The Auto Repair Marketing Podcast

In this episode, Kim talks about how non-marketers can create a very useful marketing plan that will keep you organized and on budget.Talking PointsA real marketing plan that’s fluid, can be edited and accessed quicklyThe 3-book auto repair marketing MBA. Read these 3 books:The Ultimate Guide to Auto Repair MarketingThey Ask You to AnswerBuilding a StoryBrandWho is your preferred customer? Defining your customer avatar.Look backward at what was successful this year then set your goal for the upcoming year. What are you planning to accomplish? Complete a SWOT Analysis looking at your strengths, weaknesses, opportunities, and threats.In your sea of services, which ones do you want to focus on in the upcoming year, quarter, or season? What’s most profitable? Which one has untapped potential? Include that service in your marketing plan.Difference between promotions and special offers/coupons.What needs to be promoted and deserves a space in your marketing plan?Determine the specific marketing tactics/strategies you plan to utilize.How to decide on a marketing budget. Are you trying to be more conservative and maintain growth or do you want to be more aggressive? Depending on your goal your budget could be 5% or it could be 12%. Consider who will be accountable for the marketing efforts and tracking. Including who will do the marketing in your plan is important.With all this in place, it’s time to focus on the message. What will you say? How will you say it? Consider a StoryBranded type of message that focuses on your customer and their problems.Create individual campaigns. These could be monthly, quarterly, seasonally, or for specific slower times of your year.Decide on specific promotions considering your weak areas, strong points, and opportunities. Consider seasonal campaigns, service-based promotions, and events you can attend, sponsor, or host. Look at your community involvement. Is it a strength or a weakness? How will you improve or implement being involved in your community?Measuring! You cannot manage what you are not measuring. Look at what’s working and what’s not. Include in your marketing plan how you will start, stop, and/or pivot your marketing efforts based on the metrics you are measuring. How to put all of this together. Lagniappe (Books, Links, Other Podcasts, etc)Guide: How to Create a Real-World Marketing Plan for an Auto Repair ShopPodcast: When is the Best Time to Plan Your Marketing?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner, RepairPal. Visit the Web HERE

Auto repair shop owners and business owners, in general, like to chase shiny objects, and marketing is no exception - and sometimes those shiny objects are worth chasing - but not until you have the foundations in place first. So what are the foundations when it comes to marketing? Kim and I answer that in this episode.Talking PointsWhat if everything you know about marketing is actually what’s holding your business back?1- Have a Great Website2 - Get your SEO right3 - Send a Monthly Email Newsletter4 - Post on Social Media Regularly5 - Embrace Pictures and Video6 - Boost Facebook Posts7 - Do Google Ads8 - Be nice to people9 - Focus on getting reviews10 - Join and Get Involved With Your LocalChambers of Commerce11 - Join a BNI Group12 - Embrace Community Involvement13 - Actually Fix the CarsLagniappe (Books, Links, Other Podcasts, etc)Podcast: Making Friends With Short Format VideoPodcast: Is it Customer Service Or Is It Marketing?Podcast: Networking Skills To Get The Most From In-Person EventsPodcast: What’s Your Story? Talking Video With Patrick EganPodcast: The Top Features An Auto Repair Shop Website NeedsPodcast: Does Your Community REALLY Know You?Podcast: Keywords in Reviews - Adding Fuel to the FireHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner, RepairPal. Visit the Web HERE

You’ve heard the old saying that “failure to plan is planning to fail”, right? This is especially true when it comes to your marketing. Unfortunately, most shops have no plan, and it shows in their roller coaster revenues. But how do you plan it all out? Brian and Kim talk about exactly that in this episode of The Auto Repair Marketing Podcast.Talking PointsFailing to plan is planning to failWhat to planLooking back firstLooking aheadThemesEventsAdsSEO Search Topics/Keywords & PhrasesWhen to planAnnuallyQuarterlyMonthlyHow to planBlock out timeLook at statsSet goalsBackwards engineeringWhen/How to edit/pivotMonthlyQuarterly Analyzing + Checking Stats/PerformanceHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner, RepairPal. Visit the Web HERE

