Know-How Exchange : Advertising/PR

Dear r.anspach,

Do your customers currently buy funny? Or do they buy transmission repair services? The people that really like your sign ideas? Are they putting money into your register, or are they just friends and family that think your sings are funny?

The thing I'm getting at here isn't to make you feel bad, I'm trying to make you see that although you like "funny", unless it's bringing customers into your shop and helping them spend money to increase your bottom line, "funny" might not be the best use of your time or of your ad dollars. What you really need is specificity. Your signs need to speak to the customer about the things that are important to them.

If I've got a broken or troublesome transmission, I don't want funny; I'm not looking to buy funny. I'm looking to get my transmission fixed. And I want it fixed right first time, at a good price, and by someone who knows what they hell they're doing.

Unless they're outspending your other customers, the tiny number of customers that might like your signs may not be the best customers for you to target.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Q: How many mechanics does it take to fix a transmission?
A: I'm going to work this out on my calculator, and I think you'll be pleasantly surprised.

Signs:
Outside a muffler shop:
"No appointment necessary.
We hear you coming."

At An Auto Body Shop:
"May we have the next dents?"

Sign at a Service Station
If your car sounds like:
"ping-click-ping" - $10.00
"click-whine-click" - $25.00
"clunk-whine-clunk" - $50.00
"thud-clunk-thud" - $100.00
"clang-thudc-clang" - $300.00
"Can't describe it" - $500.00

At An Auto Repair Service Station:
Free pick-up and delivery.
Try us once, you'll never go anywhere again.

At A Tire Shop In Milwaukee:
"Invite us to your next blowout."

At a Towing Company:
"We don't want an arm and a leg.
We want your tows."

Sign at a radiator shop:
"Best place in town to take a leak."