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Publicity: Sometimes Better Than Advertising

Joe Marconi
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  • 2 months later...
RobMax Apprentice

RobMax

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Publicity: Sometimes Better than Advertising

 

<SNIP>

Remember, we may be in the auto repair business, but that’s not who we are and why we are in business. We all have a story to tell. Find WHY you are in business and tell that story to the world. It will become your brand identity.

 

If you focus on the tools and equipment of your trade, you will reduce yourself to a commodity and become a “Me-Too” brand. Differentiate yourself from the pack. This will narrow your target audience, but will actually increase your market share. Give it a try, think about it. It works!

 

So true. Too many shops want to focus on "what" they do and "tools/skills" they have (too much a technician and not enough businessman). Average vehicle owner doesn't know about, or care about, that stuff. Shop owners need to think like a customer:

  1. I have a problem, how are you going to help me (what benefit do you offer me);
  2. You are an auto repair shop so you should have tools and skills to fix them (duh!). I want to know about people who work there and how you treat people. Studies have shown that consumers are more concerned with accountability than friendliness of service provider... (trust factor). They will put up with a lot IF they get value and feeling of trust;
  3. I don't trust you no matter what YOU say. Are your claims supported by what OTHER people say about you (online, public reviews)? If your reviews are seen as biased (moderated or controlled by business owner) you loose credibility. This is why open Google reviews are more often seen as more trustworthy than Yelp, Demandforce, etc reviews.

Tell YOUR story, show your personal side, and then back it up with public verification (reviews). Competitors can't replicate YOU and how you act. This is your strongest way to differentiate your business from the other guys. Make sure it is focal point of your website and all marketing.

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ATLAuto Rising Star

ATLAuto

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What sort of areas did you cover at the clinics? I have had several female customers ask for us to do one of these. Something along the lines of, "I'd really like to know how to change my own oil." I'm guessing you keep them simple along those lines rather than, "Alright. Day One!! This is how you rebuild an automatic transmission!"

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