Hi Brittney! Good questions you pose here! I want to make a couple of suggestions... and they are in NO WAY attempting to criticize you, okay?
I think the first thing most shop owners miss is the very basic process of getting COMPLETE CONTACT INFORMATION. That list becomes your "List" - and the money is always in the list. Besides, you can't get a tire repaired at a big-box auto repair shop without giving them everything. You've got to do the same thing - if not, it's a "deal breaker"
From there, you've got to thing in terms of "direct response" marketing. That means that no matter what you "put out there", it's designed with a call to action (CTA) to get this - do that -or whatever. Also know that your CTA may not always be a sale. It may be to get a customer to sign up to a list (so you create a funnel) Now that's a little beyond the scope of this response - and I could write for days on that topic alone. But you've got to get your business on doing JUST DIRECT RESPONSE marketing.
When it comes to Facebook, Google Adwords and all that - I've found that most shop owners get frustrated quickly. As an example, it could take hours - any usually days or weeks - to get everything set up for stuff like that. Then when they don't make a sale or get a new customer in the first day - they give up. But with that said - they won't make videos, create simple reports, coupons, or even a sign up form on their website (if they've got a website at all!) Yeah, can you believe that - shop owner's don't need a website (or think that anyways) but the first place they turn to when THEY are looking for something is... you guessed it... they turn to the internet. Go figure!
I've posted a couple of links below that you may want to check out for some help. If you have a specific problem or question, you're welcome to post it here - PM my on this form - or email me direct or call me.
I also noticed you mentioned "slow times". I find that a little funny. So I am thinking that if your shop is slow - the streets were rolled up and nobody is driving, right? Okay, I am poking fun here... and please excuse me... but really. Customers are still driving cars... they still need service... but you're not getting the jobs.
You also asked about ROI. When you do direct response, you can easily track ROI. So let's say you create an offer or coupon this month - and it expires in one month. At the end, you create a real simple spreadsheet that shows ONE LINE per response. Therefore, you have an RO#, amount, and any other details (customer name, etc.)
Total that up - and compare that to your TOTAL COST - and that's your ROI.
In addition to that, do you have a customer referral program?? I don't mean a "lame offer" like "get 10% off your next visit when you send your friends" - because that doesn't work. You need a complete program that turns all your customers in to a little "sales force" that sends you customers. Easy to do - but you've got to put it in place.
Then there's direct mail... NO, direct mail isn't dead. Well, if you send out 5,000 postcards with a FREE OIL CHANGE OFFER, it may "kill" your business - but that's not using direct mail the right way. The only people making money are those selling you the postcards.
Look, this is getting a little long - so if you've got questions, let me know.
Hope this helps!
"The Car Count Fixer"
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