Planning Your Marketing Schedule
On average, it takes seven touches before a customer will act on a marketing message. That means you need to put your shop in front of the customers you want seven times before you will start to see real results.
This is where online marketing can play a huge role. From social media posts to email blasts to website landing pages to blogs…all of these provide another opportunity to get in front of your customers and reach them with your message.
Whether you use every venue available or are selective in your strategy, what matters most is that you’re staying in front of your customers, creating multiple touch points and sending a consistent message.
If this just sounds like marketing mumbo jumbo, it’s really simple: Show them who you are, that you care and that you’re not going anywhere.
Laying the Foundation For a Relationship
The best marketing isn’t about getting just any new customer through the front door — it’s about laying the foundation for a long-term relationship with the right customer.
The message you send is the groundwork, showing that you understand your customer, that you know what’s important to them and that you truly care. Then match this with your unique value proposition; how you represent your business. Show you are offering what they need. Repeat and saturate this message with deep penetration and as much frequency as you can afford.
Marketing isn’t an expense, it’s an investment. It is the best way to grow your business, to attract new customers and to build stronger relationships with your customers.
Marketing as an Investment
I have a magic number for my own shop — a percentage of gross profit that we set aside for marketing. You probably do, too, and your number might not be the same as mine.
When times are tough, the first instinct might be to pull back on ads, to reduce spending to save money. That is wrong. When your competition is pulling back, it’s the best time to send out your message.
Laura Pasternak, a marketing expert from Market Point, says it clearly: “When the stability of the economy is in question, the knee-jerk reaction for many businesses is to pull back on their marketing efforts until a bull market returns. In reality, there isn’t a better time to market…an economic downturn can be an opportunity rather than a death sentence.”
Whether you’re talking bull markets or fall slowdowns, that advice is absolutely true for repair shops. When you need to attract more customers, do not pull back on your marketing.
You know your market well. There are times every year when the shop slows down, car count drops and fewer customers call each day. If you measure and track, you don’t even have to guess…you’ll see the annual trends. Know when these are coming, and ramp up your marketing before they hit.
Start planning your seasonal marketing strategy now. Pull the trigger on your next direct mail piece now so that it drops when you need customers most. Also launch your online campaigns now to start spreading your message and reaching potential customers. Get your seven touches in early, and drive customers to your shop when you need them most.
Don’t let the hammer drop and catch your shop in its blow. Be strategic, plan ahead and get more miles out of every marketing dollar this fall!
