FTR 053: Judi Haglin – Do You Know The Exact Source of Your Marketing Efforts?
Judi Haglin and husband Dana own Haglin Automotive Inc., a full-service auto repair shop in Boulder, CO, and they’ve been leaders in the Boulder auto repair industry since 1981.
Judi and Dana have a super working relationship and they pay attention to details, share a core value; ‘Everyone Speaks’ that is part of their strong business culture.
They received Motor Age’s Top Shop honor in 2015. Key to their success is they know their roles and together make a strong business owner. They say, “Fixing cars is secondary, we are primarily solving our customer’s problems”. Look for Judi’s previous episodes HERE.
Key Talking Points:
Power over data is important to help move your business forward
Knowledge is great but implementation is most important
You must track your marketing source to evaluate your marketing ROI
How did the customer find us? Just ask. Enter in your POS system
Track number of visits from the original source.
Are your customers that you get from sources coming back for a second or third time. This is a critical part of understanding your investment
Judi believes if they come back by the 3rd time, they are a ‘customer’
Your data will build up either acquisition or retention
Judi is making good decisions
Her online presence is where she should spend her money
There are no marketing silver bullets
Based on your demographics
Try many different things
Know your data to verify that your money invested will bring you a return. Best way is to ask your customer where they found us.
Know your one-time visitor percentage and the source of it. That will help you understand if you should keep investing in that source.
Frequency is very important
New customer percentage
Are you gaining 20% new customers a year.
Stat you lose 10% every year
A special thanks to Judi Haglin for sharing her passion – For The Record.
This episode is brought to you by FlexCheck Auto Digital Vehicle Inspection Software.
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