Aren’t core values something you just hang on your wall and forget about? That’s how I used to feel about them until I had an enlightening. Core values and culture spread throughout your organization - even into your marketing. Kim and I have a conversation about marketing, culture, and core values in this episode. We hope you’ll listen in!Talking PointsMission. Vision. Values. Everyone talks about them, but not everyone lives them.If you have them - can you recite them? Does your team know them - by heart? Are they so much a part of your company that your customers know them?We were that company. Had them but they lived in a Google Doc or in a frame on the wall that people just walked past. How we developed our core values.Where are they?On the wallThroughout our website, social, and other marketingOn our careers page, interviews, etcIn our onboardingIn our daily conversationsReviews, Check-ins, Staff MeetingsShieldys We live them. They’re in us. How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner, RepairPal. Visit the Web HERE

There’s no lack of discussion about this topic throughout the Aftermarket Radio Network, but it’s made such an impact on our business that we have to add in our thoughts. The thing that we’d implement… is EOS. The Entrepreneurial Operating System. EOS will fix nearly any problem in your business, and we’ll never run another business without it. Listen to hear why we’re so passionate about it!Talking PointsEOS: Entrepreneurial Operating SystemCore Values, Vision, 3 Year & 1 Year Goals, 10-Year, L10, Departmental L10’s, Operational L10Firefighting, no more. Can’t go on vacation? EOS sets a plan, process and a place to look to and achieve. It empowers people. It creates team camaraderie and company culture. How would we see EOS working in a shop? LeadershipFront of House (service advisors, customer service)Back of House (techs, parts, tools)Lots of shops are EOS Shops! Check out Barry Barrett (former shop owner, Sales Trainer, and EOS Implementor) on the ARN with Carm! How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Traction BookRocket Fuel BookEOSWatch EOS on the Aftermarket Radio NetworkThanks to our partner, RepairPal. Visit the Web HERE

The number of awards available for auto repair shops to apply for can be overwhelming, but very few shops actually apply for them. Recognition for your shop or your staff brings many opportunities for marketing, showing appreciation, and more. Savvy shop owners will prioritize getting these awards, Listen as Kim and Brian talk about why.Talking PointsEvery year there are multiple opportunities to take advantage of awards and scholarships. VISION (MWACA)ASOGAAPEX (AUTO CARE ASSOCIATION)WOMEN IN AUTO CAREWhy nominate yourself?You need helpYou do not have the budget to attendYou want to show your team you are not afraid or too proud to take advantage of the offerings availableWhy nominate others?It’s the right thing to do.It fits into your core values.You want to recognize others for their contributions.How to prep?Start NOW. Start collecting the right types of information. PhotosVideosTestimonialsKnow your numbersAdd all these to a Google FolderPay attention to the awards/scholarships available throughout the year so you can be ready next time.You win. Now what?Tell the world.Don’t be too proud not to. Share the great news.SocialWrite a blog about what it means to youDo a video sharing your gratitude/thanksPut it on displayCelebrate with your teamWrite a press releaseHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner, RepairPal. Visit the Web HERE

Have you ever been in a place in life where you never seemed to be satisfied? Where nothing made you happy? Where every time you got something you’d been working towards you were met with disappointment? This is where I (Brian) found myself and it caused me to go on a journey to figure out why. In this episode, I talk about what I found along that journey.How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Podcast: Never Satisfied? Always Feel Like You’re Chasing The Next Thing? Here’s Why with Dr. Daniel Z. LiebermanThanks to our partner, RepairPal. Visit the Web HERE

Short format video (Reels, TikToks, YouTube Shorts) is the latest trend in social media. This week we met up with Justin Allen at ASTE. Justin serves Western North Carolina as the “Nice Guy at Large” with Hunter Engineering Co.. If you know Justin, you know he’s a pro at using short-format video. If you don’t know Justin, you’ll definitely want to follow him after you listen to this episode!Talking PointsWhy Justin invested so heavily in videoHow video has changed in the time he’s been using itHow has video impacted his sales effortsWhat equipment Justin uses most oftenThe editing tool that makes short format video super easy to createHow to get over the fear of the cameraHow to get started with short format videoHow To Get In Touch with JustinTikTok: https://www.tiktok.com/@jallenhunter Instagram: https://www.instagram.com/j_allen_hunter/ Facebook: https://www.facebook.com/jallen.hunter LinkedIn: https://www.linkedin.com/in/justin-allen-85209949/ Thanks to our partner, RepairPal. Visit the Web HERE

