Flyers

[UsedTireShop]

I have been giving flyers to customers after a sale. I know this is a good concept but I see very little return. I know this because I have some coupons in this bi-folded flyer and have not seen any coupons come back.

 

Like I said I know the concept is good so my problem must be the flyers content. Has anyone done this successfully?

 

If so what type of content works? Should I write a short article about maintaining their vehicle for the up coming season? Should I list the services we perform or a paragraph about who we are?

 

How do I get this flyer to be read by the customer? My customers do not even read the invoice we give them.

 

Any thoughts would be appreciated.

 

 

 

 

[Shopcat]

Just a few thoughts. You stated you know the flyers can work. I know they can too, but what experience are you referring to? There may be some key component missing from your flyer. I believe one base concept of marketing is answering the omni present human question, w.i.f.m., or what's in it for me? Your offer should be compelling, it should solve a pain point or problem and it needs a bit of urgency. I've had shops do a pre-paid service card. Offer $xxx dollars worth of services for a reduced cost. For example 3 basic oil changes, list limits like 6 qts. of regular oil with a regular filter, chassis lube and free safety inspection, 2 flat repairs, 2 rotate & balances., reg price $ 165.99, buy the card for $ 49.95 . Make the card good the bearer. This way the whole family can use it. This insures you get at least 5 chances to put a car on the rack and find brakes, suspension , steering , etc work and ties the client to your shop, fostering loyalty. I know it works well, very well, its compelling, and solves a problem, because they will eventually need these services and they are not going to your competition...they are tied to you. Win-Win.

[APM]

It’s hard to give any real feedback without seeing the flyer. I don’t know what it looks like, what the language says, or what the offers are.

 

The real issue is trying to get customers interested in it, to hold on to it, and to bring it back in.

 

It might make more sense to create a newsletter/flier with worthwhile information in it, a recipe, crossword puzzle and a couple coupons, and hand that out.

 

Or hand out a punch card where customers get their 5th oil change free.

 

Customer hand outs will only do so much though. If you're looking for other ideas to help keep your business at the front of your customers minds, and get them to come in more often, send me an email. I can get you some information.

[TSANDS]

Hello there,

 

I've read where some shop management systems allow a service writer to include the next preventative maintenance schedule items on the RO, maybe even going as far as attempting to schedule the next appointment months away.. this kind of content is specific to the customer's vehicle. If you include the pricing, you can offer a specific discount on the complete package if they return with your flyer.

 

(Full disclosure - I work for CARFAX) - Our myCARFAX app (mycarfax.com, free) includes the preventative maintenance schedule and compares oil changes against the OEM schedule (when your shop reports it to us, we mark it off the customer's account and won't remind them again until the next scheduled oil change). If we can see that a new myCARFAX user is from your shop, we even include your shops contact info and address in those reminders (email with iOS and Android push notifications coming soon).

 

Good luck!

Thomas

[xrac]

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[Pat]

Sorry. My assistant was logged instead of me.

Edited January 18, 2015 by Pat

[Elon Block]

Here's something to consider. Let's look at things from the shop's standpoint
and from the customer's viewpoint.

Starting with the customer's viewpoint...

When you start offering coupons and discounts to customers, you're accidentally
teaching them to be price-shoppers and coupon-clippers.

Let me give you a quick example...

Recently, we were doing an on-site evaluation for a new client.

One of the things they wanted to know was: why their sales were inconsistent,
up one month and down the next, like a roller coaster ride.

We discovered a number of things. One thing that applies to the question about

flyers and discounts was...

They had developed what they thought was a great marketing strategy based on
coupons and specials.

However, after a few months, it was clear that these discounts had accidentally
trained their customers to only come in when they had a coupon running.

In fact, while we were there, a long-time customer came in and said...

"I was going to get my oil changed a couple of weeks ago, but your coupon I had

seen, had expired, so I went somewhere else instead. They told me I need

front brakes, so I thought I would stop in and see if you have any deals for brakes."

Bottom-line...

Any decisions regarding pricing - or anything else for that matter - needs to be
critically evaluated from "what is the message I'm sending to my customers
if I take this action?"

And then, of course, looking at things from the shop's viewpoint...

Every time you give a discount, you're opening up your wallet and handing them
your hard-earned money.

Instead... you want your customers to view you as a shop they can trust to give
them killer service at a fair price.

Then, everybody wins.