As I spend part of this week finalizing neat postcard promotions, I can't help but wonder who will actually view our Shop Saver Express postcards. Today, on Auto Shop Owner Network, there was a discussion on if Direct Mail works for the average automotive service shop. What's really going on with promotional mailers? Will it help the "local mechanic?" Auto Shop Owner Network users answer these questions, along with several articles I processed today. Here are some facts and phrases I have thought would be good to post, in the event you were looking to mail a winter ad to your loyal customer base, or a fall oil change promotion to the new neighborhood around the block.
One of the keys to direct mail is to figure out what you are trying to accomplish in each piece. What are you offering? Why are you special? Why are you mailing this customer? What do you want? Answer these questions in the design phase of your mailer.
The easiest time to drive new business, according to an Automotive Shop Owner, is February-March. Mailing a flier out in November may be severely looked, unless you have a good gimmick.
The more consistent, the better audience you receive!
Email VS. Direct Mail
Email is good because it is incredibly cheap, fast, easy, and convenient. However, email is still not the standard way of communicating to auto shop owners and customer clientele. Email addresses are also only achieved through old customer base, so the prospect for new customers is very slim. Direct mail is costly, and largely pooled into the considerate void of "junk mail." Rick Suttle of smallbusiness.chron.com states that the best thing is to use both, and to listen to your customer base.
Ask yourself before deciding to send email or postal mail:
Is it time sensitive?
Have I asked the customer if they prefer mail/email promotions?
Do I have a budget?
Is my clientele online?
We are trying to go online, but what I see with Shop Saver Express is a larger percentage of catalog call-in orders, and not so much email communication or website orders. The internet would be easier for us, but our customer loyalty base is better via phone.
Either way, I am hoping that sending neat, friendly postcards is a great reminder to purchase our Auto Service Shop products online. I am also hoping to receive discount oil change coupons in the mail, so keep coming direct mail fliers!
1. Do you work on my car make? -It might be difficult if you own a foreign-made car, a specialty line, or a bigger vehicle, depending on what the shop usually takes, it may be best to go with a shop that is very familiar with your car make, and hopefully car model. 2. Is your shop approved by the AAA?
3. Does your shop give written estimates? -To avoid financial surprises, especially if you are a new customer. 4. What is the warranty on your parts and labor? -Look for something around 12 months-12,000 miles for a good warranty. 5. My Car has (fill in the blank). What is wrong with it? -be as clear cut and direct as possible when taking your car in so that every symptom isn't overlooked by busy shop owners and mechanics. Are there more questions that should be asked? Tell us! Use the comment box below:
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We are looking for businesses/mechanics to feature every week in an article highlighting the business, your customers, and your surrounding community. If you are interested, please email email@example.com contact information, an image of you/your business, and a little information about your business. Featuring your business in our blog will promote, highlight and create community for your local shop!
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With the growth of the Shop Saver Express company, we are very happy to have just enlisted a new person to act as a Shop Saver Express Sales Coordinator, who will grow and develop the brand's reputation and customer base. With this new position, we hope to increase customer satisfaction. Feel free to contact our company with any comments, suggestions, or questions you may have with our product line. It is in our best interest to serve you, your company, and your own customers. We have many great updates that are just about to happen for the website and its inventory! We will be expanding the product line available to customers, offer promotions and deals to our returning customers, and designing a new and improved catalog look. Please stop by our website today to look at all of the incredible products we offer presently, and register to receive emails/updates. Have a wonderful day! -Shop Saver Express