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Today I am excited to have some amazing ladies on the podcast with me! Leigh Anne Best + Laura Frank with Brakes for Breasts are here with me today and it’s going to be amazing!Talking PointsHow I found out about B4B (Carm’s podcast!) when B4B was nearing the $1M mark a few years agoAs business owners…. We have visibility. With visibility comes responsibility. BOOM!Let’s talk stats. You have so many on your website!Nearly 300K will be diagnosed | Over 40K will die — in 2022$1.4M since 2011Over 100 repair shopsWhat made you start the organization?Leigh Anne and Laura’s most memorable moment with B4BGetting connected to Dr. Tuohy - the Cleveland ClinicB4B makes it so easy, having done the groundwork for shops to get involvedWhat B4B hopes to accomplish THIS yearWhat B4B is going to look like in 5 yearsWhat you can do to get involvedThe “best” time of the year for the shops to get started with you/signing upHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Brakes for Breasts WebsiteBrakes for Breasts on multiple other episodes on the Aftermarket Radio NetworThanks to our partner, RepairPal. Visit the Web HERE

Did you know that April is National Car Care Month and October is Fall Car Care Month? These two months are a great way to bring awareness to auto repair while also marketing your shop. Listen in as Brian and Kim talk about marketing your shop through these months and planning a car care clinic.Talking PointsOctober + April - Car Care MonthsWhat we did at our shopWhere to find resources: EVERYWHERE. Google, YouTube, Organizations, Other ShopsToolkits, social graphics, press releases, videosA Saturday clinicQuick overview/check-overNot a sales eventAll preventativeBring in parts suppliers, complimentary businesses, jump houses, child safety seat inspections & demonstrations, rafflesGet organizedAll month longBe open to “Car Care Month Inspections” all month.Consider making a donation to a local charity for each inspection.Take photos of each inspection and share on socialDo “Live” videos, reels, TikToks throughout the monthPromote your event: press releases, FB events, Chambers of Commerce, BNI groups, radio stations, your events page of your websiteHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Host a Car Care EventCar Care GuideSocial GraphicsArticlesVideosThanks to our partner, RepairPal. Visit the Web HERE

Our guests in this episode of The Auto Repair Marketing Podcast are Tim Chakarian of Bimmer PHD and Tatsu Tsuchida of Tokyo Automotive. We talk about a lot in this episode, including guerrilla marketing, 20 groups, and industry associations. Tim and Tatsu both run incredible shops and are very involved at an industry level. They believe in learning from and helping other shop owners.Talking PointsTim and Tatsu both have had great success in using “bird droppings” to market their shopsBoth also have gifts that they give to their clientsThe relationships they have built with each other and other shop owners through their 20 group have had a large impact on their business and themselves personallyBeing a member of ASCCA has allowed them to work with other local shop owners and create relationships that benefit their clientsHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Thanks to our partner RepairPal. Visit the Web HERE

What would you do if you were driving the backroads passing field after field full of white, black, and brown cows, and all of a sudden you saw a purple cow? You’d probably stop your car, take pictures of the cow, post on social media, and tell everyone you know about it! Don’t you wish people would have that kind of reaction to your auto repair shop? In this episode, we talk to Vic Tarasik of Shop Owner Coach about how to find your shop’s purple cow.Talking PointsWhat is a Purple Cow?Fitting in is failing, its a crowded marketplace, so not standing out equals being invisibleUsing your purple cow to attract + retain customersUsing your purple cow to attract + retain techniciansExamples of some famous purple cowsHow To Get In Touch With Vic TarasikEmail - [email protected] - Shop Owner CoachHow To Get In Touch With Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Purple Cow by Seth GodinMeta Description - Getting people to notice and talk about your shop is a goal of every shop owner.  Join us and Vic Tarasik as we talk about Seth Godin’s book, “Purple Cow”Thanks to our partner RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Today it’s a little different because we kicked Brian out! It’s just the ladies today and I have a very special guest, friend, and client: Mrs. Jen Rindflesh of Collinsville Auto Repair in Canton, CT. This podcast came from a chat Jen and I had about two weeks ago. What we learned was the parallel between our relationship as marketers and your (Jen) relationship as the shop.Custom, personalized marketing takes timerequires collaborationneeds open communicationWhat we did was not perfect, the content was off - the discussion that happenedPatience building a relationshipTrusting your partnersWhen mishaps happen: listen, learn, move forwardUnderstanding different ways things are said in various regions of the countryCommunication, communication, communicationHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - [email protected] Lagniappe (Books, Links, Other Podcasts, etc)Book: Question Behind The QuestionCollinsville Auto RepairThe Group Class about Reviews where we talk about “perspective”Thanks to our partner, RepairPal. Visit the Web HERE

