Whilst digital marketing can help you reach more people, through bigger audience potential, some feel that it doesn’t always do the job for a well established business, with customers who aren’t always online.
The best way to give your business balance, and talk to everyone, wherever they access the information they need, is by using a mix of both traditional and digital marketing methods.
The key to marketing is knowing your customers; using a mix of direct physical mail handouts and digital marketing campaigns to focus on gaining new customers and revenue streams, whilst keeping regular customers happy and engaged at the same time. So how can garage owners do this?
Billboards
- Billboards are seen every day as we walk, drive and commute for leisure or work. Marketing through billboards is all about imagery and grabbing attention in a short space of time. The less text the better, as passers-by only have seconds to register your advert.
- Having the right image can speak a thousand words, keeping it bold and snappy with images and minimal text is a great way to create and build brand awareness.
- Location is important, and if you think about a high footfall location in your local area, you’ll probably see an outdoor advertising space close by. Details of how to book such spaces are sourced from the companies that own them, so making a note of the business name at the bottom of the billboard you think could work for you, or searching for providers in your area online is the best step if you’re interested in exploring this as an advertising option.
- Be warned – they are not the cheapest of options, but can give you access to a big number of potential new customers if done right.
Flyers and brochures
- The power of a handout is still strong, particularly with a flyer attached to your customers invoice after completing work. This is a brilliant way to advertise other services and offer discounts to bring in new customers or convert one-time customers into long term advocates of your business.
- Flyers can also be a great piece of material for your waiting room – highlighting top offers while your customers are killing time waiting for their vehicles to be repaired.
- Posting flyers door to door or on vehicles within a certain radius of your business can also help to engage new and existing local customers. Not only does this show you are open to new customers, but it also gives existing customers a nudge to get jobs done on vehicles which they may have forgotten about or didn’t realise you did.
Petrol Pumps
Advertising on a petrol pump is a great way target motorists in specific regions or type of motorist you are wanting to market to. For example:
- White van man = diesel pumps
- HGV drivers = HGV forecourt
- Shoppers = supermarket forecourt
- Business users = motorway service stations.
Referrals
- Referral marketing uses your existing customers to promote and create awareness of your business by including any services, discounts or offers available.
- A way to enhance word of mouth could be by providing a referral scheme, advertising a monetary or points-based system to both existing and new customers to help you grow and retain.