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What's Your Most Effective Form of Advertising?

Joe Marconi
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I'll answer this first, with a story. It's a bit of a long read, but it will be worth it.

For my own shop 40 years ago, I took the "branding" approach for the first couple of years. This strategy was advised by my father, a lifelong ad man, as a way to build trust and name recognition with my local community. One of the best things we did was sponsorships. We sponsored a Little League team, softball team, peeWee football, church functions, local and school events, bicycle races, marathons, and children's charities. Sure, we started out small, but kept reinvesting in our community as we grew. We used banners, t-shirts, radio, car show booths and just about everything else promoters came to us for.

We had great looking business cards and eventually had brochures professionally done which we would give to EVERY person coming in for an estimate, and two to EVERY person that picked up their car after a repair, asking them to give them to pass them along to family members or friends. We had a professionally designed yellow pages ad (they were very relevant...back then). We did local radio commercials. I personally went to the local car dealers that didn't have a body shop, and talked up ours. Granted, we did excellent work at a fair price, but let's assume that's a baseline.

BRANDING, and participation in local events, got us off to a seriously great start. By the end of year three, we were one of the largest shops in Colorado, with 2 locations, a used car operation, a 2 acre junkyard and 7 figure sales...40 years ago. Body & paint labor was $16/hr and mechanical labor was $24/hr back then. I was 28. I listened to an ad man: "You need to establish a great brand, first and foremost." (He handled the XEROX account when they first got started.) "And be consistent with the way you show up (visually) to your local audience." It worked better than I could have hoped for. 

We ran ads in the local paper (yes, those still exist and it's still a great place to get your brand out there, which brings me to my next most effective strategy...POSTCARDS. Back then, we did a very early version of the postcards we make today for our design clients. Here's something to consider: There is more competition on the internet with google ads, social media paid ads, SEO and every other thing former yellow page salespeople can come up with. There is VERY LITTLE COMPETITION IN THE MAILBOX these days. With EDDM (Every Door Direct Marketing) and/or a good list of your potential customers this is a GREAT way to grow your business...quickly. That said, it's definitely not a one shot deal. You have to consistently mail to the same people numerous times before name recognition starts to take effect. That's called "loading your pipeline," and the magic starts really taking effect after month 3. Why? Because potential customers most likely are not in need of an immediate repair. You are building name recognition and trust BEFORE they need you so that when they do, YOUR business is front of mind. That said, the message and the design, or overall look and feel of the postcards must be consistent with a good looking brand. And here's a secret - The postcards should clearly say on them "If you don't need service or repair today, just keep this card in your glove compartment until you do." 

Here's another postcard secret - Do you know who in the family most often picks up the mail? The woman, because they're generally the most responsible, lol. So, if your brand or postcard is not attractive to them, you will not resonate, and you just wasted a mailing. So many shops will put exotic cars or hotrods in their brand or marketing pieces. Bad idea unless you are only catering to those type of car owners. For the largest audience, you want to appeal to women...because they're the ones picking up the mail most often, and making the majority of decisions when it comes to important things like family safety. We use cute kids in our marketing pieces because women like them and are more inclined to do business with a shop that makes them feel they can trust you. Cute kids will do that. Pets will do that. A picture of a Ferrari or Lamborghini will not. Got it? Good!

For branding, your cards, brochures, ads, banners and signage should always portray a clean, professional, trustworthy looking operation. Tacky cards or brochures actually turn people off. Don't do that.

Pic of my bodyshop location scanned from an old Kodak plastic film camera in 1982. Sadly, it's the only picture I have left after my storage got flooded years ago.

In full transparency, I lost that shop a few years later after a land lease deal went very badly. I was able to sell off the assets of the 2nd location, but at 32, I was done. I packed up and moved to sunny California and started an ad design company to help small businesses brand and grow quickly. Image One has been in business since 1988 and has created over 60,000 ad and marketing-piece designs for 6,000+ clients. 

I'm still a car guy though. It's in my blood. If I can help anyone else in the industry by sharing what I've learned, I can keep one foot in the car repair business and feel good. Thanks for reading! 

