The Auto Repair Marketing Podcast

In this episode, Kim reviews the book “Unreasonable Hospitality” and talks about ways you can become so good at customer service and making your customers feel special, that the world would consider it unreasonable. This has quickly become one of Kim’s favorite books. Listen in to learn why and to get some ideas on how you can provide unreasonable hospitality to your clients in your auto repair shop.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsHow 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

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsKim’s Tips:Go with a plan - know who you want to meet. Pre-schedule these meetings. Promote that you are there! Use the event/conference app! Schedule your post-conference debriefing meeting.Create a post-conference action planSee our Conference Planning Checklist!Brian’s Tips1 - Register early and be strategic about the classes you take - stay at the hotel2 - Establish a bedtime with a no-excuses policy3 - Choose your team’s classes and make them teach it when they get back4 - Visit the vendors - know/like/trust them - they subsidize your attendance5 - Come with FriendsHow 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

Get to know Darrin Barney, the family man, Jeep Enthusiast, multi-business owner, and friend to many. Take away some helpful tips, but a ton of inspiration from the owner of Barney Brothers Off Road and Repair and Elite Worldwide.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow NotesOutdoor Adventures and Family Culture (00:00:53) The hosts and guest discuss their shared experiences in outdoor activities, particularly off-roading, and the impact of family culture on their businesses. Off-Roading and Team Building (00:01:35) The conversation shifts to the off-roading event where the hosts joined the guest's team, emphasizing the importance of getting out of the business environment to learn about people.Influence of Family Culture (00:02:24) The guest shares how his family's love for outdoor activities and off-roading has been integrated into their family culture, influencing their children's upbringing.Early Off-Roading Experiences (00:04:33) The guest reminisces about his early experiences with off-roading, starting with his father's 1946 Willys and how it shaped his passion for the activity.Off-Roading Environments (00:06:28) Discussion about the diverse off-roading environments, including the challenges of mud and the beauty of the landscapes where they engage in off-roading activities.Shared Love for Off-Roading Locations (00:08:44) The hosts express their admiration for a favorite off-roading location and share a personal anecdote about their experiences there.First Jobs and Passion for Customer Service (00:10:39) The guest shares his first paying jobs, including building tennis courts and managing a western wear store, emphasizing his passion for customer service and making a difference in people's lives.Barn Brothers Offroad (00:12:31) Darrin shares the story of how Barn Brothers Offroad came to be and the challenges they faced.Learning from Bob and Kim (00:13:21) Darrin talks about the valuable lessons he learned from the owners of Fort Collins 4x4, Bob and Kim, and the importance of connecting with customers.Starting the Business (00:14:07) Darrin discusses the initial challenges and the support from his family in starting the business.Growing the Business (00:16:13) Darrin reflects on the growth of the business, the need for coaching, and the impact of learning from mistakes.RepairPal Sponsorship (00:17:25) A discussion about RepairPal and its benefits for auto repair shops.Challenges of Owning a Specialty Shop (00:19:20) Darrin shares insights into the challenges of owning a specialty shop and the importance of being prepared for daily uncertainties.Recruiting Specialized Technicians (00:23:12) The conversation shifts to recruiting specialized technicians and the diverse range of tasks they may encounter.Specialty Shop Marketing (00:24:34) Discussion on marketing strategies for specialty auto repair shops and the importance of showcasing fun activities.Understanding Your Customer (00:25:00) Emphasizing the need to understand the customer's expectations and interests in marketing a specialty shop.Customer Excitement (00:26:33) Highlighting the difference in customer excitement between traditional auto repair and specialty off-road services.Off-Roading Adventures (00:27:07) The rewarding experience of participating in off-roading activities and the joy of helping customers achieve the unexpected.Passion for Coaching (00:30:33) The speaker's passion for coaching and the impact of coaching on their life and business.Freedom and Coaching (00:32:47) The speaker's goal to provide freedom and guidance to shop owners through coaching, based on personal experiences.Impact of Coaching (00:33:46) The transformative impact of coaching on business and personal life, emphasizing the need for guidance and direction.Coaching Success (00:34:56) The speaker's realization of the benefits of following coaching advice and the positive impact on their business.Family Impact and Business Vision (00:35:53) Discussion on the residual impact of family experiences on work ethic and empathy in business.Coaching and Mentorship (00:37:06) The importance of mentorship and coaching in preventing business struggles and handling tough situations.Expanding Coaching Services (00:39:01) Elite Worldwide's ability to assist boat repair shops and other non-standard automotive repair businesses.Speed Round with Darrin Barney (00:39:20) Quick-fire questions and answers on personal preferences and interests.Favorite Book and Music Passion (00:40:12) Discussion on a favorite book and the passion for music and recording.Contact Information and Farewell (00:41:19) How to reach out to Darrin Barney and closing remarks on the podcast episode.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 Lagniappe (Books, Links, Other Podcasts, etc)Barney Brothers Off Road and RepairElite Worldwided.barney@eliteworldwide.com

