Question

Topic: Advertising/PR

Grand Re-opening Ideas For Auto Repair Shop

Posted by Anonymous on 12/21/2011 at 8:38 AM ET 125 Points
We are a small auto repair shop in Safety Harbor, FL that has had a rough couple of years since new owners purchased in 2009. We are having a grand re-opening in February and want to do it right. We are in the process of becoming the first auto shop in the area to go 'green' with eco-friendly oil changes and more.

Money is tight but we need to do this event right. Looking for any guidance and suggestions.
Thanks
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/21/2011 at 9:09 AM Member
    Work on word-of-mouth recommendations (i.e., Yelp). Get known as the trusted, clean, affordable, quick, and knowledgeable repair shop. Find out what people don't like about the competition and meet their needs. Eco-friendly oil changes may be a great way to get some PR, but if people aren't looking for this, or think these green will cost more, your strategy may be off.
  • Posted by Gail@PUBLISIDE on 12/21/2011 at 10:31 AM Member
    Continuing on what Jay wrote, be sure that when you tout eco-friendly practices, assure customers that they're being responsible to the community by using your service AND it doesn't cost anymore than what they're used to paying.

    During your reintroduction event, offer 5-minute oil changes and use a stopwatch or egg timer. Emphasize quality, quickness and ecologically cleanliness.
  • Posted by marketbase on 12/26/2011 at 9:06 PM Accepted
    With all of that in mind, be PREPARED by being ready to articulate and demonstrate to potential customers at the re-opening "launch" just what the intent and benefit(s) of your car repair services business.

    Start getting the word out to existing customers, referrers now. Solicit questions (encourage them to ask) and carefully develop a the "bones" of a script (FAQs) that will answer questions before they are asked. Contact the local media (press, radio, TV) and invite them to cover the event. If there is a possibility of recycling item(s), make sure the how, why, where and how much answers are part of that "script," too.

    Consider developing a poster/handout of recent jobs featuring a before/after detailing of problem vs repair w/related costs. Include comments/testimonials from happy customers...

    Invite muncipal leaders, including mayor/selectmen or -women/business development, etc.
  • Posted on 12/27/2011 at 6:30 PM Member
    Try getting promotional products. We we first opened our business, we gave away wine bags with every purchase of a bottle of wine, imprinted with our logo. You can get promotional items relatively cheap online. We got them from https://www.promostadium.com.

    Maybe you can give away emergency kits for services over "x" amount, bumper stickers and license plates.
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