By Mail Shark
Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them.
One idea is to create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption. Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off.
Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.
Executive Vice President of Sales
Email: [email protected]
Example BreakRoom Poster.pdf
By Joe Marconi
There's a time to work, and there's a time to relax a bit. We are in the middle of a three- day weekend; Labor Day. The very name Labor Day should make us all think about how hard we work all year long. We need balance in our lives. We need time with friends and family. So, take a break and recharge your batteries this holiday weekend. It will do you a world of good. Trust me, the business will be there after the weekend is over.
Happy Labor Day Weekend!
By [email protected]
There are days I want to set the place on fire (sometimes just customers cars) ok just kidding. I seem to be getting a streak of problematic parts lately. I am so tired of reps telling me about quality, oem specs, warranty blah blah. My main supplier is AAP. Here are some examples below.
- 2000 wrangler needing rear axles due to bearing failure. Ordered Dorman axles and both had fitment issues where once installed the differential pin wouldn't fit in due to improper clearances on the axle. Ordered another brand online Yukon Axles.
- 1995 Lexus SC300 (mint cond, low miles) Felpro valve cover gasket was manufactured too thick and didn't fit in the groove on the valve cover. Ordered from Lexus and fit fine.
- Forgot the year (Chrysler van) water pump with a pulley that wobbled and even the online reviews had the same issue.
- 1993 Wrangler water pump machined incorrectly where once bolted to the block, the ears of the pump where the ps pump bracket bolts to was not machined correctly and if you tried to bolt it on it would bend the water pump. Ordered AC Delco (i think) from Cold air distributors and worked fine.
- 1999 Lexus ES300 front left brake hose manufactured incorrectly. Ordered another brand, probably Raybestos from Cold Air Distributors, and all is well.
- 2003 Taurus 3.0 OHV timing cover from Dorman 635-117. Online reviews had some issues but the oem unit was expensive. I ordered 3 before I found one that was machined good enough then installed. Came back a while later leaking. I ordered a replacement under warranty and the quality control was horrible. Just ended up getting the ford one and looked and seemed to work great. Time will tell
- 2005 Honda Element Monroe struts all the way around (these are the ones) in the front like the civics where the strut has the bracket where the tie rod bolts to. Left front was fine. Right front couldn't get aligned properly as the bracket for the tie rod was welded on at the wrong angle. Went through a couple from the local parts store then I think Monroe sent me a strut that was tested to be ok on their manufacturing/ quality control/ measurement jig and it still failed. They paid to have the old Honda part sent back for inspection. I think i ordered KYB for the front and all was well.
I use the AAP Wearever Platinum which have been great brake pad material and braking, but lately they don't fit properly and I have taken video to show the reps and I believe when the backing plate is cut, there are imperfections where it wont fit into the caliper bracket without me grinding the backing plate on the edges. The actual manufacturing company for them sent a rep to a local AAP BBQ event and I talked to him and he is very aware and they supposedly changed the manufacturing process to address this issue but recently I did a brake job and had the same issue then installed Akebono and all was well. I am considering switching to the Wagner TQ which they stock as well. They give me an across the board pricing on the Platinum pads of $34.99 on most vehicles. Has anybody got a good pricing structure on the Wagners?
AAP gives a 3 month parts and labor warranty on pretty much everything they sell. The labor is reimbursed on my parts account at 1/2 my shop labor rate times the book time. The problem is I still have to write up an invoice showing that I replaced the part and didn't charge the customer, and spend time calling their hotline and explain what happened, then fax or scan and email the original invoice, warranty invoice, original parts invoice with the claim numbers and I still have to call and check in to make sure the claims have been processed and paid out. This takes time and is not very encouraging. Otherwise the parts themselves have the standard warranties, 2 year, 3 year, lifetime, etc. though this still requires me to redo the repair that should have been successful the first time.
I am the owner and mechanic and I waste so much time in the office dealing with parts, Calling manufacturers tech support lines, taking measurements, sending pictures of parts problems. Then if I cannot get it resolved having to research another part. The Dorman timing covers were terrible. the metal was porous and i sent them a screenshot of their website talking about "High quality plastic or metal construction resists warping, cracking and porousness". I am surprised that these companies don't look at the reviews of their own products and correct the issues. I do need another technician so I don't have to wear so many hats but in the meantime how do you folks deal with these types of issues.
The other issue is because I am not a high volume purchaser, although it is getting better as I grow, I have to purchase the majority of my parts from AAP to keep myself on a reasonable tier level. If I spread my purchases around then I can fall off the tier level in a short time. I like AAP and they have a warehouse near me and have a vast inventory available locally as opposed to other suppliers. Most of the stuff I get is name brand stuff to avoid junk parts. I like Moog, National, Motorcraft, Delco, Etc so its not like I am trying to be cheap on everything, I just seem to get burned a lot. When the commercial reps come by, it is usually to check up on business and try to sell me something or a service or a package deal, however when I show them the issues I am having, they really don't or cannot do anything other than listen and tell me about their "quality parts". I ask for the numbers to the engineering departments to try and at least get some of these issues resolved and I cannot get through.
