As Temperatures Rise, Auto Repair Shops can Heat up A/​C Check Advertising

BY Rachel Cagle
Featured image for “As Temperatures Rise, Auto Repair Shops can Heat up A/​C Check Advertising”

Imagine being stuck in traffic on a 90-​degree day when your vehicle's air conditioning system malfunctions. With summer heating up, the non-​profit Car Care Council recommends that motorists be car care aware and have their A/​C system checked to make sure it is working properly.

"As the weather turns warmer, the last thing anyone wants to be is hot under the collar in their vehicle when they are driving to work or on a family vacation," said Rich White, executive director, Car Care Council. "Making sure your A/​C system is working properly will keep you and your passengers cool and safe, making it a very enjoyable summer on the road."

On top of driving to and from work, Potential Auto Service Provider Switchers have a slew of other activities planned for the year that they'll need to drive to. According to AudienceSCAN, 33.6% want to attend a popular singer or band's concert, 30.9% want to head to a state or county fair, 30.7% want to hit up an arts festival and 27.8% plan to attend a music festival. All of those events are accompanied by a large amount of traffic that may keep this audience stuck in their vehicles for extended periods of time.

A vehicle's heating, ventilation and air conditioning system (HVAC) keeps the interior cabin comfortable in any season by providing the right temperature and humidity level. Typical A/​C service by a professional service technician consists of the following steps:

  • Service technician visually inspects hoses, lines, seals and other components for leaks as well as inspects the drive belt for cracks or damage.
  • Technician checks pressure to test operation, refrigerant charge and outlet temperatures.
  • If the system is found to be low on refrigerant, a leak test is performed to find the source of the leak. Leaking refrigerant heats up a vehicle and damages the ozone layer.
  • Refrigerant may be added, if necessary, to "top off" the system, although some states do not allow "topping off."
  • A technician may also check for evidence of refrigerant cross-contamination.
  • A/​C service should also include a check of the compressor's drive belt and tension.

On top of vehicle services, auto shops should also advertise their customer service. According to AudienceSCAN, 53.4% of Potential Auto Service Provider Switchers make a point to shop where the salespeople are helpful and friendly.

The Car Care Council also recommends that when having a vehicle's HVAC system inspected, the cabin air filter be checked to make sure air is flowing properly into the car.

The best way to reach Potential Auto Service Provider Switchers is within the comfort of their own home. Last year, according to AudienceSCAN, 77.4% of this audience took action after seeing a commercial on TV and 72.5% reacted to direct mail ads/​coupons they received last year. They're also 79% more likely than other adults to take action after seeing outdoor ads/​billboards, so appeal to this audience while they're hot.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.