The Auto Repair Marketing Podcast

Brian and Kim talk with Kieran O’Brien, founder of ShopGenie, an AI powered CRM for auto repair. Thank you to our friends at RepairPal for providing this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at RepairPal.com/shops.Introduction and Sponsorship (00:00:01 - 00:00:39) The speakers introduce the podcast and thank the sponsor, Repair Pal.Kieran's Background (00:00:58 - 00:02:00) Kieran shares his story of starting his first business at 16, working in the automotive industry, and building a CRM with technology that established companies are not integrating.Opportunity in CRM (00:02:55) Kieran discusses the opportunity he sees in the CRM side of the auto repair industry.Starting a business at a young age (00:03:33) Kieran talks about how he started his first business at the age of 16 and how he found mentors in the automotive industry.Alternative paths to success (00:05:21) The hosts and Kieran discuss the idea that college is not the only path to success and how apprenticeships are viewed differently in Europe.Raising an entrepreneur (00:06:27) Kim talks about how her son grew up with two entrepreneur parents and how they have had discussions about his future and whether or not he needs to go to college.Parents' reaction to Kieran's success (00:08:49) Kieran talks about the contention between him and his parents regarding his decision not to go to college and how his success in business changed their relationship.The need to promote trade schools (00:09:24) Kieran discusses the need to change the narrative around college and promote trade schools to solve the problem of student loan debt and the technician shortage in the auto repair industry.Sponsorship message from Repair Pal (00:10:11) The hosts thank Repair Pal for sponsoring the episode and encourage auto repair shops to become Repair Pal certified to attract tech-savvy customers.Tenacity and Authenticity (00:11:06) Kieran's approach to promoting her product with authenticity and tenacity, without being pushy.Importance of Customer Experience (00:11:42) Kieran emphasizes the importance of building an incredible product, brand, and customer experience to attract and retain customers.Obsessive Customer Service (00:13:25) Kieran talks about the importance of obsessive customer service and recommends the book "Unreasonable Hospitality" for auto repair shop owners.The Ideal Auto Repair Shop (00:14:57-00:16:41) Kieran O'Brien discusses the ideal auto repair shop, which would be a specialty shop with a focus on customer service and the latest technology. The hosts compare it to the Ritz Carlton and Chick-fil-A.Shop Genie's Customer Experience Platform (00:16:54-00:17:44) Kieran O'Brien talks about Shop Genie's customer experience platform, which is an AI-powered platform for auto repair shops that handles marketing automation, reviews, online scheduling, and more. The platform aims to put everything under one roof and provide the best customer experience in the market.Dealing with Outdated CRM and Marketing Technology (00:17:44-00:18:19) Kieran O'Brien discusses how the CRM and marketing technology in the auto repair industry has been outdated for a while, and how Shop Genie aims to build a customer experience platform that integrates everything in one place, instead of having to deal with multiple software vendors.AI and Blue Collar Jobs (00:18:35) Discusses how AI is not taking over blue collar jobs, but rather replacing desk jobs. Talks about how technicians are getting paid more and how AI is useful for communication.Jasmine: AI Assistant for Auto Repair (00:19:19) Introduces Jasmine, an AI assistant built and trained on auto repair data. Explains how it can help with communication, responding to customers, and even writing marketing campaigns.AI and Service Advisors (00:20:03) Discusses how AI can give service advisors superpowers by reducing the time they spend on the phone and behind screens. Talks about how AI is there to help them focus on creating amazing customer experiences.AI replacing jobs (00:23:30) Kieran O'Brien shares her opinion on AI replacing jobs and how it can make people do things differently.AI making people more effective (00:24:16) Kieran O'Brien explains how AI can help people become more effective and better at their jobs, leading to better margins for businesses.Adapting to AI (00:24:49) Brian Walker talks about adapting to AI and becoming the best at using it for clients to stay competitive in the market.Adapting to AI (00:25:42) The speakers discuss the fear of adapting to AI and how it cannot replace human emotion and feeling. They emphasize the importance of using AI wisely and not letting it replace human interactions.AI and Blue Collar Jobs (00:28:18) The speakers discuss how AI may drive people to get into blue-collar fields and how it may reduce white-collar jobs. They also mention that blue-collar jobs are currently considered the safest jobs as AI is far from being able to replace them.Efficient Training with AI (00:29:28) The speakers discuss how AI may make training more efficient, making it easier for people to become technicians faster. They focus on the pros of AI and how it can be used to make businesses more effective and profitable.Online Scheduling Tool (00:29:33) Shop Genie's free online scheduling tool is discussed as a powerful tool for auto repair shops to stand out from the competition and create better customer experiences.How to Access the Online Scheduling Tool (00:30:41) Listeners are directed to go to shopgenie.io/solutions to access the free online scheduling tool, which takes only 15 minutes to set up.Shop Management System Integration (00:31:02) Shop Genie is currently integrated with several shop management systems, including Shop-Ware, Tech Metrics, and Mitchell 1, with more in the works.ResourcesWebsite - https://www.shopgenie.io/FB group - https://www.facebook.com/shopownerhangoutHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com

