Joyce Tribbey is CustomerLink’s Marketing Coordinator. Her job is to facilitate CustomerLink’s marketing logistics and communications for our publications, partner and vendor support, and event planning. With more than 25 years of experience in editing and technical writing, Joyce is our resident grammar addict. (If you see her coming toward you with her red pen, you should probably run.) When not enjoying her time in the Marketing Department, Joyce takes guilty pleasure in talking fashion and watching professional tennis. It’s actually asserted that she watches entirely too much tennis (and television in general), but since she also reads, travels, and spends time with family and friends in abundance, she’s totally in denial about that. Mad Men, anyone?
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The circumstances that bring many people to an automotive service facility—from a blown tire to a major mechanical failure—often fall into the category of unexpected expenses. And that can be the case during not only the worst, but also during the best, of economic times. These days, cash is tight for most people, so even something as routine as an oil change causes them to pause and really think about whether or not they need it this month, even if you recommended it to them three months ago.
So, naturally, new customers are often going to want the lowest possible price for their car repairs and maintenance. They’re comparing brands. They’re doing their homework. They’re trying to figure out if any part of the job is something they can do themselves, even if they’re not completely up to the task. Are these people cheapskates? Well, in a way, yes. Do you need to buy into their cost-cutting routine in order to get their business? Well, in a way, no.
Today in marketing, two of the biggest buzz phrases going around are “customer engagement” and “relevant content.” What this means for you is that you need to communicate in meaningful ways in order to get, and keep, your customer’s loyalty. If you don’t provide content that speaks to him or, even worse, make a mistake by sending him the wrong message, he’ll never believe that you “get him” or that you care enough about him to handle his automotive service needs. And he certainly won’t be talking you up to his family and friends. If you want to consistently win and hang on to great customers, it’s essential to understand the importance of personalization in your auto shop marketing efforts. Continue reading ›