What are your 4th Quarter Automotive Plans?

[autoguy]

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.

[Joe Marconi]

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.

[Jeff]

Joe how did you chose a radio station? I have started (re-started ) my in house mailers. I let that get away from me and since the first batch went out last week I have recieved 3-4 calls for appointments. I have also trimmed all the fat from the phone book and print, but have been thinking about going back to some limited print. It is hard to compete in the print when the guy on the first page is "free a/c check, free scan, free tire rotation, free ?" I know he jumps them up after the 2 minute free but I feel it is dishonest and afraid it will leave a "bad taste" with the customer.

Sorry I got off subject. Everyone have a Great Day!

[Joe Marconi]

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.

[xrac]

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.

 

We have a large local competitor that has always advertised free diagnosis and seems to always be completely full up and busy. We tried to compete by doing the free diagnostics briefly but couldn't find a way to make it work without being dishonest. They seem to throw bombs at every car that comes in. Most of their estimates are over $500 on just about everything. For example a vehicle where the owner complained of poor power and acceleration was diagnosed by them with slightly low fuel pressure and a fuel pump was installed. The same guy came to us still complaining. When we took it on a test drive we found that the lack of power was due to two locked up brake calipers which the man then did not have the money to repair. This tells me they didn't even test drive the vehicle either before or after the repair.

 

We have adapted by offering a modestly priced basic diagnostic charge ($45.00) which has worked out better than free. It has enabled us to snag some of the customers who are reluctant to pay for diagnosis but still cover some shop costs. Not the best solution but it has been workable as we have extended our customer base.

[Joe Marconi]

I want to go a little further with this, if it's ok with you.

 

How big is your shop and the other shop that offers free diag?

 

What type of shop is it? Independent? Franchise? Tire store? Other?

[xrac]

I want to go a little further with this, if it's ok with you.

 

How big is your shop and the other shop that offers free diag?

 

What type of shop is it? Independent? Franchise? Tire store? Other?

 

The other shop is an independent six bay shop with about 5 technicians. The owner is a top tech who has invested heavily in diagnostic equipment and pays his techs well. They do no tires and no alignments. We use to do his alignements but I think our shop has grown too much and is now seen as more of a competitor to his business. The funny thing is my personal dealings with him have been good and I personally like him.

 

Our shop is seven bays and we have a large drive through area wide enough to work on a car if no lift is required. We do everything including tires and alignments.

Edited October 16, 2009 by xrac

[Jeff]

The other shop is an independent six bay shop with about 5 technicians. The owner is a top tech who has invested heavily in diagnostic equipment and pays his techs well. They do no tires and no alignments. We use to do his alignements but I think our shop has grown too much and is now seen as more of a competitor to his business. The funny thing is my personal dealings with him have been good and I personally like him.

 

My shop is 2800 sq ft, room for 4-5 cars at one time. My son works with me part time, and my wife does the books. I am an ASe master and Chrysler Gold and have Gm, Toyota and Nissan training as well.

Other shop is 5 bays (box style). Owner is ASE (at least advertises such), wife is in office daily as writer and I believ his son and one other tech work the shop with him. He advertises pretty heavy in the local free coupon clipper and the hometown paper. Seems to stay pretty busy buy I do hear complaints from other folks. I cant understand why they keep goin back

[Joe Marconi]

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.

[xrac]

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.......

 

 

I think you are correct. A PepBoys is near us and they are usually busy. They spend thousands on advertising and are always selling CHEAP tires. I have heard a lot of complaints about their workmanship and their personnel is constantly changing including management but they stay busy. Joe, how much do you spend on advertising as a percentage of sales?

[Joe Marconi]

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.