When it comes to leaving an impression, the most important thing you can do for your business is to really understand what your brand is and then leverage that to leave an imprint. Obviously, your logo is a great place to start, but the trick is to gain the right amount of exposure on a multitude of levels.
If you treat your brand as an extension of your shop, marketing is effortless. Working with a consultant has taught me to think about what I want my shop to be known for and then work backward. I want my shop, Stacks Auto Service and Tires, to be known as an honest repair shop. So, to show loyalty to the Long Island community, I’m actively involved in the Lions Club and the Chamber of Commerce. I also sponsor six local sports teams throughout four towns and I never turn down a sponsorship.
After 9/11, I started a Local Hero program at the shop where I was working at the time. Every community worker — policeman, firefighter, EMT, etc. — who brought their car into the shop would automatically receive 10% off all repairs; we do this now at Stacks, as well. I’m also working on organizing a collection of sporting equipment that will be donated to kids who want to play but can’t afford to buy the equipment.
The following are just a couple examples of how we like to leave our imprint with customers and prospects.
Direct Mail Marketing is Not Dead
In terms of marketing, I do a lot of advertising in print and online. But, through trial and error, I’ve discovered that the marketing strategies that work best for me are mostly the dated methods of postal mail, print advertisements and phone calls. And, what’s great about print advertising is that I’m the only one who does it nowadays, so it stands out. Most people have fully integrated to online advertising, while I manage a powerful combination of the two.
Through recurring ads in the newspaper, church bulletins and Every Door Direct Mail (EDDM), my shops’ brand is constantly circulating. As patrons get into their cars after mass on Sunday, and if they suddenly notice their check engine light is on, my number is right there in front of them. Or, as they are browsing through the paper or sorting through mail, these ads are a constant reminder that their vehicle needs to be serviced.
And, I never underestimate the power of a handwritten thank-you note. Again, this is something that I implemented when I worked for a local shop and then carried on the tradition at Stacks. For every new customer, and even for my current client base who purchases a high-end service, I always send a note of appreciation along with a scratch-off ticket. Any promotional pieces, like holiday specials and regular service reminders, are sent by paper mail as well. The ratio of unopened emails is too high nowadays, and I want to make sure that my customers are aware of what I’m sending out.
Marketing is an Investment
As the saying goes, “You need to spend money to make money.” Don’t be afraid to invest in paid campaigns or to hire someone who has proven experience in marketing. Working and being trained by my consultant was a major turning point for me. Effective marketing strategies will provide a return on your investment.
Although direct mail and advertisements have definitely proven to bring in new customers, I’ve found it to be just as important to keep a strong online presence since that’s where most people spend their downtime. At first, I was a bit skeptical on what return Google AdWords was really providing. But funny enough, when I stopped this campaign, the phone lines immediately slowed down.
We also send our service reminders by email, text message and direct mail. In addition, we email a quarterly newsletter; however, I surveyed my customers recently and the consensus showed a preference for postal mail. So, we will be switching over to paper copies of newsletters soon.
We use a shop management platform that can text message up to 300 numbers at one time, which is a great way to send service reminders. The platform also provides statistics that can tell us the average length of a customer visit, cost per ticket and how long it’s been since their last service. With this information, we often customize messages based on what the customer might need.
Your Brand is Your Core Marketing Message
One simple thing we do at Stacks is use a company vehicle branded with our logo to transport customers and to pick up parts. It’s a great visual that helps attract new customers, while also speaking to existing customers.
Your shop’s atmosphere is also key to creating a memorable marketing message. Is your waiting room warm and inviting? Does your service advisor greet all customers with a smile? This is all part of your brand. Social media is also a great place to give your customers some insight into your shop’s atmosphere.
The key here is to keep it real and have fun. I include photos of my techs working on cars, snapshots of our waiting area and silly videos. It’s light content and invites your customers to connect with you. I also promote raffles and giveaways via social media. The more you post, the greater the response.
Marketing is the essence of your brand. It’s everything you do and the core message of your shop. By positioning yourself as a member of the community, it automatically builds trust. It shows you are loyal and trustworthy — something every shop wants to be known for because that’s what keeps customers coming back.
Solid marketing is also the basis of building a network of referrals. As is the case for any service-driven business, the ultimate goal here is to create customers for life.
