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Curious what everyone is doing for marketing and advertising. What have you found to be the best return for your money and where are you located?? Looking for some ideas for my auto body shop .
I have tried radio, yelp and yellow pages (never again).
Recently moved to a new town, about 30,000 here and with the surounding towns about 100,000 folks. There are many radio stations I can listen to but have narrowed in on a conservitive one that is all talk radio. Many local businesses advertise in 30 second spots. I have had the pleasure of meeting some of these business owners and letthem know I heard their spot. I then ask how the radio is doing for their business? Everyone said they are or have seen a tremoundous increase in business and for the cost they are paying per month is a no brainer. The one fellow gets other local business owners that use his auto repair shop to to give in their own words how they have been treated and what a great service this shop provides to the community. The battery shop i was in yesterday said his business has increased 40% in the past 2 years after using the radio station. Are any of you advertising this way?
I have had a little drop in business for the first time in 15 years. I have been thinking about doing some mailouts to my customers. I have over 3500 names, addresses, and phone numbers. I have never done anything like this before other than a little card every now and then. I just cannot figure out the best way the way to be the most effective. My business is mostly same people over and over , very friendly mom and pop style location. any ideas. Thanks guys.David
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By Ron Ipach
You might be thinking I'm going crazy, right? Talking about advertising in the Yellow Pages in this day and age, but for some shops, advertising in the Yellow Page still makes sense. Now, bear with me. Don't stop and think I've gone off my rockers. Let me explain what I'm talking about:
Everybody's clientele is different. What is the average age of your clientele, of your better clientele? You want the people that are coming in and spending money with you. If you're finding that you have an older clientele, chances are, most likely, they're still using the Yellow Pages. Admittedly, I had to go over mom and dad's house to get a Yellow Pages because I don't have one at my home, but look, I'm not of the age demographic that is off of the internet.
A lot of people are on the internet but quite a few people are still intimidated by the internet, and they're more likely to grab a Yellow Pages and search for a business to do business with. We don't want to alienate them, and if you're staying out of the Yellow Pages, you have a 0% chance of them ever calling your shop. This isn't for everybody. I mean, All I've been doing recently is broadcasting the importance of getting found online and getting referrals. Look, I get it, and I can't wait to hear the comments down below the post after this. For some, as a matter fact, for a lot of auto repair shops, advertising in the Yellow Pages still makes sense.
If you recall, if you go way back depending on how long you've been in business, when I first started working with auto repair shops about 20 years ago, Yellow Pages was the dominant place where everybody advertised. If you remember what it was, it was very expensive and there was just page after page after page after page of display ads, and your chances of getting noticed amongst all that noise were pretty slim and none.
Everybody hated the Yellow Pages because it was so expensive, but I found a way, and a lot of my clients found a great way to put in a really good ad and get a lot of business from the Yellow Pages. If you've been with me for a while, you know my style of advertising is a lot different than what most other people will do. The ads that we put in the Yellow Pages actually got a ton, and I do mean a ton, of phone calls, from perspective clients. If you put together a kick-butt ad now you could get the same results.
I currently have a Greater Cincinnati Yellow Pages book here with me. I'm in a suburb just north of Cincinnati. There is an entire auto repair section. It starts on one page and it ends on the very next page, and that's it. A front and back of one page is all it is. Remember, this used to be pages and pages and pages of display ads. Right now, display ads, this one has one, two, three, four, five. Five display ads on this side, and we've got a small ad right here and an even smaller little in-column ad, a couple over there, and that's it.
That's for all the auto repair shops that are in this area, and there are quite a few of them, by the way. Everybody else has decided to stay out of the Yellow Pages. Remember the problems with the Yellow Pages before. They were busy. There were too many, too much competition. They were expensive. Right now, that's not the case, so that's the reason why I would encourage shop owners to maybe look at using the Yellow Pages if you're trying to attract an older clientele.
Again, if you find your older clientele are not the demographic that you're going for, then the Yellow Pages is the wrong idea, but if you're in a retirement community, if there's a lot of elderly people around you and you want to attract them to your shop, this could be a really good place because they still use this. They're not walking around with their mobile phones looking for a shop to do business with. They're actually still using the Yellow Pages.
There's a lot less competition. The ads have gotten extremely cheap compared to what they used to be. The Yellow Page reps, the reality is since everybody's shying away from the Yellow Pages, they're giving great deals. I mean, they're giving away everything possible to get you to advertise in the Yellow Pages.
Leave no stone unturned. Investigate the possibility. Look at the clientele that you have. You might even start asking people, "Hey, do you still use the Yellow Page, Pages?" and if a lot of them do, that might be a really good place for you to start advertising again.
-- Ron Ipach (a.k.a Captain Car Count)
President/Founder of Repair Shop Coach More articles and content like this and originated through Ron Ipach's Car Count Daily campaign Auto Repair Shop Owners, Managers, and Automotive Industry Professionals are invited to join 'Car Count Daily Boosters' LinkedIn group to provide resources and gain insight on boosting car count DAILY and filling up the bays in their shops.