direct response site for offline auto repair shop (ideas!!)

[brad.banks]

tomorrow morning i'm meeting with a friend who owns a repair shop in town. they have a website, but it's not doing anything for them. i'd love to hear your ideas on what you would do with this kind of opportunity. i'm not talking about the regular seo stuff, but instead how to use the list, and encourage customers to sign up. i've included a few things i've thought of below. thanks!

- sign up to list in exchange for % discount on service
- announce to list seasonal services/specials
- random drawing for free oil change/month
- ask for feedback after service is performed in exchange for discount
- redirect customer to webpage to leave feedback on google

[Charles Washington]

I would throw in weekly/monthly gas saving tips and friendly reminders of scheduled maintenance.

If they do oil changes, use the list to remind people of their upcoming oil change. That way, they dont go to Walmart or something.

[Bruce NewMedia]

Brad:
Every week a list a small tip to avoid big repairs later on.
Every week list an UNUSUAL FACT about autos they wouldn't know.
Every week list a Question Of The Week answered.

FREE invite to Auto Repair Webinar....
You interview mechanic and ask repair questions. Even if attendance is not huge, record interview and use as bait for more sign -ups etc later on.
_____
Bruce

[bigbadmommy]

What about a small discount on active list members or have a members day once a week or month. All the oil change places around me offer a special ladies price on Tuesdays. It seems to work for them. I'm assuming this is their slowest day of the week.

[MichaelHiles]

I just did a job for a personal friend who owns a used car lot and collision repair center.

Build the list.

We're offering email head's up on the latest cars coming in before they get onto the website. Subscribe and get a weekly email containing next week's inventory that he picks up at the auction before it goes "public".

[Scott Ames]

I would make sure the website has the type of information that customers want and perhaps survey visitors to see exactly what they expect. There should be tracking if you want to see what is working.

Many times I go to websites for local business to see what hours they are open, that's it. The website did its job, but the owner has no clue because they don't measure it.

Have the owner keep track of common questions that come in by phone or by walk in's. That information could form the base of a FAQ for web page visitors. A simple business card at the desk or given to each client informing them of the website will help drive traffic and provide a service. Not everyone is going to do a search for a website of a local business. Sometimes they have to be told.

Each time someone gets a car repaired the owner should be capturing their email on the invoice. Later, after repair, it would be a good idea to survey them by sending an email and getting feedback. That is also an excellent time to ask for referrals and the web page could have that functionality.

Originally Posted by brad.banks

tomorrow morning i'm meeting with a friend who owns a repair shop in town. they have a website, but it's not doing anything for them. i'd love to hear your ideas on what you would do with this kind of opportunity. i'm not talking about the regular seo stuff, but instead how to use the list, and encourage customers to sign up. i've included a few things i've thought of below. thanks!

- sign up to list in exchange for % discount on service
- announce to list seasonal services/specials
- random drawing for free oil change/month
- ask for feedback after service is performed in exchange for discount
- redirect customer to webpage to leave feedback on google

[brad.banks]

Originally Posted by Charles Montgomery

I would throw in weekly/monthly gas saving tips and friendly reminders of scheduled maintenance.

If they do oil changes, use the list to remind people of their upcoming oil change. That way, they dont go to Walmart or something.

great idea on the gas saving tips. they already do the oil change reminder via email. if i could figure out a way to help them do that via email though, that would be good. thanks for that!

[JohnMcCabe]

Work with the owner to establish the average lifetime value of a customer. Use that value to establish a referral reward program for customers.

For that matter, start training customers to give referrals. Along with the sticker that shows the date/mileage for the next oil change, give each customer 5 business cards with their name [or a referral code - maybe a customer number] on the back. Each card redeemed is worth 10% discount on their next oil change.

This does two things, actually. Makes people want to get the 'easy money' for handing out a few cards. Makes them come back out of fear of losing out on their 'earnings'...

[Kyle Tully]

Here's a quick tip:

Put the phone number in BIG bold numbers above the fold on every single page.

Many people visit this type of site because they need to get something fixed -- they're not looking for gas saving tips or auto facts -- they have a bungled car they need to get fixed and all they wan to do is find a number to call to get help.

And another:

Develop a USP!

People are shopping around -- the rule of thumb is you should get 3 quotes. Most people probably don't do this but they'll certainly visit a few websites and choose the one they "feel" is best.

NO ONE in this industry has a USP. Develop one and your friend will stand out BIG time.

