Marketing for Auto Repair Shop

NEW -> Contingent Buyer Assistance Program
I don't know how typical I am, but I begin searches for any service on the internet. Yelp would seem like a must, and it wouldn't hurt to put together a website.



As for more proactive marketing, has he considered pouring sugar in people's gas tanks and leaving a flier in their windshield wipers for engine replacement?
 
[quote author="CalGal" date=1236207997][quote author="WINEX" date=1236206793]I don't know how typical I am, but I begin searches for any service on the internet. Yelp would seem like a must, and it wouldn't hurt to put together a website.



As for more proactive marketing, has he considered pouring sugar in people's gas tanks and leaving a flier in their windshield wipers for engine replacement?</blockquote>
He does have a website - so that's a start. I do need to figure out how to get his name higher on the list when people Google.</blockquote>


Well, it takes effort, but Google loves blogs. It also could be a way to make his site more personal and build the trust necessary for a long relationship.



Other than having a blog with the website, getting links on other sites to point to his site is beneficial. But that can be difficult to pull off.



It also helps to have proper metatags for the website for relevant (auto repair related) keywords.
 
I know people use the cartalk website mechanic section.



I've posted a review of my mechanic there, and he has told me that he gets regular business because of it. But be sure it is real reviews, not fakes.
 
Pennysaver, MoneyMailer etc. are good resources to utilize. Front and back cover of Pennysaver ads works well, while inside ads I think it is a kind of a crap shot and a waste of money by my experiences. It worked well for start up professional businesses by my personal experiences as we track responses. But also, it depends on your offer. You need to select their circulation routes very carefully (i.e. income, apt vs. homes, etc). If I remember correctly, the front cover is about 600 to 700 per circulation of about 20,000 to 25000 homes. Money mailer is less than half of that, but I am sure you can negotiate it down. They will want you to sign a long term contract, which I won't advise.
 
Referrals. Referrals. Referrals.



Especially in a profession where trust is paramount, word-of-mouth speaks volumes.

To the owner it may be viewed as a humbling experience, but <strong>actively asking</strong> for referrals I would view as paramount.

Not <em>"hoping" </em>for referrals... asking for them.

It may be an uncomfortable exercise, but considering the alternative (going out of business, or worse) it is not too big a burden to bear.



----------



I'll add another thank you to those of you that have spread positive feedback for me and others here on the blog. Your words go further than mine ever could. I'll work on providing a reason for you to continue to do so!



Thx,

-IR2
 
[quote author="CalGal" date=1236229846]Here's some ideas I had today:



* Get name on Better Business Bureau

* Send out Birthday Cards to customers (obviously we need their info in the system first)

* Get name on Local Chamber of Commerce

* Send out Thanksgiving Cards in Nov thanking them for business (and asking for referrals)

* Send out Holiday Cards in Dec thanking them for business (and asking for referrals)

* Create Business Card Magnets (I did this today)

* Send out letters/postcards to new town residents welcoming them to the area (already have list from town hall)

* Advertise in local paper

* Send oil change reminders to current customers

* Raffle to get people to visit the shop ($20 coffee card)

* Thank you card on check-out paperwork (asking for referrals)

* Send thank you note to customer when he gets referrals

* Get name on Town Hall Business Directory

* Trinkets (pens, etc)

* Tune-Up Reminders (30k, 60k & 90k reminders)

* Valpak (similar to pennysaver)

* Free websites

* Google Ads



Anyone have any other ideas that would work in your particular situation?</blockquote>


* Reminders are great but birthday, Thanksgiving, X-Mas probably not so much.

* How about matching/beating dealer coupons?

* Trinkets probably a waste these days - how about small sponsorship for highly visible activities? Charities, teams, seniors, ...

* Raffle is not that great - instead do a repeat customer incentive. Every 4th is free (within a year) or something like that. Many families have more than one car these days.

* How about 20% discount when you refer a friend (instead of pestering customer for them).

* Website/Ads only works if you reach your target audience. Most likely you won't reach it - unless it's on very specific websites that are frequented by potential customers

* Yelp is OK but I don't really trust those reviews
 
I found my current mechanic through AAA. They have some type of certification that is supposed to help members find trustworthy mechanics.
 
[quote author="T!m" date=1236234189]I found my current mechanic through AAA. They have some type of certification that is supposed to help members find trustworthy mechanics.</blockquote>


I found this to be a "pay to play" scam.





Word of mouth, or user reviews on websites, are the way to go. That is why the cartalk.com website works (plus, they are just down the road from you!). Yelp probably also is good in this way, though I've only used it for food.



People want to know that they are going to be treated fairly and their problems taken care of.
 
I found my mechanic on the Internet. He had a very similar problem your mechanic seems to be having.

Just last week he had 3 full days of no cars in his shop. He decided to send out a 20% off coupon to people on his mailing list. His shop is up and running with many appointments.
 
[quote author="halfnote19" date=1236238297]I found my mechanic on the Internet. He had a very similar problem your mechanic seems to be having.

Just last week he had 3 full days of no cars in his shop. He decided to send out a 20% off coupon to people on his mailing list. His shop is up and running with many appointments.</blockquote>


CalGal - (CarGal?)



A warning from my B-school marketing class days (and one that I believe):



This %off type of marketing ploy is one that often hamstrings small business owners.

Buyer behavior can become set very quickly regarding pricing.

1. They will wait for another coupon.

2. They will expect 20% off every time, and go somewhere else if service is not discounted.

3. They will feel "gouged" if charged full price (fair price).

The temporary fix ends up being a permanent anchor.



Just a warning against pricing gimmicks. Better to work with added services or referral bonuses that actually add value or expand customer base (and make sure price is fair from the start).

Cash is tight for many right now, and there is a reason they are holding on to it. The message should be that preventive maintenance is less costly than catastrophic repairs... which is again why <strong>trust </strong> and <strong>fair dealings</strong> are so important.



Wishing you and your east-coast friend the best.

And this sunburn is killing me. :red:



Go Lakers,

-IR2
 
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