Quantcast
Jump to content


    • You can post now and register later. Already registered? sign in now to post with your account.
    • ×   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.


      Once you submit your question, a new topic will be created for you in our forums. Our moderators may move your topic to a more suitable forum category if one exists. Members will see your topic and be able to respond to your question.

    • This will not be shown to other users.

Recommended Posts

This post is a follow up on “Can Anyone Truly Measure Advertising” post started by Joe Marconi, October 23, 2007

 

I am working on a marketing tool and looking for some feedback. Basically seeking suggestions and a “want” list for a tool that measures and shows what advertising actually works (and how to squeeze maximum return from your marketing dollars). Your feedback or thoughts much appreciated.

 

One of the most difficult parts of any marketing is finding out what advertisement works. There is an old joke that only 50% of advertising works – the tough part is figuring out WHICH 50% is working... and then stop doing the stuff that doesn't work!

 

There is an endless variety of marketing options but finding what works in your local area and for your individual business is a big challenge. If you are spending on marketing without measuring the results (shotgun approach) you ARE wasting a LOT of money (and risk being discouraged from essential marketing). While measuring marketing success is not impossible, it can be a huge sink hole of your time and money. The fear of wasting marketing dollars, and the cost of finding what works, are the biggest reason small business owners are reluctant to spend on advertising.

 

I have been thinking about building an easy to use online service that will clearly answer the 50% question (along with providing two other big benefits). The way I envision this solution is there are three things it needs to do for you:

  1. provide quick and accurate measurement of a specific advertisement's effectiveness (response and source);
  2. provide no-cost or “free” marketing by enabling people to share your offer with all their friends (amplify ad reach);
  3. automatically build a mailing list for direct, targeting re-marketing to people who have shown interest in your services.

Why Bother?

 

There is a need. Yes, there are numerous marketing systems available now (Dukky, Hubspot, Salesforce, Infusionsoft, etc.) but they are aimed at high-end of market and require a huge investment of effort and $$$. These services are not interested in the little guy (small business). I feel there is a need for a simple to use tool that provides key information and marketing assistance in a way that doesn't require a PhD to understand, or selling your soul to afford. Simple to setup campaigns. Data presented in easy to visualize graphical dashboard.

 

Your Thoughts?

 

What I would appreciate from you is some feedback. Specifically I am looking for comments on what information or features you would like in a marketing tool?

 

P.S. This is not a pipe dream... I have 35+ years as an auto repair tech, shop owner, technical educator, web developer, and online marketing professional. I understand the auto repair industry, marketing, and web development. A unique combination of skills and experience that not too many people have. So please don't think your comments will be a waste of time... ;-)

Share this post


Link to post
Share on other sites

We allow visitors to read the first post of each topic. To read this post, please login or register for a membership. 

Edited by RobMax

Share this post


Link to post
Share on other sites

We allow visitors to read the first post of each topic. To read this post, please login or register for a membership. 

Edited by RobMax

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 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 autoguy
      Does anyone have the MaxiSys ADAS Calibration Tool? What did you pay?
      I see it on Amazon being sold by autel
       

       
      From he autel site: https://www.auteltech.com/autelcms/Automotive Diagnostic& Analysi/590.jhtml
       
      MaxiSys ADAS Calibration Tool
      Advanced Driver Assistance System (ADAS) is becoming standard equipment on today’s new vehicles. These systems are designed to assist drivers to prevent collisions by displaying alerts, providing camera images or by taking instantaneous control of the vehicle. The Autel MaxiSys ADAS provides the original complete diagnostic functionality, comprehensive and precise ADAS calibration. With MaxiSys calibration tools and accurate software, Autel MaxiSys ADAS is an ideal calibration tool for collision repair, glass replacement and repair shops.
       
       
       
      Overview:
      Precise: crossbar's minor adjustment knob and laser positioning provide millimeter-level accuracy.
      Flexible: lift can be adjusted by power; pattern cloth and pattern board are portable and easy for storage.
      Integrated: modular frame assembled with accessory tools for calibration; pattern board holder, pattern cloth and pattern board are easy to move.
      Smart: calibration procedure; compatible use with leveling lift adjustment
      Accurate: regular updates of latest OE-level diagnostic and calibration software; correct calibration
      Intuitive: tutorial graphics and step-by-step instructions; Pre-Scan & Post-Scan Reports (ADAD module identification, Calibration)
      Complete: Wide vehicle coverage; Seven Calibration Functions; Fixed & Mobile Calibrations
       
      Potential usage:
      Glass Replacement, Specialty Repair, Collision Repair, Wheel Alignment
       
      Adjustable Calibration Frame and Tools
      The large automatic screw mechanism provides compatible use with vehicle leveling lifts by offering a taller than average extended adjustable height.
      Easily Interchangeable and flexible calibration components
      Precise fine-tuning hand knob and laser positioning for millimeter ruler accuracy
       
      Calibration Tooling Kit
      Easily Interchangeable Calibration Components
      Exceptional Vehicle Coverage
      Made of durable stain resistant material and easily cleaned.
      Easy to store and transport
       
      Calibration Software:
      Step-by-step instructions display exact OE-calibration specifications and videos
      Pre-SCAN and Post-SCAN diagnostic report directly presents the existing problems, diagnostic results and repair suggestions
      J2534 Maxiflash Elite for OE Level programming
      Faster 1.3GHz + 1.7GHz hexa-core processor, double the speed with our revolutionary multitask-capable Android Operating System
      AutoVIN / AutoSCAN all modules in all systems
      The best possible OE-level diagnostic coverage to offer complete ADAS and diagnostic solutions for smarter repair and calibration.
    • By autoguy
      Just getting an idea of what everyone is using for TPMS tools and sensors these days, anything new?  
    • By totalautocare
      Everyone has a different opinion of what is the best scan tool. What's yours and why.
       
