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Posted

I have been thinking of doing some advertising online? Anyone else have any thoughts of this? I have found some places, but they all seem like stationary websites. They don't actually advertise for you. (Example: www.bimmershops.com). Sorry, I accidentally posted this in the wrong section previously.

 

 

  • 1 month later...
Posted

I have been thinking of doing some advertising online? Anyone else have any thoughts of this? I have found some places, but they all seem like stationary websites. They don't actually advertise for you. (Example: www.bimmershops.com). Sorry, I accidentally posted this in the wrong section previously.

 

 

www.bimmershops.com and all of i85media.com/directories seo the unreal the best online money can buy positive ROI.

  • Like 1
Posted

www.bimmershops.com and all of i85media.com/directories seo the unreal the best online money can buy positive ROI.

 

We are already pay to be on those websites, and only get a few customers a year from them, so we still pay thousands of dollars a year in different advertising.

  • 1 month later...
Posted

KMS, do you do any forum marketing in markets you target? I only ask because I'm a forum owner (for an old Mitsubishi platform) and I know performance shops tend to do pretty well when they target forums.

 

If you have any questions on the best ways to market in forums, feel free to ask. I have a pretty unique perspective on that obviously, having watched shops do it right and do it wrong over the past 15 years of managing forums. Social media marketing has cast a shadow over forums recently but there is still plenty of opportunity for using forums to generate business, grow your audience, and improve branding.

  • Like 2
Posted

KMS, do you do any forum marketing in markets you target? I only ask because I'm a forum owner (for an old Mitsubishi platform) and I know performance shops tend to do pretty well when they target forums.

 

If you have any questions on the best ways to market in forums, feel free to ask. I have a pretty unique perspective on that obviously, having watched shops do it right and do it wrong over the past 15 years of managing forums. Social media marketing has cast a shadow over forums recently but there is still plenty of opportunity for using forums to generate business, grow your audience, and improve branding.

 

 

Garage40,

 

My experience with forums is that you can get a lot of exposure especially if you get several fan boys to endorse your business. I have found however that most of the fanfare you get from forums can go south pretty quickly. Forum goers are VERY opinionated and even more so that people who just post reviews. They have no problem breaking you down in a heartbeat if they feel slighted. That alone is not the main problem IMO but rather because forum members generally are DIYers and are very very quick to call out shops on being "rip offs" aka charging too much money. There will always be a guy in his garage, a dealer tech that works on the weekends, or a start up shop that undercuts everyone to be competitive. Basically I find that it attracts the wrong type of customer. Do you attract lurkers that are normal people looking to make an informed decision on a shop? Absolutely. I just don't know if its worth the headache of dealing with the rest of the bunch.

 

I have personally avoided forums for a long long time, any tips otherwise?

Posted

kms, werent you promoting that website in another post and the moderators told you to stop. Do you have a vested interest in that website? If memory serves me right, your shop is located in the same town, a few streets away, from the websites owner, coincidence?

Posted

kms, werent you promoting that website in another post and the moderators told you to stop. Do you have a vested interest in that website? If memory serves me right, your shop is located in the same town, a few streets away, from the websites owner, coincidence?

I don't have any vested interest in it, but yes, I do know who owns it. We have had many discussions about advertising costs and review websites, and he decided to build that website to help all of us save some money. I think the only way it is going to work as designed is it needs more members. We have received some good reviews and got a couple new customers from it. It is worth a try, especially because it is free to join now.

Posted

it should be promoted that way then. People would follow what you submit more so than the person that owns the site because you are a shop owner on a site with other shop owners and managers. If you know the guy im sure your friends and you should state that instead of coming in with a "hey i found this site, and i am using it" as it misleads people that read it, almost like you didnt want them to know that you knew the owner of the site.

 

cheers.

Posted

it should be promoted that way then. People would follow what you submit more so than the person that owns the site because you are a shop owner on a site with other shop owners and managers. If you know the guy im sure your friends and you should state that instead of coming in with a "hey i found this site, and i am using it" as it misleads people that read it, almost like you didnt want them to know that you knew the owner of the site.

 

cheers.

 

It wasn't meant to mislead. i just didn't want anyone to think I had any interest in the site. I was trying to separate myself from it. Sorry, it was perceived that way. Thanks for your comment. Do you have any thoughts on it?

