Today, we're excited to have a special guest with us, Craig O'Neill, a seasoned communication expert.

In this episode, we'll dive into Craig's unique approach to effective communication in the auto repair industry. We'll explore how he defines and measures communication success, the art of creating positive first impressions, and the crucial role of clear, transparent interactions in building client trust and retention.

We'll also discuss the impact of personalized communication, the importance of networking, and strategies for handling difficult conversations. Plus, Craig will share his insights on overcoming unexpected challenges in public speaking and his top-tier advice for shop owners looking to enhance their communication skills.

Tune in for a wealth of knowledge and practical tips that can transform how you communicate in your business.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

• Speak Up! Effective Communication with Craig O’Neill
• Comfort Crisis: Embrace Discomfort to Reclaim Your Wild, Happy, Healthy Self by Michael Easter
• Scarcity Brain: Fix Your Craving Mindset and Rewire Your Habits to Thrive with Enough by Michael Easter
• Remarkable Results Toastmasters Club

How To Get In Touch With The Guest

• Speak Up! Effective Communication with Craig O’Neill
• LinkedIn - https://www.linkedin.com/in/craigoneillaam/

Show Notes with Timestamps

• Introduction to the Episode (00:00:01) The host welcomes listeners to episode 116 and introduces guest Craig O'Neill.
• Discussion on Communication (00:01:36) Craig and Kim explore the importance of communication and daily conversations.
• Inspiration from Fitness Influencers (00:02:47) Fitness enthusiast Joey Swole and discusses gym etiquette.
• Walking and Inspiration (00:03:10) Craig shares insights on walking as a source of inspiration and connection with his wife.
• Toastmasters Experience (00:04:18) Craig reflects on his five-year journey in Toastmasters and its impact on communication skills.
• Learning to Listen (00:05:11) The speakers discuss the importance of listening and how Toastmasters fosters this skill.
• Power of the Pause (00:09:17) They highlight the significance of pausing during conversations to enhance communication.
• Influential Authors (00:10:57) Craig talks about authors like Michael Easter and their impact on his communication journey.
• Turning 40 and Fitness Changes (00:12:26) Craig shares his new fitness regimen as he approaches his 40th birthday.
• The Comfort Crisis Book (00:14:11) Discussion on how the book “The Comfort Crisis” has influenced Craig’s perspective on health.
• The Importance of Influence (00:14:36) Craig discusses the amplification effect of networks and how individuals can inspire each other in unexpected ways.
• New Workout Regimen (00:15:56) Craig shares his new workout routine involving a rucksack, which he started on his 40th birthday.
• Reflecting on Podcast Hosting (00:18:09) Craig recounts his initial reaction when asked to host a podcast, feeling surprised and honored.
• The Essence of Good Communication (00:19:14) Kim highlights Craig's natural ability to communicate and connect with others easily.
• Listening vs. Hearing (00:23:18) Craig emphasizes the importance of genuinely listening to people to foster meaningful conversations.
• Communication Challenges in Family Business (00:26:36) Craig reflects on communication mistakes and challenges faced in their family business.
• The Spiral of Dysfunctional Communication (00:27:51) Craig discusses how anger and frustration can lead to a downward spiral in communication dynamics.
• The Importance of Connection (29:30) Discussion on how people often don't reach out for help and the importance of community.
• Facebook Group Dynamics (29:53) Kim shares her protective approach to managing their Facebook group and the excitement of welcoming new members.
• Influence of Dale Carnegie (30:34) Kim discusses the impact of "How to Win Friends and Influence People" on personal relationships and communication.
• Tips for Remembering Names (33:00) Craig shares strategies for helping others remember your name in networking situations.
• The Art of Introduction (35:30) The significance of introducing people and creating connections in networking events is highlighted.
• Navigating Hard Conversations (38:02) Kim shares her experience with difficult conversations and encourages others to engage in them for peace.
• Strategies for Effective Feedback (41:34) Craig discusses the importance of giving constructive feedback and the principles behind having hard conversations.
• The Challenge of Hard Conversations (42:59) Craig expresses his discomfort with hard conversations and the need for ongoing discussions about them.
• Crisis Management in Speaking (00:43:43) Discussion on handling unexpected crises while presenting and how it can alleviate nerves.
• Compartmentalizing Emotions (00:44:37) Kim shares her experience of compartmentalizing personal issues during a presentation for better focus.
• Unexpected Medical Situation (00:45:35) Brian's heart procedure causes a last-minute change in Kim's travel plans to Ogden, Utah.
• Transparency in Teaching (00:46:28) Kim emphasizes the importance of being open and vulnerable with the audience during her presentation.
• Inspiring Moments in Toastmasters (00:47:40) Craig praises Kim’s ability to connect with her audience and inspire them through her teaching.
• Handling Last-Minute Changes (00:49:05) Craig recounts stepping in to lead a session after his colleague had to leave unexpectedly.
• The Importance of Mentorship (00:50:10) Craig reflects on how mentorship shaped his speaking skills and prepared him for unexpected challenges.
• Impact of Communication Skills (00:51:42) Discussion on the significance of developing communication skills for personal and professional growth.
• Audience-Centric Approach (00:52:32) The speakers stress that effective communication is about focusing on the audience, not oneself.
• Respectful Communication (00:53:02) Craig shares a lesson from his mentor on dressing appropriately to show respect for the audience.
• Overcoming Speaking Anxiety (00:54:00) Kim narrates her experience of speaking after a famous singer and how she managed her nerves.
• The Power of Honesty (00:56:01) Kim discusses using honesty and transparency to connect with the audience and diffuse anxiety.
• Speed Round (00:56:36) A quick-fire segment where Kim and Craig answer fun questions about preferences and communication.
• Introduction to Speak Up (00:57:48) Craig promotes his new show on effective communication, highlighting its availability on the aftermarket radio network.
• Closing Remarks (00:58:02) Kim and Craig reflect on the enjoyable conversation, hinting at the potential for a longer discussion.
• Podcast Sign-Off (00:58:04) Kim thanks listeners for tuning in and promotes the Auto Repair Marketing Podcast.
• Show Recommendations (00:58:11) Kim shares information about other shows on the aftermarket radio network, including Craig’s new show, Speak Up.
• Final Thoughts (00:58:31) Listeners are encouraged to engage with the podcast and suggest topics for future discussions.