How do ya'll deal with these situations?
Semper Fi Bob was well into his late 80’s when I met him. He’s quite the talker, and he’ll never run out of things to tell you. I like old Bob. We have a few things in common, not much because of the years between us, but just enough that we can relate on quite a few subjects. We both served in the USMC. Of course, the years we served were decades apart, but even with the differences in time served, we still could “talk-the-talk” like two old veterans who just got their discharge papers. Bob had a problem with the horn buttons on his ‘92 Buick. It was the kind of horn that has its buttons and the air bag all built as one piece. He didn’t have the money to replace the entire airbag, but he did want to get that horn working somehow. I thought I could get it to work even if I had to “rig” something up, but that was OK with him. With his advancing years catching up with him, his hands weren’t the best. Most of his strength had faded with time, and so did the ability to straighten his fingers all the way out. I had to come up with a way that he could hit the horn button with the palm of his hand, rather than with a finger tip or thumb. Not a big deal, actually if he didn’t mind the look of an old style horn button attached to the edge of the air bag (so it didn’t interfere with the air bag operation) it could work just fine. Now Bob, being Bob, talking was his gift, and finding somebody with a little military background, and stuck in the driver’s seat of his car was all he needed to tell one of his stories. Bob hopped in the back seat and leaned over to watch what I was doing. As I worked on his new horn button, he told me all about his time in the Marine Corps. Fascinating story; I could have listened for hours. In fact, I made sure I took long enough for him to tell his story in full and without any interruptions. He told me about his time in Korea, in Inchon actually. It was a cold winter when he was there. A bitter cold wind and heavy snow was only part of the horrific condition he had to deal with. He went on in great detail how he was just a young kid who didn’t know a thing, and how you would be talking to someone one minute and the next minute the fellow Marine sitting right next to him froze to death. When he told me that part of his story I had to stop and turn to him to ask, “That really happened, just like that, Bob?” With a stone cold look on his face he said, “As sure as I’m sitting here talking to you, my friend.” I don’t think he was kidding. He was dead serious, but it was as if he was telling me a story from a distance, but at the same time, a story where he was actually there in the mountains of Inchon still fighting the bitter cold. I think it’s a way for time and age to allow a person like Bob to separate themselves from what was probably a terrible event in their life. I certainly have never experienced some of the things he was telling me about, like the chow, the hours of watching for the enemy, or how his boots didn’t have much in the way of insulation, so you put on as many socks as you could along with any straw or grass you could find. Bob made a point to tell me that if you needed to run to the “head” (bathroom for all you none GI type) … well, you tried to wait as long as you could, because exposing yourself in that kind of cold could be the end of you… and I don’t mean just “your” end that’s exposed. I finished up my little project and gave it a try. It worked just fine. “Hop up here Bob, and see if you can make it work like this,” I told him. Bob made his way into the driver’s seat and gave his new horn button a try. A gleam came over his face, beaming from ear to ear. He had to try it a few more times, and each time the smile kept getting bigger and bigger. “Don’t you know I needed that horn! Mercy, there’s some little kids in my neighborhood who get out in the street to play, and I just want to toot my horn to let them know I’m coming. Thanks partner, ya done me right.” The old Marine got out of his car and opened his wallet, “How much do I owe ya?” “Bob, it was an honor to do this job for you. I can’t take a thing.” “You most certainly are, Marine!” he said to me as he palms a twenty in my hand. “Thanks Bob, I appreciate that, but I really appreciate the stories. You know I write a column for a magazine, and I think I’d like to tell your story if that’s OK.” “Sure, not a problem. Go right ahead. I think I’d like that.” You don’t shake hands with Bob, because of his crippled hands; his way of shaking hands is to “bump” knuckles. Good enough for me. It’s the thought that counts. Then Bob turns to the car sitting in the bay just in front of his car. With whatever strength he had, he did his best to straighten one finger and point at the car in front. “I’ll never get over seeing this,” he said. It was a Kia Sportage in for a no start condition. I made the assumption it was because it’s a Korean car, and I thought it must be bringing back some of those painful memories he had as a young man. “I understand where you’re coming from Bob, it’s a Korean car. I understand completely; it’s something your generation had to deal with on the battlefield where your friends had died. I’m sorry it brings up some bad memories for you.” “That ain’t it,” he said as he walked closer to the car, and pointed directly at the name branded on the back door, “Killed – In – Action.” I think my knees buckled a bit when he said that. I didn’t know what to say next. Bob waved good-bye, and pulled his car out of the shop, and tooted his horn as he made his way down the street. I see old Bob once in awhile, still driving the same car, still tootin’ his horn. I don’t think I’ll ever forget his story of how he served our country. He’s one of the last of that generation, a much simpler time, before computers, before cell phones, and when KIA stood for only one thing. I’m proud to have served my country, I’m even more proud to have met a great man like Bob. We should all be as lucky, and we should all remember what his generation and many others have done to keep this country free. So the next time you see a Kia, think of it as something other than a car, think about my friend Bob. Then, say this to yourself: Semper Fi Bob, Semper Fi.
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