The secret to the success of a car service, like any other business, is in the right communication with clients. service and attract customers To set it up, a budding entrepreneur needs to become a bit of a marketer. And – master a couple of tools, including the already familiar social networks and advertising in them.
We’ll tell you where to start promoting your car service.
The Three M’s Rule
This is a simple but universal marketing technique. It identifies three hong kong phone number library components of successful communication with clients: Market, Message, Medium.
- Market is your target audience, key buyers of goods/services.
- Message is your unique selling proposition, the message with which you encourage people to buy your product/service.
- Mediums are the channels that are best suited to communicate your offering to your audience.
Having defined all three components for your business, you will receive some kind of guidelines that service and attract customers will tell you how best to promote your car service. Without them, you will move blindly, and the result will be corresponding – there will either be no clients, or there will be, but few and irregular.
How to define your target audience (TA)
One of the most common mistakes made by beginning entrepreneurs is to include using for event marketing and absolutely all people who are potentially interested in their products in their target audience.
For example, auto repair shops often target their advertising at all vehicle owners. The paradox is that not all of these people are really interested in the services of the service station. Some have a car, but it is not they who look after it, but their relatives. Others often take taxis. Still others own not a passenger car, but, say, a truck, and it is good if your auto repair shop has everything necessary to serve such clients, but what if it does not? What is the point of advertising to them then?
To get real results, segment, or in other words, narrow your audience. Choose those groups of clients that will be easier for you to interest. And for whom your services will definitely be relevant.
When choosing such groups, write down their portraits. For each one, their own. Portraits powder data should include a set of characteristics common to people from one group. This will make it easier for you to visualize your audience, to see living people in it, not abstract figures. This, in turn, will help to create effective advertisements.
What should be described in a portrait of a car repair shop client:
- gender and age;
- the type of car the client drives, the frequency of its use, as well as the approximate price, the degree of newness (year of manufacture, used or not);
- place of residence;
- estimated income level;
- which could potentially discourage people from ordering your services;
- probable pains, fears, objections;
- what a customer might like about your competitors and what you could do to counter that.
Many auto repair shops focus only on attracting male customers, as there is a widespread belief that men are the ones who drive most often. This is no longer entirely true.
In the US, for example, the number of female drivers in 2019 exceeded the number of male drivers — 116 million versus 113 million, respectively. In Russia and other former CIS countries, there are still fewer women behind the wheel, but their number is constantly growing .
A study by Bosch Auto Service showed that women make up 20% of its clients, which is also quite a lot. Such trends should be taken into account when creating your audience in order to reach as many potential clients as possible.