While most garages have skilled mechanics and a capable crew, developing a solid customer base and consistently growing it can prove to be a difficult task if not supported by effective marketing. With the economy in a less than desirable situation, mechanics are being put in the position of having to actively find ways to attract new customers and reinvigorate the business.
Here are 4 tips to marketing your garage
1. Local Business Listings (no cost – high effectiveness)
Claiming your garage’s identity on Google Local and Yahoo business listings is a vital piece to your online presence. Google local search results yield the most relevant locations when customers search for a garage in their area. Showing up with a full profile (including phone number, website, hours of operation and services offered) will prove extremely valuable as mobile search grows.
Now more than ever, a garage’s online presence will help convert new customers and attract others that would have never known about the auto shop otherwise.
2. Referral Promotion (low cost – medium-high effectiveness)
Your return customers are your bread and butter. They know you, trust you, and are some of the best examples of repeat customers out there. In actuality, they are your best spokespeople. Running a referral promotion is a win-win-win situation.
Your current customers are rewarded for telling their friends and family about your garage, those new customers find a reputable garage that they already have a degree of trust in from the referrer, and you get a fresh group customers to work with and develop into repeats.
3. Email Marketing (medium cost – medium effectiveness)
Underutilized in the garage and auto industry, email marketing can provide quick and effective promotions and reminders to customers. Given the seasonality of certain auto activities (tire changes, winter prep), friendly reminders can be a great way to proactively attract customers to avoid the last-minute rushes.
No one likes waiting to have their tires changed, so the prospect of coming in a week or so earlier to have it done in a fraction of the time is extremely attractive. pair that with a mini promotion, and you can generate some great business. You can also use email marketing to share industry news and automobile information that is relevant to your customers. Segmenting your database by brand of car, or size of car can also help you target specific customers more effectively.
4. Social Media (medium cost – high effectiveness)
Yes, social media is the buzz word of 2011. But networking online is the best way to develop an immense amount of influence and persuasion that is extremely valuable. The high cost comes primarily from the amount of time needed to invest in to actively engaging with people, but the return could vault your garage from middle of the pack to the leader in your area.
How so?
Developing relationships with industry people – and more importantly regular people – will help expand your reach and spread your expertise. Searching for terms on Twitter like ‘auto shop, garage, dent, repair’ could yield some great results – especially if you include your city. And since it is all public, you can easily respond and start a dialogue with the Tweeter to see if you can help them out. Developing this rapport can help convince prospective customers that you’re not only an expert in your field, but you also care about helping people out. The most important part of this is remaining genuine and avoiding self-promotion. Social media is not a race, so stick with it, and it will convert for you.