I was looking for some input into advertising. I have really not done any the last 25 years. We are rebranding or should I say changing directions a little. Going back to tires, brakes ,alignment and maintence. When I did it last other than the phone book we did a little newspaper. I think those have basically gone. So many options out there, I just do not want to throw a bunch of money away on the wrong advertising. Any help would surely be appreciated. Sincerely David
By Joe Marconi
Today we commemorate D-Day, June 6, 1944. Seventy Five years ago today, more than 160,000 Allied Troops, landed on the beaches of Normandy, France, to begin the operation that would liberate Western Europe from Nazi Germany’s control. Many brave lost their lives on this day. Perhaps one of the most important events of WWII.
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 Joe Marconi
Spring is here! Market you shop in your community. Dollar for dollar, the best marketing you can do is right in your own back yard. This is the time of the year when a lot of outdoor events begin: From youth sports to adult golf games. In addition, there are fund raisers each weekend.
Find out what's going on in your community. Get involved. Sponsor a youth sport's team, sponsor a golf tournament fund raiser or other fund raiser events. Get your shop known for being part of the community, not just another repair shop. The more you stand out, the more people will take notice and stronger your business will become!
The best advertising comes in the form of referrals, which are usually free but don’t happen overnight.
Advertising is perhaps the most confusing part of owning any business, not just an auto repair business. Advertising is, to take your marketing materials and broadcast them in mediums where you anticipate your target audience. The internet has drastically changed advertising as most understand it. We used to think of advertising as the “yellow pages” and newspapers. However today, the yellow pages comes in many different forms these days. All of which promise you the world and few of which will deliver.
We recommend taking a broad approach to advertising to test what will draw in the most amount of new business to you. When thinking about how to advertise for your business, below are some suggestions to consider. First, establish a yearly/monthly budget, then to execute a plan. The most important part of your plan is to follow through on asking your new customers how they found you, that way you know what advertising is working.
Our advertising model assumes you have a few things in place, as we also discussed in Part 2: website with contact module, Google Business Page, and a Facebook Business Page.
We are firm believers that Google’s vast grasp on search is what makes it the king of advertising for now. Most people start their searches on Google, and if you’re not on Google maps and your website hasn’t been crawled by Google… you may not exist. We can argue this until the cows come home, but the truth is they hold a grasp on nearly 80% of all search in the US. Picture 10 people searching for “auto repair in my town”, nearly 8 of them are using Google. It’s much easier and fruitful to advertise to 8 out of 10 than 2 out of 10.
We are going to assume you have a $250 budget, the starter plan would be something like this:
Google Business Page – Free Facebook Business Page - Free Adwords Campaign through your Google Business Administration Page – Budget Dependent - $100 per month recommended Local Paper Advertising – Prices Vary – Assuming $100 per month This leaves you with $50 left over. Personally, we recommend a service called Yext, however we are unsure of their price these days as they have gone into a "Demo mode". This means they likely introduce you to the price after you’ve demo’d their product. For a one location auto repair business, we believe their estimated price may be over $600 a year, which kind of busts the budget a bit. But once you see how much time their platform can save you… you may reconsider.
Yext does a few great things that stand out:
They broadcast your correct business information to well over 100 directory systems, including Google and Facebook. They also allow you to make business updates from their platform and broadcast it to all the directories in the network. They manage your inbound reviews from your customers on all those platforms and immediately inform you when you receive them. They allow you to broadcast messages of specials you may want to promote. They link your business website from 100 different directories, instantly giving your business credibility online. The most underrated thing they do… is save you time from trying to log into 100 different directories and fix errors, omissions, and broadcast them all at the push of a button. Can you imagine the time it takes to create 100 different accounts and to regularly check and manage them? We did, so we tested Yext at our founder’s facility and have been a subscriber for well over 5 years now. This article originally published in CAR's News Section
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