• Marketing Tips

Over the years, we’ve developed quite a few marketing strategies and tactics that have helped our clients attract new customers, multiply their car counts, boost sales and increase customer loyalty. Browse our library of marketing tips, created specifically for independent service centers, to find some new ways to grow your business

3 Steps to a Successful Parade

You’ve decided to participate in a parade. How can you get more out of it than some free candy and a tan?

1. Pick local parades. Big-time parades may get more attention on the nightly news, but a local parade will put you directly in front of your customer base. When someone sees you and yells, "Hey, I take my car there," 50 people will hear their testimonial. And when that happens every 100 feet—priceless.

2. Brand your parade crew. Your vehicle and parade participants should be walking, talking, goody-sharing advertisements for your brand. If you have a courtesy shuttle, drive it in the parade, and outfit the members of your group in t-shirts with your logo on them.

3. Give parade-goers something to remember you by. Instead of tossing out candy, hand out a unique item with your logo and contact information on it. Water bottles, t-shirts, Frisbees, and other affordable items are fun giveaways and will be kept around longer than an edible treat.

Best of luck in your parade! Remember to smile big, do your best wave, and be a great ambassador for your business. If you want to further maximize the value of your parade experiences, send us an email and we’ll help you come up with a plan.

Coupons vs. Packages

Which is better for your business: a 10% off coupon or a “Get Ready for Winter” package of services?

Coupons (examples: take a % off, save $10 on a service)
Pros:

• customers like them
• can target a service you can easily accommodate

Cons

• the discount you’re offering on the service comes straight from your profit
• the fixed cost of getting the car on the lift still exists
• tends to attract customers who are looking for the greatest discount, not a trusted place to take care of their vehicle maintenance

Packages (example: bundling an oil change, 24-point inspection and new wiper blades)
Pros

• you save money on the work because you’re performing multiple services with the fixed cost of a single visit
• lets you group together different services to create a persuasive offering
• attracts new customers who are more likely to become loyal customers and see the value in regular maintenance

Cons

• discount still comes from your profit (but a lower amount than with coupons)
• customers may not be as used to receiving and redeeming package offers

The winner: Packages.
Offer your customers a package deal, and you’ll protect your profits and draw in the kind of crowd that’s more likely to stick around.

Want help creating and designing an attractive package deal? Send us an email and we’ll help you get started.

3 Steps to a Nicer Customer Lounge

You have comfy chairs, magazines and a TV—what else can you do to improve your customer experience?

1. Remove clutter. Make sure all the materials you keep in your waiting area, like magazines and newspapers, are clean, nice-looking and fresh. No one wants to read a Time magazine from 6 months ago. If you have a bulletin board, make sure that all items are visible and that old, outdated information is removed.

2. Frame and hang certifications where customers can see them. Training and education are important to you and your customers; the way you display your certifications should reflect their value. Break out your level and hang the certificates in an organized way—a gallery of sorts. And don't forget to feature pictures of the guys back in the shop.

3. Cater to all your customers, young and old. You have customers of all ages waiting in your lounge, so you want to make sure you’re keeping them all entertained and happy. Get some games, toys, puzzles and movies for the kids, and set them aside in a special kids’ zone. Keeping the kids happy has the side benefit of keeping them from irritating your other customers. For the adults, refreshments go a long way. Offer coffee, water and even light snacks. Internet is also a must-have. Provide your computer users with a free (and reliable) Wi-Fi connection.

Want help designing the perfect customer lounge? Send us an email and we’ll help you get started.

Discounts vs. Fundraisers

Which is better for your business: offering a discount on a service or holding a fundraiser for a charitable organization?

Discounts (example: % or $ off coupons)
Pros

• good for attracting attention
• relatively easy to set up and distribute

Cons

• the discount you’re providing your customers comes right from your profit
• attract customers looking for the cheapest deal, not high quality regular maintenance at a good value
• won’t set you apart from any other dealer, independent shop or chain

Fundraisers (example: donating $5 from every oil change to a worthy cause or organization)
Pros

• creates awareness of your shop in the community in a unique way
• builds goodwill
• frequently leads to free positive marketing/advertising through the the charity
• donation is tax-deductible

Cons

• any discount will still cut into your profit margin
• requires more planning and organization than a simple coupon

The winner: Fundraisers.
Fundraisers are a compelling way to attract customers to your service center while helping a great cause at the same time.

Interested in holding a fundraiser for your favorite cause? We’ve helped many of our clients plan, launch and execute very successful fundraisers. Send us an email and we’d be happy to help get you started.

3 Steps to Building Your Email Database

Customers are becoming more accepting of email communication more and more. Embrace it.

1. Ask your customers. When your customers come for service, ask them for their email address with confidence, just like their street address. Ask for their email address when they schedule appointments online, you'll want to send a confirmation anyway. Collect email addresses when customers shoot you an email.

2. Ask your prospects. When prospects call looking for information, or send you a question on your website, ask if you can have their email address in order to follow-up with future promotions. They’ll get more information about your business, and you’ll expand your database.

3. Make sure you’re offering something of value. When customers and prospects give you their email addresses, they’re giving up a little bit of their privacy, so they expect something worthwhile in return. Email newsletters and special online-only promotions are great ways to build a relationship with your customers. Send the right kind of emails, and they’ll look forward to seeing you in their inboxes instead of sending you to the trash.

Want to create a persuasive email marketing campaign to your newly rich database? Send us an email and we’d be happy to help get you started.