As the "Be Car Care Aware" consumer education campaign celebrates its fifth anniversary, this is also a good time for service providers to consider their own milestones. Unfortunately, it’s not uncommon for companies to be in and out of business within a year or two, which is why touting one’s longevity, such as the "Be Car Care Aware" campaign’s anniversary is important.
A press release, a specific celebration day, a media event, in-house specials, giveaways and special advertising are good ways to raise awareness that your shop is able to do what it takes to stay viable in the dog-eat-dog business world. Experience in the marketplace can be a draw for potential customers and it can make current customers feel more confident in their decision to use your shop.
When touting anniversaries, it’s also important to let the public know what you’ve been able to accomplish in those years. In the case of the Car Care Council, the "Be Car Care Aware" campaign has done an unprecedented job of educating the motoring public about the benefits of scheduled maintenance and repairs through newspaper and online articles, television appearances, an extensive and interactive website, and publications such as the Car Care Guide and the Service Interval Schedule.
Sometimes it’s hard to put our fingers on our accomplishments; we consider them a byproduct of our job. Here are a couple of examples. Sometimes mere numbers are an accomplishment: "More than 1,000 cars serviced last year." Sometimes it’s who you service (with their permission, of course): "Servicing the Houston County School Bus fleet with pride."
Don’t let another milestone go by without proclaiming it and your accomplishments to your current and potential customer base. Like the "Be Car Care Aware" consumer education campaign, you have a lot to be proud of; don’t be afraid to tout it.
For more promotional ideas, including how to order copies of the Car Care Guide, click on the Car Care Guide banner at the top of the page at www.carcare.org or call the Car Care Council at (240) 333-1088.
