By Mary DellaValle
Editor
IMPORTCAR Magazine
If you missed getting involved in any Fall Car Care Month activities in October, it’s never too late to extol the benefits of preventive maintenance — something that should be a year-round theme.
And, it’s the perfect opportunity to do something good for your customers, and showcase your technicians’ repair expertise, commitment to quality repairs, professionalism and exemplary customer service.
Car Care Month activities can range from a small event with a vehicle check lane in one of your shop’s bays, to a larger event with many sponsors and promotions. It’s not too late to get started on an event that can be tailored to your shop’s resource availability, and your goals and objectives.
The Car Care Council offers its “how-to” CD and DVD at www.carcare.org. The CD and DVD contain a wealth of information and marketing materials to help you get actively involved in hosting a car care event.
The DVD features a 12-minute “how-to” video with step-by-step instructions on how to plan and host popular consumer vehicle check-up events. The CD includes a comprehensive event planning guide, complete with sample press releases, radio spots, camera-ready ads, samples of vehicle check-up event inspection forms, brochures, logos and more.
Whether you hold a modest car care activity, or a full-blown event, the advantages outweigh the time and effort required to get involved in this worthy campaign.
• Tout the advantages of preventive maintenance. When you restore your customers’ vehicles to top-running condition, you help boost their gas mileage, ensure the safe operation of their vehicles and help them avoid bigger repair tickets down the road.
• Gain your customers’ trust. One of the main contributors of unperformed maintenance is consumer neglect due to lack of awareness and knowledge of vehicle system operation, and the need for system checks at specified intervals. Spot-light your expertise in restoring the integrity of key vehicle systems, so you’ll continue to earn their lasting loyalty and repeat business.
• Focus on Professionalism. This is an opportunity to tout how your shop is a cut above the rest. Promote your shop’s specialty during your car care events and, in the process, you’ll heighten your shop’s image in the community, prompting new business and referrals along the way.
It’s a win-win situation for you and your customers, so what are you waiting for … get planning!
