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[Podcast] What Needs to be in Your Marketing Plan Right Now [RR 524]


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Dori Eppstein is the Founder and President of Amazing Women in Automotive and is an Automotive Coach/Consultant for ESi. She grew up in Southern California and started off in the auto repair industry handling the marketing for her brother’s first shop. She learned more about the business challenges auto repair shop owners face through working with her partner on his auto repair shop business along with the marketing work and reviews she handled for shop owners around the country. Her extensive leadership experience over the decades and her own entrepreneurial endeavors combined with her knowledge of the auto repair industry to make a perfect marriage to become a powerful coach and consultant in this industry.

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 HERE.

Nanette Griffin is the owner of Griffin Muffler and Brake Center and has over 35 years of experience total in the automotive industry. She started in 1985 working at dealerships and has learned every area of the business through this experience, from accounting to mechanical. Nannette was part of the All-Female Build helping restore a 1956 Chevy Pickup that was unveiled at the 2019 SEMA Show in Las Vegas. As a young girl, Nannette was fascinated with cars, especially muscle cars, and how they worked. She loves to see the new technology every year when the manufacturers introduce new models. She also enjoys working with the public and sharing information on the new technology. In Nannette’s free time, she enjoys traveling, hunting, raising Labrador puppies, camping, NASCAR races, and being outdoors. Nannette and Clark have a daughter named Caitlin. She has 3 stepchildren Michael, Matthew and Sara and 7 step-grandchildren.

Key Talking Points:

  • Get comfortable with being uncomfortable. You will be doing things differently
  • Times are different you will have to adjust your marketing
  • It is about retention not the acquisition of new customers
  • You are an essential business. Explain that with organic posts
  • Understand your purpose and the reason you continue to be open
  • You are there for the front line responders, health care, doctors, nurses, food delivery, nursing homes, pharmacy’sOffer your support to this group
  • Share the degree you are keeping your people safe and how you are disinfecting the entire transaction with your customer
  • The businesses that are open will need help with transportation. You perform a vital service and are the transportation hub of your marketplace
  • Don’t shy away for your team and community and customers. Show up. Be positive. Show that you are open
  • Genuine live Facebook posts speaking to the gratitude we have in our livesShowcase your commitment at these times
  • Speak to the culture of your customer
  • You are speaking to the people who know and love you now
  • If a FB post is not doing well organically it is not wise to spend money on boosting it
  • Create a pattern interrupterReal, authentic, transparent, genuine, out of the ordinary, from the heart, using empathy 
  • Remember parents are home with their childrenSome are doing a teddy bear scavenger hunt keeping safe and secure with their family while in their vehicle.
  • Shop owners are putting hearts in their windows
  • Remind your customer that when they need their vehicle and something doesn’t work you are there for them
  • Address your customer problems or potential problems
  • Careful with financing but for emergency needs 6 or 12 months financing may be an option
  • Pick up the phone and call your customersDon’t jump on declined work but,
  • Explain your purpose and why you are open to supporting first responders, heal care, food delivery vehicles.
  • If you need your vehicle for any reason and it doesn’t work, just let us know and we’ll even come and pick it up
  • It is tough to make smart decisions for your business if you are stressedFind a peer or mentor to talk to. A coach is a great option or a peer group inside the industry or local businesses
  • Decide with your logical mind not your emotional/anxious mind

Resources:

  • Thanks to Dori Eppstein, Kim Walker, and Nanette Griffin 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.

Be socially involved and in touch with the show:

Facebook   Twitter   Linked In   Email

Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP's HERE

Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.

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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      Bill Haas, AAM, is the owner of Haas performance consulting LLC, with 40 years of experience in the automotive service and repair industry. Clients have access to Bill’s solution-based focus, expertise, unique perspectives and in-depth knowledge of the industry.
      Bill began his career working part-time at a full-service gasoline station in Appleton, Wisconsin. His career includes time as a technician, shop owner, technical trainer and on the staff of the automotive industry’s oldest and largest association representing automotive service and collision repair businesses. While at the association Bill had the opportunity to work with all segments of the industry.
      His knowledge of the industry has been shared on many occasions as he has been invited to speak at numerous industry events as well as providing testimony at hearings of the US Congress and several state legislatures on important legislation and regulation affecting the automotive industry.
      Bill received the Accredited Automotive Manager (AAM) credential from the automotive management institute in 1996 and has been a member of the automotive management institute’s faculty since 2002.
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      Mobile Listening APP’s HERE
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy Carm a Cup of Coffee 

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com

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      His knowledge of the industry has been shared on many occasions as he has been invited to speak at numerous industry events as well as providing testimony at hearings of the US Congress and several state legislatures on important legislation and regulation affecting the automotive industry.
      Bill received the Accredited Automotive Manager (AAM) credential from the automotive management institute in 1996 and has been a member of the automotive management institute’s faculty since 2002.
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      Facebook   Twitter  LinkedIn   Instagram  Youtube   Email  
      Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
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      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      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.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

      Click to go to the Podcast on Remarkable Results Radio
    • By CarterSD
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      best, 
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