Ida Marketing In Down Times V3

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Marketing your Detail Business During Hard Times Moderated by Erik Jeffries Panelists: Stephen J. Romero Anthony Flammia

description

This presentation was prepared by the International Detailing association to help the industry professionals better market there business in down times of the current economic conditions!

Transcript of Ida Marketing In Down Times V3

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Marketing your Detail Business During Hard Times

Moderated by Erik Jeffries

Panelists: Stephen J. Romero

Anthony Flammia

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INTRODUCTION OF PANELISTS:

Stephen J. RomeroAnthony Flammia

A. WELCOME

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SESSION OVERVIEWTHIS IS A CONVERSATION AS MUCH AS A PRESENTATION.

YOUR IDEAS AND INPUT ARE WELCOME.

A. GETTING STARTED, A TIME FOR CHANGE• Create new habits and new approaches – cast a wider net• Be open to change and seize the opportunities – recognition and action • No excuses, take action today – action creates reaction

B. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY• 10 ideas that are easy, low cost, or no cost, solutions that can create an impact for

your marketing and sales

C. THIS IS HOW TO TAKE ACTION• The first step• Now take actionD. OPEN DISCUSSION AND COMMENTS• Open Q&A session

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A. GETTING STARTEDA. GETTING STARTED, A TIME FOR CHANGE• Create new habits and new approaches – Be open to change.

• Cast a wider net with traditional and new methods.• Collect information and ideas from different resources (staff, vendors,

customers, websites, forums, radio, tv, etc.)• Be open to change and seize the opportunities – recognition and action

• Look at the idea or the premise of the ideas and find a way to make them yours.

• Identify ideas from other sources – the TV was invented by a 14 year old farmer boy named Philo Farnsworth

• No excuses, take action today – • Action creates reaction.• Start one of these programs or utilize at least one of these techniques.

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B. REAL IDEAS AND REAL TOOLS

B. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY• 10 ideas that are easy, low cost or no cost solutions that can create an impact for your

marketing and sales.• Sales and Marketing Tools

• Just ask – a simple up-sell technique• Everyone says they do it, but do you do it 100% of the time? • WHAT ARE YOUR IDEAS!!!????!!!• Ask every customer at every appointment. • We have incorporated this technique and witnessed a 30% increase in

volume of value added services.• Train your team to ask and recommend as well. Have them practice

their pitch a few times and make sure everyone understands the importance and value of each service.

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B. REAL IDEAS AND REAL TOOLS

B. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY

• Create a loyalty program• You can keep this very simple. Use punch cards, a folder with notes, or track in

your computerized accounting system - create a simple way to create and track.• Offer a free service of real value bundled in with paid services after X amounts of

completed services.• Example, free interior detail package upgrade after 10 basic details.

• Auto enroll best customers and reward them with free or discounted starter or value added service.

• Example, free upgrade from standard detail to premium or give them 3-4 punches on their card when you give it to them and write them a note thanking them for their loyalty.

• Get punch cards printed for free at Vistaprint.com

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B. REAL IDEAS AND REAL TOOLS

B. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY

• Create a referral program• Create a simple reward for customers that send new business your way.

• Example free “weekly detail” including wash, vacuum, windows wheel dress

• Just track on paper or on computer with note on customer account.• In my past my best customers simply wanted to help grow my business and

never redeemed their rewards. It simply creates top of mind awareness.• Example, we sent emails to friends, vendors, customers to kick-off the

program and then followed up with letters when we met with our clients.

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B. REAL IDEAS AND REAL TOOLSB. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY

• Extend Your Reach, Grow Your Network• AWARENESS 101

• Make sure that everyone you know, or come in contact with from your daycare facility to your doctor, is aware of the services and products that you provide.

• Email• Simple message, consistent signature and coupon for value added services.• Send out information about the benefits of car care, winter prep, resell facts.• It can start with friends and family then add your customers, vendors, associates, etc.

• Networking Websites and Online Tools• Extend your reach by communication with your friends, family and peers

• YouTube, Constant Contact, Facebook, Myspace, LinkedIn, Craigslist, your own website.

• Join an Organization• This is timeless approach to meeting new people. And, unlike wealth planners and

insurance people you will probably have the pick of the litter.• Opportunities for bartering services.• Examples include local exotic car clubs, business leads groups, community and

county business development groups, non-profits, LeTip or service clubs that indirectly benefit a business but also reflects a commitment to the community (i.e. Rotary, Kiwanis, Lions, Elks, etc.).

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B. REAL IDEAS AND REAL TOOLSB. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY (CONT.)

• EMAIL EXAMPLE – Constant Contact Email Newsletter about extending vehicle value through better care.

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B. REAL IDEAS AND REAL TOOLS

B. REAL IDEAS AND TOOLS YOU CAN USE IMMEDIATELY

• Extend Your Reach, Grow Your Network (Cont.)

• Spread the word constantly WORD OF MOUTH IS VERY IMPORTANT!• Fuel positive word of mouth – get testimonials.

• Create an in-house contact list for the future.• You already have a network, document it

• Include vendors, suppliers and everyone you come in contact with.• Business cards and brochures.

• Leave them everywhere and always have them on you.• Get on the phone.

• Stay in contact with vendors, suppliers and customers to create buzz.• Serve as a business and auto care expert to local media outlets.

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C. TAKE ACTION NOWC. THIS IS HOW TO TAKE ACTION• The first step - Take any one of these ideas and put them into place!

• Find the idea that makes the most sense to you. If you are pressed for time then look at online tools and up-sell techniques. If you do not like the computer, knock on more doors and offer a simple loyalty program.

• Now take action today• Up-selling.

• Remember, you are not going to hit a home run on your first at bat without some practice swings. Try it with staff and family. Easily mastered after a few attempts.

• Growing your network• Get online.

• Ask for help from family, friends and staff and send an email, post an ad on craig’s list.

• Go to a meeting.• Attend a meeting before you join, Just getting out is a new approach.

• Create your loyalty program.• Just write it on a sheet of paper for your next customer or get more

sophisticated. Make it simple, example free detail pkg upgrade with 5 svc.• Go knock on some doors.

• Hit the industrial and office parks with your staff.

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D. QUESTION AND ANSWERD. OPEN DISCUSSION AND COMMENTS• Open Q&A session

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THANK YOU

PLEASE VISIT THE INTERNATIONAL DETAILING ASSOCIATION WEBSITE AT

www.the-ida.com