[brad.banks]

Originally Posted by brucerby

Brad:
Every week a list a small tip to avoid big repairs later on.
Every week list an UNUSUAL FACT about autos they wouldn't know.
Every week list a Question Of The Week answered.

FREE invite to Auto Repair Webinar....
You interview mechanic and ask repair questions. Even if attendance is not huge, record interview and use as bait for more sign -ups etc later on.
_____
Bruce

thanks bruce. i especially like the webinar idea.

[brad.banks]

Originally Posted by bigbadmommy

What about a small discount on active list members or have a members day once a week or month. All the oil change places around me offer a special ladies price on Tuesdays. It seems to work for them. I'm assuming this is their slowest day of the week.

i hadn't thought about a continual flow of special offers. that's a great idea.

[brad.banks]

Originally Posted by MichaelHiles

I just did a job for a personal friend who owns a used car lot and collision repair center.

Build the list.

We're offering email head's up on the latest cars coming in before they get onto the website. Subscribe and get a weekly email containing next week's inventory that he picks up at the auction before it goes "public".

i know this guy buys and sells quite a few cars. that would help him move them more quickly. plus, he's so NOT the used car salesman type!

[brad.banks]

Originally Posted by JohnMcCabe

Work with the owner to establish the average lifetime value of a customer. Use that value to establish a referral reward program for customers.

For that matter, start training customers to give referrals. Along with the sticker that shows the date/mileage for the next oil change, give each customer 5 business cards with their name [or a referral code - maybe a customer number] on the back. Each card redeemed is worth 10% discount on their next oil change.

This does two things, actually. Makes people want to get the 'easy money' for handing out a few cards. Makes them come back out of fear of losing out on their 'earnings'...

that's a great idea! i know they've got a computerized billing system, i hope it's flexible enough to do some of these things! thanks!

[brad.banks]

Originally Posted by Kyle Tully

Here's a quick tip:

Put the phone number in BIG bold numbers above the fold on every single page.

Many people visit this type of site because they need to get something fixed -- they're not looking for gas saving tips or auto facts -- they have a bungled car they need to get fixed and all they wan to do is find a number to call to get help.

And another:

Develop a USP!

People are shopping around -- the rule of thumb is you should get 3 quotes. Most people probably don't do this but they'll certainly visit a few websites and choose the one they "feel" is best.

NO ONE in this industry has a USP. Develop one and your friend will stand out BIG time.

definitely! this shop is known for honesty, but not for low prices. i have to find a good way to market that!

[JohnMcCabe]

Originally Posted by brad.banks

definitely! this shop is known for honesty, but not for low prices. i have to find a good way to market that!

Try the Schlitz test...

Is there something desirable/impressive that all shops do, but no one is talking about?

Being the first to talk about it can stake a claim to that feature, and make it so anyone else talking about it becomes a 'me-too' claim.

One of the old-time copywriters (Hopkins?) toured the Schlitz brewery and noted the extraordinary lengths they went to to sanitize the bottles and the machinery.

When he asked why Schlitz wasn't using that in their ads, he was told that everyone did it that way so it was no big deal.

The copywriter did a campaign featuring Schlitz' amazing purity process and rocketed the brand to the top of the sales charts.

Find that feature for your shop, and you have a USP worth talking about...

[Ken Leatherman]

You know the first that pops into my mind is double check to make sure he is listed in Google by geographical location.

Good content articles on fixing certain repairs (in laymans terms)
Pictures of ASE Certified staff members
Coupon download for a particular service with a deadline
Contest for specific repair free or 1 year oil change and tire rotation

Get a video up of the guy, talking about the shop, let his friendly face do the sales


Just a few off the top of my head

Ken

[Adaptive]

Brad, I recommend you ask the shop owner what specific concerns they hope to address with the marketing.

Is the shop fully booked, but not making enough money?

Is it a problem to get the shop fully booked?

Do they get people to come in once, but they don't come back?

Is there some other concern?

You can then answer their concerns with laser-targeted suggestions, 80% about their # 1 concern - whether that's getting more leads, building a customer loyalty program, or something else; and 20% about other possibilities that they didn't even consider.

Result: you're the genius.

Look at Paul's thread about the pizza restaurant for many more ideas.
http://www.warriorforum.com/main-internet-marketing-discussion-forum/37986-offline-online-marketing-ideas-restaurant.html

Regards,
Allen