SummarySometimes the lines between customer service and marketing can get pretty blurred, but does it really matter? Join Kim and Brian as they talk about some of their favorite customer service tricks that auto repair shops can use to create raving fans who love your shop, refer their friends, and become overall advocates for your business.Talking PointsOpening the door for your customersFriendly, personal greetingMake their coffee for themWash their carPull the car aroundHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

The gang’s all here; we have the entire Aftermarket Radio Network together for an important episode inspired by the movie Moneyball. We all have experience with people who are not our top performers, but are we better to have them on the team than not? You know them; they are consistent, reliable, steady, and contributors. Are they worth replacing? Will they become the best or top performers, or do they help strengthen our overall performance? A great discussion among your peers. Watch the Episode on YouTube Hunt Demarest, CPA, Paar Mellis and Associates, Business by the Numbers Podcast Matt Fanslow, Riverside Automotive, Red Wing, MN, Diagnosing the Aftermarket A to Z Podcast Kim and Brian Walker, Shop Marketing Pros, Auto Repair Marketing Podcast Chris Cotton, AutoFix Auto Shop Coaching, Chris Cotton Weekly Blitz Podcast Key Talking Points What REALLY contributes to production? Simpson Paradox Simon Sinec points out that Navy Seal teams value Trustworthiness far, far more than Performance. VIDEO HERE Tech productivity is one of the most important aspects of business, but how can these numbers skew what that employee is really doing (helping others, sharing duties outside of production, etc.) Are there some numbers or metrics that actually can look too good, which could cause an issue for growth or retention Numbers don’t lie, but sometimes can be misleading. Do your numbers match up with what you are trying to do with the business? You have to have your head up and eyes wide open to make sure you can identify the "doers" in your group. Do you have a scorecard for success for your technicians? Pay plans; incentive greatness Who are your ‘support people' to contribute and make the whole picture better Culture is contagious Training when hiring- Weaknesses- be honest with eachother Fine balance- profitability aspect, you can’t have a shop full of unicorns Removing obstacles Connect with the Podcast Aftermarket Radio Network Subscribe on YouTube Visit us on the Web Follow on Facebook Become an Insider Buy me a coffee Important Books Check out today's partners: Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com       Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com

SummaryIn this week’s episode, our guest is The Queen of Connections. But wait, isn’t that Kim? Yes, yes, it is. Brian interviews Kim about why you would want to attend networking events, maintaining proper networking etiquette, and best practices for before, during, and after the event. If you’re new to networking, or if you’re a seasoned veteran looking to upgrade your networking skills, this is the episode for you!Talking PointsWhy do you go to networking events?How should you prepare ahead of time?Business cards (check out digital cards: Hi Hello)NametagKnow ahead who you want to meet (use event app)Have your calendar handyHow can you stand out at a networking event?Talk about being a hostAct as if you are A host not THE hostWhat are some rules of networking that someone new may not know?Open postureMove around the room - don’t monopolize someone’s timeRespect people’s business cardsYou’re not there to sellWhat is a networking buddy?Makes the events more enjoyableCan rescue you from people who don’t know the rules - have a signalDon’t spend all of your time with the networking buddyIs there anything you should do after the event?Immediately make notesFollow upMake appointments. THIS is when you get to sell - MAYBEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

SummaryPatrick Egan is the founder of Spark Interactive, a video production company that tells the stories of auto repair shops throughout the country. Patrick is an automotive industry veteran and has been in thousands of shops. Brian talks to Patrick about how shops are using video in their marketing and why it is the most effective medium you can use.Talking PointsPatrick has literally been inside of thousands of auto repair shopsPeople feel like they know you when they see and hear you on videoThere is no better way to tell a story than through videoCreating great video is something you can do yourself, but it’s probably better left up to the professionalPatrick talks about the investment to have video done professionally for your shopHow To Get In Touch with Patrick at Spark InteractiveWebsite - https://www.sparkinteractive.com/Facebook - https://www.facebook.com/sparkinteractivePhone - 805-403-3462How To Get In Touch with SMPGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

SummaryNot all websites are created equal. Some are online brochures while others are sales machines that work 24/7/365. Which do you want yours to be? In this week’s episode, Kim and Brian each discuss the top 5 features they feel an auto repair shop website needs. Kim comes at it more from the consumer’s side while Brian talks more from the technical side. In the end, you’ll have a checklist of 10 important website features you can check against your shop’s website.Talking PointsKim’s Notes on What Customers Look for in a WebsiteAbout Us. Customers want to do business with people they know/like/trust. Help them by sharing your story.Photos - They are looking for the real you.Reviews - They want to see “social proof”Will you solve their problem? (Do you work on their car.)Make an appointment / Phone Number (Contact)Brian’sGoogle AnalyticsADA ComplianceCalls to ActionReal PhotosUnique Content & BlogThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Lagniappe (Books, Links, Other Podcasts, etc)https://shopmarketingpros.com/great-auto-repair-shop-website/