Posted (edited)

 

 

Garage40,

 

My experience with forums is that you can get a lot of exposure especially if you get several fan boys to endorse your business. I have found however that most of the fanfare you get from forums can go south pretty quickly. Forum goers are VERY opinionated and even more so that people who just post reviews. They have no problem breaking you down in a heartbeat if they feel slighted. That alone is not the main problem IMO but rather because forum members generally are DIYers and are very very quick to call out shops on being "rip offs" aka charging too much money. There will always be a guy in his garage, a dealer tech that works on the weekends, or a start up shop that undercuts everyone to be competitive. Basically I find that it attracts the wrong type of customer. Do you attract lurkers that are normal people looking to make an informed decision on a shop? Absolutely. I just don't know if its worth the headache of dealing with the rest of the bunch.

sh

I have personally avoided forums for a long long time, any tips otherwise?

I've found that forums are very much like Yelp - you can avoid them if you want to but the people you mention who will tear your name down will do so even if you're not there to defend yourself. That is the nature of any online community, whether it be a forum or a FB group, or any review directory, it doesn't matter. If you try to steer clear of the places where negative situations will come up, you wouldn't be posting online at all. And all you end up doing is ignoring the problem and letting it fester. It's better to address it and use it as an opportunity to win other customers over.

 

In my experience the potential upside easily outweighs the potential negatives. The trick is to not engage publicly those who are trying to tear you down:

http://www.garage40.com/dealing-with-forum-complaints/

 

Spend more time and energy engaging the people in the forums who are working on builds and are in the part of the buying process where it makes sense for you to interact with them (they've already done their research and know what they need). It's good to post some "how-to" articles every now and then too to help those who need help in the research phase but don't spend too much time trying to answer tech questions - you can do that all day every day and it won't always result in business.The people who are working on builds tend to be more in the buying phase.

 

If your business is centered around local service, then look for the forums that have geographic sub-forums - FB groups are becoming popular for this too. The bigger opportunity in forums is going to be for non-local businesses.

 

Should you advertise in the forums? Maybe. It depends on the market and the rules of the forums that are popular in your target market. I have some forums where you cannot say anything that will let people know you're a business. Others don't mind so long as you're not pushing products.

Edited by Garage40
  • 2 weeks later...
Posted

We haven't paid for online advertising. I have people call all the time asking to do our social media starting around 250-300 per month. I usually keep a notepad hand while talking to them because I usually learn a little something :-) The last girl that contacted me reguarding this said our stuff looked good, but we just needed to keep it fresh. I'm reading a book right now that I would recommend called, "likeable social media" by Dave Derpen. So far I've got some pretty good ideas from it.

 

Also want to say we had a hard time with Yelp as well. It took me forever go get our info straightened out through them. And it almost seems that they try and tear your business down if you don't pay them.

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  • Have you checked out Joe's Latest Blog?

