...community involvement, team building events and charitable programs, while implementing unique and out-of-the-box marketing in the mix.”
Autobody News sat down recently with Camacho to glean some takeaways any shop can use.
What are three things any shop should do as part of their marketing, advertising and public/community relations?
Creating and maintaining a Facebook social media page and enhanced website that engage your potential customers are the obvious ones that work well, but there are many other things that can be done. Here are a few suggestions.
Getting involved within the communities where your shop or shops reside---this can be done by hosting a weekend car wash and raising money for a local charity. Once I committed to doing this it became an annual event, and both the charitable organization and the car wash customers paid it back in dividends with their auto claims business!
Becoming part of your local Chamber of Commerce, networking business groups and being on the board of charities proved to be very effective. These come with either annual low-cost dues or no fees at all, but they enable your shop’s representative to shine your business in the brightest of ways.
Attending meetings and discussing challenges these organizations may be experiencing will illustrate the fact you and your team are problem-solvers and valuable members of the community.
What are some of the things shops are currently doing (marketing, advertising, special events, social media) that don't work, and why?
Many shop owners believe spending money on radio and/or TV advertising will bring them customers. Advertising this way may have an upside if you’re consistent and willing to invest in it, but advertising on the radio or TV is difficult to track when trying to calculate your ROI.
Many shop owners take the time to create their own social media pages, but then they don’t maintain them, and it ends up doing more harm than good. Social media is more important than ever, so I always make sure I...