Auto Repair Direct Mail Marketing The Five Biggest Problems
See if you don’t agree with these auto repair direct mail marketing the five biggest problems. After 29 years of designing ultra upscale auto repair direct mail marketing postcards, I have seen it all.
I have been to auto repair shops all over this country, done marketing training meetings at 20 groups and local ASA events with countless shop owners. I have seen the devastation that cheap auto repair direct mail marketing can cause by bringing in low income customers who keep you busy, but return no profits.
When business is slow however, I have also seen small auto repair shops, go out and spend big money on wheel balancers, alignment racks and other costly equipment they couldn’t afford. They thought this new equipment would make them more money. But in reality, the new monthly payments simply made it harder to get by every month.
But when it comes to auto repair direct mail marketing that same auto shop will buy the cheapest auto repair direct mail marketing they can find or use coupon packet mailers.
The Biggest Mistake Most Shop Owners Make With Their Auto Repair Direct Mail Marketing
- They place the success or failure of their business in the hands of the cheapest auto repair direct mail marketing company.
- Their postcards have a plain, generic, cheap image, on a cheap postcard, making themselves look cheap, thus attracting the cheap customer.
- They use saturation mailing rather than targeting by car make, model and year or income level so you never know who you are going to get.
- They are most likely working with a marketing company who is selling the same program to their direct competitors deeply diluting their response rates.
Using an auto repair direct mail marketing strategy like this virtually ensures high busy work with little profit.
I would never hand over my $45,000 Chevy Suburban to a shop that didn’t have ASE Certified mechanics or the Chevy diagnostic equipment, no matter what their price was. They don’t have the knowledge, tools and experience and I don’t have the trust in them to use quality parts to keep my car running safely.
So why would you take your business that supports your family and the families of your employees, to the cheapest marketing company? I have found that it is because shop owners truly believe that auto repair direct mail marketing just doesn’t work and certainly couldn’t bring in Fine Car Money Customers. But yes it can…
Read more about the Fine Car Money Customer strategy. Free internet book. No signup so we can’t call and bug you. The Art and Science of Selling Auto Service.
The Fine Car Money Customer Is King at Motor Service Marketing. Everything we do is designed to attract and bring in the “Fine Car Money Customer” It is the only way to make money in the auto repair business.
Auto Repair Direct Mail Marketing The Five Biggest Problems
1) Low Response Rates For Your Auto Repair Direct Mail Marketing. Rule number 1 in auto repair direct mail marketing
You must stand out from your competition. To the potential customer, you must look, sound and feel better than the other auto repair shops so they will be willing to give you a try.
The Problem: You are sending out auto repair postcards that look and feel just like your competition. In most cases, cheap, simple, poorly designed postcards slathered in coupons. The crowning achievement on most of these cards is a stunning, captivating, completely unique headline like, “NEED AUTO REPAIR?”
Depending on your competition most homes will receive 4 or 5 maybe 8 or 10 auto repair direct mail marketing postcards that look just like it with similar meaningless headlines. How does this drive new customers to your shop?
2) Low Income Customers Are The Only Ones Responding. Let’s get something straight right up front. Car Count Is Meaningless!
You don’t need a higher car count. You need a higher Fine Car Money Customer count. Any marketing company that talks car count is going cheap and dirty on you. You need money coming into your shop. You need the high income customer.
I also call the low income customer the “Oil Change Only Customer”. They are the ones who run to your shop, cheap oil change coupon in hand, need $983 worth of serious safety issue repairs, buy nothing additional and you don’t see them again until you send them your next cheap oil change coupon.
Each day I’d rather have just 1 or 2 new auto repair customers with a Suburban, Mercedes, BMW, Acura, Cadillac or Excursion – year 2005 to 2011 – with an RO average of $600 or more. I’ll trade that for your 8 to10 Oil Change Only Customers any time.
My guess, just from looking at that mail I get, is that some 80% to 90% of all auto repair direct mail marketing postcards bring in primarily the low income customer. Why? This advertising is cheap to the shop owner, so the marketing company can’t put much time, strategy, glamour and effort into. They need to crank it out template, fast and easy, to make money on it.
However, cheap, coupon slathered auto repair direct mail marketing postcards attract low income customers.
3) No Follow Through. If you do find an auto repair direct mail marketing company that can design a card that will bring in the high income customer, don’t quit. Keep sending it until you get at least 3 or 4 repetitions.
I have had several clients over the years who started an Ad-Card direct mail marketing postcard program, just to quit even before the card had made it through the list even the first time. You need to repeat direct mail at least 3 to 4 times before the responses becomes serious. But sometimes they start hitting well right away. You just never know.
Steve Louden, a 16 year Ad-Card client, discusses how to get the most from your auto repair direct mail marketing.
I have a client in Boca Raton Florida. We did our first Ad-Card direct mail postcard for them 8 years ago. They called after it had been going out for 4 to 6 weeks to tell me they had not received one card yet. I told them to have faith. Just keep them going. They did. We have been working together for 8 years. And we do their web site too – www.BocaEuropean.com
4) The marketing company you hired to build your business is also your biggest competitor.
The first thing you should ask any auto repair direct mail marketing company who is trying to sell you their program is – DO YOU GIVE ME EXCLUSIVITY IN MY MARKETING AREA? If the answer is no, or they just hem and haw about it run for your life.
When The Guy You Hired To Build Your Business also sells to your competitors You Won’t Believe What It Can Do To Reduce Your Numbers. Go See Why! Auto Repair Direct Mail Marketing Dirty Little Secret
5) Specialty Auto Repair Shops Do Not Use The DMV Car Owners Direct Mail Marketing Mailing List Or The Best Compiled List To Hit Their Specific Cars.
Video From European Auto Service Boca Raton – Review Of Ad-Card Ultra Upscale Auto Repair Direct Mail Marketing Program.
Let’s say you are a European auto repair shop. You can’t do saturation mailing because the vehicles you work on represent maybe only 10 to 15% of the vehicles in any average geographic area. You need a make, model year car owners mailing list or don’t bother doing auto repair direct mail marketing.
Specialty shops. You Can Get The DMV Auto Repair Direct Mail Marketing List
We have the DMV List, direct mail marketing mailing list in 22 states and the best compiled car owners list available in the other 28 states. Call us for a make, model year count in your market area. 800-428-0286
Now that we have shined some light on the Auto Repair Direct Mail Marketing industry, we would love to talk with you about the Ad-Card direct mail marketing program. We do give you exclusivity for the Ad-Card direct mail marketing program. But due to our marketing agreement, we do not offer exclusivity on the DMV car owners mailing list.
Call and tell me what you are trying to do. We can do a count for you to show you what your auto repair market consists of, then give you quotes on how to attract the Fine Car Money Customer using the Ad-Card direct mail marketing program.
Why Not Call Me Right Now With Your Toughest Questions
Zed Daniels 800-428-0286