The Client

Car‑O‑Liner is the leading global provider of high-quality, technologically advanced collision repair equipment to the automotive aftermarket.  For more than forty years, Car-O-Liner has supplied the industry with innovative solutions, technical development, training, and customer support. More than 60,000 Car‑O‑Liner collision repair systems are in use worldwide.

The Brief

Car-O-Liner had a solid advertising budget in place, but wanted to implement a plan that would reach their target market more effectively. They had a great partnership with their current publications and media partners but wanted to explore other creative options. Spry decided it would be best to start by utilizing our strategic services to assist in competitive research and advertising.

The Strategy

We worked with Car-O-Liner to research publications and media outlets that would work best with their marketing vision and target audience. This research led us to recommend next steps and build a concrete plan. Additionally, Car-O-Liner is building a focus in an emerging market, and our team researched and developed a brand overview for Car-O-Liner in that market.

The Content

The majority of our content recommendations were derived from the research we completed, creating content that would help Car-O-Liner enter new markets and continue to be the leading global provider of high-quality collision repair equipment. By developing a clear understanding of Car-O-Liner’s customer base and corporate vision, we can target advertising, printed materials, trade show signage, and even editorial content for maximum impact.

Advertising
Our team meets with the client and potential media partners to strategize plans for both print and digital advertising. A yearly schedule is created and maintained for contract advertising. Digital ads are also created throughout the year to meet the demand of the online user.

Brochures and Flyers
Our creative department designed and printed corporate brochures highlighting Car-O-Liner as a total solutions provider by showing the depth of their collision repair product offerings, including shop design and layout assistance, equipment, and original equipment manufacturer (OEM) endorsements.

Trade Show Displays and Signage
The team at Car-O-Liner had a desire to improve their presence at trade shows. Spry fulfilled their vision by designing and creating table top signs, large-format graphic hanging signs and displays, pull-up banner stands, and an 8ʹ portable display.

The Result

As Car-O-Liner’s agency of record, we were able to establish a consistent brand identity for the North American market through our advertising campaigns and services. This helped position Car-O-Liner as a leading company for collision repairers and built awareness for their product line. The campaign not only created awareness but also helped to communicate to the distributor network as they qualified leads and closed sales.