Any ideas for improving business at a small car repair garage?

Question

Just looking for some suggestions as to cheap advertising ideas, etc, anything a bit different that we would not have already thought of please?

Answer 1

Every time you do a repair job, give the customer a flyer which on presentation by any new customer a 10% discount. This does two things 1. It is a way of giving your customer a thankyou for using you and 2. Word of mouth advertising is the best advertising you can get.

Answer 2

topless 'grease monkeys',male/female! lollol

Answer 3

The most effective low cost advertisement is direct mail circulars.

Answer 4

Do what Best Buy did with the Geek Squad.  They got some economy cars, wrapped them in bright advertisements for their services, then offered mobile repair for home and business.  I would go to www.PsPrint.com and order 5000 of their full color glossy club cards (4' x 6'), printed both sides, for $150.  Better than direct mail bc people SEE it, rather than having to open it.  Just hire a kid or grad student to delive them locally to build up clientele.

You'll need a website so they can check you out before they buy.  I'd make some video tour videos (2 minutes each) and post those.  Have your phone numbe BIG on everything you do so people can see it and call you.

If you worked it right, you could do a ton of work in regular maintenance work - people know IF their car works at it's optimum then it means a greater efficiency in gas mileage.  Since most folks these days can't afford to go trade in their SUV for a Prius then are stuck having to make the best with what they've got.  That's where you come in: Tune-ups, oil changes, tire pressure, installing those Tornado spark plugs and that Turbo air gizmo - both of which generally improve gas by 10%.

Your Cmapaign would be as "The Fixer" and I'd run on-the-spot-specials for anyone that called within the next hour of when the flyer was put out bc technicians are in their area to provide instant service.  If you capture this market your profit could be based upon volume - maybe you offer a volume discount per office or bldg - if they co-op their order their price goes down based upon total volume they generate: a good price with five total sales, a better price for ten total sales.  Offices co-op lunch orders every day so they are used to doing this.

Answer 5

Besides crashing into people and then giving them your card?

If someone gets some work done, give them a voucher for a discount on future maintenance work. A couple of times per year, flyer around the neighbourhood, to both residential and commercial addresses. (Marketing is all about creating familiarity.) The garage I use turned out to be four blocks from my office -- I had no idea they were there until someone online referred me to them. Offer some kind of promotional package deal, especially the same thing annually: "It's that time of year again! Call or come in for __________"

Flyering takes a lot of leg work, so don't expect to get it all done in a day, but it is worth it. Talk to a local independent printer about your offset press versus digital colour options, and remember that fitting two or more flyers to a sheet cuts your money spent in half or more.

Offer a ride to and from work or home so people can drop off their vehicle but not have to take the bus or a cab. My garage does this and I couldn't have been more thankful in February.

Because of the near-universal suspicion of car repair places, especially among women, try to get some reviews of your business online at some consumer-opinion sites and local directory sites (maybe ask your customers to do it when you give them back their keys). As a woman, I rely pretty heavily on reviews and word-of-mouth when it comes to car repairs, contractors, etc., where I don't know whether I'm getting a good deal or not.

Make sure your website doesn't look like c**p. Also, have a web site. Again, especially among people who are going to research you before contacting you, it's their first exposure to you. You don't need a flash landing page and all kinds of swirly animations or games and jpgs of amazing luxury vehicles, but it should look as little as though you made it yourself as possible. Check out other shops' sites to see what works and what doesn't.

And since reputation is so crucial in a business like yours, take care of your current customers. Apart from the ride program, make sure your waiting area doesn't look dingy with splotchy paint, weathered carpets, tired old magazines with pages ripped out or bent, etc. Offer customers a coffee. (Nicer than having a self-serve unit out, which people hesitate to use even when they're supposed to.) The waiting/reception area tends to be a neglected area in the garages I've been to, and while I know the owner and staff are obviously occupied with more important matters, as a customer that area is what I'm exposed most to.

One garage I used had photos displayed of the staff over their position and specialties. It really gave the impression that there would be many minds and skills taking care of my car, and they seemed less like the guys on the other side of the glass.

Depending on your facilities, you could also think about doing occasional $50 or $100 workshops for self-maintenance, or in areas you don't do a lot of business in anyway. Young people's first cars, women, seniors, men who think they ought to know how to do everything but don't, could all use some tutelage but no one apart from auto courses at colleges offers anything like it. For example, you would be surprised at how many people can't jump-start a car or change their battery, or even put on a tire.

You could also try a cross-pollination program with shops who do things you don't -- if you do body work but not really full paint jobs or auto glass, find the shops nearby that do and exchange handfuls of business cards to display for each other.  Make friends with local towing companies who could recommend they bring the car directly to you.

Answer 6

BNI

But you have to get out of bed early one day a week.  Word of mouth referral is the best way to get business - personal recommendation.  Only any good if you provide a good service.

Answer 7

Run an oil change special for $19.99 for three months.  Advertise this special with a nice large clean sign outside your shop (if you have street traffic)

When your customers start rolling in, gently suggest additional maintenance.  Air filters, Wiper blades, gas filters, etc...

Be honest and sincere.  Remember, it is simple to call another repair garage and get an estimate.  Also, people can get deals online now, so you need to sell your customer service, honesty and commitment to superior automobile safety and performance.