Author Archive Eric Lawton

ByEric Lawton

3 Ways Dynamic Digital Signage Can Impress Auto Repair Customers

There are plenty of ways to market your auto repair business to attract new customers, but what are you doing to “wow” your customers once they’re there?

You may have a great waiting room and an attentive staff, but if you’re not communicating with the customers while they’re in your shop, you’re missing out on a huge opportunity. By utilizing dynamic digital signage, you can demonstrate what makes your business truly special and leave a lasting impression with your customers.

What is Dynamic Digital Signage?

Have you noticed that, more and more, chain gas stations are outfitting their pumps with small TV screens that play advertisements or informative videos as soon as you start pumping gas? You are a somewhat captive audience, and the owners of these businesses understand that now is an excellent time to appeal to your thirst, hunger, or need to clean up your vehicle.

Now consider how you can translate this strategy into your auto repair marketing efforts.

How Can This Technology Help Me Find New Auto Repair Customers?

The ISA has published a white paper that shows a direct correlation between dynamic digital signage and the ability to affect consumer behavior. Doing so is possible with three simple steps:

1. Target your messaging in real time.

With a dynamic digital sign, you can market directly to the consumer in need of auto repair services in real time. While other signage products help you to cast your net wide, this medium allows you a more narrow and targeted appeal.

Is your lobby full of busy moms? Tailor your video content so that it resonates with them! Have you been receiving a lot of questions about pricing, service practices, or maintenance tips? Display videos that touch on these subjects to both entertain and inform your customers.

2. Present the audience with a problem to which you have the solution.

High auto repair costs, questionable industry practices and ethics, and similar problems make finding a reliable auto repair shop difficult. Position your brand as the antithesis, and show how you save the customer money with preferred pricing, loyalty programs, and top-notch service.

3. Play up your stellar reputation.

Folks are afraid of being taken advantage of when they need auto repair work done. Put your customers’ minds at ease by showing off your industry certifications, such as the one you receive from RepairPal. Include clips of your team members talking about what they do or interviews with happy customers to further establish your credibility.

Not RepairPal certified yet? Contact us to learn more about the advantages of a RepairPal certification!

ByEric Lawton

3 Ways To Get More Business From Your Auto Repair Customers

As an auto repair shop, much of your success depends on bringing in a steady stream of new customers. After all, the person who comes in today for a repair may not return to your shop for several months, when their car is in need of additional maintenance. But this doesn’t have to be the case.

You know better than most that routine upkeep is an important part of keeping your car in good, working order. Why not share this wisdom with your customers and give them some compelling reasons to bring their cars in more often?

By implementing a few simple marketing tactics, you can encourage your auto repair customers to take better care of their cars and, in turn, bring you more business.

1. Personalized Email Marketing

Today’s email marketing has the ability to be more innovative than ever. By segmenting your audience based on their age, family status, type of vehicle, or other relevant criteria, your auto repair shop can craft lists of email recipients that are highly personalized. Target customers who have families with tips for keeping their family car safe and running at its best. If you have a lot of customers who love the thrill of going off-roading, send them information about how to care for and maintain their 4-wheel drive vehicles.

This type of personalized email strategy results in 14.32% more opened emails and 85.74% higher click-through rates, which can boost your final conversion rates by as much as 355%

2. Seasonal Promotions

Certain repairs have a seasonal nature to them. Family road trips during summer months may require a tune-up. Spring means the onset of rainy weather, making new wiper blades a must. When cold weather sets in, a radiator flush and fill with antifreeze will be something every car owner needs. Aggressive seasonal promotions can keep business booming year-round with new and existing customers being reached on a regular basis.

Aggressive seasonal promotions can keep business booming year-round with new and existing customers being reached on a regular basis.

3. Service Subscriptions

Every automobile needs routine scheduled maintenance to maintain its value and perform well. However, life happens. Many car owners forget or lose track of what needs to be done and when. Why not make it easy for them?

Offer a subscription service that gives them a heads-up when it’s time to rotate the tires or change the oil. Including the opportunity for savings as a preferred subscription customer will help you retain and gain more business from your auto repair customers.

At RepairPal, we’re committed to connecting certified auto repair shops with the customers who need them. For more expert advice on how to grow your auto repair business, please contact us.

ByEric Lawton

The Benefits of Direct Mail in Your Auto Repair Marketing Strategy

Flyer distribution, by hand or direct mail, can often yield more benefits for your auto repair marketing strategy than an expensive online, TV, or radio campaign—especially when it comes to geographical targeting and ROI. Though TV, radio, and web marketing are all important and effective forms of advertising, they’re not the only ones you should consider.

When you hire someone to distribute flyers by hand or send them out via direct mail, your advertising is targeted to the geographical area of your choosing. You know better than anyone where your best customers live, and this is an easy way to reach them. You can also schedule marketing campaigns around events of local significance.

Additionally, you know who your local competitors are. If they’re not using direct mail or flyers, you will have an edge over them, no matter what other forms of advertising they use. Direct mail is one of the most effective forms of advertising there is, and the truth is, it always has been.