SummaryDetermining your auto repair shop’s marketing budget requires taking a lot of different things into consideration. The old adage is to spend 5-7% of your gross revenue on marketing. Whereas we do find that to be a pretty good benchmark, it’s not always that simple. Shop Marketing Pros’ J.R. Portman joins Brian on this episode to talk through some of the things you need to consider when deciding on a marketing budget.Talking PointsThere is a formula you can followIt all starts with your numbers. How much did you make last year?Do you need more cars now or are you focused on future growth?Where are you located? Is there a lot competition in your area?Marketing vs AdvertisingHow are you classifying things on your income statement?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

The Two Books You Must Read If You Are Involved In Your Shop’s MarketingONESummaryIf you’ve ever heard Brian or Kim teach, you’ve probably heard them recommend one or both of these great books. Brian likes to say that reading these two books will give you an MBA in auto repair shop marketing. Listen in to find out why, then go get the books and see what all the fuss is about!TWOTalking PointsThey Ask You Answer by Marcus SheridanRevolutionary Approach to Sales & Content MarketingA different way of looking at business, marketing, and trustThey Ask, You Answer - definedThe Big 5Implementing the answersSoaking it into your shop - becoming part of the shop cultureThe cost. Is it expensive?Building a Story Brand by Donald MillerOur experience. How we heard about it.Going to Nashville - BrianGoing to Nashville - Brian + KimGetting the team onboardReading the book(s)Listening to the podcastMost marketing is a waste of time, money, energy, effort7 Elements of Great Storytelling to Grow Your BusinessIt’s about the transformation of the characterImplement itTHREEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros FOURLagniappe (Books, Links, Other Podcasts, etc)https://www.riverpoolsandspas.com/blog/author/marcus-sheridan Rev.com https://storybrand.com/ Book: They Ask You AnswerBook: Building a StorybrandThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianShop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

ONESummaryIt feels like every shop in the country is looking for a new tech or service advisor. There is no silver bullet to hiring, but most shops are so bad at it that it’s easy to get a leg up on your competition. In this episode, we talk about how the same marketing you are doing to attract new clients can also attract new team members. We tell you what you need to be promoting that you’re probably not, and how to build a careers page on your website that will be so much more effective.TWOTalking PointsWhat we know: Good techs already have jobs! Are you showing up where they are or are you posting where they’re not going?Pay is not always the most important thing!We don’t know: have you surveyed your team? Why are they staying? What brought them to you? Ask them what they see other shops doing that might attract them there.“Train people well enough so they can leave; treat them well enough so they don’t want to.” Richard BransonOur tech recruitment guide is free on our website!Have you listened to our podcast with Carm? “Social Media Marketing to Technicians” RR 665Your marketing is not just for customers anymore! It’s where future team members learn about your shop and decide if the grass looks greener.What does your marketing say about your company culture?We love what Simard Automotive does when recruiting. They’re in Alaska so they did a campaign showcasing the beauty and reasons to move to Alaska!Pivot your marketing. Showcase company culture, team, community involvement, reviews (customers and employees), respond to reviewsYour Careers Page - what you need on it!Video - Patrick Egan at Spark InteractivePictures showing your company culture (photo gallery)Core ValuesEmployee testimonialsBenefits of working at your shop.Do you have A/C?4 day workweek?What equipment do you have?Do you take your team to training events?THEN the things like salary and benefits.A place for people to apply when you’re not hiringTHREEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Instagram - @shopmarketingpros Get the Book - shopmarketingpros.com/bookFOURLagniappe (Books, Links, Other Podcasts, etc)Blog: Hiring Techs in the Digital Age Blog: How to Write a Technician Hiring AdGuide: Auto Tech Recruitment Campaign KitBook: Building a StoryBrandPatrick Egan, Spark InteractiveWeekly Blitz with Chris Cotton - EOS Core Values - Episodes 42 and 45Thanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

