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Marketing Plan for a second location, Thoughts?

mspecperformance
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mspecperformance Mentor

mspecperformance

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For those of you members that have multi locations or have thought of opening other stores I'd like to open up a discussion on a proper marketing plan. Getting a new location off the ground can be challenging and it can also be what makes or breaks you. Here are some of my thoughts. To preface, these ideas are for opening an additional location under the same brand/banner.

 

 

1. Website. Piggy backing off your current website would be ideal. Make sure your SEO is top notch.

 

2. Direct Mail. Sending out campaigns 3 months prior to opening the doors. This can be expensive however exposure to greatest number of people in the short period of time is important.

 

3. Sending out an e-mail blast your current customers. It is in my opinion it is always a good idea to show customers how prosperous you are. By opening a second location it is a clear cut message that you are here to stay. Depending on how far your additional location is, you can offer some sort of special offer to new customers exclusive to your current customers. Also some sort of incentive to spread the news.

 

4. Signage and banners. Depending on how busy your location is in regards to foot and car traffic, it may make sense to hang a sign and/or banner to indicate you are coming to the neighborhood.

 

5. Get involved in community events early. Making your presence known in the immediate community can pay dividends for your brand awareness.

 

 

 

Feel free to expand or add new ideas!

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mspecperformance Mentor

mspecperformance

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Just an idea, how about having a radio show live at your new location? Might be able to combine that with some sort of charity fund raiser?

 

I believe getting on the radio is very expensive where I am. Maybe a podcast or a vlog of some sort. Not sure how distribution would be handled though. Getting people involved would be a challenge

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's Blog
         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.

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