How to Advertise by Demographics; The Right Way
Business owners don’t have money to waste, even on advertising. Professional advertising isn’t guesswork. It is not merely something you buy. Instead, it is a skill that savvy folks learn and develop.
Is experience the best teacher for that? No, because mistakes are expensive, and they’re easy to make. Having access to demographics helps, but even that’s not enough.
Why doesn’t it work?
Data companies can sell you a list of the names and addresses of every household within 10 miles with an income between $60,000 to $200,000 and who own two or more vehicles. Those people sound like ideal customers, right?
But this doesn’t tell you anything about their spending habits. We don’t know if those people spend a reasonable amount of money to maintain their vehicles, or if they skimp on maintenance and will argue about every dime you ask them for....
You get so busy during the day running your repair shop that it’s sometimes hard to find the time to take a step back and plan for a more prosperous future.
That’s why we created this simple checklist to help you quickly and accurately review your shop’s annual performance in…
…and then using that information to increase your success in the next 12 months.
Download & Print: 10-Point Checklist for 2018
If you don’t know where you are, then you’ll have a hard time reaching your destination.
This necessary first step of reviewing the past 12 months is also (thankfully) the easiest. The information is already there in your shop management system, RepairPal Shop Dashboard, accounting software, and other records.
Time-saving Tip: If you have a...
Earlier this month we talked about how a blog on your shop’s website can help build consumer trust, build your brand and lead to new customers. Let’s go over how to get that blog off the ground.
You’ll want to use a good variety of topics for your blog post, and then actually get them written. Once you have a few on hand, it’s time to start publishing.
Use variety in your blog posts
You’ll want to put some variety in your content. Use these ideas to create distinct, helpful articles that customers will want to read:
Why do customers bring their vehicles to your shop for repairs? Because you’re an expert at it! You and your staff solve your customers’ problems, getting them back on the road as quickly and professionally as possible. Your customers appreciate this.
But, you don’t get a visit from most customers very often. So how can you build your expertise into a real marketing asset? With a blog on your shop’s website.
What can a blog do for your shop?
A blog showcases your knowledge, your abilities and your customer-focused culture. Regular posts about a variety of shop-related topics can do all this:
It’s all about your expertise!
Being an expert in your field has many benefits....
When it comes to getting or keeping customers, there are many methods to choose from — but they aren’t all equally profitable. That brings up this question:
What brings the most value to your shop?
Here are three choices:
The answer isn’t obvious
If you’ve worked for a company that was successful in its marketing, you already know the first choice is not correct.Advertising is expensive. You spend a lot of time and effort reaching many people who will never become your customers. That metric is easy to track. Take your total expenditure on marketing activities, and...