Know-How Exchange : Branding

I personally don't think that trade shows, seminars, or chamber of commerce will help. The reason is that you don't reach your target audience - people who got into collission. I don't think they care if you sponsored an event or no.
The problem with such a service that people rarely get into accidents, so they rarely have brand loyalty or brand preference. So there are two possilbe goals of marketing efforts: 1) to get people who need it right now 2) to inform people that in case you need it, we are here.

-Talking about first goal I really like the idea of Jeffrothe, about checking who got into accidents.
-I would also try to find businesses that service these people, but are not in direct competition. Like insurance companies, or rental companies. To create some refferals based on discounts

For the second goal, I don't have a lot of ideas, but:

-include magnets in the direct mail, so people stick them somewhere and when they need help they call
-create a website with a lot of content about cars and their maintanance, may be create a blog about maintanance. This can possible lead to regular readers, who will reffer their friends to the shop, and will go there by themselfes.

Don't do mail/post cards, etc. About 80% of your business should be repeat business or business referrals from past customers. Don't waste your $$ on any print advertising unless you have someone in-house to do the work for you. Get a web site up & running if you don't have one seriously think about getting one made. Make sure you submit to the search engines or you won't be found. You have to be #1 because people don't use the Yellow Pages any more and in 10 years there won't be any. Spend your $$$ there. Get more DRP's! That's an automatic no brainier! The call centers direct customers by zip code. Market to Agents - Build a report, but don't buy them off! Creating a marketing program for agent referrals--Do something like offer a non-accident related service for their insurer when they schedule for repair. Give them a letter at the end thanking them etc. then write something like - Complements of your agent, so & so at so & so agency, you received an exterior wax (or whatever cost effective service you want to do) at no cost to you. Your agent cares, yada yada yada and give your agent a call to say thanks for the referral to our shop and to say thank you for the additional service. Copy the agent on the letter and sell the program that you will do all the marketing - all they have to do is refer their insurers. Sell the program that they have an opportunity to cross market or upsell when the happy customer calls to say Thanks for waxing his/her car! Perfect opportunity. Include the Free Loaner since that's an issue w/most agents not wanting to write rental reimbursement anyway - Sometimes that free car is a factor - Why just give it away. Hope this helps! Good luck!

I think NovaHammer and EasyE have make some great points.

You have a service people have to buy, just life funeral and insurance services. This takes a different approach than do services that people want to buy, like manicures and limo rides.

I recommend:

1. Use the main location as the marketing, sales, and management location. Use the 2nd location as the repair and operations location.

2. In-take the cars at the main location, but have the work done and the cars picked up at the 2nd location.

3. Have the insurance co. send people to the 2nd location.

4. Develop a website - I recommend having https://www.autowatch.com develop it for you. They have a great technology that will allow your customers to see the progress of the work you are doing for them.

5. Keep using the Yellow Pages - It still works and gives you legitimacy. Any teenager can do a website now, but only real businesses buy yellow pages.

6. Offer a loner car for free. Contact the fleet and promotions manager of the big car companies and tell them what you want to do. They can offer you a promotional lease on a new model they are trying to promote. Do the same with a car rental company that is close to your location.

7. Focus your sales and marketing efforts on contracting with ALL of the insurance companies that you do not have relationships with. And on improving the relationships with the insurance companies you do have contracts with.

8. Get $ from minor repairs. Create some postcard flyers that have standard repairs and pricing: Example door dents $100, Bumpers $100, Touch up paint $100, Free estimates. Anytime you see a car at the grocery store with dents and dings, put a postcard on the windshield. You can do seasonal flyers like, "This mother's day do something that she will REALLY appreciate, Fix That Dent!" or "Fix Her Car"...