Car Count Daily | Edition #86
Hey shop owners, welcome to this edition of Car Count Daily. My name’s Ron Ipach, but you can call me Captain Car Count, because that’s all I’ve done over the past 20 years, is help thousands of auto repair shop owners, just like you, to get and then keep all the top-quality customers that their shops can handle.
Let me talk about the distracted society that we live in right now, and how it affects your marketing. It used to be awhile back that it was easy to get your message out to somebody, you just simply put a message in the yellow pages, or in the newspaper, or even on the radio, or just even hung a shingle out in front of your shop and people came.
Now, it’s more difficult than ever to get people to come in the door and it’s not because there’s a lack of car count because as you’ve heard me say before, I think there’s tons of car count out there. They’re just not in your shop, because they’re in everybody else’s shop. That’s why I really give you these Car Count Daily videos so that you get some ideas on how to get more people to your shop.
Let’s talk about the difficulty of what it takes to actually get somebody to pay attention. When you think about it people have sorry for getting off screen here. They carry these things around. How many times are you walking down the street? You see people texting and they’re not even looking where they’re going.
How many people are on the phone while they’re driving? When you go home you’ve got everything going on, you’ve got TVs chances are in every room, you’ve got the newspaper, you’ve got the radio going, you’ve got all of these distractions going on. It’s incredible how many distractions we have right now. Well, now just imagine how difficult your marketing is getting through all of that clutter. People are entertained with this little phone here. You can do everything on this phone. You can check your finances, you can talk with people back and forth. You can play games on it, you can do whatever you want on just this one little device.
People, they can’t be bored anymore. Just go to any restaurant. Let’s say that has a line of people in line, or people that are waiting for something. How many of them? Just look around. How many of them are carrying these things? They can’t not look at them. I know, look I’m guilty of this too. You want to fidget. You want to do something. This is the fidget society. You can’t just stand around and just look at people and people can’t even have conversations across the table anymore, just look at in a restaurant how many people there’s four people at the table and they’re all on these silly phones.
The problem is they’re distracted and distractions happen every single day. If they’re that distracted, how are you getting your marketing message to them? Well, certainly you’re not going to just send one message out there and hope somebody is going to see it see. More importantly than ever you have to market every single week and every single day this isn’t everyday occurrence, because you’ve got to cut through the clutter, because look if I’m interested in getting my car repaired but I’m distracted on something else and your message is the only message that you’ve got out there doesn’t get through all that distraction.
Well I’m going to miss it, that’s why you need to be out there every single day. That’s why you need to be creating videos like this, that’s why you need to be collecting text numbers, so you can text to people, that’s why you got to have their emails, their home addresses. That’s where you got to figure out where they are so you could put your message in front of them, so that they can find you when they’re looking for you and maybe trip across you when they’re not looking for you.
You have to cut through that distraction and that’s why marketing is more difficult and I think that’s the reason why people say, “There’s a car count shortage because what they did in the past in the marketing simply isn’t enough in today’s day and age.” It’s important you do all kinds of marketing using multimedia. What I mean by multimedia? Print advertising, direct mail, if you want to go on radio again not all of these are the best things for you, but you want to be everywhere that you possibly can. You need to do videos, you need to do text messaging, you need to just get your message out there where it could be found amongst all the clutter that’s out there.
I’m going to tell you the person that does the best job of being everywhere is the one that’s going to win. Now, the challenge is how do you be everywhere without spending your life savings? That’s really what I talk about here is the easy inexpensive marketing to get out there. It doesn’t cost anything to put together a video like this and get it out there. It doesn’t cost anything to have a Facebook page and have that out there, it doesn’t cost anything to make a post or a blog or anything like that where they’re going to see you on these devices here stuck back in my pocket this device right here. When you got it, you got to show up here, but you also got to show up in their mailbox when they get home, their regular snail mailbox.
You got to show up there inconsistently, so when they need you they know where you’re at. You need to be everywhere they turn, if you want to market to specific neighborhoods near you, you need to offer specials specifically to those neighborhoods so you’re the specialist that handles all the people of your community, if that’s what you want to do. You have to step outside of what you’ve always done in the past and you need to really, really start kicking a lot of butt with your marketing and become a marketing maniac, not just the technician that runs an auto repair shop that wants cars, you need to be a marketing maniac.
We’re here to help as much as we possibly can. That’s why I’m giving you these videos to help you and guide you along. Very shortly we’re going to be putting out a brand new marketing course called Car Count 2.0, that’s going to show you how to market in today’s day and age. It’s going to show you exactly what, when, why, and how to do the marketing to get that attraction and cut through that clutter. Next time you see somebody on their phones instead of having conversation, understand that’s your competition.
It’s not that they don’t want to do business with you, it’s not that they don’t need to do business with you, it’s just they’re not thinking about it. You’ve got to get your message out there so that when they are thinking about it or even when they’re not thinking about it you trigger something in them because they see your marketing. Get busy with your marketing. That’s what it’s going to take, in this day and age and beyond, get through this distracted society and you will get a lot of car count to your shop.