Quantcast
Jump to content
    • You can post now and register later. Already registered? sign in now to post with your account.
    • ×   Pasted as rich text.   Paste as plain text instead

        Only 75 emoji are allowed.

      ×   Your link has been automatically embedded.   Display as a link instead

      ×   Your previous content has been restored.   Clear editor

      ×   You cannot paste images directly. Upload or insert images from URL.


      Once you submit your question, a new topic will be created for you in our forums. Our moderators may move your topic to a more suitable forum category if one exists. Members will see your topic and be able to respond to your question.

    • This will not be shown to other users.
Joe Marconi

Before you Invest a dime on advertising...

Recommended Posts

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! 

 

 

 

  • Like 1

Share this post


Link to post
Share on other sites


Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now

  • Similar Topics

    • By Alex
      Has the Coronavirus (COVID-19) impacted your auto shop business? If it hasn't yet, it has the potential to do so soon. Please share what you are currently doing, how your business is impacted, what plans you have in place, etc.
      Some things to consider:
      Do you have a plan in place should you or one of your employees become ill? With school, event, and business closures, how will this affect your shop? Are you sending anything to your customers in terms of sharing your plans around keeping your customer and employees healthy and doing your part in your community? Many small and large businesses have been sending email communications to their customers. Are you marketing to your customers in terms of not delaying car repair, should there be a need to temporarily close? Are your parts suppliers sharing their plans, should the pandemic affect supply chains?  Are you stocking up on business and shop necessities? Please share your experience in this topic and stay healthy!
      In the media:
      The coronavirus and its growing tally of sick and dead victims around the world have been roiling financial markets, prompting countless hand-washing reminders and ruining more than a few vacations, and that’s before anyone knows exactly how widespread the effect will be on the automotive industry, including your local repair shop. Source
      “By mid-March, the shortage of supplies will be felt and members are projecting they’ll experience disruption through May or June,” even if operations in China soon get back to normal, said Stacey Miller, senior director of communications at the Auto Care Association, a trade group representing 150,000 auto aftermarket and service businesses. Source
       


       
    • By Elite Worldwide Inc.
      Superstar shop owner and Elite Business Development Coach Greg Skolink shares a fun tip on how to keep your shop's customers engaged on Facebook.
       
      For additional help building a more successful auto repair business, learn how you can team up with a superstar shop owner like Greg through Elite Top Shop 360: One on One Coaching

      View full article
    • By Joe Marconi
      For many of us, it's been a wild ride the past few months. We had to take care of everything, making tough decisions, dealing with banks and the SBA and running the shop from the trenches. But, with things looking better each day, it’s time that we get back into the role of building and operating the company. 
      For many, the COVID-19 crisis is far from over.  However, the sooner we begin to adjust and build for the future, the better off we will be.
      Shop Owners are among the hardest working people on the planet. We find ways to get through the most difficult situations. I have no doubt that the lesson’s learned from this crisis will make us stronger and more successful.
    • By Jeremy Glassco
      I get asked this many times.  How would I use a custom mobile app if I had one for my shop?
      Take a moment to think about that.
      Imagine what you could do IF you had a custom mobile app for your vehicle owner customers to download, interact with, and engage with your brand?
      I'm noticing this trend in the food industry, retail industry, and now even in the medical industry.
      What about our auto repair industry niche?
      We're working on version 7.3, and part of what I love to do is get great feedback and build it into our upcoming versions.
      What about you.
      What type of features would an auto repair professional like yourself want in your dream app?
      Please share your ideas here and my hard working team of app gurus will get on it!
    • By spanner
      Hi all, 
      First time poster and glad to be here.
      I'm a 40 something entrepreneur not currently in the auto repair business but I've been exploring shop ownership for several years.
      Unfortunately, I've come up short using traditional business brokers to find a shop worth purchasing. To date, all that I've looked at have been overpriced and/or have some serious issues.
      As shop owners and managers, do you have any tips for finding a solid, well-run general auto repair shop (EBITDA/SDE of $250k-$2MM) to acquire?
      I would be grateful for any insights.
      Thanks,
      Mike


  • Similar Tagged Content

    • By JustTheBest
      Here's 14 Secrets that virtually guarantee car count - in ANY Economy!

