Ron@Optimum

Opti-Coat Pro3

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1 hour ago, Tug Bankert said:

It's up to the installer to educate their customers directly. I have a few videos on opti but I won't do comparisons. It's just not in my wheel house. Furthermore, rolls Royse never allows their cars to be tested against any others due to the reason that, quote, "they are rolls Royce". If an opti installer would like to do a comparison, go ahead, it's perfectly fine. I feel that no other coating compares to the length of opti coatings. Therefore, like rolls, I already know nothing else compares so why bother doing a test. It would be difficult to do testing because everyone wants to do the torture tests and not a length test. The true comparison would be years of nature's effects and not spraying an apc and then rinsing it off. 

I'm thinking more about tests comparing the 3 optimum coatings rather than against other brands.  I mean we should know all 3 pro ones would survive torture tests indefinitely since they are truly permanent right, so if compared against other brands they theoretically should all win in durability.  So it's to compare the other attributes to help potential customers choose among the optimum coatings.

If someone could visually see how much more gloss plus adds over pro, or pro3 adds over plus, and how much taller the beads are, or how quickly the water falls off paint, or how easily a MF towel slides off, then they know what the extra money is buying.  Having seen results like that would help convince people why to go with plus or pro3 over just plain old pro given pro is already supposed to be permanent regardless of the fact that it has a shorter 5 year warranty.  Now you may be able to convince customers if you had this test panel in your shop to demo to them while they are picking to go for the pro3 because the positive attributes are worth it.  But if this test panel demo was also on the internet, it may get people to seek out your shop over others if you're one of the few or maybe the only pro3 installer in your area.

Maybe you are able to convince people to go to pro3 based on claimed merits, but I'm pretty sure there are also many people like me who don't just believe what the manufacturer says and wants to see some proof of performance.  There are so many false claims in the detailing world especially now that so many SIO2 coatings are claiming 5-7-9 years and more durability, yet you see failures in less than 2 years from tests out there like ScottHD's channel.  That half and half test David Fermani did with his Ford Fusion with Opticoat Pro that had weekly dawn washes and monthly touchless washes showing no reduced performance after 2 years is what got me convinced of opticoat durability.  So if there was something on the internet showing tests to that level, it gives you and other installers something to reference for actual performance results of pro3 rather than just having them blindly trust your words or manufacturer claims when deciding to spend more than  double or triple  the money for pro3 over pro plus or pro.  I'm just thinking it can generate more sales if those benefits are clear, which today I've not really heard enough to say pro3 is actually better than pro plus.

As a quick example for my own situation, if I had a new car and wanted a pro coating installed today, I'd probably go for pro plus because half a year after release and doing as much research and searching I could, I still have no idea if pro 3 is glossier or more hydrophobic than plus, or whether it really protects better from swirls or chemicals.  In fact I think it might be less hydrophobic and slick than plus.  But nothing concrete to know for sure.  Since Plus was already supposed to be chemical resistant and lifetime durability, pro 3 benefits are unknown to me.  None of my local detailers are pro3 authorized either, so no way to go see a job in person.    However, if there was something available on youtube or this forum or other detailing forum showing side by side technical performance improvements in a way that is convincing, with other customers also reporting the same findings of how good pro 3 performs, I would then be willing to travel 2 hours to the closest pro 3 installer to get that coating installed.  

I guess I'm a little disappointed that pro3 was released with such little fanfare and with as much searching on the internet as I could after over half a year after release, I barely have any idea how well this coating performs.

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Optimum depends on it's reputation AND the quality of it's installers to sell OC3.  I'm not sure how we would overcome skepticism over any tests and too many qualities are nearly impossible to quantify.  There's no easy way to do durability testing, gloss and shine can be measured (but how often?), chemical/UV resistance another tough one. Bead size vs sheeting is an argument waiting to happen, everyone has different opinions over which is best.  I know Dr G is happy with OC3 sales and felt it filled a niche in our ceramic coating lineup. Our first distribution of OC3 was to Pro Installers, to use on their personal vehicles and they became beta testers and their cars a billboard for the product.

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 I know Dr G is happy with OC3 sales and felt it filled a niche in our ceramic coating lineup. Our first distribution of OC3 was to Pro Installers, to use on their personal vehicles and they became beta testers and their cars a billboard for the product.

I completely agree with you Ron: if you're not looking to convince more people to purchase the product, and you're not looking to improve sales numbers, then there is no reason to offer additional information and marketing materials for Opti-Coat Pro 3.  It is easy to justify not putting forth the effort as well as arguing for Optimums inability to market this product more effectively, especially if you use terms like to "overcome skepticism."  That is a high bar and no one suggesting that all skepticism must be overcome. 

I don't think anyone is going to be sold on paying 2x to 3x for a premium coating because of its durability, shine, or gloss when the "lower level" coating already offers maximum durability and better-than-new shine.  So the question is what qualities sell the coating?  We know the word "best" is meaningless in marketing. 

I would assume this product offers better scratch resistance?  Then we do a scratch tested with controlled variables for weight, speed & pressure.

