Independent auto mechanics have to compete with big brand names like Mr. Goodwrench, Tuffy Auto, Tires Plus, Aamco and countless other national chains. Getting your message out without a national advertising budget means you have to compete on a different playing field. But that doesn't mean your local one or two-man garage can't compete and even thrive in the market.
The single most important promotional product and marketing tool you have is honesty. Every consumer is looking for a reliable, affordable, and honest car mechanic. Gaining a customer's trust is priceless in terms of repeat business and new referrals. Another high impact promotional device is minuscule in cost yet it is extremely effective; the window sticker that sticks on the customer's vehicle reminding them of their next oil change. Try tying this sticker in with a discount on their next oil change and you'll find a true business builder. Have your local printer or online promotional provider make some customized stickers with spaces for mileage and the date of the next oil change, and then just stick it on the customer's windshield. You can also order a series of pre-printed stickers with various promotions.
The next two items that are long term winners are key chains and refrigerator magnets. Once you have a loyal customer, make it easy for them to find your phone number to book an appointment. People hang on to key chains and magnets for a long time, especially if they know they will require your service again.
But don't spend too much time reinventing the wheel! Effective promotional products are coupons in a local newspaper or in coupon clipper magazines; these always bring in new and repeat business. Consistency is the guiding principal here. Running a coupon occasionally will not cut it. Keep those coupons out there every week, year after year. That's how your independent garage becomes a brand name in your community!
If you're willing and able to do car inspections, make sure to feature that in all print, radio, and local television advertising. Many customers want a vehicle inspection before purchasing a used car or truck, so educate the public about your wide range of services.
Tire gauges with your logo and phone number are nice promotional giveaways, especially if you offer tire repairs or tire sales. Digital gauges on key rings are also available and are quite inexpensive. On larger repair jobs you might want to provide a pricier gift, such as a roadside emergency kit, first aid bag, or even a personal vacuum. These items are more expensive but can be worth it for good customers who you want to keep coming back.
Joining the local chamber of commerce and accessing a list of new people moving into your town enables you to build a mailing list of new residents. Send them some promotional items or postcards; everyone needs car repairs and tune-ups, so a direct mail campaign can have very positive results and response rates. Remember, sooner or later everyone will need tires, oil changes, and auto repairs. So make sure you promote in the large universe of potential customers and they will come!