Our first auto repair shop was named “Behind the Star.” That may make you want to stop listening right now as we clearly had no idea what we were doing. But if we learn from our mistakes, we have a more comprehensive education than most! Through the years as we’ve worked with many different clients, we’ve seen just about every problem a business could have with a name. In this episode, we share some things you’ll want to think about when naming an auto repair shop.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes Naming Your Auto Repair Shop (00:00:10) Discussion about the importance and considerations when naming an auto repair shop.The Story of Naming Their Shop (00:03:14) Personal anecdote about the process of naming their auto repair shop and the challenges they faced.Putting a Particular Service in the Name (00:08:00) Advice on the potential pitfalls of including a specific service in the name of an auto repair shop.Using Street Names in Business Name (00:11:52) Considerations and examples of using street names in the business name, including potential challenges.Using Your Name in the Business (00:13:58) Discussion about the implications of using personal names in the business name and potential future challenges.Confusing Names and Search Engines (00:15:01) Using names that confuse search engines and examples of real-world consequences.Creative Naming and Spelling (00:16:14) The pitfalls of overly creative or misspelled business names and their impact on searchability.Spelling and Pronunciation (00:18:18) The challenges of hard-to-spell or hard-to-pronounce names, with specific examples from Louisiana.Domain Name Considerations (00:20:27) Tips for choosing a domain name, including avoiding confusion and competitor-related issues.Competitor Domain Names (00:24:26) The importance of checking closely related domain names to avoid confusion with competitors.Final Remarks and Contact Information (00:25:30) Summarizing the naming considerations and promoting engagement with the podcast and sponsor.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 

One topic we rarely talk about is radio, yet we have a story of very successfully using radio advertising to market our own auto repair shop. Radio was different back then, but our strategy can still work, and the idea works across all mediums. We hope you’ll listen in to the story of Jack Boston, Bill LuMaye, and Peak Automotive.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow NotesThe beginning of radio advertising (00:00:01) Discussion about the emotional story and effectiveness of radio advertising, its cost, and tracking difficulties.Evolution of radio options (00:01:21) Comparison of traditional AM and FM radio with newer options like Sirius XM, Pandora, Spotify, and podcasts.Getting into radio advertising (00:03:20) The story of how a customer, Jack Boston, influenced the hosts to start radio advertising and the initial challenges.Selecting the right radio station (00:05:57) The importance of choosing the right radio station based on listener demographics and the impact of the chosen station on the audience.Transition to a new radio host (00:07:26) The unexpected transition from Jack Boston to Bill Lemay due to health issues, and the process of involving the new host in advertising.The impact of live endorsements (00:13:11) The effectiveness of live endorsements over pre-recorded ads, the influence of creative freedom, and the authenticity of the message.The importance of asking clients (00:14:29) Discussion on the significance of asking clients about their listening habits to tailor marketing strategies.Advertising on satellite radio (00:15:17) Exploration of advertising opportunities on satellite radio and the potential for targeted local advertisements.Tracking radio advertising effectiveness (00:16:28) Insight into tracking the effectiveness of radio advertising through dedicated URLs and phone numbersThe impactful gift from a client (00:18:30) A heartwarming story about a client's gift and its impact during a challenging time.Closing remarks and sponsorship acknowledgment (00:19:27) Acknowledgment of the sponsor and closing remarks, encouraging listeners to engage with the podcast and its hosts.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

