"Opportunity Generators" Wolf in Sheeps Clothing
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By Mail Shark
I hear a lot of auto repair shop owners say they don't want to offer a cheap oil change coupon on their direct mail marketing. They feel the cheap oil change coupon brings in the wrong clientele, and they don't want to devalue their brand and position themselves as the cheap oil change shop.
As a quick note, the concept behind the cheap oil change offer is that it is a loss leader and utilized to entice new customers. The key is getting new customers through the door, which the cheap oil change can be extremely effective at doing. Once you get them in your shop and you do a great job for them, you can build a great rapport with them and win them over as a loyal customer.
All that said, you will always know your business better than any marketing company. Therefore, we certainly can't argue with the fact that you would not like to use this strategy if in fact you have already executed a cheap oil change coupon campaign and it did bring in the wrong clientele.
However, having an oil change coupon as part of your shop's direct mail marketing strategy is critical. Here are a few reasons why.
An oil change is something that every non-electric vehicle owner will need at some point in time. Consequently, I would venture to say that most vehicle owners are familiar with what an oil change is more so than any other maintenance service. Compare that to a timing belt replacement coupon or a serpentine belt replacement, each of which the average consumer may not be familiar. When you have a coupon that is familiar and relevant to everyone that you are targeting, you have a much higher chance of increasing redemption rates.
Therefore, for those shop owners that are afraid of attracting the wrong clientele or devaluing their brand with a low-price point oil change, the simple fix is to increase your oil change price point to a number that you are comfortable with and that is still a value from a consumer perspective. An alternate option would be to offer a specific $ off discount that you are comfortable with — for example, $10 off any conventional oil change & 15 off any full synthetic.
My next recommendation, if you are a general auto repair shop, which is a non-negotiable one, in my opinion, is to structure your oil change coupon to offer both a conventional and full synthetic oil change offer. All too often, shop owners only offer a conventional oil change coupon. A conventional oil change coupon is fine. However, it will never appeal or be applicable to owners of vehicles that require full synthetic oil. There is no reason to limit your offer to only appeal to a specific set of vehicles. It's crucial you cast a wider net and appeal to as many vehicle owners as possible. The simple and quick solution is to offer both options.
PRO TIP: if you are concerned about coupons bringing in the wrong clientele, think again. Even the wealthiest consumers use coupons.
Here is a snippet from our blog post entitled "WHY YOU SHOULD BE SENDING DIRECT MAIL COUPONS:
It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.
Wealthy customers may be able to afford your most expensive products and services, but that doesn't mean they don't want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they'll appreciate your coupons and the opportunity to save money,
You can check out the entire blog post here.
https://www.themailshark.com/resources/blog/send-direct-mail-coupons/
Josh Davis
Mail Shark
Executive Vice President of Sales
Direct: 484-948-1611
Email: [email protected]
www.themailshark.com/AutoDirectMail
Oil Change Coupon Example.pdf
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By tirengolf
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
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By Mail Shark
If you haven’t considered or utilized direct mail postcard magnets to attract new customers, now is the time to reevaluate this medium.
Over the past 9 years, I have seen first-hand how effective direct mailing a postcard magnet can be for new customer acquisition as well as customer retention. The Direct Marketing Association (DMA), who is quite a credible source, also reported in their DMA Statistical Fact Book that “A postcard with a magnet attached is read at least 51.9% more often than a traditional postcard.” With that said, I cannot speak to how this study was conducted, but this directly correlates to my real-world experience mailing millions of postcard magnets for our clients over the years.
Why is now the right time to mail a postcard magnet?
Postcard magnets are effective all year round. However, now is the perfect time to capitalize on the recently released NFL schedules, which will give you a great opportunity to beat your competitors. You’ll be the first company to get your region’s favorite team schedules on the fridge of your prospective customers.
Another reason postcard magnets are so effective is this simple fact. Your target prospects may not have a broken car or need your services the exact day that you target them. Therefore, it is imperative that you are top of mind when a need arises and that’s exactly what postcard magnets accomplish. Consumers get them and intuitively put them on their fridge, keeping your brand constantly visible in their home.
There are a number of companies that offer this product so get quotes & compare services. Again, it’s the perfect is the perfect time to execute this product.
I have attached a few samples to give you a better idea of what the product can look like.
If you have any questions, please let me know.
