PowerFrame® – the new automotive battery standard
Exclusive leading-edge grid technology yields more strength and reliability
When it comes to your car battery, chances are you don’t think too much about it. You just want it to work. Turn the key. Get on your way. So, even if you know nothing about battery technology, you know you want your battery to have the strength to start your car every time.
Johnson Controls developed a unique technology that delivers superior strength and reliability in lead acid batteries. It’s called PowerFrame®, and the patented grid provides a number of performance and reliability advantages.
Marketing PowerFrame® Batteries
The company has launched a global campaign to tell the world that batteries with the PowerFrame label outside offer true strength inside.
Since most consumers don’t think much about which car battery to buy, the key to marketing PowerFrame is to reach the people who influence battery purchases – namely do-it-yourselfers and retail personnel who sell or install batteries.
That is what’s happening right now, through a combination of trade magazine ads, digital media and promotions targeted at installers, service people, and retail counter persons, as well as print, radio ads, and digital media aimed at the consumer.
In early November, PowerFrame was promoted to trade partners and customers at AAPEX (Automotive Aftermarket Products Expo) in Las Vegas.
The first North American campaign was launched with Advance Auto Parts earlier this year and helped boost their sales by 12 percent. The PowerFrame marketing strategy is now expanding to other private label brands in North America.
PowerFrame has also been launched for the company’s own global brands – LTH in Mexico, Heliar in Brazil and in Varta in Europe.
There’s also a PowerFrame Web site and a "Made Like This" video on the site which brings to life the story about how PowerFrame is made and reinforces PowerFrame’s strength and reliability superiority.
“PowerFrame is a great opportunity to showcase our technology leadership,” said Chris Feuell, Power Solutions Director, Global Brands. “Our message makes consumers feel more confident about their battery purchase. When they see the PowerFrame logo on the outside of the battery, they know their new battery has the strength to start their car whenever they need it.”
It’s clear that PowerFrame is the global standard in lead acid automotive batteries.
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