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Tom Franklin

Thursday, 20 October 2011 17:34

Choosing a More Profitable Market

These days going to the movie theater can be very expensive. Theater owners have come to realize that former patrons now get their films online from services like Netflix. To compensate for the loss of these customers, they have begun to add luxury amenities like select seating and personalized service in the auditorium. And of course the price of a ticket has skyrocketed, in my area to around $14.00 for a ticket.

Thursday, 22 September 2011 16:50

The Ethnic Factor in Marketing

It’s no secret that large numbers of recent immigrants now live in many areas in the United States. Most gather themselves into close-knit communities where their native language predominates. Fortunately, for quality collision shop owners, few of these immigrant communities have a quality body shop in their own ethnic area. If there is a shop, chances are it’s rather primitive and not up to insurance claim quality. This opens the door for an astute shop owner nearby who will put someone on the payroll who speaks their language and can help market the shop to that community.

Thursday, 25 August 2011 15:51

Long or Short Ad—Which is Best?

If you’ve ever received a long sales letter, you may have wondered why it was four or more pages long—and who would expect you to read it all?

Thursday, 23 June 2011 16:12

How to Survive a Summer Slump

In my neighborhood, several shops are saying they’re having a “summer slump.” Maybe it’s the economy. Maybe people have gone on vacation ignoring needed repairs. With gas prices sky high people are driving less and having less accidents. Whatever the case, it can come down to less business for the moment. What can a shop owner do to survive this down time?

Many years ago I went through a training program offered by a company called Expansion Consultants, Inc. One of my instructors offered the hypothesis that “any unwanted situation can be resolved with sufficient communication.” He used the expression “universal solvent” to describe how communication can dissolve problems.

Summer time is nearly here and shop owners who are interested in attracting insurance or other referral business may be considering putting on an event.

Monday, 11 April 2011 16:34

Summer Time Means Event Time

Summer time is nearly here and shop owners who are interested in attracting insurance or other referral business may be considering putting on an event.

Thursday, 24 March 2011 17:37

Get on the Cosmetic Car Upgrade Bandwagon

This year many collision shop owners and managers may be heading to Las Vegas for the SEMA Show rather than to Florida for NACE. But only a few have grasped what it means to jump on the SEMA bandwagon.

As we get rolling in this New Year, we see a multitude of new ways to market the shop: A website, e-mail, Facebook and other social media sites, like Twitter. Should we ignore these new ways to reach potential customers? Certainly not, but there can be a tendency to discard tried and true ways when we jump on the bandwagon for the new ones. And that can be a serious mistake.

Wednesday, 26 January 2011 19:12

Client vs. Customer, The Marketing Difference

I was recently surprised when a local handyman referred to the people he does property repairs for as “clients.” It sounded kind of grandiose. Would that same designation be out of place in a collision repair shop where repair prospects are generally referred to as “customers?”

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