Josh Davis
Mail Shark
Executive Vice President of Sales
Direct: 484-948-1611
Email: [email protected]
www.themailshark.com/Auto-Direct-Mail
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By Mail Shark
There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.
The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.
Depending on the available space, there are two ways you can do this. If you have limited space, you can simply list your benefits out in a bulleted list. If you have extra space, you can list them out in conjunction with an icon to help illustrate the benefit and call additional attention to them.
Here’s a starting point to help you develop and build a list of your shop’s features and benefits.
Quality
-Are your technicians ASE certified?
-Do you offer a warranty on your work?
-Do you offer a 100% customer satisfaction guarantee?
Affordability
-Do you offer any financing options?
Comfort
-Do you offer any amenities in your waiting room?
Convenience
-Do you offer any type of shuttle service or loaner car service?
-Do you offer same day service on most repairs?
-Do you offer early drop-off and/or after-hours pick-up?
-Do you offer roadside assistance?
-Do you offer online appointment scheduling?
Trust
-Are all repairs approved by your customer before any work is done?
Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”
Josh Davis
Mail Shark
Executive Vice President of Sales
Direct: 484-948-1611
Email: [email protected]
www.themailshark.com/Auto-Direct-Mail
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By Mail Shark
Tracking the return on your auto repair shop’s direct mail marketing can be a challenge. One tool that can give you a tremendous amount of transparency into your direct mail ROI and that I recommend almost 100% of the time is call tracking.
For those of you who aren’t familiar with what call tracking is and how it works, it involves putting a unique phone number on your direct mail that isn’t used anywhere else. When someone calls the number, it forwards immediately and seamlessly to your main phone line. This gives you the ability to track and record all phone calls from this special number, in turn giving you some transparency into how your direct mail marketing is performing.
There are of course many other nuances, capabilities, and uses for call tracking that you can learn about from companies like CallRail or Conversa, just to name a few.
That said, it’s critical you understand call tracking is NOT the be-all end-all when it comes to determining how well your direct mail marketing is working. If this were the case, you’d have to assume that 100% of every new repair order you get calls directly from your mailer. However, we all know this will never be the case. Here are a few reasons why.
Your Online Presence
Before they consider using you repair shop, many prospects will go online to check out your website. If a customer lands on your website – assuming you aren’t using a PURL (Personalized URL), which is almost never the case with most auto repair shops – they do their research and then call your shop from the phone number on your website. In this situation, you immediately lose insight on how they heard about you.
Customers are also reading your online reviews, whether on social media or review sites. Sites like Demandforce, SureCritic, Carfax, Repair Pal, Facebook, Yelp, Yellow Pages, etc. all have your shop’s contact details, including your phone number. Any call from customers who used these sites removes transparency on how they heard about you.
Walk-Ins
Our auto repair shop clients consistently tell us customers will just stop by their shop with their direct mail piece in hand. I’m not just talking about quick lube shops that are based on walk-in traffic. I’m talking about general and specialty auto repair shops. It’s great when customers have your mailer with them, because you can attribute these customers to your direct mail marketing. However, this won’t be reflected in your call tracking, which is another reason call tracking isn’t the be-all end-all when determining ROI.
Online Appointment Scheduling
More and more auto repair shops are offering online appointment scheduling. We like to position these shops as being easy to work with, and part of that is promoting their online appointment scheduling. We include verbiage on our direct mail pieces to inform customers they can conveniently schedule online, and most times we accompany this with a QR code that brings them directly to the appointment scheduling page.
This is similar to my first point regarding your online presence and website. However, I also want to point out this specific example because in these cases, we’re actively pushing people to go online to schedule their repair or maintenance service, thus losing transparency from call tracking.
All that said, call tracking is an effective tool that gives you a lot of transparency into your direct mail marketing ROI. However, you should also be running matchback reports that compare new repair orders during (and in the trailing months following your campaign) to your direct mail list. This helps you identify customers who were missed on call tracking or by your service advisor. You can then use your call tracking data in conjunction with your matchback reporting to get a clearer picture of your direct mail ROI.
If you’re using EDDM® Retail or EDDM® BMEU, you won’t be able to execute matchback reporting because there’s no mailing list to compare your repair orders with.
Josh Davis
Mail Shark
Executive Vice President of Sales
Direct: 484-948-1611
Email: [email protected]
www.themailshark.com/Auto-Direct-Mail
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