Twitter You Tube Facebook Autobodynews Linked In

Tuesday, 31 March 2020 17:26

AASP-MN and Shop Marketing Pros Present Discussion How to Market Shops During a Crisis

Written by
Kim Walker of Shop Marketing Pros presented informative information during a webinar on “How Do I Market My Shop in a Crisis?” sponsored by AASP-MN. Kim Walker of Shop Marketing Pros presented informative information during a webinar on “How Do I Market My Shop in a Crisis?” sponsored by AASP-MN.

Index

Shop Marketing Pros and AASP-MN on March 25 presented a free webinar, “How Do I Market My Shop in a Crisis?”

Taught by Kim Walker of Shop Marketing Pros, the webinar helped shops understand what to say, where to say it and how to say it during a crisis.

 

Webinar sponsor AASP-MN invited AASP-PA and IGONC to attend as well, and all three associations heavily promoted the informative session to their members. As a result, more than 100 collision and automotive repair industry professionals registered to learn about the timely topic.

 

Walker began by explaining she and her husband, Brian, are past shop owners and now own a marketing company.

 

When it comes to the current pandemic with COVID-19, many people are asking how they remain socially responsible. Preventive measures were put in place to keep people working, and to collision repairers, Walker pointed out, “You are essential. The government decided you’re essential because you’re providing an important service to the community.”

 

The good news is while some shops may be experiencing a reduction in car count, the average repair order is increasing, Walker said, citing a study by Tekmetric.

 

“Be willing to adapt," Walker said. "See what’s happening, and accept it quickly. Recognize what’s going on in the world, and get ahead of the curve. This whole situation moved very quickly, and it’s important to be able to adapt quickly with a positive attitude. Have a conversation with your team to help them adapt as well.”

 

Shops marketing during the current crisis should start with the basics, including the soft skills.

 

“Now isn’t the time to jump into a brand-new marketing strategy or do cool new things if you don’t have your foundational marketing in place,” Walker said. “Instead, be human, show compassion. Be resourceful and thoughtful, clear and communicative. Market your shop by becoming a resource. People are going to remember the time you helped them and tell people about that.”

 

During a crisis, shops should focus on customer retention, instead of acquisition.

 

“Focus on what you have---loyal customers," Walker said. "Don’t spend a lot of money trying to acquire new customers when you already have a database of customers who love you, trust you and want to do business with you."

 

Walker suggested loyalty programs and discounts.


Previous Page Next Page »

Read 647 times