In this episode of the Auto Repair Marketing Podcast, hosts Brian and Kim interview Chris Enright, owner of Enright Auto, about his success in using short-form video to build a following for his auto repair shop. Chris shares his process for creating content, his intended audience, and how he deals with haters and negative reviews. He emphasizes the importance of building trust with customers through video content and being authentic and transparent. The group also discusses successful auto repair video channels and the importance of keeping a shop clean for video shoots. Chris shares his advice for those looking to build a following through social media and encourages others to showcase their professionalism and expertise.Thank you to our friends at RepairPal for providing this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at RepairPal.com/shops.How Chris got started with video [00:01:10] Chris talks about how he got started with video and his first video about his top ten recommended Hondas.Chris's most successful video [00:03:38] Chris talks about his most successful video that has 37 million views and how it features him using a heat induction tool.Chris's decision-making process for creating content [00:06:39] Chris talks about how he decides what content to create and his decision-making process for choosing the sound and content of his videos.Creating Short-Form Videos [00:06:56] Chris Enright shares his process for creating short-form videos, including how he saves trending audios and records content throughout the week.Intended Audience and Dealing with Haters [00:07:50] Chris discusses his intended audience for his tool and shop-related videos, including technicians, shop owners, and DIYers, and how he deals with negative reviews and haters.Growing His Business Through Video [00:13:38] Chris talks about how his intention for creating videos was to grow his auto repair business, but it has now grown into its own business, including making YouTube ad revenue.Building Trust with Short-Form Video [00:14:22] Chris Enright discusses how his short-form videos help build trust with customers and increase customer retention.Time Investment for Creating Videos [00:15:08] Chris Enright talks about the time investment required to create short-form videos and how he dedicates time to scrolling and finding ideas.Equipment for Creating Videos [00:19:06] Chris Enright shares his equipment for creating videos, including using only an iPhone and a wireless mic to improve audio quality.Using the Right Sound Clips [00:22:25] Chris Enright talks about how he hacks the algorithm by following accounts that pay attention to what's going on with the platforms and how he learns what the various platforms are looking for that are allowing his videos to perform better than someone who would not know these things.Custom Thumbnails [00:25:50] Chris Enright explains how using one of the thumbnails that YouTube pulls performs better than your own custom thumbnail because it is the attention grabber that pulls new subscribers.Type of Content that Works Best for Driving New Clients [00:26:26] Chris Enright shares that people are always willing to watch and look at behind the scenes stuff, interview style, and commonly asked questions. He also recommends being real and authentic and cleaning your shop.Clean and Organized Shop [00:28:14] Chris Enright and Kim discuss the importance of having a clean and organized shop for auto repair businesses, and how it affects customers' perception of their work.TikTok and YouTube Channels [00:30:24] Chris Enright talks about the success of the TikTok channel "Royalty Auto Service" and the YouTube channel "South Main Auto LLC" in the auto repair industry, and how they create engaging content.Future of Video in Auto Repair Industry [00:34:47] Chris Enright shares his thoughts on the future of video in the auto repair industry, and how it will become more prevalent as streaming channels lose customers to free platforms like YouTube and TikTok.The Importance of Consistency [00:35:18] Chris emphasizes the importance of consistency in posting content and how it takes time to see results.Female Representation in the Automotive Industry [00:36:20] Chris talks about the advantage of being a female in the industry and mentions a female mechanic with over 100,000 followers on Instagram.Encouraging Positive Content [00:38:42] Chris encourages shop owners and mechanics to create more positive content to combat the negative perception of the industry.How To Get In Touch with ChrisYouTube - Enright Auto on YouTubeInstagram - Enright Auto on InstagramTikTok - Enright Auto on TiktocWebsite - Enright AutoLagniappe (Books, Links, Other Podcasts, etc)Blog - Tapping Into YouTube To Promote Your Auto Repair ShopTikTok - Royalty Auto ServiceYouTube - South Main Auto YouTube - Trail MaterInstagram - KnuckleBuster NikitaHow To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