How To Get In...

When running your auto repair shop, burnout, stress, and exhaustion can feel like constant companions. How do you reignite your passion and find balance amidst the daily challenges?

In this episode of the Auto Repair Marketing Podcast, Kim Walker hosts a solo cast with guest Jeff Salzenstein, a former professional tennis player turned coach and speaker. 

Jeff shares his transformative journey from the tennis courts to becoming a coach focused on holistic well-being. He offers invaluable insights on overcoming adversity, redefining success, and managing burnout and stress through practical techniques like heart-focused breathing and tapping. 

Jeff’s emphasis on resilience, mindset, and the interconnectedness of mind, body, and soul will inspire and equip you with tools to enhance your personal and professional well-being.

Tune in for an episode packed with actionable strategies to help you thrive in both your business and personal life. Don’t miss it!

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

How To Get In Touch With The Guest

https://www.jeffsalzenstein.com/ 

https://www.instagram.com/jeffsalzenstein/ 

https://www.facebook.com/jeffsalzensteinspeaker 

Show Notes with Timestamps

• Introduction and Sponsorship (00:00:01) The podcast host introduces the episode and thanks RepairPal for sponsoring the show.
• Meeting Jeff (00:00:10) Kim Walker discusses her excitement about having Jeff as a guest, highlighting their recent connection.
• Unleashing the Champion Within (00:01:19) Jeff shares insights on his coaching philosophy, focusing on mental health and overcoming limiting beliefs.
• Jeff's Professional Tennis Background (00:02:54) Jeff recounts his experiences as a professional tennis player and the challenges he faced.
• The Pressure of Performance (00:03:25) He describes the anxiety before a significant match and the importance of mental focus.
• Tapping into the Zone of Excellence (00:04:26) Jeff explains the concept of finding a "zone" during competition, leading to peak performance.
• Limiting Beliefs and Success (00:07:04) The conversation shifts to how limiting beliefs can hinder personal and professional success.
• Redefining Success (00:08:45) Jeff reflects on how his definition of success evolved over time, influenced by personal experiences.
• Pivotal Moments in Life (00:09:51) He shares defining moments that shaped his journey, including injuries and personal challenges.
• Transition to Coaching (00:12:31) Jeff discusses the moment he decided to become a coach, driven by a desire to help others.
• Helping Burnt-Out Shop Owners (00:14:56) The conversation addresses strategies to support shop owners feeling exhausted and overwhelmed.
• Creating Your Reality (00:15:32) Discussion on how personal responsibility shapes one's reality and the importance of mindset.
• Taking Responsibility (00:16:31) Emphasizing the freedom that comes from acknowledging personal responsibility in one's circumstances.
• The Power of Words (00:17:33) The impact of language on reality and the importance of speaking positively about one's situation.
• Finding Efficiency (00:19:17) Exploring options when unhappy in a career, including improving efficiency or re-evaluating one's path.
• Listening to Your Heart (00:20:35) The importance of aligning head and heart in pursuing personal fulfillment and career satisfaction.
• Focusing on Creation (00:20:51) Encouraging a shift from negative focus to creating what one truly desires in life.
• Defying Age Expectations (00:22:02) Discussing persistence in achieving success later in life, using tennis as an example.
• Embracing Suffering (00:24:02) Understanding the role of failure and suffering in personal growth and resilience.
• The Zen of Discomfort (00:26:41) The paradox of embracing discomfort to facilitate growth and change in life.