RedLacquerRoomLocation1-1982.thumb.jpg.9547ef1900ca3ddcd3e39e75f5afc5e0.jpg

 

 

tomkatv10 Apprentice

tomkatv10

Posted
Posted

First, it begins with branding. I had my logo professionally designed as a unisex logo. It appeals to both men and women. The way we did it was to make the car have curves and although the logo is predominantly black and silver, a touch of blue was splattered in it to soften it.

Then it was about splattering it all over the community. We are on the carts at the local supermarket. We are in the church bulletins. We advertise on the local high school sports channel. Our banner is at most of the major sports fields and we advertise in various elementary school parent promos.

No postcards or mailers, no coupons, no gimmicks. We made ourselves part of the community and the community has responded in kind. I couldn’t take anymore work from coupons if I tried. And a side note, we are surrounded by dealerships, big franchises, and other independents. Giving back to your community will be your best advertising in my opinion. 

38CD24F9-EB92-4BB6-8492-F5DF26A208A3.jpeg

  • Like 2
weighit Enthusiast

weighit

Posted
Posted

The local auto mechanical repair shop I use now advertises on the local am & fm radio program. He rarely talks about his shop himself, but he does have his customers that are other business owners talk about who they are and why they found and use this shop. They say they are looking for quality, fair pricing and on time repairs, and hearing the actual owners talk about why this shop got theior business is a two fold winner. They both get positive review advertising and since this is not that big a community, between the 4 actual cities maybe 120,000 people chances are you either have been to the person talking or have heard about them.. This little shop is very busy and I have found the same positive response to the shop owner when we go in for service. He told me his thoughts were to let the happy folks tell others why they found him, not him telling you.  Seems to work well here.  

  • Like 1
Transmission Repair Experienced

Transmission Repair

Posted
Posted

Transmission repair is transaction-based.  Google PPC paid ads worked best for me.  YouTube was my next favorite.  This is all easy to track if you have call tracking installed.  Here's an example of just one day's phone calls...

 

Transmission Repair Experienced

Transmission Repair

Posted
Posted

I don't know if PPC would work for G/R.  G/R is relationship based.  PPC worked like gangbusters for me.  I increase our sales $500K/yr. with PPC.  It cost me only 10% of my increase in sales, or $50K/yr.   I got addicted to it like a drug.  I would pause it to control customer flow.  If we started to get caught up, I would un-pause it.  If it got really slow I would increase the radius of PPC around the shop.  It allowed me to control the workflow in the shop.  I did all my own PPC advertising; I didn't pay anybody else.

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  • 4 years later...

