Strategic Message Planner: Mr. Locksmith
Advertising Goal
Increase awareness of the business and its services to all local business and residents
who may at some point need commercial, residential or automotive help with locks or
security systems.
Client: Key Facts
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Mr. Locksmith provides a wide range of lock services to the Metro Atlanta area.
Al Aitken founded Mr. Locksmith in 1985.
The company’s primary services are lock opening and installation, master key
systems, auto and truck lock opening, safe opening, high-security locks, lost keys
replacement, transponder (chip) keys, door closers and deadbolt installation.
Mr. Locksmith services are available in Metro Atlanta and the surrounding areas.
Total revenues in the past fiscal year were $1.8 million.
Product: Key Features
What Is the Product?
Mr. Locksmith has been in business, opening and services locks, as well as installing
security systems, for over 40 years. Mr. Locksmith services all lock types including
locks and doors, access control, automotive services and safes. Mr. Locksmith
employees drive a yellow service van with the company’s logo painted along the side.
Mr. Locksmith only hires trained and trusted professionals who undergo a rigorous
interview process and background check.
Mr. Locksmith is available for 23-hour locksmith services.
Mr. Locksmith provides reliable, trust-worthy locksmithing services to all of your lock
and security needs. The company will work to solve any problem you encounter with
their 40 years of service experience.
What Is the Purpose of the Product?
The purpose of Mr. Locksmith is to provide 23-hour service to all those in need of
locksmithing services, whether regular or an emergency situation.
With 40 years of experience, Mr. Locksmith is here to help you with all locks, doors, and
access control needs.
Target Audience: Demographics and Psychographics?
The target audience for Mr. Locksmith is varying based on services and needs. One
audience would be 30 to 45 year old business owners who are in need of lock services or
interested in getting a security system for their company. This group will usually be
looking for high quality, reliable services at an affordable rate. Targeting this group
occurs by advertising Mr. Locksmith’s services in the areas local papers and word of
mouth. The company also provides services to businesses that it has worked with in the
past.
Another target audience is vehicle owners who have locked themselves out of their
vehicle or who are in need of a replacement key for their car. Mr. Locksmith provides
23-hour service to anyone who needs help unlocking their cars and has several
employees ready to get to their location at any time. Mr. Locksmith provides regular car
re-entry as well as air-bag re-entry that allow the servicemen to unlock your door from
the inside.
The target audiences will be searching for fast, high quality services that they know to be
reliable and trustworthy.
Product Benefits
Mr. Locksmith only hires the best and most reliable professionals who have experience
in the field.
Mr. Locksmith has two locations and is working on acquiring a third. They have three
service trucks available at any time that can drive to the desired location for services.
Mr. Locksmith provides a variety of services such as lock opening and installation,
master key systems, auto and truck lock opening, safe opening, high-security locks, lost
keys replacement, transponder (chip) keys, door closers and deadbolt installation.
Mr. Locksmith has had a long upheld reputation of being a leader in the industry since
their local establishment in 1985.
Mr. Locksmith is known for troubleshooting and providing services on the spot for any
of your specific needs utilizing their 40 year experience.
Direct Competitors and Brand Images
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Locksmith on Time: Local Atlanta Locksmith advertises 24/7 services for
installations, repairs and lockouts with a $19 service call.
Your Atlanta Georgia Locksmith: Local Atlanta Locksmith advertises as an
emergency Atlanta Locksmith for residential and commercial needs. Services
provided 24 hours and $15 for a consultation.
24 Hour Locksmith Atlanta: Local Atlanta Locksmith, fast response guaranteed,
24 hours for $19 a service call.
Indirect Competitors and Brand Images
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Walmart: Key making and replacement machines and the selling of safes
Local Fire Departments: Often called when locked out of vehicles
ADT and other security systems: Other providers of security systems
Product Brand Image
Current brand image: Mr. Locksmith is known and respected by the target audience, if
they are aware of the business. Previous clients highly recommend the company and
stay loyal customers throughout the years.
Desired brand image: Ideally, the target will view Mr. Locksmith as the best, fastest and
most reliable locksmithing service in the Metro Atlanta area. The target audience would
call Mr. Locksmith first for all of their locksmithing and security needs.
Brand image challenge: The target audience is no longer aware of the locations of the
company or its services.
Strategic Message: The Promise
Mr. Locksmith is there when you need fast, reliable service, trust our team. With 40 years of
experience, we're here to help you with all locks, doors, and access control needs. We
offer 23-hour locksmith services.
We're dedicated to providing outstanding service and affordable rates to the 7-county
Atlanta Metro area. We've been recognized as a leader in the industry since our local
establishment in 1985. Our technicians have 40 years of industry experience that will
help you with any specific need.
Supporting Benefits
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Mr. Locksmith has been successfully in business for over 40 years.
Mr. Locksmith provides fast, reliable service to all of its customers.
Mr. Locksmith will work hard to ensure that they provide you with the best
experience and supply all of your locksmithing and/or security system needs.