Quantcast
Jump to content

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End


As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End


As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

What are your 4th Quarter Automotive Plans?


Recommended Posts

What are your 4th Quarter Automotive Plans?

 

What are you doing in your shop to secure a strong 4th quarter of business? Any winterization special, flyers, mailers, events, etc..

 

Do you do anyting special toward the end of the year to draw in business to your shop?

 

We can all learn from each other, I for one have no plan as of yet.

Link to comment
Share on other sites


Flash Sale + Social Proof


Flash Sale + Social Proof


Flash Sale + Social Proof

I promote my business all year long with seasonal promotions. For the fall and winter we do have a promotion which includes: Oil change, tire rotation, multipoint inspection, BG MOA & CF5 for $69.95. I have been doing this for years. We call it: “Seasonal Maintenance Package”. It is very successful, plus it gives us a chance to sell batteries, tires, brakes, antifreeze services, etc.

 

I do think the key to advertising and marketing is to have a constant and continuing program throughout the year with reminders, newsletters, and email newsletters.

 

Also, the past few years we have cut out all paper ads and yellow page ads and put our ad dollars in TV and radio. Radio is great because you can do 10 second spots that directs your marketing to the season, holiday specials or whatever.

Link to comment
Share on other sites

First, great point...if you not on the first or last page you will probably not be noticed. And I agree about the bait and switch ads. We have this in my area and I will not go down the road...ever.

As far as picking a radio station. We took note of what radio stations our customer’s listened to by seeing what our customers had pre-programmed on the car radios. We also asked customer what they listened to the most. Then I called those radio stations and asked for their demographics reports. You need to match the radio listening audience to your “ideal” customer. For us we are looking for family people or women, home owners, with kids, 2 car families, and 35-60 years old with incomes above 65k.

In other words, my audience is not the hip-hop culture or teen culture so I would not want to buy time on those stations. It’s also important to pick a local radio station; if possible, that does a lot for the local community.

Once I picked the radio station I focused on drive time traffic reports and weather reports. People tend to listen to the traffic and weather and not switch to another station when an ad comes on.

Hope this helps.

Link to comment
Share on other sites

To a large degree, consistent and relentless advertising works. We have a large tire chain right around the corner from us and they too are always busy. They put a lot of money into advertising and you don't need an appointment. The quality of their work is questionable, at best! But they are always busy.

 

Independents spend a lot of time and money being ASE certified, buying the best tools, the best equipment and becoming the best techs. We pride ourselves on being able to solve the toughest problems. In the end, the public may not know the difference.

 

I am not saying that we should be more like these other shops, but we need to understand what the consumer perceives, because their perception is their reality.

 

When expanding my business I studied the businesses that always seemed busy and I took a different approach. I learned what the customer sees as mportant, and it was not my Hunter Alignment Machine or my Snap On Scanner. And it was not even the fact that we are an ASE Blue Seal Shop!

 

What matters to them are convenience, a friendly face, speedy service and a fair price.

 

We now advertise more (TV and Radio). We offer while you wait service and you don’t need and appointment, and it works. Our business has increased.

 

The world has changed from the days when I started in a 2 bay gas station in the 70’s.

Link to comment
Share on other sites

3 to 5% of total sales. But I have to tell you that I stopped ads in the local penny saver, news papers and the yellow pages. I primarily concentrate on TV, Radio and I buy mailing lists of people in a 5 mile radius of my shop.

 

I also heavliy concentrate on marketing to our exsiting customer base with email newsletters, service reminders, seasonal promotions, etc.

 

And another thing that has helped is getting invloved with local ograinizations like the Chamber of Commerce. Networking with other local businesses is key today.

 

There are things you can do that won't break the bank. Remeber your target audience is a lot smaller than a Pep boys.

Link to comment
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
  • Similar Topics

    • By Joe Marconi
      We are almost into the 4th quarter of 2022, which means that you need to consider your 2022 tax return. Many shops are having a very good year, which means there may be more taxable income at your bottom line.
      What do you do to plan for and minimize paying taxes, while still maintaining a cash reserve? 
       
    • By Eric Roberts
      Firstly let me say that I an just a regular guy from the UK who is the owner of a seven bay service centre/garage. I am not a financial expert. The dreaded inflation is upon us again. For the guys as old as me then this is nothing new. Back in the 70,s we had 15% inflation, but we all got by and lived for better trading days. Here in the UK we have always looked up to the USA because of your business prowess. So what do you guys look out as your worst enemy!
      When prices are going up then I find that the gap opens between rich and the poor's disposable income. So this question will effect garage owners in different areas. My garage is in a poor area with many immigrant families who drive cars. So this means we have to be more flexible with pricing. Finding out if your customer can afford that service ! For this reason we devised a three tier service pricing structure. This has also the effect of not loosing your profit margins. 
      The lowest price should include an oil and filter change and a general vehicle check over. This way we find the customer will perhaps be able to afford a service and your profit margins wont drop. This is just one small idea that we carry out! What do you guys do in these times of high inflation ? 
    • By Joe Marconi
      Most communities have a variety of repair shops, dealerships, and franchise models.  Do you consider them the competition, or colleagues?
      Do you think it's worth it to get to know other auto businesses in your community?  To share and exchange business ideas and strategies?
       
       
       
       
    • By carmcapriotto
      Guest Host and Shop Tour with Todd Cole, TC Auto Service, Corpus Christi, TX. Four years ago Todd left his medical sales job and became the new owner of TC Auto Service.
      Todd Cole, TC Auto Service, Corpus Christi, TX.
      Key Talking Points
      Was in medical device sales but looking to make a change. His great grandfather, grandfather, and father were all in the automotive business Was a customer of the business and bought the business from the owner (who was 80 years old) Senior tech has been with the business for over 30 years- loves to teach and help others, maintains quality. He is a mentor for apprentices.  ‘Running out of concrete' as they started growing- purchased satellite location  7 lifts total Look at productivity by technician weekly- scoreboard with names listed, fun competition Drive through lanes with vehicles- 3 lanes  
      Connect with the Podcast:
      Aftermarket Radio Network
       
      Subscribe on YouTube
      Visit us on the Web
      Follow on Facebook
      Become an Insider
      Buy me a coffee
      Important Books
      Check out today's partner:
      Dorman gives people greater freedom to fix vehicles by constantly developing new repair solutions that put owners and technicians first. Take the Dorman Virtual Tour at www.DormanProducts.com/Tour
       

      Click to go to the Podcast on Remarkable Results Radio
    • Advertise your services or products to passers-by attracting them towards your business
    • By Joe Marconi
      There seem to be mixed opinions on what Business System is the best. And also, not all business systems fit a particular repair shop model.
      There are a lot of new players in the past few years: Auto Leap, Protractor, Teckmetrics, Shop Boss, Shop Monkey, and more.
      Are you happy with your system?  What features are important to you? 


  • Our Sponsors



×
×
  • Create New...