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Technician Shortage Is Our Fault, And It's Time We Own It
      By Joe Marconi in Joe's Blog
         0 comments
      The Technician Shortage Is Our Fault, And It's Time We Own It
      Nearly every day, I hear shop owners complain: "There's a technician shortage. We can't find qualified people. There's no one out there." If that's true, then who's to blame?
      The industry? The schools? The government? I don't know how you feel, but who promised us an endless supply of qualified technicians?
      Another common complaint is that young people do not want to work in the trades. Well, if that were true, then why are other trades such as HVAC, electrical, and plumbing growing? What are they doing that the automotive industry is not? 
      Here's the reality we need to face: We do have a problem, but we shouldn't look for someone or any entity to rescue us. Not the government. Not the trade schools. Not the recruiting companies. No one owes us a workforce. If we want great people in our industry, it's up to us. At some point, we need to own up to the truth: Building a pipeline of qualified technicians is our responsibility.
      In this blog article, I will break down the key reasons we are in this situation today and what we, as an industry, can do to solve the technician shortage. Are you ready to look in the mirror?
      Have We Pushed Technicians Away?
      Let's take a look at flat-rate pay. True flat rate, which pays a technician only for the hours they produce, is a controversial pay plan that emphasizes high production levels and creates a competitive work environment that, if not properly controlled, can lead to increased mistakes and a decline in morale and team spirit. Additionally, the stress and physical demands placed on technicians as they age are not favorable to long-term employee retention. What do we do with technicians as they grow older into their fifties and begin to slow down? 
      I have heard all the arguments and pros and cons of flat-rate pay, and I am not going to judge any pay plan. Let the facts speak for themselves. True flat rate has changed in most areas around the country and has evolved into a pay plan that gives technicians some pay guarantee.
      Many shop owners have learned that team morale, along with the opportunity to earn income, is important to technicians and to the company's long-term success. But let me ask you: how many technicians have left or been pushed out over the years because of the old flat-rate pay system?
      Another issue is the workplace environment. I remember being grateful to be hired as a young technician at a local repair shop. While very thankful, the work environment was not ideal. The shop owner kept the bay doors open year-round (I am from New York) unless it rained or snowed. He felt that if the bay doors were closed, customers might think we were closed for business. We had no heat and no hot water. Many of the jobs were done outside, year-round,  in all types of weather. The starting pay was minimum wage, with no benefits, sick days, or vacation pay. 
      Now, again, I need to point out that I was truly grateful for the opportunity this shop owner gave me. I learned a lot working there, and the experience was pivotal in my career. But looking back, I wonder how many people were discouraged by these working conditions?
      While the physical demands of the repair workplace are daunting, perhaps even more critical is the culture. Too many of my generation shop owners preached the mindset of "my way or the highway." We were the business owners, after all. We started our companies, took all the risks, and provided jobs. Why shouldn't we be the ones to set the ground rules our way?   
      Many of us found over the years that the "my way or the highway" mentality was a sure way to isolate employees and make them more likely to look over the fence for greener grass. In other words, it led many technicians to seek employment elsewhere, where they felt they could be appreciated and recognized for their hard work. The issue, however, was that there wasn't much green grass around. Disappointment after disappointment, bouncing from repair to repair shop, eventually led to despair. So, I ask you: were workplace conditions a contributing factor in today's technician shortage?
      Another factor that we are all well aware of is the complexity of the modern automobile. When I started, the work was mostly physical, and you were required to master essentially three vehicle models: General Motors, Ford, and Chrysler. Let's fast-forward to today. The evolution of automotive technology, along with the extensive training and tools required, has outpaced the typical technician's pay compensation, with no clear career path. Again, leading to frustration and insecurity about the future.
      Here is the bottom line: people don't leave their job; they leave their experience. We must do a better job. 
      The News Isn't all Bad; Your Next Steps to Fix the Technician Shortage
      To fix the technician shortage, it will take a combined effort from everyone in the automotive industry, particularly automotive shop owners. Shop owners are in the perfect position to make the greatest impact, not only on their businesses but also on the future automotive workforce.
      First, shop owners must become better leaders and understand that their ultimate success is directly dependent on the people they assemble around them. Any shop owner who mistakenly believes they can build an empire solely on their abilities is destined for serious disappointment. Business owners who think like this will eventually plateau. Without the collective contributions from a team of qualified people, your business will stall; it will not continue to grow.
      Create a workplace that attracts top talent: a clean, professional, well-equipped facility designed to support productivity, teamwork, and a career, not just a job. Build a great reputation in your community by getting involved locally. Become the auto repair shop that people take notice of as "the" place to work.
      Next, shop owners must become more financially knowledgeable. Knowing your numbers and what you need to achieve for a strong bottom-line profit is essential to paying technicians the money they need and deserve. Profit will also allow you to compete with other trade industries by providing a benefits package that has real take-home value and security.
      When it comes to culture, this is where the rubber hits the road. People crave recognition, praise, and a sense of purpose. Despite what you hear, people are not just money-motivated. Once people feel secure in their financial situation, retaining and motivating technicians can only be achieved by connecting with them on an emotional level. You cannot show enough appreciation. Give out praise for a job well done as if your business depended on it, because it does.
      As technicians age, we need to have a place for them. Expecting a 58-year-old to perform like a 35-year-old is unrealistic. We need to be more focused on career pathing. Provide training, skill development, and coaching to develop leaders and mentors within our older workforce. While their bodies may have slowed, the knowledge they have gained is priceless. 
      Our future is dependent on young people entering our industry. We need to give more young people opportunities. Every shop owner across the country should consider hiring an apprentice, then build an apprentice training plan and career path for them. If every shop did this, we could solve the technician shortage within five years. Get involved with the trade schools and high schools in your area. Look into the NAPA Apprenticeship Program. Don't sit on your hands with this one. Do it today.
      Lastly, don't get left behind. Commit to ongoing training for all your employees. Keep up to date with tools and equipment tailored to your business model. Don't try to be all things to all people and all vehicles. Identify your core profile customer and the vehicles they drive, and become an expert on those vehicles and the services you offer.

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