Automotive Service Marketing Is All About Beating Your Competition

Automotive Service Marketing Is All About Beating Your Competition

If automotive service marketing is all about beating your competition, you must first ask this question – What Are We Competing For?

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Great Automotive Service Marketing attracts fine car high income car owners who are willing and able to pay well for your services.

If the purpose of your automotive service marketing direct mail is to increase your profits, (and that is the only purpose for automotive  service marketing) then the answer to  this question is quite simple. You are competing for The Fine Car High Income  Customer. Why?

Because they are the only customers who have the money - to say yes – when you are making your “Services Needed” presentation. AKA the up-sale.

However 80% to 90% of all automotive service marketing falls into the category of “Cheap, Fast  and Easy” automotive service marketing direct mail.

What is Cheap, Fast and Easy automotive service marketing direct mail?
1) You call the automotive service marketing company.
2) They throw a photo of your shop, a car, several more stock photos on a postcard.
3) They add a snappy headline like “Car Problems?” “Need Auto Service?” or “Car Troubles?”. Compelling!?
4) Then they slather it with 4 to 8 cheap coupon offers (that you will be paying for).
5) They print it quick and saturate some carrier routes with it. (Which is a mediocre  method of income targeting).
6) All you have to do now is wait for the low income (oil change only) customers to bring in the coupons. And hope you get a few high income customers in the mix.

Most shops do their automotive service marketing this way. Most shops have the same results. Their apportioned share of the the coupon chasers.

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