A Guide to Sending Direct Mail to Current Customers
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By AutoShopOwner
As a growing number of states issue emergency orders to close non-essential businesses, the U.S. government has issued guidance declaring that automotive repair and maintenance are “essential” functions.
A March 19 memo from the Department of Homeland Security’s Cybersecurity and Infrastructure Security Agency (CISA) includes automotive repair and maintenance employees in a list of “essential critical infrastructure workers.”
“If you work in a critical infrastructure industry, as defined by the Department of Homeland Security, such as health care services and pharmaceutical and food supply, you have a special responsibility to maintain your normal work schedule,” CISA Director Christopher Krebs says in the memo.
The list of essential critical infrastructure workers includes “employees who repair and maintain vehicles, aircraft, rail equipment, marine vessels and the equipment and infrastructure that enables operations that encompass movement of cargo and passengers,” as well as “employees supporting or enabling transportation functions, including truck drivers, bus drivers, dispatchers, maintenance and repair technicians, warehouse workers, truck stop and rest area workers, and workers that maintain and inspect infrastructure (including those that require cross-jurisdiction travel).”
As a growing number of states issue emergency orders to close non-essential businesses, the U.S. government has issued guidance declaring that automotive repair and maintenance are “essential” functions.
A March 19 memo from the Department of Homeland Security’s Cybersecurity and Infrastructure Security Agency (CISA) includes automotive repair and maintenance employees in a list of “essential critical infrastructure workers.”
“If you work in a critical infrastructure industry, as defined by the Department of Homeland Security, such as health care services and pharmaceutical and food supply, you have a special responsibility to maintain your normal work schedule,” CISA Director Christopher Krebs says in the memo.
The list of essential critical infrastructure workers includes “employees who repair and maintain vehicles, aircraft, rail equipment, marine vessels and the equipment and infrastructure that enables operations that encompass movement of cargo and passengers,” as well as “employees supporting or enabling transportation functions, including truck drivers, bus drivers, dispatchers, maintenance and repair technicians, warehouse workers, truck stop and rest area workers, and workers that maintain and inspect infrastructure (including those that require cross-jurisdiction travel).”
For additional information, contact Aaron Lowe, senior vice president, government and regulatory affairs, at [email protected] or Tom Tucker, director, state affairs, at [email protected]
Source: https://www.counterman.com/automotive-repair-service-deemed-essential/
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By FROGFINDER
Anybody offering vehicle pick up and drop off service at customers home or workplace? How is it going?
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By Joe Marconi
The other day, a customer asked my service advisor, if he would price match a set of tires. This customer got an online quote from the internet; a local TIre Store know for discouting tires.
My rule, I don't price match. My prices are competive and fair.
Would you price match just to get the job, and sacrifice profit? Remember, no one really knows the true cost of any service or repair until the car is in the shop. So, internet quotes are not set in stone.
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By Joe Marconi
I want to wish everyone a Happy New Year and the very best in 2017!
I also want to take this time to thank all of our amazing members for making AutoShopOwner.com the number 1 go-to auto shop business forums website on the planet!
Joe Marconi
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By DUFRESNES
Our Service writer is paid 8% on all sales. When he is off for 2 days, we have another hourly person that service writes. My question is we pay the SW that was off for 2 days 8% on all sales, but take them as vacation days. The person filling in (he does a great job) pay him the difference if he was service writing and would be commission. Looking to see if somebody has a better solution. If the regular SW is on vacation, I can figure the sales from his last day till he comes back. That is not a problem
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Similar Tagged Content
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By Joe Marconi
Got your attention? Good!
Take it from me, a shop owner for 40 years; before you invest a dime on advertising, get your internal marketing in order....in other words...get your house in order.
No amount of advertising or marketing means more than what you do each and every day. And that is creating an amazing customer experience that gives your customers a compelling reason to return.
Make sure that each customer contact point creates a positive experience. The phone call, the drive up to your shop, the parking lot, the customer write-up, the upsell, the car delivery and every other point of contact with the customer.
These things I speak of means more than any money you spend on advertising. So, before you spend that dime, get your house in order. And remember, everyone in your shop is an important part of your marketing strategy!
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By JustTheBest
You could just say that this is tried, tested & proven. 19 simple words that virtually guarantee car count… in hours!
Hope this helps!
Matthew
"The Car Count FIxer"
P.S.: Join me on YouTube at Car Count Hackers! FREE Help to grow your Car Count, Income and Profit!
P.P.S.: Like and Follow Car Count Hackers on Facebook
P.P.P.S.: Have you registered in my FREE Training? "How to Double Your Car Count in 89 Days"
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By JustTheBest
Hello and Welcome! Thanks for taking the time to check this out.
Obviously the auto service market is changing. More competition; Price shoppers; Worse than that, where do you start promoting if you want to grow your car count?
Good news! There’s really only 3 areas you need to focus on. Instead of writing it all out and asking you to read it - I created this video - it’s a little over 5 minutes, but it’ll be 5 minutes well worth it.
Let me know if you have any questions. I’d be pleased to respond!
Matthew
"The Car Count FIxer"
P.S.: Join me on YouTube at Car Count Hackers! FREE Help to grow your Car Count, Income and Profit!
P.P.S.: Like and Follow Car Count Hackers on Facebook
P.P.P.S.: Have you registered in my FREE Training? "How to Double Your Car Count in 89 Days"
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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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