If you think you don’t need to do any more marketing this quarter because you’ve been riding the summer vehicle maintenance wave, think again. While your car count is likely high — due to road trip inspections, oil changes, A/C service and unperformed maintenance that now needs attention — the reality is, the end of summer means a fall slowdown.
How do you beat it? How can you keep customers coming back and keep business strong? The key is a Seasonal Marketing Plan — a marketing strategy that will bring in more new customers when your shop needs them most.
When you know slow times are coming, the best time to use marketing to attract new, loyal customers is before the slowdown hits, advises David Rogers, chief operating officer of Keller Bros. Inc., and president of Auto Profit Masters (www.AutoProfitMasters.com).
“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,” Rogers said.
And since it takes seven touches before a customer will act on a marketing message, you’ll need to put your shop in front of the customers you want to reach several times before you will start to see real results, Rogers explained. So, whether you use every venue available (traditional advertising, direct mail, online marketing, etc.), or are selective in your strategy, what’s most important is that you stay in front of your customers with an ideal lead time, create multiple touch points, and send a consistent message.
Complement your seasonal marketing efforts by advising your customers to take a proactive role in regularly maintaining their vehicle. Educate them on the benefits of proper vehicle care. Let your customers know that you truly care about their vehicle maintenance needs.
Then, match all of this with your unique value proposition. Detail all of those things that set your shop apart from the competition, and specify why your shop is the one to trust to keep their vehicle operating at peak performance for the long term. By taking these actions, you’ll be doing more than attracting customers; you’ll be recruiting raving fans who trust you and who will also refer others to you. Now that’s the best prevention for a fall slowdown, or any slowdown for that matter.
