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Marketing Auto Repair to College Students [E069] - The Auto Repair Marketing Podcast

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In this episode of the Auto Repair Marketing Podcast, host Kim Walker discusses the topic of attracting college students as customers for automotive repair shops. She shares her conversation with Lucas Underwood, owner of L&N Automotive, who plans to send direct mail to college students offering a free oil change every other oil change they pay for. Kim emphasizes the importance of building trust with both students and their parents, and suggests conducting audience research to understand their preferences and expectations. Kim also offers strategies such as hosting car care clinics, creating digital business cards, and engaging with students through social media and events.

Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at

RepairPal.com/shops.

Show Notes with Timestamps

  • Attracting College Students (00:01:16) Discussion on how a shop owner is reaching out to college students through direct mail and building relationships with them and their parents.
  • Understanding the College Student Audience (00:03:51) Exploration of the college student population in the speaker's town and the potential research and survey methods to understand their preferences and expectations.
  • Connecting with College Students (00:06:18) Suggestions on how to connect with college students, including finding out their interests, clubs, and organizations, and understanding their automotive knowledge and preferences.
  • Teaching College Students Car Care (00:09:12) Discussion on the importance of teaching college students basic car care skills and ways to effectively educate them.
  • Engaging College Students with Food and Coffee (00:10:26) Exploring the idea of using food and coffee as incentives to engage college students and hosting Q&A or mechanic tech talk sessions.
  • Connecting College Students to the Local Community (00:15:08) Suggesting ways to partner with local businesses and organizations to help college students become familiar with and connect to their local community.
  • Building Loyalty with Students (00:16:36) Creating an app-based oil change club and offering a buy one, get one free oil change to build relationships and loyalty with students.
  • Creating a Digital Business Card (00:17:40) Using a QR code to create a digital business card that students can easily add to their contacts, making it convenient for them to reach out for automotive services.
  • Engaging Students through Workshops and Social Media (00:19:50) Utilizing seminars, workshops, and a "what if" social media campaign to position the shop as experts and build trust with students.
  • Sponsoring Events to Reach College Students (00:25:04) Discussion on sponsoring pizza nights, coffee mornings, and pool parties at apartment complexes to get your name in front of college students.
  • Hosting Ladies Automotive Clinic (00:26:13) Exploring the idea of hosting a ladies automotive clinic for college students to learn more about vehicle and automotive care.
  • Expanding Your Audience to College Students (00:27:23) Encouragement to consider attracting college students as an audience and offering to answer marketing questions related to this demographic.

 

How To Get In Touch

 

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - [email protected] 

 

Lagniappe (Books, Links, Other Podcasts, etc)

 

 

 

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's Blog
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      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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