The Auto Repair Marketing Podcast

Talking PointsKathleen Long: One of the hardest working women in auto car. A woman of action and impact. She’s a big believer in the value of mentoring. Has a glass-break alarming laugh :) RepairPal is setting/ limiting what prices I can charge to my customers with their estimator.I don’t need RepairPal because I already have plenty of business and I get great marketing for free through word of mouth.Online customers like the ones that come through RepairPal are just annoying price shoppers.I have a relationship with my local CarMax store, so I don’t need RepairPal’s help.Many consumers haven’t heard of RepairPal so they cannot really help me to increase my car count.Kathleen Bio:Kathleen Long, Chief Revenue OfficerKathleen has built and developed award-winning marketing, sales, success, support and operations teams, centered on principles of authenticity, hard work and empathy. As Chief Revenue Officer at RepairPal, Kathleen leads all partner and consumer initiatives; including business development & strategy, operations, marketing, and IT. Kathleen is absolutely insistent on making a difference for people and businesses, by connecting them with disruptive, useful technologies, aided by humans who are given space to be themselves at work. Kathleen helped transition a startup through a successful acquisition exit, created revenue and monetization streams that supported another startup going public and grew her career from a chair in a call center employee to a seat at the executive table in 10 years (happily mentoring others to do the same). Kathleen is proud to stand for ethical principles, and to be a female executive in a male-dominated industry and is Women in Auto Care's Woman of Excellence, presented annually to a woman who has provided recent outstanding contributions to the auto care industry while demonstrating role model behaviors, leadership and commitment to the advancement of women.  She has been described by some as the literal voice of the company and has a laugh that once set off glass break alarms in a conference room.Kathleen holds a degree in General Studies and Philosophy from the University of Nevada, Reno.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.com Thanks to our partner, RepairPal. Visit the Web HERE

If you want to get a good fight started in the automotive industry, all you have to do is start a discussion about coupons or discounts. In this episode, we dig into the topic. Should you use coupons in your marketing strategy?Thank you to our friends at RepairPal for providing you with this episode. As shop owners, we were part of RepairPal’s Certified network, and you can learn more at RepairPal.com/shops.Talking PointsShould you use coupons in your marketing strategy?Will they bring you more clients?What type of client are you trying to attract?Are you good at converting “coupon customers” into lifelong customers?If you do use coupons, what are some promotions you can do?Can coupons be successful with high-end clients?If you don’t want to do discounts but do want to run promotions, what are some ideas?Lagniappe (Books, Links, Other Podcasts, etc)$100M Offers by Alex HormoziHow 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 Thanks to our partner, RepairPal. Visit the Web HERE

ChatGPT is an artificial intelligence bot by OpenAI. Lots of things get called disrupters, but this truly is a disrupter. We probably need a stronger word than that to describe what this may do to our industry and many others. Let’s talk about using AI in your shop’s marketing.Talking PointsWhat is ChatGPTOther AIs (Jasper/Jarvis)Does it just search the internet?The ChatGPT User ExperienceShould you use it in your marketing?WeaknessesHow else it may be used in auto repairLagniappe (Books, Links, Other Podcasts, etc)OpenAI ChatGPT - chat.openai.com 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.com Thanks to our partner, RepairPal. Visit the Web HERE

With the challenges of hiring post-pandemic in an industry where there is an actual shortage of skilled labor, it’s important that you do everything you can to get a leg up on your competition. Yet most shop owners pay zero attention to the careers page on their website. In this episode, we talk about how to build the perfect careers page that will help entice great technicians to come work for your shop.Talking PointsThis isn’t going to be easy. Commit to the time needed to do it rightYou need to meet with your team to learn what they really like about working for youCore values are important to people looking for a new work homeGather all assets before talking to your website provider - it will make the process go much fasterThe page needs to look great. Hire a designer. It’s an investment in your businessEntertain prospective team members even when you’re not hiring. Keep the pipeline full.Lagniappe (Books, Links, Other Podcasts, etc)Blog: How To Create The Perfect Careers Page [insert link]Blog: How To Write a Technician Hiring AdPodcast: Using Marketing to Attract New Team MembersHow 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 Thanks to our partner, RepairPal. Visit the Web HERE

