Automotive repair should strive to develop a reputation of trust and integrity.
Auto repair shops focus on fixing customers' car problems. In addition to providing excellent service when you fix the cars, a key to success at your automotive shop is to educate your customers about what to look for, what to expect and shop for the right repair shop for them. This means your advertising and marketing strategy should strive to both educate your customers and communicate the benefits of why a customer should choose your auto repair shop over your competition.
Instructions
1. Develop an eye-catching sign. A good way to advertise your auto repair business to cars passing by is to create a sign that captures the attention of passing motorists.
2. Include posters and other advertisements inside your auto repair shop. When a customer steps into your shop, you want to help answer questions and position your shop in the best light possible by including advertisements that communicate the benefits of your business. Create a poster that compares services and pricing of your shop and your biggest competitors. Develop a flyer that details different services and how often a customer should service her vehicle. Offer stickers and key chains with your shop's contact information so your customer has a constant reminder of your brand.
3. Create coupons you can distribute to customers. Offering better values on your auto repair services than your competitors is one way to advertise your business. Sign up for an account with a local coupon distributor in your area, such as Valpak or Money Mailer. Hire a copywriter and print designer to help you develop an attractive ad, and have the coupon distributor send your ad to prospective customers in your local area.
4. Develop a referral program. Offer your current customers something of value, such as $5 off their next oil change, for referring another customer to your auto repair shop. Referrals are part of an advertising and marketing strategy called "word of mouth," which is when you develop programs designed to initiate public discussion about your services.
5. Send a direct mailing to a targeted list of customers. This advertising strategy is slightly different from partnering with a coupon distributor, because you send the direct mailing yourself. Hire a list development company, which will help you create a detailed prospect list of customers who are aligned with your target market. Send your list of customers an advertisement about your auto repair shop. Your ad should discuss solutions your shop provides to your customers' common car problems, and should highlight the benefits your services offer. Include an offer, which is the incentive for the customer to visit your auto repair shop, and a call to action, which is what you want the customer to do after reading your mailing.
6. Create an email newsletter. Ask every customer who comes in the door for his email address, and send a monthly e-newsletter. Include tips about what to look for in a repair shop, what to expect from your repair shop, pricing for different services and coupons for savings on select services at your shop.
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