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The Four Pillars of Marketing – Tony Mercury [RR 703]


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Key Talking Points

  • “Top Internet Marketing Trends for your Repair Shop”
  • OMNI channel marketing- be everywhere at all times
  • Producing video content- It’s easier than you think, everyone has a cell phone to use, you don’t need a high budget. 
  • Contact hack for blogs- start typing in google and google will show what people are searching for. The goal is to get someone in the local market to find the blog.
  • Grassroots marketing- birthdays, customers, 
  • Four pillars of marketing: website (70% of searches are mobile), SEO, paid search, social media 
  • Call to action on a website- click to call, click to schedule, click to ready google reviews, live chat
  • How are people interacting? How do your customers want to interact? Are you future thinking?
  • Update your website every 18-24 months to keep it fresh- research other websites in and outside of the industry. Ask others for their opinion

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Important Books

Check out today's partner:

NAPA AutoCare’s PROimage program makes it easy for you to make the most of the NAPA brand. A PROimage upgrade lets you maintain your shop’s identity as a reliable, locally-owned business while letting your customers and potential customers know you’re partnering with NAPA, the most recognized and trusted name in the automotive aftermarket. AutoCare Centers that have completed a PROimage exterior upgrade enjoy an average 23 percent sales increase during the first year. You can also choose to go PROimage on the interior and transform your customer waiting area from merely utilitarian to warm and welcoming. You can even get a free look by visting www.NAPAAutoCare.com and clicking on the NAPA PROimage link under the NAPA PROimage tab. Of course, the AutoCare site is also the place to go to find out about all the advantages being part of the NAPA family has to offer. www.napaautocare.com 

Tony Mercury is the Vice President of Revenue for Autoshop Solutions. He's been helping shop owners market their businesses since 2015.

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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