As we approach 2023 I know a lot of people are concerned about what the year may bring from an economic standpoint. The financial gurus can’t seem to agree as to whether or not we’re in a recession, but my thought is this. If we are in a recession, choose not to participate. That’s what this episode is all about. We’ll call it “creating your own economy”You ever notice how no matter what’s going on in the world, some people thrive? Opportunities to buy equipment at pennies on the dollarOpportunities to buy up failing shopsOpportunities to hire great techniciansTalking PointsYou ever notice how no matter what’s going on in the world, some people thrive? Opportunities to buy equipment at pennies on the dollarOpportunities to buy up failing shopsOpportunities to hire great techniciansDon’t freak out. Don’t get back under your toolsDon’t “pause” your coaching - if you’re not working with a coach - startDon’t spend to reduce taxes - tell them about 2007Don’t stop marketing - double down if anything - your competition will stop - this is where the best “fall into” opportunitiesReaccess your core values and live by themBecome a professional money managerWrite more content, make more videos, and take some ownership in thought leadershipBecome a broken record about your business - personal social mediaGo all-in on providing the best customer experienceAudit your bank accounts and cancel unnecessary subscriptions, etcBe positive - infectiously positive. Be the light in a time of darkness.Be generous - if things are going well, which they will if you refuse to participate in a downturn, make sure the people who are taking care of you are also thriving.It’s not just about having money. It’s about having the right mindset.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.com Thanks to our partner, RepairPal. Visit the Web HERE

Today our guest is Chris Cotton, owner of AutoFix Auto Repair Coaching, and also the host of The Weekly Blitz with Chris Cotton - which is also part of Aftermarket Radio NetworkMost often when a shop owner starts seeking out marketing options they’re doing it because they perceive they have a car-count problem. There are certainly cases where that is true, but there’s more to revenue than car count. In fact, there’s much more to the success of a shop than revenue. Revenue definitely solves a lot of problems, but let’s talk today about some other ways to make your shop more successful.Talking PointsAverage repair order and profit margin need to be optimized before you try to fix a broken business with marketing.What is your average estimate?Your job as the shop owner is to drive processes and procedures.Good marketing isn’t cheap and will not provide a return if you’re not maximizing the cars you already have.Lagniappe (Books, Links, Other Podcasts, etc)Podcast - Are You a Thermostat or a Thermometer?How To Get In Touch with ChrisWebsite - https://autoshopcoaching.com Email - chris@autofixsos.com Phone - (580) 491-3519How To Get In Touch with Kim and Brian WalkerGroup - 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

What does it say to you when a business doesn’t use the product or service they sell? It’s not a good look. But many shop owners drive busted cars and have loaner cars that need service, and it shows. It’s time that you eat your own dog food.Talking PointsMarketing is anything that makes an impression on people about who your company isYour business is auto repairWhat condition are your loaner cars in? Do you have a shop truck? What condition is it in?What about your technician’s cars? Their wives' cars? Those BG and Wynns services that you sell your clients - are you using them?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.com Thanks to our partner, RepairPal. Visit the Web HERE

