Know-How Exchange : Advertising/PR

Dear Tonysimported,

Hmm. First things first. Screw the economy!

The sooner you push economic woe and doom out of your speeding car as you careen down the free way of life, the sooner you'll be free of its yoke.

Got that?

I'm suggesting this because the things we concentrate on become the biggest things in our minds. Molehills become mountain ranges; a single cinder block becomes the Berlin Wall.

To build business, consider introducing a loyalty program. Now, this is going to mean banging on doors but shoe leather's cheaper than press advertising. You already know your market and your overheads, you know what people spend per visit to your shops and the kinds of money they're willing to spend.

Use this as a lever. Then ask, "What else can we sell?"

Consider offering free car washes for a year with a service package of two oil and filter changes. Sell discount coupons to get people to come in for reduced rate services and then offer them up sells and cross sells on detailing, tire checks (safety sells), windshield wipers, and so on.

Offer a free tank of gas with every service, free coffee, cookies, and "we'll pick up your dry cleaning while you wait" shuttle service to and from work for people that drop off their cars during the week.

Think advertising is an expense? Wrong Tony. It's an investment.

Use it to give people discounts on referrals: every customer gets four coupons, each valid for a 25 percent reduction on their tab for their next four full services (use a deadline to increase urgency for each coupon, spaced 3 to 4 months apart), but they only get the discount if they bring in two new referrals. With this you can sell the "100 percent discount!" aspect and drive traffic to both shops.

Got a flatbed tow truck? Course you have. Or at the very least, you know someone who has one.

Get one. Buy one. Borrow one.

Shine that puppy up and put a clunker on the back, cinched down nice and neat, but spray-painted lime green or bright retina threatening orange or pink!

Then, put tie on or magnetic signs on both sides of the car, and on its rear end that say something along the lines of "For colorful service, come to Tony's Imported!"

Or use a big ass speech bubble coming out of the car's hood that says "Good thing they're taking me to Tony's Imported!" and then get someone to drive this thing around town a couple of times a day. And get this person to give out discount coupons whenever they stop for coffee, or at a light.

But if you're going to do this, be safe and legal and work within local, city, and state laws and guidelines, and always ALWAYS consult with and get the blessing of local law enforcement so that the police know what you're up to.

If the police give you the OK on the truck, fine. But don't put anyone one on the gig who isn't licensed, insured, and on your payroll.

A bright pink car on the back of a truck? It'll get noticed and it'll get people talking and all it's going to cost you is gas, paint, and time.

Will other dealers laugh at you? Probably. But you'll have people talking about you, other dealers won't. And a stunt like this often attracts other attention: TV. Radio. Press. And this kind of advertising won't cost you a dime but that'll give you lots of exposure.

You have your current customer's addresses? Write to them and offer them the discount, the coupons, everything.

Make a feature of winners in a monthly drawing in which the grand prize is something people will value and actually want. And with pictures of the winners you offer social proof which you can use to promote your service via a simple newsletter (11" x 17" folded in half and half again).

In your newsletter, give tips and advice on car care, how to cure dents and dings, advice on tire care and all kids of things like that. Show drivers you care about them and talk to them about the things that are important to them.

Mail this newsletter every month, regular as clockwork, and always use a live stamp. You'll not see returns right away, but over time, people will show up, And why? Because you formed a relationship with them.

But please, for the love of God, don't even think about using the tired old tale of "we've been in business since 1970".

Honestly Tony, the only people that care about this are you and your Dad. It's great that you're a family firm and still kicking, but it's not a selling feature, your having been in business since 1970 doesn't tell your customer anything about them, it tells them about you, and sadly Tony, you don't matter, your customers matter: you're not selling car repair and service, you're offering peace of mind.

Direct your message at your customer and his or her needs and they'll remember you and visit you to see what all the fuss is about. And when they leave your shop with their newly serviced car, you give them another discount coupon for a car wash or something to get them to come back.

Treat customers like family and they'll remember you. But more importantly, they'll tell their friends.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

To piggy back on what Gary said, go out to local businesses and offer a trade. Put out a display in their office with your coupons (a little holder you can put on their reception desk) with the agreement that you will put out their stuff at your location.

Be sure and keep track of all the people who come in. Get their phone number, mailing address, and email address. Repeat customers are much cheaper to get than first time customers. Keep an organized system so you know exactly when each customer is due a service (tire change, oil change, checkup, etc.) and at that time give them a call. Remember, it's not a telemarketing call - that will lose you business. You are checking in on a friend and reminding them. If they believe you are trying to help them, you will win major points.

Hopefully this goes without saying, but good mechanics are hard to find, so if you treat your customers right and can prove to them you have their best interest at heart and they aren't being ripped off, they'll come back! Treat them like family and make sure they leave with a smile on their face.

Every customer that comes in is a chance for a repeat customer. Think of how often a repeat customer will come in over their lifetime and figure out how much money over the long-haul you will get from them. That number is what every customer that comes in is worth. Be sure and treat them accordingly!

As far as advertising, most advertising media won't help that much (depending on what you do). Radio is very limiting, Newspapers are desperate for readers, TV is powerful but probably out of your price range, billboards are statistically the least effective, etc. For services like yours, the Yellow Pages (both SWBYPS and Feist) are the most important. Put an ad in there that will get people's attention.

When designing any kind of ad or promotional device, think of what the bottom line benefits customers are looking for are. Do a little research, go around and ask random people - what's the most important thing they look for when choosing an auto body repair shop? What's most important to them? What's most valuable to them? That is what you should focus on in your ad. Keep it simple. Pick the one most important benefit and promote that.

Most people will put an ad that says something like "We'll fix your car" ...duh or "We fix dents, repair windows, etc." ...duh ;) If security and peace of mind is the most important thing to people, then put something like "You are safe with us" or "You are like family to us". People will respond to that ad over any others when looking through the phone book for an auto body shop to call.

Hope that helps! :)

How about a treasure hunt around town to find hidden car parts?

Or invite a artist/welder to create sculptures out of old cars & their parts (or a contest to create a sculpture)?