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By Joe Marconi in Joe's BlogThere are many things to consider when creating a marketing plan. Among them are establishing a budget, what forms of media should be used, and whether traditional advertising, such as TV, radio, and print, is still relevant. And of course, how much should be allocated to social media and digital advertising?
All the above are essentials to any marketing plan. However, the first step is ensuring that you have a healthy workplace and that your employees understand your company’s culture and the overall mission and vision.
We all know that happy employees create happy customers. No form of advertising can overcome a toxic workplace with unhappy employees. If your employees are not creating an amazing customer experience, your marketing plan will not work.
Advertising and marketing may bring in customers, but the people in your company creating an amazing customer experience will be the most important component of your marketing plan. It’s the customer experience that sells work and gives the customer a reason to return.
Creating an amazing employee experience, which creates an amazing customer experience, is also the most cost-effective part of your marketing plan. In fact, it cost next to nothing.
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By Joe Marconi
Perhaps this is a trick question, but it's worth a discussion. Many auto repair shops spend a lot of money to get new customers. But what about the ones we have already?
What marketing strategies do you have to attract new customers and retain the ones you have now?
We are with Jimmy Lea from Kukui at ASTE 2022 with another important Google Update. We are always keeping you in the know as it relates to mother Google. Google is now giving more credibility and weight to customer reviews. It goes beyond their ranked star review and dives into what they wrote, word for word, literally. What does that mean for your shop? Jimmy Lea, KUKUI Evangelist. Listen to Jimmy’s previous episodes HERE Key Talking Points
The Google algorithms have changed, and now they are giving more credibility and more weight to customer reviews Be an open book when we're asking for our reviews. You want five stars, but you also need three, two, and one in order to get the ranking right. Customers want to know how you handle mistakes. Recent reviews show a customer what they will expect. The good and the bad of Google Reviews are once you go on and leave a Google Review when you come back, you can revise the review, but you can't leave another standalone review The about us page is so important. You must have employee testimonials, customer testimonials, and what makes your shop unique Do short videos on your about page from the customers and technicians The power of blogs. Google gives more credibility to the blog, and they need to be consistent
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By Eric Roberts
Diesel + Hydrogen mix from out of Australia Great News
Of course we all now know about the ridiculous race set out by our government to rid the world of carbon burning materials including our beloved fossil fuelled cars. In recent times we have had the world of electric and hybrid cars rammed down our throats. I know that I am a small garage owner and so have self-interests in this drive to disaster. Of course to rid the planet of petrol and diesel vehicles.
However people are realizing the foolishness and impossible targets set out by our politicians. Living without our cars will be an impossible disaster to most drivers in the UK. Millions of drivers will be forced off the road so that our politicians can brag about their achievements.
Well thank God that there are people out there looking for alternatives to the dreaded electric cars. I do understand the need for cleaner air to protect the planet from greenhouse gasses but scientists are working all the time to prevent this. Giving us cleaner cars from engine designs that use other materials along with the "status quo" of our regular petrol and diesel engine cars.
Electric and hydrogen cars already with us
Of course, electric battery operated cars are now with us thanks to people the likes of "Tesla". However these are far from perfect. Speaking from the UK, s prospective, we are a country of old "Victorian" architecture. We have very narrow streets and roads which will be unable to support the millions of electric charging points required.
At the moment the winner for me will be in the form of "hybrid" cars. These are now becoming very popular. With an engine supported by a standard battery and run on petrol. Combined with a lithium type battery. Hence the word "Hybrid". Car manufacturers certainly like this type of idea for their customers and engineers have been studying and working on different ideas with mixed types of fuels. Including "Hydrogen fuel cells".
Thanks to a great article by journalist "Will Locket". Then we are looking at very strong and affordable competition to the EV revolution.
Australian Engineers come up with a great new revolution
I must confess that reading article has made my day. Researches in Australia have come up with a technology that can convert a diesel engine into a "carbon neutral" engine. The idea is to combine the burning of twin fuels, diesel and clean burning hydrogen. This is fantastic news and will include other diesel vehicle, including, and trucks farm vehicles.
So confident are the Australians that they are looking to convert certain types of diesel engines in the next couple of years. This is fantastic news for the public in the UK who love their small run around cars and the small garages that service and repair these vehicles.
The full technical merits can be read in this great article by Will Locket. I will certainly having a beer tonight to celebrate this great news and keep my fingers crossed that everything goes well for the Australian car designer and developers, without retributions from the EV and green lobby. This development may also make the UK government change its mind about banning the sale of petrol and diesel cars by 2030. So allowing millions of families in the UK to keep their diesel cars which will be by then "carbon neutral" and fit for purpose.
Original article by "Will Locket"
Do wages today support the tools technicians need? What are they spending? Are owners using tool purchase programs for their employees? From the aftermarket radio network, it’s carm capriotto. Andy Bizub from Midwest Performance Car, Chicago, shares his perspective on tool programs in his shop. Andy also discusses his experience at Jocko Willink’s ‘Echelon Front’ Muster conference that he is sending his people to and why it is ‘next level’ training.
Andy Bizub, Midwest Performance Cars, Chicago and Northbrook, IL. Listen to Andy’s previous episodes HERE. Key Talking Points
Tool purchase/reimbursement/credit program is a retention tool for the shop Interest-free "loans" to techs for tool purchases are effectively zero net cost Having the tech buy their own tools through your program keeps them invested in themselves, their career, and in the shop Payback through hour deductions has to comply with minimum wage laws. EVERYONE in your organization can have the opportunity to lead in some way, to the great benefit of the whole organization- echelonfront.com, Leadership can be taught and coached Leadership involves subordinating your ego. It's not about "my way or the highway" Enthusiasm for the future- Teslas and EVs are an opportunity and not a threat Get your employees in the mindset that they are able to lead in their areas of expertise
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By Joe Marconi
Last week I had the privilege to present the Fly with the Eagles Course in Indianapolis, Indiana. As always, the power of the course was the amazing shop owners, managers, and service advisors who attended the event. I left Indy with a fresh new enthusiasm that the aftermarket auto repair shop is alive and well.
The level of professionalism and passion is proof positive that as an industry we are the very best, and will meet the challenges of the future!