SummaryThe question was posed to a group of panelists, “As an auto repair shop that hasn’t been doing any marketing, where do I start?” There are a lot of different ways to answer this question, but we look back at how we started marketing our own shop and had great success. Not all marketing looks like what we tend to think of with websites, digital ads, direct mail, etc. The most effective marketing we’ve ever done was face-to-face, and some of the most successful shops still attribute their success to tactics like the ones we talk about in this episode.TWOTalking Points“As an auto repair shop that hasn’t been doing any marketing, where do I start?”Blog: Is That Really Marketing?Businesspeople are the ultimate referrersBNI GroupsWhat is BNI?Overview of the meeting formatBNI specific to auto repairChambers of Commerce“I joined the chamber and never got anything from it”Chamber breakfast, Leads for Lunch, BAHCommitteesHosting events at your shopBNIChamber eventsCar care clinicsMerit badge workshopsKatrina driveHalloween “Trunk-or-Treat”Car showsMevert Automotive’s Customer Appreciation Mevert Vacation Open HouseWho manages all of this?Future podcast episode “Should your shop have a dedicated marketing director?”THREEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Instagram - @shopmarketingpros Get the Book - shopmarketingpros.com/bookFOURLagniappe (Books, Links, Other Podcasts, etc)Blog: Is That Really Marketing?BNIBlog: Planning a Trunk-or-Treat for Your Auto Repair ShopBlog: How to Become Well Known In Your CommunityCustomer Appreciation Mevert Vacation Open HouseThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

Keywords in Reviews - Adding Fuel to the FireUsing keywords in reviews isn’t exactly a new trick, but a recent experience on a trip to Key West brought this to the top of our minds and resulted in this episode. Listen in to learn a way to make those great reviews you have perform at an even higher level, bringing in people who are searching for auto repair services in ways that you may never think to optimize for.Key Talking Points02:30 - how people search by voice03:10 - people don’t even have to click into your website anymore04:28 - Google doesn’t want people to leave Google05:20 - the story about what happened in Key West11:00 - how to make this work for your auto repair shop14:00 - how to get people to use your preferred keywords in reviews15:25 - it’s not just Google reviews we’re talking about19:05 - the 4 types of keywords you want in your reviewsThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: [email protected] Shop Marketing Pros Website HEREFacebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind Meet us at the many industry events throughout the year.

Kim and Brian Tell Their StoryThe Auto Repair Marketing Podcast hosts, Kim and Brian Walker, have quite the life story of technician and teacher turned shop owners, turned marketers. This episode has very little to do with marketing but serves more as a foundational episode that can be referred back to in future episodes. Listen in to hear a story about a young couple that started with nothing and built a $2M shop only to lose it to a road construction project and eventually filing bankruptcy - then building a thriving marketing agency.Thanks to our partner RepairPal. Vist on the Web HERELink to episode 1 with Chris Cotton Here.Link to Chris Cottons Episode with Kim and Brian HERE.Email Kim: [email protected] Brian: [email protected] Marketing Pros on the web: HERE

Hijacking The Marriott Boardroom With Chris CottonChris Cotton of AutoFix Auto Shop Coaching is our guest on this episode of The Auto Repair Marketing Podcast. We were at the Marriott World Center in Orlando Florida for Worldpac’s STX conference where we hijacked the Marriott Boardroom to talk to Chris about the overall state of marketing in the automotive independent aftermarket. We cover so much with Chris, and we hope you’ll listen in to find that one takeaway that will positively impact your bottom line.Key Talking PointsThere is a false sense of security in the industry right now. It’s easy to succeed as a shop in this bull market, but a bear market is coming.Shop owners now have to compete with shops that are owned by business people coming out of the corporate world, or with VC groups buying up shops and running them like well-oiled machinesWhen it comes to your marketing, you need to be on top of your game, you probably need to get help, you need to embrace video, and you need to make your marketing help people get to know, like, and trust you.Sometimes marketing mediums that we perceive to have stopped being effective will make a comeback. You only know this by trying things and measuring the ROI.Some shops stayed full throttle into the pandemic and thrived. Others pulled back and went out of business. You never take your foot off the gas!Focus on the foundational marketing tactics before chasing silver bullets. Once the foundations are rock-solid, then experiment with shiny objects.Most shops market haphazardly without a plan. To get the most out of your marketing, a well-thought-out plan based on a rolling 12 months needs to be in place.How to Connect With ChrisEmail: [email protected]: https://autoshopcoaching.com/Podcast: https://autoshopcoaching.com/weekly-blitz-podcast-with-chris-cotton/ Thanks to our partner RepairPal. Vist on the Web HERE Email Kim: [email protected] Brian: [email protected] Marketing Pros on the web: HERE