By Mail Shark
Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them.
One idea is to create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption. Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off.
Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.
Executive Vice President of Sales
Email: [email protected]
Example BreakRoom Poster.pdf
By Stevens Automotive Service
How many of you have a four bay shop ?
If you do how many techs do you have ?
What is your average sales weekly , monthly ?
What do you spend in advertising ?
What was your sales in 2017 ?
I am using this shop as a guide for those who would like to follow and see real time progress.
For those interested just answer the questions so you and I can see what your strong points and if and where you may have areas for improvement.
Google has a great informational page that outlines best practices to increase your website/business ranking in search results.
Can’t find your business? Improve your info.
You may find that your business doesn’t appear for relevant searches in your area. To maximize how often your customers see your business in local search results, complete the following tasks in Google My Business. Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.
Enter complete data
Local results favor the most relevant results for each search, and businesses with complete and accurate information are easier to match with the right searches. Make sure that you’ve entered all of your business information in Google My Business, so customers know more about what you do, where you are, and when they can visit you. Provide information like (but not limited to) your physical address, phone number, and category. Make sure to keep this information updated as your business changes. Learn how to edit your business information
Verify your location(s)
Verify your business locations to give them the best opportunity to appear for users across Google products, like Maps and Search. Learn more about verification
Keep your hours accurate
Entering and updating your opening hours, including special hours for holidays and special events, lets potential customers know when you’re available and gives them confidence that when they travel to your location, it will be open. Learn how to edit your hours
Manage and respond to reviews
Interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business. High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location. Encourage customers to leave feedback by creating a link they can click to write reviews. Learn more
Adding photos to your listings shows people your goods and services, and can help you tell the story of your business. Accurate and appealing pictures may also show potential customers that your business offers what they’re searching for. Learn more
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results.
Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
There's no way to request or pay for a better local ranking on Google. We do our best to keep the details of the search algorithm confidential to make the ranking system as fair as possible for everyone.
Article: Diversity Of The Mechanic - - Mechanics knowledge background has evolved just like the cars ... Now if the rest of the population would. . .By Gonzo
Diversity in Mechanics
The days when nearly every driver was aware of what was going on under the hood of their car has faded into the history books. Not only has the driver lost touch with the inner workings of their automobile, the car itself has become more “user-friendly”. There’s no hand crank to twist, no choke lever to pull out, no manual brakes, and anymore, hardly no one rolls a window down by hand or uses a clutch to shift the transmission.
Less and less effort is required by the driver to operate the vehicle. What was once a series of steps you had to accomplish to start a car has now become automated to the point all you have to do is push a button and the car starts. Gone are the cold morning starts where you had to pump the gas pedal, crank the engine, then listen to the motor to see if the fast idle had set or not. But, you always had to be careful that you didn’t flood the cold engine, and if you did… that brought on a whole other set of tasks the driver had to accomplish correctly.
It’s not just starting the vehicle that needs less driver influence, even parallel parking has become a hands free procedure. Now, with all the cameras and radar systems attached to the car there’s hardly anything to do except be a passenger. Even then, you’re basked in a climate controlled cocoon with atmospheric controls such as lighting, massage chairs, heated seats, and soothing background music all the while computers and sensors are controlling every movement.
Growing up around car repair shops might have made a difference as to how I look at these complicated thing-a-ma-jigs they refer to as the modern car. They’re not just a ‘car’ anymore. In my youth it was nothing to see a gang of dads leaning over a hood when something went wrong. Today, there’s not a whole lot to see. It’s all plastic covers with various caps and knobs for adding fluids and if you’re lucky there might even still be a dipstick under there too.
Diagnosing and repairing the modern car isn’t quite the same as it was back in the day all the dad’s would gather around the fenders. Even though the operation of the vehicle has been somewhat automated the repair side of things has gone other way. Parts swapping, guess until ya get it, and the old ask your uncle Bob what’s wrong with your car is as out of date as the crank start. But, I still find it rather amazing how the engineers and designers managed to “dummy-down” all the possible problems that possibly could happen to a little check engine light on the dash. Can you imagine what it would be like if they didn’t?