We recently had the pleasure of attending a customer appreciation event put on by Tim Chakarian of Bommer PHD in Pasadena, CA. Tim did such an amazing job with this event that we had to have him on to talk about it. Listen in to get inspired, and take plenty of notes for your own event!Talking PointsWhat made you want to host this event? This was not your first one.How to plan for an event - compare this event to your previous ones. Moving shop aroundGo visit another shop’s event - take ideas awayWho to connect with to pull off a great eventPartners?Vendors?Chambers?Professionals? (Renting tables/chairs, photographer, DJ, food, etc)Marketing the eventFliersEmailsSocial postsFB EventChamberWhat to do while you are at the event hostingDelegate and let others do their thingWhen folks arrive - orient them to what is going onIntroduction - what do you say?Prizes, Entertainment, Bounce HouseAnnouncements - what are you saying?Mingling - close conversations by introducing someone to someone else & thank them for comingIntroducing othersCleanup and reorganizationFollow-up - what to do after the event?Debriefing, review notesAnything you’d change/do differently?What’s your next event?How To Get In Touch with Cinch CRMWebsite - https://cinch.io/ LinkedIn - https://www.linkedin.com/company/cinchplatform/ Facebook - https://www.facebook.com/CinchPlatform/ YouTube - https://www.youtube.com/@CinchPlatform How To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

More and more privately owned businesses have been the victims of ADA Title III compliance lawsuits than ever before, and a growing number of these lawsuits are due to lack of compliance on the business’ website.It’s more important than ever that your auto repair shop’s website is compliant.Join Brian in this episode to talk about what it means for shop’s website to be ADA compliant.Talking PointsI am not a lawyer and this is not legal adviceJust like your office door needs a ramp and bathroom needs handrails, your website needs to be able to be viewed by those with vision and hearing impairmentsThis is not just total blindness and deafness but any impairments including colorblindness, poor vision, and hard of hearing.There are 2 main reasons you need your website to be ADA compliantThe number of lawsuits happeningIt’s the right thing to doWhat makes a website ADA compliant?Over 100 factorsMost important factors are:Skip navImage alt textProper heading structureLabels on form fieldsContrasting colorsClear, easy to read fontsDescriptive link textSubtitles on videosWe use a free plugin with some nice featuresI won’t guarantee a website ADA compliantDo the basics and you’re probably good to go. Remember, I am not an attorney.Where to start - wave.webaim.org How To Get In Touch with Cinch CRMWebsite - https://cinch.io/ LinkedIn - https://www.linkedin.com/company/cinchplatform/ Facebook - https://www.facebook.com/CinchPlatform/ YouTube - https://www.youtube.com/@CinchPlatform How To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.Talking PointsThis recent trip out west - taught me some things about being connectedOur own story of feeling like we were “on an island”Shop Owners are disconnected and feel the same wayIt doesn’t have to be that wayConversations that pointed me to the movie “Cast Away” We were not created or designed to be alone. We need community. Chuck Noland (in Cast Away) found a companion in “Wilson”. Who is your tribe?Other Shop OwnersFacebook Groups20 GroupsMastermindsWhat resources do you have? What do you have to give?CoachesIndustry groups/associationsIndustry EventsYou find what you’re looking for. So, look for connections. Take action. As we visited shop owner after shop owner, we found ourselves having similar conversations about this ‘island’. Now we’ve connected our shop clients to the industry, other shop owners, and resources.Be a giver, a connector, a helperHow To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

