Dominate Your Market – Own the Two Mile Zone [THA 151]
Bryan Gossel, BG Automotive, Fort Collins, CO
Sue Morsching, Elysian Auto Service, Elysian, MN
Heather DePriest, American Garage Chinook, Montana
The CEO’s responsibility is to make the phone ring.
You must create a year-long marketing calendar to help prepare (anticipate) for special events, seasons, holidays, etc
Compare your numbers from each year
Plan the year but allow for flexibility
Marketing Tools: If you were not built to do this; delegate.
Facebook/Social Media Trends. It must be organic and not industrial. Localized and personal. If you have a service that does your social media marketing you must provide content.
What is going on in your shop, your life, your community
Make it fun
Make it human and not institutional with a picture of your shop
Family, team, local
Phone calls (personal touch) – people in small communities love and expect this
Provide the Ultimate Customer Experience with DVI’s
Customers appreciate knowing what is wrong with their car in a high-tech format
Transparency - proves what we are telling them is true, especially when you circle the issue in the photos.
Showing the car’s overall health - gives them a good feel for whether or not they are going to need to budget for repairs.
Heather markets DVI as a ‘Complimentary Courtesy Check’
Marketed as a comprehensive vehicle health record
Pickup and Drop-off/Loaner Cars
Making the process easy for the customer (remember its not their favorite day when their vehicle breaks)
Taking the stress off of them by giving them a vehicle to drive or pick up/drop off services
It gives them value in what they are spending with you.
Important when you are in the country and long distances between towns
Be their transportation solution
You need to have a good website that is welcoming to people
It cannot be institutional. Pictures from your place and environment
You have 3 seconds to sell to them
Phone scripts necessary to keep a consistent relationship building
A good AdWords campaign, Use Google My Business, Google reviews.
Track your investment in Adwords and discover your ROI
Facebook and Yelp post and responded to questions, Geo-targeting with Facebook.
Build relationships with Businesses that are close to you. Like any services, you would use plumber’s, HVAC, Electricians and so on.
Go to the Gym that is closest to your shop and get to know people there.
Get to know the people at the gas station, coffee shop, liquor store, body shops and so on, so when they need something or someone asks them who they use it is you.
If you aren’t a people person then hire one who is.
Hire Happy people, once you have done all the work to get customers in the door they need to want to come back and spread the word that you are the shop to go to.
Always have a business card on you
EDDM mailing 3 times per year - New Customers, replace moved or passed away customers.
Marketing with your local schools - foam fingers sold by the volleyball team School logo on one side and your logo on the other side. Two pictures to post to social media weekly from the volleyball team.
Google - reviews, weekly posts, and ads
Ask for a review
Consider a service that will send a text or email to complete a review
Make it easy for the customer to leave a review
Doughnut Fridays - every Friday at Elysian Auto Service donuts for anyone that stops in. Photos for social media for everyone.
Red carpet - small gifts left in vehicles for customer’s cookies, candy, car coasters, and air fresheners. (Business Card asking for google review)
Local bike give-a-way at school
Ask the charities or community programs you are helping to provide you pictures you can use on social media
Use text to pay as another convenience
A special thanks to Sue Morshing, Heather DePriest and Bryan Gossel for their contribution to the aftermarket.
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