Guerrilla Marketing for Your Auto Repair Business
By Bob Cooper
The term “guerrilla marketing” is used to describe marketing methods that allow small businesses to compete with larger businesses, and they typically include grass roots marketing campaigns. Participating in Chamber of Commerce meetings and local events are a couple of examples. Although there are hundreds of methods, there’s one auto repair marketing goldmine that is overlooked by most auto repair shops and dealerships. It’s targeting what we here at Elite refer to as “communities within communities.”
First of all, all grass roots marketing programs are based on the concept of a marketing message reaching an individual, and that individual subsequently communicating the message to others. So the best target will always be someone who is in constant contact with a number of people, and who has an opinion that is valued. People who work in hospitals, schools, police departments, fire departments and organizations like MADD are all great examples. These are all beehives of communication, and since the people in these organizations work so closely with one another, their recommendations typically carry a lot of weight. This is why we refer to these types of organizations as “communities within communities”. So if you want to bring in more customers in the most affordable and effective way, then do this…
Start with your local hospitals, because they typically have the most employees, and start doing good things for them. For example, you can provide them with gift baskets of fruit for specific wards in the hospital, or you can offer a “change your oil, change a life” program where you will provide a complimentary oil service to anyone who writes out a check to the hospital’s burn center, cancer center, etc. If you want to build a more profitable, successful business, then there is no question: guerrilla marketing needs to be a part of your marketing strategy, and the best place to start is with the communities within your community.
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