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. When working with higher-performing shops, they aren’t always looking for more cars. We very often hear that they’re looking to attract higher-quality clients. But how do you do that with your marketing? We answer that question in this episode of The Auto Repair Marketing Podcast.Talking PointsHigher quality marketingYour marketing needs to reflect that you are a high-end shopThe overall brand itselfCommunity perceptionBrand style guideKnow like trust (going to record an episode on this)Concierge-like customer serviceAppearance mattersAppearance of the staffWaiting areaBathroomThe inside of the shopParking lot - (this is where they come to die)  Outside of the buildingAsk your best clients to refer their friendsPrice out the lower-end clientsLagniappe (Books, Links, Other Podcasts, etc)EPISODE: 021 – Can Company Culture Have Anything To Do With Marketing?EPISODE: 012 – Relationships Matter; Because Nobody’s PerfectEPISODE: 011 – Is It Customer Service Or Is It Marketing?EPISODE: 009 – What’s Your Story? Talking Video With Patrick EganEPISODE: 004 – Does Your Community REALLY Know 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.com Thanks to our partner, RepairPal. Visit the Web HERE

Do you struggle with saying yes to every "opportunity"? Is life controlling you or are you controlling it? Can you answer the question "Why were you created"? Kim shares her story of how living a life with intention and purpose can leave you feeling satisfied and fulfilled.Talking PointsWhat if your 3  year old asked you “do you have another one of those meetings tonight, mommy?” How would you respond? How the book “The Best Yes” by Lysa TerKeurst helped break the cycle of overachieving and overextending.Nehemiah 6:3 “And I sent messengers unto them, saying, I am doing a great work, so that I cannot come down: why should the work cease, whilst I leave it, and come down to you?” Kim shares how this verse impacted her life and helped her to see the distractions in life that were causing her to not prioritize the best things.How the “My Life Purpose Guide” book by James Myers helped align Kim’s purpose with saying yes or no to “opportunities” she was given.A message from Kim’s pastor prompted her to start praying for their son in a very unique and different wayIs your life leaving a legacy? Nehemiah 13:30 “Remember me, O, my God, for good!”Lagniappe (Books, Links, Other Podcasts, etc)Nehemiah 6:3Nehemiah 13:31The Best YesThe My Life Purpose Guide 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.com Thanks to our partner, RepairPal. Visit the Web HERE

In this episode, Kim talks about how non-marketers can create a very useful marketing plan that will keep you organized and on budget.Talking PointsA real marketing plan that’s fluid, can be edited and accessed quicklyThe 3-book auto repair marketing MBA. Read these 3 books:The Ultimate Guide to Auto Repair MarketingThey Ask You to AnswerBuilding a StoryBrandWho is your preferred customer? Defining your customer avatar.Look backward at what was successful this year then set your goal for the upcoming year. What are you planning to accomplish? Complete a SWOT Analysis looking at your strengths, weaknesses, opportunities, and threats.In your sea of services, which ones do you want to focus on in the upcoming year, quarter, or season? What’s most profitable? Which one has untapped potential? Include that service in your marketing plan.Difference between promotions and special offers/coupons.What needs to be promoted and deserves a space in your marketing plan?Determine the specific marketing tactics/strategies you plan to utilize.How to decide on a marketing budget. Are you trying to be more conservative and maintain growth or do you want to be more aggressive? Depending on your goal your budget could be 5% or it could be 12%. Consider who will be accountable for the marketing efforts and tracking. Including who will do the marketing in your plan is important.With all this in place, it’s time to focus on the message. What will you say? How will you say it? Consider a StoryBranded type of message that focuses on your customer and their problems.Create individual campaigns. These could be monthly, quarterly, seasonally, or for specific slower times of your year.Decide on specific promotions considering your weak areas, strong points, and opportunities. Consider seasonal campaigns, service-based promotions, and events you can attend, sponsor, or host. Look at your community involvement. Is it a strength or a weakness? How will you improve or implement being involved in your community?Measuring! You cannot manage what you are not measuring. Look at what’s working and what’s not. Include in your marketing plan how you will start, stop, and/or pivot your marketing efforts based on the metrics you are measuring. How to put all of this together. Lagniappe (Books, Links, Other Podcasts, etc)Guide: How to Create a Real-World Marketing Plan for an Auto Repair ShopPodcast: When is the Best Time to Plan Your Marketing?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.com Thanks to our partner, RepairPal. Visit the Web HERE