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[Podcast] Carrie Lynn Rodenberg and Kim Walker on Social Media [RR 530]


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Carrie-Lynn Rodenberg, the owner of Turnkey Marketing, founded her boutique marketing firm after moving from New York where she was in charge of the direct response marketing for a 10 BILLION dollar company (Emblem Health). She went on to be the Director of Marketing and won the 2nd place Infusionsoft Ultimate Marketer Of The Year Award.

Carrie-Lynn graduated from the University of Virginia, which is considered a “Public Ivy League University” and is one of the top 25 universities in the United States. She is a hard charger that is a total marketing nerd. Most weekends you can find her reading books on business and marketing, playing with her two dogs Paxton and Charlotte, or volunteering at church. She and her husband/business partner, James, live in the Kansas City Metro.

Turnkey Marketing was founded on the principle that all work done well is important. The work done in the aftermarket automotive industry is important – it keeps us and our cars safe, and lets us live with much more freedom.

Carrie-Lynn says “Turnkey Marketing exists to help shops effectively communicate in their community, with their customers, and potential customers, all the good work they do so that your repair shop can be known as the trusted, “go-to” shop in your area”. Turnkey Marketing does this by providing cutting-edge marketing that actually works and increases car count.

Turnkey Marketing is a family-owned and operated “one-stop-shop” boutique marketing firm that does everything from social media campaigns to providing the professional shop an entire marketing department. Find her previous episodes HERE.  Turn-Key Marketing Website HERE

 

Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they engaged with Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that.

She is on the Car Care Council’s Women’s Board, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HEREShop Marketing Pros Website HERE.

Talking Points:

  • Facebook- always changingBusinesses can now be involved in community groups from the business Facebook page- want to see personality and encouraging 
  • Some groups do not allow posts about businesses, some let you promote the company on a certain day of week
  • Be transparent and a resource- commenting and responding to questions is a valuable form of promoting the business without promoting it   
  • People use social media to engage with others, learn, be entertained- connect with people
  • Social media has to reflect the culture of the business.
  • InstagramIs your customer on Instagram? Find out who they are, what they care about and where they hang out- embrace what your customer wants
  • Be all in- post pictures, videos, boomerangs, IGTV, stories
  • Stay relevant and stay human- document what you do “Women in Business Day”
  • People love dogs and kids, show employees with their animals/kids- all trust factors that show you’re a real person
  • Celebratory occasions for team members- birthdays, new babies
  • Community events, fundraisers, training 
  • New marketing clientsBeing overwhelmed and need help
  • Not updated with marketing and social media- don’t have time or knowledge
  • Need owners to be partner- clear understanding and expectation from the beginning from both parties, be all in
  • Want real photos/videos from business
  • Marketing Scent: All marketing “smells the same” and is consistent with the website, social media, postcards, emails, call waiting etc
  • Episode 516 “Our customers don’t know how we make our sausage, and it’s time they learn”

 

Resources:

  • Thanks to Carrie-Lynn Rodenberg and Kim Walker for their contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Love what we do, buy a cup of coffee HERE.

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Buy Carm a Cup of Coffee 

AAPEX-Call-To-Action-Graphic-v3.png

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2020 will take place Tuesday, Nov. 3 through Thursday, Nov. 5, 2020 at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2020. For information, visit aapexshow.com

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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