shop stool concept, while retaining the brand's up-specked weight capacity and intentional details to provide a higher quality option than the basic $40 stools. MSRP was set at $65.
I also worked with PD to ensure the packaging was within the 18” length for Amazon's Standard Large. It was extremely close, but we succeeded in avoiding the $6.58 per unit upcharge for oversized items.
The Sidekick Stool shot to the Top 10 in the Amazon category within weeks and sold $200K+ the first 9 months.
Revenue would have been higher if not for supply chain challenges and wholesale complexities.
Commercial Spots & Show Integrations
Commercial Spots
- 9 Month Campaign
- 200 Spots
- Amplified During Father's Day and Holiday
$40K Shoot For Broadcast, PPC, and Web Assets
Show Integrations: 5 Shows, 6 Networks, 38 Airings
Gearz with Stacey David
Truck Tech
Two Guys Garage
Detroit Muscle
Earned Media & Influencer Partnerships
12 Content Creator Partnerships
Chris Fix
9.8M Subscribers
Rocky X TV
21.6K Subscribers
The Humble Mechanic
826K Subscribers
Bearded Jeeper
7.4K Subsribers
Print Advertising
Our primary market niche within the auto enthusiast market was the classic car enthusiast.
The average customer:
- Age: 55-65
- HHI: $125 - $250K (or comfortably retired)
- Project Car: $40-70K = Dispensable Income
Traditional print advertising in niche publications was a targeted and affordable advertising activation, and provided recurring impressions within these niches.