In a world where so many great lessons come from failing, people are afraid of failure. We see this a lot, especially when it comes to marketing. Every time you learn something that doesn’t work, it puts you closer to finding something that does. So why do people give up on marketing so early and build belief systems that certain types of marketing “don’t work” when the evidence points to the contrary? That’s what we talk about in this episode of The Auto Repair Marketing Podcast.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes The Aftermarket Radio Network (00:00:01) Introduction to the podcast episode and hosts' welcome.Talking about Failing Forward (00:00:41) Discussion about the concept of "failing forward" and its importance in learning and growth.Fear of Failure (00:02:16) Exploring the fear of failure and its impact on business decisions and actions.Financial Impact of Failing (00:02:56) Highlighting the financial challenges and impact of failure, including personal experiences.Adapting to Failure (00:04:43) Emphasizing the importance of adapting and learning from failures to become better.Marketing and Fear of Failure (00:05:53) Addressing the fear of failure in marketing and its implications for business growth.Marketing Strategies and Failure (00:07:53) Discussing the significance of failure in marketing and its role in building a successful business.Google Ads Failure (00:11:01) Sharing a specific failure related to Google Ads and its impact on marketing efforts.Diagnosing Marketing (00:13:45) Explains the analogy between diagnosing a car and diagnosing marketing issues, focusing on the importance of using the right keywords in Google Ads. Learning from Failure (00:15:42) Discusses the failure in the ad campaign, the learning process, and the importance of taking responsibility for mistakes. Marketing Adjustments (00:16:42) Highlights the significance of making small adjustments in marketing strategies and provides examples of how minor changes can impact results. Balancing Risk and Innovation (00:22:07) Emphasizes the need to balance risk with innovation and the importance of having foundational marketing strategies in place before adopting new techniques.Celebrating Success Stories (00:25:02) Acknowledges and celebrates the success of shop owners who have effectively implemented marketing strategies discussed in the podcast.Engaging with the Audience (00:27:22) Encourages listeners to share their marketing experiences and struggles, offering to provide guidance and create content based on their questions. Cultivating a Growth Mindset (00:20:17) Encourages a growth mindset and discusses the impact of beliefs on the success of marketing efforts.Sponsorship acknowledgment (00:28:00) Acknowledgment of RepairPal's sponsorship and a thank you to the listeners. Promotion of upcoming episodes (00:28:14) Encouragement to listen in next week and a promotion of other podcasts on the aftermarket radio network.Closing remarks (00:28:20) Closing remarks from the host, encouraging feedback and interaction with the podcast.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 

In this episode, Kim and Brian talk about the conferences and other events they will be attending and teaching at in 2024. These conferences are great opportunities to network with other shop owners and auto repair professionals, as well as “sharpening the saw” and become a better business person.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes The aftermarket radio network (00:00:01) Introduction to the episode and discussion about upcoming automotive industry conferences and events.Pros on the road 2024 (00:00:10) Discussion about the Pros on the Road 2024 event and the importance of attending automotive industry conferences.Sponsorship acknowledgment (00:00:21) Acknowledgment of the sponsors of the podcast and their importance in supporting the podcast.Recap of 2023 conferences (00:01:03) Discussion about the conferences attended in 2023 and the plan for attending conferences in the current year.Conferences and classes schedule (00:02:00) Listing the conferences and events planned for the year and the classes to be taught at these events.Fly with the Eagles event (00:03:53) Details about the Fly with the Eagles event in Dallas, including the topics to be discussed.Vision conference (00:04:13) Discussion about the Vision conference, the classes to be taught, and the importance of attending.MARS conference (00:05:20) Information about the MARS conference and the class on driving car count to be taught.World Pack Advanced Car Quest (00:05:46) Details about the World Pack Advanced Car Quest conference and its significance.Tools by RSP event (00:06:52) Information about the Tools by RSP event in Pennsylvania.AST conference (00:06:59) Discussion about the AST conference in September.Classes and workshops details (00:09:09) Details about the specific topics and classes to be taught at various conferences and events.Extended video workshop (00:13:28) Information about the extended video workshop to be conducted at a specific location and the unique aspects of the workshop.Creating Loyal Customers (00:15:45) Discussion about a class on making customers feel special and loyal.Working with Marketing Partners (00:16:21) Explanation of a class on collaborating with marketing companies for better results.Identifying Your Ideal Customer (00:17:35) Teaching a class on understanding and targeting the ideal customer for automotive repair shops.Facebook Marketing for Auto Shops (00:18:34) Introduction of a new class on Facebook marketing for auto repair shops.The Powerful Duo: Ads and SEO (00:19:13) Discussion about a class on the importance of ads and SEO in marketing for automotive businesses.Hiring Advantage and Video Advantage (00:20:17) Information about classes on hiring tactics and the use of video for marketing.Attracting Technicians Through Marketing (00:21:41) Announcement of a webinar-style class on attracting technicians through marketing.Upcoming Conferences and Events (00:22:23) Discussion about future industry events and conferences, including changes in schedule.Connecting with the Audience (00:23:09) Encouragement for the audience to share their conference plans and connect with the speakers. Podcast Sponsorship and Closing (00:24:02) Acknowledgment of the podcast sponsor and closing remarks.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