Or perhaps the scratch resistance is the same, but it's a thicker coating?  Then we demonstrate the thickness of the coating itself using precise measuring instruments in an experiment.

Is the coating glossier?  Then we use a gloss meter.  Is the hydrophobic effect stronger?  Then we measure bead angle.  

Is the coating more resistant to acids or alkali?  (I would expect not) but if it is, we can do testing for this too.

Will everyone who sees these tests believe 100% of what they see?  No, they will never 100% overcome "skepticism."  But if that's your bar for further marketing, then there's no use in further marketing for any product or service in the world because someone will always doubt it.  For that reason I don't think it's a rational argument against better marketing for this product.

Then again, if you and Dr. G are certain you do not want any increased sales for this product then that's certainly an option but don't expect random forum posters to have any idea where you are coming from with that approach since it is extremely uncommon in business.

 

 

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Autokosmetik,

I'm not sure if you really understood what Ron or us installers have said. I suspect you are slightly delusional when it comes to what marketing is or opti coats approach to their coatings. Each installer is responsible for reaching their audience. We do not try and reach the masses. We focus on our areas. If an installer chooses to do comparisons and test and so forth, they may be doing exaclty that. You may not have come across their videos or blogs. I have many blogs explaining things in detail about coatings, clear coat, polishing, etc. You have probably not read them. The info is out there and you may not have been exposed to it. 

As to sales of opti coatings, I believe Ron said that they are up and doing well. I have a feeling that the reason is due to opti installers educating their customers. Your thinking behind the marketing strategy you and bcwang mentioned would reach a very small percentage of people. As a result of going after that small group, the amount of money spent and work done would not be worth it. So how do we market to the average person which is who will pay our bills and not the guy who wants to "handle" the coating? We tell them a coating saves time and money because it's easy to clean. This is how I sell my pro, etc. Most people understand this. I would lose many over the conversation of how these beads stood taller than that bead or this coating is shinier than that one. That will reach the small percentage of people, as in, about 1 out of 10 and the other 9 out of 10 would never listen to all of that nonsense. 

That's exaclty what beads and gloss discussion is..a waste of time. Pro is hard, slick and glossy, easy to clean. Pro Plus is slicker, glossier and easy to clean. Pro 3 with plus on top is harder thicker, slicker and easier to clean than pro or pro plus. This model works as a selling point on how my customers choose which one. Price is the biggest factor to determine which one is best and which one my customers will get. 

 

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beyond the snark, Auto, Optimum always enjoys the suggestions on how it should market products, what products it needs, and the tests it should perform.  Everybody knows our business better then we.  You obviously don't understand how Optimum operates and that's understandable because we're not a "traditional" company.  Of course we want more sales, to be recognized as the leader in car care products, enjoy the respect and love of all.  We also accept in a social media world some of that is unattainable.  I'm curious if you've made the above testing suggestions to all the over ceramic coating manufacturers - I haven't noticed any deep dive analysis on their products (beyond self serving promotional marketing)?  Optimum could do all that expensive, time consuming research and it would be blown off as hype...I've been told more than once that our coatings are "snake oil", ironic when you consider the large number of ceramics now available. 

Dr G's approach is to authorize the best installers and incentivize them to sell the products.  They are the best sales force we could employ.  Last point - ceramic coatings aren't for everyone and OC3 in particular will be limited to those who want the best...Optimum can live with that.

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Wanting the best .vs being able to __get__ the best:  a challenge for us customers is deciding how far to go to __get__ a coating, and __when__.  In my Pro+'s case, my vehicle had already received a badly applied ceramic coating that our local detailer had to polish off in order to apply Pro+, which in turn required an overnight shop stay to cure.  Fortunately, the detailer provided transport to/from his shop and did fine work. 

For my current vehicle,  upgrading to Pro3 would require a 50 mile or more trip to an "exclusive" detailer, another overnight stay to get applied, and having Pro+ polished off.  Is it and the trip hassle worth it?  Possibly,  if the car was brand new and uncoated, so I'll consider that for next vehicle.  Meanwhile Pro+ and other Optimum products have worked well: they definitely make the vehicle easy to wash.

Perhaps some day there will be a Pro4 that can survive brush car washes (no coating can to date, nor are any warrantied for that abuse) - that would be a further enticement. 

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21 minutes ago, Mr.Outback said:

Perhaps some day there will be a Pro4 that can survive brush car washes (no coating can to date, nor are any warrantied for that abuse) - that would be a further enticement. 

Or maybe sooner a "Pro3 Plus" if Pro3 is actually less glossy and slick than Pro Plus.  If there are drawbacks beyond price to the more expensive coating vs the lower level ones, it makes it a harder sell.  But if everything was better about it, then less to contemplate on other drawbacks and focus can only be on the cost level. 

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There already is a pro 3 plus but it's just called pro 3. By the way, pro 3 is not hard to sell and it is as glossy and slick as pro plus. Most people will not by it due to the price point. As Ron said in other comment, pro 3 filled a niche that opti needed. I totally agree. It rounded out the coating lineup and it's one of the main reasons my coating sales have increased dramatically. I can now offer a coating for every person, budget, and vehicle type. What other coating companies can say that?

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