subject: Hit The Target-auto Repair Marketing That Works [print this page] The best bait in the world will not work if you put it in front of the wrong fish, or no fish. Here is how to figure out who your best fish are and stop wasting your auto repair marketing dollars.
All you have to do is find the answers to a few key questions:
- How old are your best existing customers?
- How old is the car they drive?
- What make is the car they drive?
- Where do your best customers live?
- How much money do your best customers make?
- Do your best customers rent or own? If they own, how much is their house worth?
- What kind of clubs or community groups do your best customers belong to?
The answers to these questions should begin to give you a clear picture of who your best customers are and where they hang out. Unfortunately, this is information that most shop owners never get. They never stop to ask the questions, let alone find the answers. It is easier to just market blindly and wastefully. They buy weak lists and weak marketing pieces from people who have never actually owned and operated shops and then they throw money at these worthless lists and pieces. It is sad when the information is available to turbo-charge their auto repair marketing results. All they have to do is ask and answer a few simple questions. This information is vital for effective auto repair marketing.
So, once you have this important auto repair marketing information what do you do with it. That is easy; you look for ways to get your auto repair marketing material in front of as many of your best customers as possible.
The nice thing about understanding clearly who your auto repair marketing is being directed at it that you can do it more efficiently and less expensively.
For instance, why send out 1000 letters to a bunch of random addresses around my shop if I know that 80% of my best customers live in one particular zip code. Obviously I focus my auto repair marketing efforts on that zip code, and my results will be much greater than if I just mailed to the random 1000.
The more you know about your best customers, the more effective your auto repair marketing dollars become. Ask questions; dig for information and learn, learn, learn. This is how to hit the target and get the most for your auto repair marketing dollar.