As we approach the end of the year there have been many discussions and questions about annual marketing planning. In this episode, Kim chats with shop owners Matt Wagg and LauraLee Schmidt about their successful planning and execution of their shop’s annual marketing planning. We dissect what’s needed to prepare to plan, how to plan, and how to monitor and adjust. Show Notes with TimestampsAnnual Marketing Planning (00:00:10) Discussion about the importance of annual marketing planning for auto repair shops and the introduction of the podcast episode.Realization of the Need for Marketing Planning (00:01:26) Explanation of how shop owners, Laura Lee Schmidt and Matt Wagg, realized the need for annual marketing planning and the challenges faced.Experience with Marketing Planning (00:02:30) Conversation about the experiences of shop owners Laura Lee Schmidt and Matt Wagg in implementing annual marketing planning for their respective businesses.Business Growth and Marketing Planning (00:05:24) Matt Wagg's experience in starting a new business and the role of marketing planning in business growth.Corporate Experience and Marketing Planning (00:08:08) Laura Lee Schmidt's experience in corporate marketing planning and its adaptation to small independent businesses.Budgeting for Marketing (00:11:31) Discussion about budgeting for marketing, including reverse engineering, tracking returns, and the percentage of sales used for marketing..TV Commercials Tracking (00:13:45) Discussion on tracking ROI for TV commercials and direct mail using specific codes and QR codes.Budget Planning (00:14:11) Shop owners discussing their marketing budget planning, starting at 5% and aiming for a 7 to 8% increase.Marketing Budget Range (00:14:43) Exploring the range of marketing budget percentages, from 5% to 15%, for maintaining growth or aggressive expansion.Identifying Slow Times (00:15:25) Strategies for adjusting marketing budget during slow times and the impact of local events on business.May Sales Dip (00:18:17) Discovering the influence of graduation parties on May sales and adjusting marketing strategies to counter the dip.Event Marketing Success (00:20:26) A successful event marketing strategy during a historically slow month, leading to increased business.Intentional Marketing Planning (00:22:51) Importance of dedicating time to marketing planning and the need for forethought in shop owners' marketing strategies.Diagnosing Slow Times (00:23:50) Changing the mindset to diagnose and plan for slow times, emphasizing the need for intentional planning and measurement.Analyzing Monthly Performance (00:26:03) Discussion about tracking and comparing monthly performance to inform proactive marketing planning.Tools for Marketing Planning (00:27:22) Laura Lee shares her spreadsheet tool for budgeting and tracking marketing expenses.Marketing Tracking and Reporting (00:28:04) Laura Lee and Matt discuss the importance of tracking tools, reports, and analytics for informed marketing decisions.Reviewing Marketing Performance (00:29:10) Matt discusses reviewing reports, lead sources, and direct mail success for marketing planning.Evaluating Marketing Investments (00:30:48) The importance of tracking what works and what doesn't in marketing investments is emphasized.Coaching and Marketing Planning (00:32:13) Shop owners discuss the role of their coaches in advising and encouraging more aggressive marketing planning.Marketing Planning Timeline (00:35:27) Laura Lee shares her timeline for marketing planning, emphasizing the need for early planning due to inventory needs.Setting Time for Marketing Planning (00:36:59) Matt discusses finding unbothered time for marketing planning, highlighting the importance of focus and refinement.The importance of marketing planning (00:38:44) Matt Wagg discusses his excitement and sense of accomplishment in creating and implementing a marketing plan for his auto repair shop.Setting boundaries with a marketing plan (00:39:54) Laura Lee Schmidt shares how having a marketing plan helped her to say no to unsolicited marketing pitches and set boundaries for her shop's budget.Detailed marketing planning process (00:42:51) The hosts discuss their comprehensive marketing planning process, including core focus, target market, unique selling points, and needs assessment for each department.Challenges in implementing marketing plans (00:44:29) Matt Wagg reflects on the challenges of implementing all aspects of his marketing plan and the need to outsource tasks due to time constraints.Aligning marketing with core values (00:46:34) Laura Lee Schmidt emphasizes the importance of aligning marketing efforts with the core values of the business and making ethical decisions about vendor partnerships.Encouragement to start marketing planning (00:48:55) Matt Wagg and Laura Lee Schmidt encourage shop owners to jump into marketing planning, dedicate time to it, and expect a return on investment.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 Lagniappe (Books, Links, Other Podcasts, etc)LauraLee Schmidt’s Sample Budget Spreadsheet

