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!
Eric Lawton administrator
Eric Lawton, with over 8 years of auto repair marketing experience, is the trade marketing manager at RepairPal. He works on connecting with shop owners and exploring ways to optimize and increase their business.