One of our listeners emailed in with the following question.I Always wondered why, when we have another marketing company review and grade our website, it always come out pretty crappy on the scorecard? From loading speed, to keywords, SEO, overall performance etc. I have used Lighthouse and some other things to gauge the performance, but the numbers never seem to match what the other party produces. I feel like some marketing companies use smoke and mirrors for selling their websites that really may not be any better than what we already have. I’m sure this is an issue for others too.We answer that question in this episode.Talking PointsThere’s a big difference between a solicited audit and an unsolicited auditThere are no standards in placeMuch of what is done in marketing is based on opinion or an internal belief systemTrust your “BS meter”How To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

One of the biggest complaints we hear from shop owners is they don’t trust the numbers from their CRM. They have good reason for this. In the world of marketing, we refer to the connection of dollars earned to the marketing channels that produced those dollars as “attribution”. This week we talk to Justin Rae, founder of Cinch CRM.  Justin talks with us about attribution and his passion for creating accurate numbers that the shop owner can trust.Talking PointsAttribution defined, and Justin’s history with creating trustworthy attributionHow long revenue be attributed to a single marketing actionMulti-channel attributionThe types of marketing actions can you give attribution to with a CRMHow To Get In Touch with Cinch CRMWebsite - https://cinch.io/ LinkedIn - https://www.linkedin.com/company/cinchplatform/ Facebook - https://www.facebook.com/CinchPlatform/ YouTube - https://www.youtube.com/@CinchPlatform How To Get In Touch with Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HERE

Marketing can do a lot to bring new leads to your auto repair shop, but it’s up to the people answering the phones to turn them into customers. We’ve seen quite a few times where one of our clients says their marketing isn’t working, but the numbers don’t lie. Their marketing was working but their phone skills were just plain bad. Good marketing with poor phone skills equals wasted money. Our guest today is Cecil Bullard from the Institute for Automotive Business Excellence. Cecil teaches phone skills to service advisors that make a tremendous positive impact on the shops they serve. Cecil shares some of his knowledge of how to turn shoppers into clients for life.Talking PointsThere is a point where marketing is handed off to salesHow to you set the tone for the phone callWhat to do when someone calls asking for a priceHow to handle callers who think they are calling the dealership or another shop?What to do with price shoppersHow to handle it when you’re on a call and get another callWhat to do when you’re on a call and you get a walk-inWhat information you should get from a callerHow to ask for the appointmentHow To Get In Touch with The InstituteWebsite - https://www.wearetheinstitute.com/ Online training - https://www.gearforshops.com/ Facebook - https://www.facebook.com/Iforabe How 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 - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

If you know Kim and Brian, you know we run the wheels off of our motorhome. In usual fashion, we have another big trip coming up, and this time we’re headed to California. In this episode, we don’t even mention marketing. We talk about auto repair shops, but nothing that will help you in your business. This is simply a peek into one of our trips, what we’re doing, and a bit about how we plan our travels and stays. We hope you’ll listen in and get to know us a little better. Who knows… we may stop in at your shop during one of our upcoming travels!Thanks to our partner, RepairPal. Visit the Web HEREHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com

In this world of cancel culture and tech giants that have more money than god, and literally don’t need you - it’s more important than ever to build marketing assets on platforms that you own. In this episode we give examples of ways people have lost marketing opportunities to this real problem, including us, and places you should be investing so that you always have marketing options that will work for you.How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.comThanks to our partner, RepairPal. Visit the Web HERE