Let's Share Marketing Ideas

H

HomicidalSloth

New member
I've been putting together a list of different marketing methods to be used by small businesses. I figured we could all join in, and share ideas - both the obvious ones, and the not so obvious.



Here's what I've got so far:



- Business cards / flyers left on BB's at supermarkets, apartment BB's, etc.



- Hand flyers out in person / leave on cars (if legal).



- Print ads: News paper, those mailings that go out with usually 1/4 page ads of small businesses, small classified-only type news papers.



- Direct mail: Mass post-cards (cheap postage, cheap to print, easy for people to look at), targeted letters. Don't send 1 post card to 5000 people - instead, send 5 post cards to 1000 people over a period of time.



- Leave business cards on table whenever we eat out



- Chamber of Commerce meetings



- Signs on sides and/or back of car(s)



- Real-estate style signs on road-sides (Anyone know the legality of this? I've seen it done. Just a sign placed in the ditch on the side of a road.)



- Yellow pages



- Email based newsletter (Get people to sign up via postcards, etc.)



- Print tri-fold brochures and hand them out in-person to people at businesses, etc.



Just a quick draft of my notes to get the ball rolling. Post any ideas you have, and we'll make an ultimate marketing-ideas list. :idea :bounce :dance :chuckle:
 
I saw a carpet cleaner with this one:



He had a large and bright yellow magnet about 14" x 12" on the back of his van. The letters said, "Take One" above the magnet and on top of the magnet were smaller business card magnets.



Rob
 
It seems to me that the majority of people have no knowledge of detailing, which is a significant obstacle to getting their business.



Put yourself in their shoes: You want your car to look nice, but don't know what a fair price is, don't know how to tell if you getting what you paid for, and you don't even know what questions to ask.



A lot of people in that situation would choose to do nothing, rather than take a risk.



You need to educate people before you can expect them to spend perhaps hundreds of dollars to have their car detailed.
 
Black240SX said:
It seems to me that the majority of people have no knowledge of detailing, which is a significant obstacle to getting their business.



Put yourself in their shoes: You want your car to look nice, but don't know what a fair price is, don't know how to tell if you getting what you paid for, and you don't even know what questions to ask.



A lot of people in that situation would choose to do nothing, rather than take a risk.



You need to educate people before you can expect them to spend perhaps hundreds of dollars to have their car detailed.
Click to expand...



I agree, to an extent. From my VERY LIMITED experience as a detailer, I've come to realize that most people couldn't care less, nor have the time to understand the difference between our detail versus a crap shoot the car wash does.



Personally, I've found it to be a difficult game of getting as much relivent, emotionally binding info out in the shortest period of time.
 
I agree as well. I have had people call me and ask how much I charge to put vinyl or lettering on vehicles. I explained to them, I detail vehicles, not letter them.



I absoulty hate the old question..."How much do you charge". Usually my first response is "Well it depends on what type of vehicle you have, what package you would want and the condition of the vehicle. Then usually I get the "Deer in the Headlights look. They dont realize, I'm not the guy down the corner working out of a gas station with a flapping sign in the grass that says Detailing...Cars...$100.00, SUV's...$130.00.



You guys hit the nail on the head though. Most common everyday people dont know or could care about professional Detailing. Sometimes I feel I should have the definition of the word/business on the back of my truck.
 
The customers that call and ask for price are only interested in price. I stay away from them..I used to chase them, but learned they are not customers, they are shoppers. A customer sees value and trust in what you do and they are loyal. There is a fine line between what you explain and what the customer wants or is interested in knowing. If you get too technical, some think you are just using sales pitches.

Rather than try to always explain my process, I sell myself..proper training, knowledge of tools, care of vehicle. It's a personal decision the customer is making so allow them to know you.



Rob Regan
 
I'm planning on having some good, full color, QUALITY business cards printed up, I want to make them catchy, informative, but simple. Any comments or suggestions for this?



I also am curious to know if anyone knows where I'd go to have some business card holders made.... I am friends with the manager at the AutoZone near me and could probably get him to let me put a sign up in the doorway and business cards on the counter by the registers, same with the convenience store down the street from me, and I have a friend who works at a sign shop, so maybe even there, though I'm not sure if I'd be getting more commercial vehicles at a place like that. Anyway, just trying to think of the best way to make my cards visable and draw attention to them on counter tops like that. Would I be better off doing it some other way, maybe without business cards?



Occasionally I'll be walking through a parking lot and I'll see a nice car that looks dirty, but not like the owner doesnt care for it. (You know, C5 Corvettes or 5 series BMW's or whatever with waterspots and swirl marks, but at least looks like the owner attempts to keep it sorta clean). Do you think putting a business card under the wiper or above the door handle between the weatherstripping and the window is a good way to "personally" invite people to buy your detailing services?



Good thread!
 
I used to put flyers on cars for a local nightclub, people hate it. When someone sees something on their car, their first thought is a negative "what the hell is that on my car!"



This is not a good first impression for your business. I'd love to do something like this as I see no end of nice high-end cars and I'd like to let the owner know what I do. But can't really think of anything appropriate.



Feel free to contradict me if you've had good experiences putting ads on cars, but I haven't!