       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
      Hope this helps!
      Matthew
      "The Car Count Fixer"
       
    • 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"
    • 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"
       
    • By Mail Shark
      Before approving your next database mailing, run down this checklist to ensure all of these steps have been taken to validate the quality and accuracy of your mailing.
      Utilize the National Change of Address Service (NCOA)
      Every year, millions of Americans move, and this undoubtedly includes some of the customers in your database. This can be a problem when you pull your database to use for sending out a direct mail campaign, as you may have customers that have moved and no longer live at the recorded address.
      If these customers have moved outside of your trade area, and you were to send a direct mail piece to them, you would essentially be wasting your marketing dollars by sending direct mail to customers that are simply no longer there.
      The good news is, there is a simple solution. You can have your direct mail partner run your database against the USPS National Change of Address (NCOA) service. The cost of doing so is very minimal and worth the small additional cost to ensure the quality and accuracy of your database. 
      NCOA is a database maintained by the U.S. Postal Service, and includes all of the individuals and companies who have completed a form to change their address in the previous four years. 
      Here are a few things you will find out by running your list through the NCOA process is: 
      Addressee has moved, and a new address could not be provided. New address information is provided. The recipient moved without providing a forwarding address to the USPS. From here, these previous customers that have moved can easily be removed from future mailings. 
      Remove Your Customers From New Acquisition Mailings
      Most shop owners who are using direct mail to target their database of current customers are also sending out new customer acquisition mailers to target new prospects, either by carrier route or by specific make, model, fuel type, etc. 
      In doing so, it’s important that you request your direct mail partner to remove these current customers from your new customer acquisition mailers. It’s a waste of money to send your customers a new customer acquisition mailer when you are already targeting them by sending them a retention or lapsed customer mailer. It will also send your current/lapsed customers the wrong message. Your marketing and message to new customers should not be the same that it is to current or lapsed customers. 
      This is also an easy fix, simply request that your direct mail partner suppress your customer database from your new customer acquisition mailers. The only caveat in doing so, is for general auto shops that are removing their database of customers from their carrier route mailing⁠—there are guidelines that must be met for carrier route mailings in order to receive the maximum discounted postage rate. These guidelines are as follows:
      Your mail must be sorted in walk sequence. This is the exact order that the postal carrier walks/drives on their carrier routes. In addition, your mailing must follow the 90/75 rule. The 90/75 rule stipulates that you must mail to at least 90 percent of the total residential addresses, or at least 75 percent of the total combined number of residential and business addresses in each carrier route. Since you, as an auto shop owner will never want to mail to businesses, this means that you must mail to 90 percent of the total addresses in a carrier route to maintain the lowest postage rate. 
      If your mailer falls below the 90 percent guideline, there are three different levels of postage that your mailer can potentially fall into. Each level represents an additional cost of per piece postage above and beyond the standard rates.  
      Additional Saturation Mail Postage Rates (*As of 1/1/2019)
      High density plus: Mail at least 300 pieces in walk sequence order (additional postage would be .01 per piece).
      High density: Mail at least 125 pieces in walk sequence order (additional postage would be.019 per piece).
      Basic: Mail at least 10 pieces in walk sequence order (additional postage would be .104 per piece). 
       
      Make Use of the Coding Accuracy Support System (CASS)
      In addition to running your database through the NCOA process, it’s important to ensure your direct mail partner is also certifying your database mailing list through the Coding Accuracy Support System (CASS). This process will standardize your mailing file, verify that each and every address in your mailing file is valid and complete, as well as update any addresses that have been changed and/or has become outdated.
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
    • 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
  • AutoShopOwner Sponsors



×
×
  • Create New...