It is challenging to track such referrals, and our main marketing goal is to be widespread throughout various organizations in the community while also being prevalent on traditional marketing platforms such as television, radio and social media.
Q: You hold a teen driving class and a Ladies Night annually. What is the value of these events to your business and the community?
A: A good (free) way to get involved with your community is to pair up with a hospital or business and hold a teen driving class. We have done this with our local hospital and law enforcement for many years, and it allows us to go and speak to a group of teen drivers and their parents to highlight topics such as what to look for when shopping for a used car and what to do if you get in a wreck. We are able to leave them with a bag of “Lefler swag” that includes an important document holder and car safety tool. It also helps position us as a reliable resource to the young drivers and their parents.
Our most notable community outreach event has always been our Lefler Ladies Night Out. We hold this ladies-only car care clinic every spring and have increased the attendance from 50 to more than 200! We hold this in our largest body shop and have local vendors for shopping, provide dinner and a bag of quality Lefler-logoed items and discuss topics such as insurance coverage, safely traveling alone, vehicle fluids and more. It is a fun-filled evening paired with quality information taught by our CEO, Jimmy Lefler, and COO, Ed Dietz. This event is free and fills up every year. I utilize radio ads and paid Facebook advertising to spread the word of our upcoming Ladies Night Out.
We have also held a few Lefler Paint Parties in the estimate bays at one of our locations, which was a way for us to pair with a local nonprofit and essentially offer to host a paint party event while giving them a portion of the proceeds. We had a local art studio come in, which provided wooden door hangers in various designs, paint and creative assistance.