      Sent from my SM-N900P using Tapatalk
    • By Nevil Jay
      Hi, 
      I'm currently looking into a business acquisition. It's a wheel repair shop based in South California. I have questions in terms of profitability and also, the expenses involved within the business. 
       
      I have profit and loss statements of the business. They currently operate 24/7 and have 30-35 employees. I am looking for someone who has experience in this sector that may be able to give me some unbiased advice. I also wanted to somehow come up with a valuation of the business. It operates out of a leased building, but consistently profits the owner a large amount of money. Who should I look for to verify these numbers? Will any CPA be able to understand?
       
      Thanks in advance, 
      Nevil 


  • Similar Tagged Content

    • By Mail Shark
      Before approving your next database mailing, run down this checklist to ensure all of these steps have been taken to validate the quality and accuracy of your mailing.
      Utilize the National Change of Address Service (NCOA)
      Every year, millions of Americans move, and this undoubtedly includes some of the customers in your database. This can be a problem when you pull your database to use for sending out a direct mail campaign, as you may have customers that have moved and no longer live at the recorded address.
      If these customers have moved outside of your trade area, and you were to send a direct mail piece to them, you would essentially be wasting your marketing dollars by sending direct mail to customers that are simply no longer there.
      The good news is, there is a simple solution. You can have your direct mail partner run your database against the USPS National Change of Address (NCOA) service. The cost of doing so is very minimal and worth the small additional cost to ensure the quality and accuracy of your database. 
      NCOA is a database maintained by the U.S. Postal Service, and includes all of the individuals and companies who have completed a form to change their address in the previous four years. 
      Here are a few things you will find out by running your list through the NCOA process is: 
      Addressee has moved, and a new address could not be provided. New address information is provided. The recipient moved without providing a forwarding address to the USPS. From here, these previous customers that have moved can easily be removed from future mailings. 
      Remove Your Customers From New Acquisition Mailings
      Most shop owners who are using direct mail to target their database of current customers are also sending out new customer acquisition mailers to target new prospects, either by carrier route or by specific make, model, fuel type, etc. 
      In doing so, it’s important that you request your direct mail partner to remove these current customers from your new customer acquisition mailers. It’s a waste of money to send your customers a new customer acquisition mailer when you are already targeting them by sending them a retention or lapsed customer mailer. It will also send your current/lapsed customers the wrong message. Your marketing and message to new customers should not be the same that it is to current or lapsed customers. 
      This is also an easy fix, simply request that your direct mail partner suppress your customer database from your new customer acquisition mailers. The only caveat in doing so, is for general auto shops that are removing their database of customers from their carrier route mailing⁠—there are guidelines that must be met for carrier route mailings in order to receive the maximum discounted postage rate. These guidelines are as follows:
      Your mail must be sorted in walk sequence. This is the exact order that the postal carrier walks/drives on their carrier routes. In addition, your mailing must follow the 90/75 rule. The 90/75 rule stipulates that you must mail to at least 90 percent of the total residential addresses, or at least 75 percent of the total combined number of residential and business addresses in each carrier route. Since you, as an auto shop owner will never want to mail to businesses, this means that you must mail to 90 percent of the total addresses in a carrier route to maintain the lowest postage rate. 
      If your mailer falls below the 90 percent guideline, there are three different levels of postage that your mailer can potentially fall into. Each level represents an additional cost of per piece postage above and beyond the standard rates.  
      Additional Saturation Mail Postage Rates (*As of 1/1/2019)
      High density plus: Mail at least 300 pieces in walk sequence order (additional postage would be .01 per piece).
      High density: Mail at least 125 pieces in walk sequence order (additional postage would be.019 per piece).
      Basic: Mail at least 10 pieces in walk sequence order (additional postage would be .104 per piece). 
       
      Make Use of the Coding Accuracy Support System (CASS)
      In addition to running your database through the NCOA process, it’s important to ensure your direct mail partner is also certifying your database mailing list through the Coding Accuracy Support System (CASS). This process will standardize your mailing file, verify that each and every address in your mailing file is valid and complete, as well as update any addresses that have been changed and/or has become outdated.
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
    • 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




    • By Mail Shark
      There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.
      The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.
      Depending on the available space, there are two ways you can do this. If you have limited space, you can simply list your benefits out in a bulleted list. If you have extra space, you can list them out in conjunction with an icon to help illustrate the benefit and call additional attention to them.
      Here’s a starting point to help you develop and build a list of your shop’s features and benefits.
      Quality
      -Are your technicians ASE certified?
      -Do you offer a warranty on your work?
      -Do you offer a 100% customer satisfaction guarantee?
      Affordability
      -Do you offer any financing options?
      Comfort
      -Do you offer any amenities in your waiting room?
      Convenience
      -Do you offer any type of shuttle service or loaner car service?
      -Do you offer same day service on most repairs?
      -Do you offer early drop-off and/or after-hours pick-up?
      -Do you offer roadside assistance?
      -Do you offer online appointment scheduling?
      Trust
      -Are all repairs approved by your customer before any work is done?
       
      Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”
       
       
      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...