Service lights, warning indicators, and digital messages inform the driver of the severity or condition of the vehicle. Although, most of the information that appears on the digital screen is more of a generic message or sometimes even displayed as a short message telling the driver of the condition of the vehicle without actually telling them precisely what’s wrong. Even if it did, who would understand it? Surely not the driver (in most cases), that’s left up to the service technician.
You know ‘that’ guy. The one that overcharges you for those repairs you don’t understand or even care to know because you’re far above the educational requirements of a certified mechanic. Of course, anyone who’s been around the business for any length of time will tell you that the days of the grease jockey recharging your air conditioner by slappin’ a can of Freon in your car so you can whiz off to work are about as far gone as 2 ply tires. That’s where diversity between mechanics and the technical advances start to show through.
The technical training for a good mechanic with advanced skill levels can exceed the requirements of most 4 year college degrees. The big difference between the academic degree and the technical school degree is still greatly debated. To me, the requirements of the educational programs differ only in the fact that in an academic setting you’re required a certain level of English, math, and the other various ‘general’ skills for graduation. The trade schools generally don’t have those academic requirements for graduation. The big problem is the non-car aficionados (general public) don’t want to admit that the family car requires a college degree to keep them in tip top shape. So why would the guy changing the oil need to have a degree?
There’s a very good possibility that a shortage of technicians qualified to work on the modern car is drastically going to increase in the next decade or so. Of course, ask anyone in the business now and they’ll tell you the average age of the professional mechanic has slowly been increasing to well over 50 years of age. That might have a lot do with the startup requirements put on the new technicians coming into the field. To many times a young mechanic gets into the business with those wild eyed ideas that they can fix anything that rolls into their service bay, only to find out their skills sets lack a lot of the required knowledge in understanding the complexities of the modern types of problems their facing.
That brings us back to that college grad again. They’ve spent a ton of money on their education, and some may never pay those loans off for years, if not decades. Technical college fees remain low in comparison, and with luck, the average educated technician will have their tuition fees taken care of long before the college grad has theirs paid off. Here’s something else to think about, while a lot of college grads take on temporary jobs like a waiter while their waiting for their big break into that six figure job they’ve been trained for, most grads of the tech schools are out working in the very field they’ve been trained for. They might be the college grad on the lube rack, but he’s there, in his field of choice getting his hands dirty and working towards his ultimate goals. Chances are, the mechanic will be at that very restaurant having lunch while wearing their rental uniform covered in the days grease and grime and the waiter…. well, they’re still working for tips.
The real issue for the mechanic’s world is the acceptance of the educational level required and the respect that the mechanic deserves as well as being compensated for said education and skills needed. I do believe, in time, the shortage of trained-qualified technicians will turn into an increase in wages across the board. Which is just what the industry needs to draw in those new faces to the service bays. All this can start back in high school. Somebody needs to tell the school guidance counselors that being an automotive mechanic is a trade with high expectations and compensation, not a last resort job for those undesirable individuals that didn’t pass their SAT’s.
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Article: There's an App for that - - - The internet may solve the information issues, but a mechanic still has to make the repairsBy Gonzo
There’s an App for that
Technology has a way of surprising us all by surpassing itself over and over again. One day you’re dialing a rotary phone wired to a land line, and the next we’re communicating between micro wave towers and satellites. We now have the capability to talk to anyone anywhere on the planet with a small hand held device just as long as you’ve got a signal. But, talking isn’t enough for our modern world. We want the ability to connect with everyone and every sort of business or hobby we can think of through our magic little smart phone for any reason and at any time we’d like.
It could be for local or world news, maybe to keep in touch with friends across the country, or how to do something you’ve never done before. Book a hotel room, find a new job, check the weather, the possibilities are endless. The technology in our hands is by far more technically advanced than what was used for the Apollo space missions. Think about it, we sent men to the moon with less technology than what you have in your pocket right now. Looking at it in those terms makes me realize the depth and scope of this new technology, it’s truly amazing.
If it wasn’t for museums hardly anyone born lately would have any idea how life was before transistors. Something else to consider is that anyone born a decade ago has never known a world without a smart phone. People born just a few decades earlier have never known a world without the internet. Another decade more and those people have no concept as to how the world made it from day to day without a home computer. Going even further back before the home computer, a computer to those folks was this huge machine inside a climate controlled building with these big reals of magnetic tape spinning randomly around or large stacks of punch cards that zipped through a machine at lightning speeds. Going back to the 30’s and 40’s, a small screen 2 way conversation wrist watches was only in the newspaper comic strips and something that might resemble a computer was only found on a sci-fi movie down at the Bijou.