2023 was a great year for The Auto Repair Marketing Podcast. There were 52 new episodes for you to learn from and be inspired by. As the hosts of the podcast, we love them all, but for you, we each went through the list and picked our 5 favorite episodes. If you haven’t listened to these, we’re sure you’ll enjoy them and pull some nuggets of wisdom to make your business and life better.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow NotesBrian’s Top 5Episode 29 - Create Your Own EconomyEpisode 45 - Phone Skills Amplify Your Marketing w/ Cecil BullardEpisode 55 - How EOS Drives SMART Marketing w/ Tim StollEpisode 62 - The Importance of Managing Your MoneyEpisode 71 - Preparing For The Day You Hope Never Comes - w/ Maylan NewtonKim’s Top 5Episode 37 - Escaping a War-Torn country to Becoming a Shop Owner in Arizona - Mac’s Episode 42 - Radical Generosity - Power of GiftingEpisode 48 - Getting Shop Owners Off The IslandEpisode 72 - Life After the Reservation  with Kendall Warnock - A1 AutomotiveEpisode 79 - Hope After Bankruptcy with Rick White and Cecil BullardHow 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 podcast episode, Brian and Kim welcome guest Caroline Legrande to discuss the concept of adopting an annual theme for business. They explore how a theme can shape marketing strategies and internal culture, reflecting on their own "slingshot" theme's positive influence on their goals and team dynamics. The episode also touches on the creative and fun aspects of integrating the theme into marketing, exemplified by their use of rubber chicken finger flickers. The conversation underscores the value of a unifying theme in directing a team's focus and energizing the work environment.Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shopsShow Notes with TimestampsLaughter and rotator cuff surgery (00:00:57) Humorous exchange about the host's rotator cuff surgery and laughter.Choosing a theme for the year (00:02:18) Discussion about adopting a theme for the business and personal use.Implementing the theme internally (00:03:59) Explanation of how the theme is used internally and its impact on the business.Marketing and production focus (00:06:26) How the theme ties into marketing and production as an additional core value.The slingshot theme (00:08:30) Explanation of the "slingshot" theme and its application to business growth.Creating a new theme (00:12:29) Discussion about brainstorming and choosing a new theme for the upcoming year.Teasing the theme (00:14:48) Teasing the audience about the new theme without revealing it.SWOT Analysis (00:14:54) Importance of SWOT analysis in generating ideas for the team and company growth.Teasing the Theme (00:15:55) Discussion about the theme for 2024 and the anticipation around revealing it.Revealing the Theme: Magnetic (00:17:37) The hosts reveal the theme for 2024 and discuss its significance and potential applications in marketing.Incorporating the Theme in Marketing (00:18:18) Strategies for incorporating the theme "magnetic" into marketing efforts, including attracting the right customers and repelling the wrong ones.Utilizing the Theme Internally (00:20:36) Exploring ways to integrate the theme "magnetic" within the team and internally for promotional items and team engagement.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