By Joe Marconi
Got your attention? Good!
Take it from me, a shop owner for 40 years; before you invest a dime on advertising, get your internal marketing in order....in other words...get your house in order.
No amount of advertising or marketing means more than what you do each and every day. And that is creating an amazing customer experience that gives your customers a compelling reason to return.
Make sure that each customer contact point creates a positive experience. The phone call, the drive up to your shop, the parking lot, the customer write-up, the upsell, the car delivery and every other point of contact with the customer.
These things I speak of means more than any money you spend on advertising. So, before you spend that dime, get your house in order. And remember, everyone in your shop is an important part of your marketing strategy!
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
USA Today article (Friday September 27, 2019 by Nathan Borney - USA Today) shows that “the average age of cars and light trucks on U.S. roads reached an all time high of 11.8 years in 2018.”
The article goes on to claim... “By 2023, there will be about 84 million vehicles on the road that are at least 16 years old, reflecting a 240% increase from 35 million in 2002, according to IHS.”
Are you getting your share?
There’s only 90 days left in 2019 and the market is changing. Sorry, it HAS changed. Are you ready? Do you have your plans laid out for marketing your shop in 2020?
Auto Service Marketing - Fix Your Car Count FAST!
Hope this helps!
"The Car Count FIxer"
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I had a customer claim that we damaged his car in multiple spots on the driver side rocker panel during an oil change. We don't lift vehicles for oil changes, so at best, the closest we come to touching the rocker panels is entering the vehicle. One of our shoes might get caught when entering. This is an elderly gentleman and I do think he's being honest, but also think he is confused. He saw some of our guys milling about near his car (actually working on computer in the bay) and thought they were looking at some damage on his car. So, when he got home, he inspected it thoroughly. This guy waxes / polishes his car daily, but has problems bending over anyway, so I don't think he's paid strict attention to the rocker panel. In fact, he blamed us for some road tar that we were able to scrape off. Not sure that his vision is great either. But he loves his car.
In our observation, it looks like a scuff mark maybe from hitting rubber debris on the road, but at the same time, it appears to be under the clear coat as it won't rub off. See the attached pictures. I'm hoping someone that knows paint might be able shed some light on what I'm seeing. We've only taken pictures and tried to rub it off with fingers and fingernails. We have not tried any solvents or cleaners. I'm sure he would bring the car back for another inspection.