I recently sent out a letter to all my good customers saying thanks for the business over the last year. Included a small discount voucher for them too, already got a customer email me back and say they are going to book again soon. Only sent them out on Monday!
 
Here are a few quick ideas:



Establish your target market. For me it's high end. I appeal to this market with high prices and top quality products.



Create your marketing mix:



Product, Price, Promotion, Place.



If you are looking at high end, then all of the 4P's above most represent high end markets.



Obviously, keep your car cleaned, relatively swirl free, etc.



Business cards should be very professional and you should hand out as many as you possibly can. Don't under-estimate the power of word-of-mouth.



Greg
 
I'm not a pro, and agree that most people don't like something stuck under their windshield. I do wonder if doing a referral system like taxi drivers use would work? Could you get valet's at country clubs or good restaurants to hand out a card good for a free ___? (free interior shampoo with ext. wash or some such) This card has a number or symbol on it that identifies the referrer whom you pay with a cash amount. This might also work with hotel concierges, tire and/or wheel shops, autosound dealers; anybody who has a reason to come into contact with owners of upscale cars, preferably dirty. I would guess if you had a dozen referrers, one would be a gold mine, and one or two more good for a semi-regular flow. You have to be honest and pay them; they don't have much ability to check up, so they have to trust you.
 
^^ i do something like that... I assume since I hate people putting stuff on my windshield that others do too, so I don't do it. Instead, I give some good friends that I know have friends with cars they care for a few business cards to hand out. This way, I don't have to do much except get the cards printed, since 1 good friend with 30 cards will give 2 of his frinds 5cards each, they will give a card to their friends, etc... It has worked great so far.
 
This is longer than I expected.



I befriended a restaurant owner after dining there and doing a bit of marketing research I began checking out the clients who came here at lunch, dinner and late evening. I additionally observed the work week and weekend cliental.



Lots of suits during the week – this I liked because I came from that world.



Same folks showing up dressed down a bit over the weekends, bringing their significant other along with friends for the dining experience, great atmosphere enjoying their time off and away from work.



I observed their cars too. Work week cars were mostly four door cars. Weekend cars were coupes, convertibles or their baby that sits in the garage all week chomping at the bit for the weekend.



This is my client base and I hit the mother lode!



How do I reach these people? Has to be professional, unobtrusive, yet catch their eye and once that happens I am hoping I gotcha.



The owner always parks the car near the front door of the restaurant where foot traffic is high coming/going from the main parking area and she only uses a tunnel wash once in a blue moon [nice car…just dirty.]



I was lucky enough that the owner agreed to let me do a show car type shine [for free by me] on the car. She could care less that the car was a “rolling dirt ball� previously and when I was back in the establishment she came by and asked for some of my business cards. A week later the owner chats up my bride and me which is normal and before leaving asks when I could clean up the car and get back to her if I would. You can bet the ranch I was going to get back in touch!



When I returned her car she asked if I had some type of advertisement that I could place on/in her car for others to observe and maybe get a couple of clients in the process.



Going to place an inch an a half diameter, round high end sticker on the rear windows using just my logo.



I could say I planned this whole thing out but I would be lying through my teeth. Events just kind of evolved so I am going to go with being lucky.



I am going to approach my privately owned and operated eye doctor clinic about the same kind of arrangement. Doc and a couple of his staff already use my services so maybe I can get lucky again.



Just building my client base a car at a time which works for me.



Al
 
Word-of-mouth, educating the consumer, and walking your talk is definately key to business in the higher-end of the market. Although it is time consuming and takes a long time to develop a clientel base once you've got it going your good to go. Although I don't own a high-end detailing business I think I would shy away from aggressive marketing because this is the marketing most high-end consumers shy away from.
 
Actually, the only marketing idea you have on your list is the one about Chamber of Commerce meetings. Speaking to business owners at chamber meetings would be a good way to meet local professionals and let them know about your services. Everything else being discussed would be considered advertising ideas.



Marketing your detailing business is all about the things you do that help you to identify the customer and why that customer needs your service and how your customers will measures the value of your service. Marketing ideas help you to figure out how to package your services in order to meet the needs of your customer and at the same time, decide on a price for your services that is both fair and profitable. Most importantly, marketing ideas help you to become market driven.
 
Black240SX said:
It seems to me that the majority of people have no knowledge of detailing, which is a significant obstacle to getting their business.



Put yourself in their shoes: You want your car to look nice, but don't know what a fair price is, don't know how to tell if you getting what you paid for, and you don't even know what questions to ask.



A lot of people in that situation would choose to do nothing, rather than take a risk.



You need to educate people before you can expect them to spend perhaps hundreds of dollars to have their car detailed.
Click to expand...

Very well said! You need to educate people on prep work especially. When the word detailing come to most peoples minds they think,"WAX"! They also state why should I pay your higher price than that professional place down the road doing a speacial for $99?



You need to teach them and educate them on proces and explain what makes you better of different from the cheap guy up the road. Remember to them it is only wax! You need to prepare yourself for statements like this.



Brochures are great for explaining your process if you do extensive prep work and use high end brands or for what you specialize in.
 
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