         0 comments
      The Technician Shortage Is Our Fault, And It's Time We Own It
      Nearly every day, I hear shop owners complain: "There's a technician shortage. We can't find qualified people. There's no one out there." If that's true, then who's to blame?
      The industry? The schools? The government? I don't know how you feel, but who promised us an endless supply of qualified technicians?
      Another common complaint is that young people do not want to work in the trades. Well, if that were true, then why are other trades such as HVAC, electrical, and plumbing growing? What are they doing that the automotive industry is not? 
      Here's the reality we need to face: We do have a problem, but we shouldn't look for someone or any entity to rescue us. Not the government. Not the trade schools. Not the recruiting companies. No one owes us a workforce. If we want great people in our industry, it's up to us. At some point, we need to own up to the truth: Building a pipeline of qualified technicians is our responsibility.
      In this blog article, I will break down the key reasons we are in this situation today and what we, as an industry, can do to solve the technician shortage. Are you ready to look in the mirror?
      Have We Pushed Technicians Away?
      Let's take a look at flat-rate pay. True flat rate, which pays a technician only for the hours they produce, is a controversial pay plan that emphasizes high production levels and creates a competitive work environment that, if not properly controlled, can lead to increased mistakes and a decline in morale and team spirit. Additionally, the stress and physical demands placed on technicians as they age are not favorable to long-term employee retention. What do we do with technicians as they grow older into their fifties and begin to slow down? 
      I have heard all the arguments and pros and cons of flat-rate pay, and I am not going to judge any pay plan. Let the facts speak for themselves. True flat rate has changed in most areas around the country and has evolved into a pay plan that gives technicians some pay guarantee.
      Many shop owners have learned that team morale, along with the opportunity to earn income, is important to technicians and to the company's long-term success. But let me ask you: how many technicians have left or been pushed out over the years because of the old flat-rate pay system?
      Another issue is the workplace environment. I remember being grateful to be hired as a young technician at a local repair shop. While very thankful, the work environment was not ideal. The shop owner kept the bay doors open year-round (I am from New York) unless it rained or snowed. He felt that if the bay doors were closed, customers might think we were closed for business. We had no heat and no hot water. Many of the jobs were done outside, year-round,  in all types of weather. The starting pay was minimum wage, with no benefits, sick days, or vacation pay. 
      Now, again, I need to point out that I was truly grateful for the opportunity this shop owner gave me. I learned a lot working there, and the experience was pivotal in my career. But looking back, I wonder how many people were discouraged by these working conditions?
      While the physical demands of the repair workplace are daunting, perhaps even more critical is the culture. Too many of my generation shop owners preached the mindset of "my way or the highway." We were the business owners, after all. We started our companies, took all the risks, and provided jobs. Why shouldn't we be the ones to set the ground rules our way?   
      Many of us found over the years that the "my way or the highway" mentality was a sure way to isolate employees and make them more likely to look over the fence for greener grass. In other words, it led many technicians to seek employment elsewhere, where they felt they could be appreciated and recognized for their hard work. The issue, however, was that there wasn't much green grass around. Disappointment after disappointment, bouncing from repair to repair shop, eventually led to despair. So, I ask you: were workplace conditions a contributing factor in today's technician shortage?
      Another factor that we are all well aware of is the complexity of the modern automobile. When I started, the work was mostly physical, and you were required to master essentially three vehicle models: General Motors, Ford, and Chrysler. Let's fast-forward to today. The evolution of automotive technology, along with the extensive training and tools required, has outpaced the typical technician's pay compensation, with no clear career path. Again, leading to frustration and insecurity about the future.
      Here is the bottom line: people don't leave their job; they leave their experience. We must do a better job. 
      The News Isn't all Bad; Your Next Steps to Fix the Technician Shortage
      To fix the technician shortage, it will take a combined effort from everyone in the automotive industry, particularly automotive shop owners. Shop owners are in the perfect position to make the greatest impact, not only on their businesses but also on the future automotive workforce.
      First, shop owners must become better leaders and understand that their ultimate success is directly dependent on the people they assemble around them. Any shop owner who mistakenly believes they can build an empire solely on their abilities is destined for serious disappointment. Business owners who think like this will eventually plateau. Without the collective contributions from a team of qualified people, your business will stall; it will not continue to grow.
      Create a workplace that attracts top talent: a clean, professional, well-equipped facility designed to support productivity, teamwork, and a career, not just a job. Build a great reputation in your community by getting involved locally. Become the auto repair shop that people take notice of as "the" place to work.
      Next, shop owners must become more financially knowledgeable. Knowing your numbers and what you need to achieve for a strong bottom-line profit is essential to paying technicians the money they need and deserve. Profit will also allow you to compete with other trade industries by providing a benefits package that has real take-home value and security.
      When it comes to culture, this is where the rubber hits the road. People crave recognition, praise, and a sense of purpose. Despite what you hear, people are not just money-motivated. Once people feel secure in their financial situation, retaining and motivating technicians can only be achieved by connecting with them on an emotional level. You cannot show enough appreciation. Give out praise for a job well done as if your business depended on it, because it does.
      As technicians age, we need to have a place for them. Expecting a 58-year-old to perform like a 35-year-old is unrealistic. We need to be more focused on career pathing. Provide training, skill development, and coaching to develop leaders and mentors within our older workforce. While their bodies may have slowed, the knowledge they have gained is priceless. 
      Our future is dependent on young people entering our industry. We need to give more young people opportunities. Every shop owner across the country should consider hiring an apprentice, then build an apprentice training plan and career path for them. If every shop did this, we could solve the technician shortage within five years. Get involved with the trade schools and high schools in your area. Look into the NAPA Apprenticeship Program. Don't sit on your hands with this one. Do it today.
      Lastly, don't get left behind. Commit to ongoing training for all your employees. Keep up to date with tools and equipment tailored to your business model. Don't try to be all things to all people and all vehicles. Identify your core profile customer and the vehicles they drive, and become an expert on those vehicles and the services you offer.
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