Now, we not only communicate, but we can source information about anything you can think of right at our finger tips. Need to know the yardage at the golf course, there’s an app. Want to know the ingredients of a chocolate cake, yep, there’s an app for it. Can’t figure out how to fix your car, you got it… there’s an app for that too. Wait a minute… Did I say fix your car with an app? I thought car repair was some sort of highly skilled trade that took years to learn the proper techniques and even longer to be proficient at it? That’s right, the very same.
Anyone with a smart phone can be an expert in any field they would like to be an expert in, and it doesn’t take much to make a “You Tube” video on any subject, especially on how to fix your car, and with a little extra effort you too can make an App on car repair as well. Some are developed, produced, and edited to a high standard and at a professional level. Others, well I’m not sure any thought was put into the content, background, or the poor grammar they used.
Years before the internet a mechanic learned their trade by being in the trade, now we’ve got what are commonly referred to as “You Tube Mechanics”. These are the guys who couldn’t repair much of anything without consulting a You Tube video or going to their favorite App and more than likely never considered going to a trade school or opening a repair manual to find reliable information. Even though the general rule of thumb in the business these days is not to follow a traditional apprentice program but to learn as you go doesn’t mean you won’t learn something from today’s method of watching videos or viewing Apps, it’s just how much knowledge is lost or passed up by not following in the footsteps of our seasoned master mechanics and learning the trade from their well callused hands.
I’ve got to admit, there are a lot of great Apps out there for the mechanic to have on their smart phone. For example, OEM1stop or NATSF where all the manufacturers’ websites are listed. You can find an App for calculating the cylinder volume on an air cooled Volkswagen, or the alignment specifications for just about every car out there, to what type of headlamp fits a certain car. It’s endless. Whatever information you need, chances are there’s an app or some sort of site for it. But, with all this helpful wisdom an App can’t fix the car for you. You still need somebody to get in there and make the repairs accurately.
It used to be (years ago) a car would come into the shop that a friend of a friend spent the weekend under the hood trying to solve their friends car woes. Then, along came the internet and the smart phone which brought a wealth of knowledge at their fingertips. But, in the end, the car still has to limp into a repair shop for a mechanic to get it back on the road. Take this typical internet repair that happens on any typical day at any typical repair shop in any typical town in the country.
The car comes in on the hook and before it’s even on the ground the mechanic notices parts dangling out from the bottom of the car. The repair order only states that it stopped on the customer while driving and that he had attempted to look at the problem himself. Upon further investigation the dangling parts and the condition of the motor showed signs of someone trying to remove the timing belt. The plastic cover had a crack from the top to the bottom and it just so happens to be one of those covers that secured various hoses and wires away from moving parts. It was clear that somebody had tried to take it apart without knowing all that needs to be known on how to remove it. A few words were mumbled by the mechanic that we don’t need to repeat and a call was made to the owner. (On a smart phone of course)
The conversation started and ended with how he watched a video and downloaded an App that showed the timing marks. The App had some great information on it, but the video lacked the complete step by step procedures. The kind of steps that a seasoned mechanic would do without thinking about. You know, checking for hidden bolts, or how you should always give a light tug before reaching for the prybar and damaging something. Things like, cleaning the surfaces before starting so that you’re less likely to miss a bolt or fastener or have a tool slip on the greasy surfaces, to name a few. But, the app didn’t mention any of that. Now the customer isn’t here just for a timing belt, but a new timing belt cover, a harmonic balancer that was mauled into a useless pile of metal because he didn’t have the correct removal tool, and to replace all the missing special timing belt cover bolts the owner let fall into his gravel driveway never to be found again. Not to mention, nothing has yet been properly diagnosed.
Maybe what the automotive field needs is an App that shows a consumer how to dial their smart phone and contact a professional mechanic before they attempt a DIY repair at home, in a gravel driveway, with off shore-poorly made tools, and no proper safety equipment. All the while, trying to balance their cell phone on the edge of the fender watching a You Tube video from a source with no credentials showing their expertise or experience.
Yea, there ought-a be an App for that.
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