Advertising a Garage

[mc_blue]

Hi all,

I'm looking at direct leaflet distribution, adverts in newspapers (with a redemption) but can't actually think of anything else. Any ideas? I want to appeal to the local area, that will be a main selling point. I cannot for the life of me think of other effective advertising mediums.

It seems like a sector where it is difficult to differentiate from other businesses. I'm aiming at standard vehicle repairs, not classic or prestige.

PS - I have a website running too, which I'm trying to optimise for certain keywords.

Many thanks

Amar

[dougc]

Sign write your car?

[mc_blue]

I've got a van done already, maybe there aren't other forms of advertising out there with the exception of radio.

Edit - Great looking Tiv btw.

Edited by mc_blue on Thursday 15th May 17:33

[SystemParanoia]

You could always Pay a few people to get a small amount of sign writing on their personal cars making them look like curtsy cars from your garage

dunno if thats a good idea or not.. but an idea it is!

[NewNameNeeded]

sponsor your local football/rugby team? name on kit, etc?
advert on leaflets/news letters sent out from local schools?
sponsorship/advertising at school summer fetes?
advert at local corner shops and car washes?
contact other local businesses offering a % discount for their custom?

... to be honest word of mouth is probably your best bet (not easy to get that started) because I list garages in my 'more cowboys than decent ones' category and so I'd far rather use someone who came recommended (however vaguely) than open the yellow pages and hope to get lucky.

[mc_blue]

Thanks, very useful advice here. It will prove to be difficult to build up a customer base but hopefully I should be able to do it to some success.

[HiRich]

NewNameNeeded said:

sponsor your local football/rugby team? name on kit, etc?
advert on leaflets/news letters sent out from local schools?
sponsorship/advertising at school summer fetes?
advert at local corner shops and car washes?
contact other local businesses offering a % discount for their custom?

... to be honest word of mouth is probably your best bet (not easy to get that started) because I list garages in my 'more cowboys than decent ones' category and so I'd far rather use someone who came recommended (however vaguely) than open the yellow pages and hope to get lucky.

Good ideas. Depending how local you are, there's nothing wrong with doing leaflets as a cheap starter.

However, I'd focus more on the offer than the medium. As NNN says, there is a broad suspicion of garages, often with merit. So come up with a USP that makes people think that you are well worth dealing with, for example:

If they are local, deliver the car to their door and walk back?

You have a website, so make use of it (and email). Let them download a Job sheet to specify the work, if they want (this can cover standard work like MOT & service, plus clear jobs like replace cam belt, plus investigations (owner has space to describe symptoms), plus when they need the car back (good for longer jobs, or of the owenr is off on holiday). Offer them the choice of communication methods - if there's a problem that needs proper explanation, lay it out in an email.
This also has the benefit that the mechanic has a clear Job Sheet from the owner - no cock-ups because the desk jockey forgot to mention something - and when the owner collects the car, they have a ticked-off Job Sheet as "proof" that all the work was done.

Basically, think of all the problems customers have with garages, both the interaction and the trust:

• They won't tell me how much it is likely to cost up front.
• Lack of flexibility. My car disappears into a black hole, and might reappear before I next need it (or not). Keep me informed.
• When they tell me that it needs more work, it feels like high pressure sales.
• Have they just done the work requested, or have they genuinely "serviced" the car? Have they spotted potential problems? Done honestly it's nice if you give me the option (email says "pads are a bit thin, we could change them now for £200 although thy're probably OK for another six months but keep an eye on them", or advisory note on the returned Job Sheet).
• Let me know that you know me. When I book the car in, search old Job Sheets so you know of any old advisories.
• Offer a drop-in car clinic. The owner can bring the car in with a symptom (e.g. overheating). A mechanic has a quick look over to diagnose the problem (checks fluids, checks hose temps for free, says "looks like head gasket, I'll do a compression test for a tenner"). Once diagnosed (or indeed not), quick fixes (add oil) can be done immediately, or customer can leave the car, or book it in for when you have the parts & drive away (new radiator).

These sort of things are marketable, but also give the story/features that word-of-mouth recommendation will pass on.