In terms of marketing mix the overall auto repair service offering is referred to as the Product or Customer Solution. As in all endeavors applying the basics will ensure a firm foundation from which to achieve long term success. Every business is different and strength and weaknesses are determined by a number of factors. The
6 Keys to Defining an Optimal Auto Repair Service Offering Read More »
It’s always necessary to bring in new business in auto repair. If nothing else lost business must be replaced. To maximize profits the most must be made of advertising dollars. It’s important to have a clear definition of the target audience and employ marketing messages that will motivate them to make a purchase. Managing advertising
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The AIDA marketing model is based on the events that occur when a customer is exposed to an advertisement. The acronym stands for attention, interest, desire and action. Elias St. Elmo Lewis is credited with formulating this methodology and the overall philosophy is summed up as “The mission of advertising is to attract the reader
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The final ingredient in any marketing message is the Call to Action. Getting the reader’s attention, keeping their interest and simulating desire are building blocks that are intended to persuade the person to make a purchase. The call to action is final summation that encourages the customer to buy. In a marketing message it’s important
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Marketing messages must get a person’s attention, keep their interest and stimulate desire for a product or service offering. The marketing message should lead the person to want the service offering. A powerful message will result in the reader imagining the experience derived from the personal benefits of the offering. To elicit desire for a
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Gaining a readers interest is much more difficult than getting their attention. Using an attention grabbing intro will draw a person to a marketing message but the challenge is to keep them interested once their attention has been gained. A well-defined target market is necessary for any marketing effort to be successful. And the interests
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An attention grabbing marketing message will give a prospective buyer reason to take notice. It will compel them to learn more. Without a strong attention grabber the remaining advertising copy will be marginally effective at best. Considering the objective and potential means of winning attention it becomes apparent that there are many possible ingredients that
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At the start of a new year it’s important to review the results of marketing campaigns and determine how well they’re working. Marketing campaigns are generally directed at either customer retention or customer acquisition. In order to evaluate their effectiveness retention and acquisition rates must be calculated and measured against one or more benchmarks to
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Solution selling is a methodology that was developed in the business to business environment primarily focused on technology sales. The sales process involves engaging the customer, identifying one or more problems (often referred as points of pain), then designing and presenting a solution. The solution methodology is a natural fit for auto repair as the
Solution Based Customer Engagement Strategies for the Auto Repair Industry Read More »
Solution selling is a methodology that was developed in the business to business environment primarily focused on technology sales. It’s a natural fit for the auto repair business as much of what takes place is solution oriented. However, in recent times people have come to view the term ‘solution’ as an overused, watered down term
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