According to recent statistics, most people scan the pieces of mail they get each day. They’re curious about what’s in their physical mailbox, which gives your flyer or direct mail advertisement a better chance of being noticed and acted upon.

Currently, the direct mail response rate per household is 3.7%. In comparison, the current response rate for mobile is .2%, email is .1%, social media is .1%, and web display is .02%. Further, the average ROI of a direct mail campaign is 18-20%.

There are other benefits too:

  1. The recipient gets a tangible reminder of your business offerings. It lists all the pertinent information they need to make contact with you or buy from you. They don’t have to scribble down something they hear on the radio or catch a TV commercial.
  2. Direct mail helps to develop a more trustworthy business profile in the minds of local customers. It’s an older form of marketing. People often trust it more than online, TV, or radio marketing.
  3. Advertising a really good promotional deal or coupon via direct mail is a great way to ensure your message gets into the hands of someone in need of auto repair. These types of flyers often get passed on to a friends or family members who are ready to shop, even if the direct mail recipient isn’t.

Contact us today at RepairPal. We can help you market your business, and establish trust and local industry leadership at the same time.

ByEric Lawton

Using Customer Analytics to Grow Your Auto Repair Business

In recent years, we’ve seen online businesses thrive as a result of their access to analytics reports that told them who visited their sites, what they looked at, and what they bought. Online business owners could opt for more detailed reports that told them how long people spent on certain pages and even how long they spent looking at certain parts of specific pages.

It’s clear to most anyone how this information could be used to improve customer experiences and help businesses close more sales. However, brick and mortar businesses like auto repair shops have had very little access to the same types of data until now.

Now, using tools like Google Analytics, any business with a functioning website can obtain all sorts of useful information about the current and potential customers who are visiting them online. As an auto repair you can track the following metrics:

  • How many people are coming to your website
  • Where your visitors are located and what demographics they fall under
  • Which pages they’re spending their time on
  • What their customer journey looks like
  • How they’re finding your website
  • And more

By collecting this information, you can better understand who your customers are and how your website helps them convert from a visitor to a loyal customer.

Increase Business in Your Auto Repair Shop with Customer Analytics

What this all boils down to is that you can make better business and marketing decisions when you have the right data. It’s important to understand what your target customers want, need, and expect if you want to keep their business. With this data, you can build a better website and improve your strategy to grow your auto repair business. And when you make better business decisions, you can streamline your marketing efforts and offer the right products and services at the right prices, reducing your costs all around. Contact us today at RepairPal to distinguish your local auto repair business from the competition.

ByEric Lawton

Optimizing Your Website to Market Your Auto Repair Business

Today’s auto repair customers expect your web presence to be professional, up to date, and easy to find. Unfortunately, many auto repair shops and other small businesses often rely on their Facebook page as the only online representation of their business. 

Though it’s crucial for repair shops to have an active Facebook page to bring in customers and build their brand, it’s also important to have a website that establishes you as a trusted and professional source of repairs. Without a fully optimized website, some customers may choose to go with another service provider, a national chain, or a company they feel they can trust more because the company has a strong, modern web presence.

If your business’s website is due for a facelift, here are five ways to improve your web presence and attract new auto repair customers.

1. Consider UX (User Experience) in your web design.

User-driven design is extremely important for business websites because it determines how easy-to-use and intuitive your website is to your visitors. UX web design uses certain principles to ensure users find your website helpful, attractive, informative, easy-to-navigate, and comfortable to use. Some things to consider are an easy-to-locate search bar and contact information, seamless online appointment options, accurate service descriptions, and friendly customer service access via phone, chat, or email.

2. Make sure your website is mobile-responsive.

Responsive websites look great on all devices, not just laptop or desktop computers. In fact, today’s consumers are more often searching from their mobile devices than any other device they own. When it comes to auto repair, your customers are often searching for you on a moment’s notice. It’s crucial to have a website that’s user-friendly and attractive on every device, from a desktop computer to a tablet to a smartphone.

3. Use a content management system.

A content management platform enables you to update your site easily and continue to add valuable, timely content in the form of blogs, FAQs, and announcements. Popular CMS platforms to consider include Joomla, Drupal, and the ever-popular WordPress.

4. Your website should help to build your brand.

Use your website to create a consistent and recognizable brand for yourself in the auto repair community. Hire a knowledgeable designer to create an eye-catching logo for use on your website and other marketing channels. You may even want to consider hiring a copywriter to come up with a slogan and ensure all online communications are consistent and brand-driven.

5. Use several forms of auto repair marketing consistently.

You don’t have to spend thousands of dollars a month on marketing campaigns. However, you should be doing at least 1 to 3 things regularly. For example, you could incorporate any of the following things into your marketing efforts:

  • Develop a strong social media marketing campaign
  • Work with a consultant to improve your SEO
  • Explore Pay-Per-Click advertising opportunities
  • Advertise in your local newspaper or on a local radio station
  • Join your local Chamber of Commerce
  • Become a RepairPal-certified shop


Joining RepairPal gives your business a marketing edge by proving to customers that you’re dedicated to quality service. Our business model builds consumer trust by certifying only repair shops that offer fair price estimates, high-quality service, and transparency. Contact us today to get started.

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