Quantcast
Jump to content

Recommended Posts

Don’t Be A “Me Too” Brand

 

When someone says “Volvo”, we think safety. When we say “Starbucks”, we think coffee. These companies have done an amazing job at marketing. They own a concept or position in the mind of the consumer.

 

It is nearly impossible for two companies to the same concept or position. Market leaders are often the first to bring to the market a concept or position. Being first is important. Other car companies have tried, including Mercedes, to brand safety in their marketing campaigns, yet only Volvo has succeeded in anchoring the concept of safety in the prospect’s mind.

 

For shop owners, we need to study and understand our market, but be careful not to copy our competition, especially if the competition owns a concept or position in our market area. Copying what the competition does will result in you becoming what’s known as a “me too” brand, a copycat. And copycats are rarely considered credible.

 

Find your niche, find what makes you different, find out what you do that others do not do. Only then will you stand out from the pack and become a market leader in your area of differentiation.

 

I know we all service and repairs cars. That’s how we generate sales, but it’s not what defines us.

 

Find what makes you different and you will build your pathway to success.

 

 

Share this post


Link to post
Share on other sites


Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.




  • Similar Topics

    • By Alex
      Automotive Batteries
      What is your preferred brand of automotive batteries and why?
      Who is the supplier of that brand to you?
      What are the battery series that are available in that brand, and what are the warranties?
      Who manufactures your choice of battery?
    • By Alex
      Automotive Brake Pads
       
      What is your preferred brand of automotive brake pads and why?
      Who is the supplier of that brake pad to you?
      What is the warranty on those pads?
      Who manufactures those brake pads?
      What grade are those brake pads, low end, mid, high end?
      Are they ceramic, semi-metallic, organic, or blend?
    • By Alex
      Oil filters are one of those important parts categories that every shop usually stocks, to turn bays faster and offer an oil change service as a way to capture needed maintenance and repairs. 
      What is your preferred brand of oil filters and why? Are you stocking oil filters in your shop? How do you keep your inventory stocked and updated if you do? Who is your oil filter supplier and why? Are you using a standard or premium oil filter on average? If you service trucks, are you using Heavy Duty filters; Baldwin, Fleetguard, Luberfiner, etc.?
    • By JustTheBest
      Want to Grow YOUR Car Count, Income & Profits? Check this out!
      Get all my best tips, tricks and hacks... for FREE! Yes, FREE!
      Check this out!

      Matthew Lee
      "The Car Count Fixer"
    • By 5 Star Auto Spa
      Interested to see what brands of conventional / semi synthetic / full synthetic oil shops are selling to customers?  Do you think the average customer cares or has a preference for brand?  Do you think as long as it meets the vehicle specifications the customer doesn't really care what brand of motor oil is being put in their vehicle?  We are currently using Mobil products and they are so much more expensive than other products such as Cam 2.  Thoughts?
  • Similar Tagged Content

    • By Mail Shark
      I hear a lot of auto repair shop owners say they don't want to offer a cheap oil change coupon on their direct mail marketing. They feel the cheap oil change coupon brings in the wrong clientele, and they don't want to devalue their brand and position themselves as the cheap oil change shop.
      As a quick note, the concept behind the cheap oil change offer is that it is a loss leader and utilized to entice new customers. The key is getting new customers through the door, which the cheap oil change can be extremely effective at doing. Once you get them in your shop and you do a great job for them, you can build a great rapport with them and win them over as a loyal customer.
      All that said, you will always know your business better than any marketing company. Therefore, we certainly can't argue with the fact that you would not like to use this strategy if in fact you have already executed a cheap oil change coupon campaign and it did bring in the wrong clientele.
      However, having an oil change coupon as part of your shop's direct mail marketing strategy is critical. Here are a few reasons why.
      An oil change is something that every non-electric vehicle owner will need at some point in time. Consequently, I would venture to say that most vehicle owners are familiar with what an oil change is more so than any other maintenance service. Compare that to a timing belt replacement coupon or a serpentine belt replacement, each of which the average consumer may not be familiar. When you have a coupon that is familiar and relevant to everyone that you are targeting, you have a much higher chance of increasing redemption rates.
      Therefore, for those shop owners that are afraid of attracting the wrong clientele or devaluing their brand with a low-price point oil change, the simple fix is to increase your oil change price point to a number that you are comfortable with and that is still a value from a consumer perspective. An alternate option would be to offer a specific $ off discount that you are comfortable with — for example, $10 off any conventional oil change & 15 off any full synthetic.
      My next recommendation, if you are a general auto repair shop, which is a non-negotiable one, in my opinion, is to structure your oil change coupon to offer both a conventional and full synthetic oil change offer. All too often, shop owners only offer a conventional oil change coupon. A conventional oil change coupon is fine. However, it will never appeal or be applicable to owners of vehicles that require full synthetic oil. There is no reason to limit your offer to only appeal to a specific set of vehicles. It's crucial you cast a wider net and appeal to as many vehicle owners as possible. The simple and quick solution is to offer both options.
      PRO TIP: if you are concerned about coupons bringing in the wrong clientele, think again. Even the wealthiest consumers use coupons.
      Here is a snippet from our blog post entitled "WHY YOU SHOULD BE SENDING DIRECT MAIL COUPONS:

      It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.
      Wealthy customers may be able to afford your most expensive products and services, but that doesn't mean they don't want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they'll appreciate your coupons and the opportunity to save money,
      You can check out the entire blog post here.
      https://www.themailshark.com/resources/blog/send-direct-mail-coupons/
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail

      Oil Change Coupon Example.pdf
    • By tirengolf
      I was looking for some input into advertising. I have really not done any the last 25 years. We are rebranding or should I say changing directions a little. Going back to tires, brakes ,alignment and maintence. When I did it last other than the phone book we did a little newspaper. I think those have basically gone. So many options out there, I just do not want to throw a bunch of money away on the wrong advertising. Any help would surely be appreciated. Sincerely David
    • By Mail Shark
      If you haven’t considered or utilized direct mail postcard magnets to attract new customers, now is the time to reevaluate this medium.
       
      Over the past 9 years, I have seen first-hand how effective direct mailing a postcard magnet can be for new customer acquisition as well as customer retention.  The Direct Marketing Association (DMA), who is quite a credible source, also reported in their DMA Statistical Fact Book that “A postcard with a magnet attached is read at least 51.9% more often than a traditional postcard.” With that said, I cannot speak to how this study was conducted, but this directly correlates to my real-world experience mailing millions of postcard magnets for our clients over the years.
       
      Why is now the right time to mail a postcard magnet?
       
      Postcard magnets are effective all year round. However, now is the perfect time to capitalize on the recently released NFL schedules, which will give you a great opportunity to beat your competitors. You’ll be the first company to get your region’s favorite team schedules on the fridge of your prospective customers.
       
      Another reason postcard magnets are so effective is this simple fact.  Your target prospects may not have a broken car or need your services the exact day that you target them. Therefore, it is imperative that you are top of mind when a need arises and that’s exactly what postcard magnets accomplish. Consumers get them and intuitively put them on their fridge, keeping your brand constantly visible in their home. 
       
      There are a number of companies that offer this product so get quotes & compare services.  Again, it’s the perfect is the perfect time to execute this product.
       
      I have attached a few samples to give you a better idea of what the product can look like.
       
      If you have any questions, please let me know.
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/Auto-Direct-Mail




  • AutoShopOwner Sponsors



×
×
  • Create New...