• Practical Breathing Techniques (00:28:34) Introducing heart-focused breathing as a method to manage stress and improve emotional regulation.
• Breathwork and Its Benefits (00:29:54) Discusses the importance of breathwork for mental and emotional health, highlighting techniques like box breathing.
• Tapping Technique for Stress Relief (00:31:52) Explains how tapping acupressure points can significantly reduce anxiety and stress levels.
• Nature Walks to Combat Anxiety (00:33:13) Emphasizes the benefits of walking outside for mental health, particularly for shop owners.
• Creating a Positive Work Culture (00:34:16) Describes how to instill micro habits in organizations to promote gratitude and well-being.
• Managing Emotions Effectively (00:35:55) Discusses the importance of expressing emotions and regulating them through breath and physical activity.
• Curiosity About Personal Habits (00:38:47) Encourages listeners to investigate their habits for better mental and physical health.
• Personal Story of Resilience (00:40:34) Shares a personal story about overcoming struggles and the impact of family on personal growth.
• Offering Support to Those in Need (00:42:19) Highlights the importance of reaching out and offering help to those struggling with mental health issues.
• Contact Information for Support (00:43:45) Provides Jeff's contact details for listeners seeking guidance or support in their personal journeys.
• Invitation to Speak (00:45:00) Jeff expresses his willingness to speak at events and share his experiences.
• Industry Connections (00:45:42) Kim plans to connect Jeff with industry professionals for speaking opportunities.
• Future Conversations (00:45:49) They discuss the potential for future episodes and deeper conversations.
• Podcast Closing (00:46:01) Kim thanks the audience and encourages them to tune in next week.
• Listening Options (00:46:03) Information about where to find the podcast on various platforms is shared.
• Final Remarks (00:46:33) The episode concludes with a reminder to engage with the podcast and its hosts.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

In this episode of the Auto Repair Marketing Podcast, hosts Brian and Kim Walker are joined by Rena Rennebohm to discuss the crucial role of service advisors in customer retention. 

Part of a customer retention series, this conversation highlights the importance of tailored, one-on-one service advisor training. 

Key topics include the shop owner's role in setting expectations, the benefits of a one-to-one advisor-to-technician ratio, and common mistakes in advisor interactions. 

Rena emphasizes the need for clear communication, empathy, and consistent follow-up to build trust and enhance customer loyalty, ultimately driving better business outcomes.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

Empower Your Advisor: empoweryouradvisor.com

How To Get In Touch With the Guest

Rena Rennebohm AAM : https://www.linkedin.com/in/rena-rennebohm-aam-49aa1835/

Show Notes with Timestamps

The role of service advisors (00:00:10)

• Discussion on the importance of service advisors in customer retention and the start of the interview with Rena Greenbaum.

Rena's journey into service advisor training (00:01:10)

• Rena's transition from being a service advisor to becoming a trainer and her approach to one-on-one training.

The impact of shop owners' vision (00:04:53)

• The significance of communicating the shop's vision to service advisors and aligning it with customer expectations.

Building trust and communication (00:08:28)

• The role of service advisors in building trust through clear communication and setting expectations with customers.

Creating a raving fan experience (00:11:14)

• The importance of having a clear process and expectations for service advisors to create exceptional customer experiences.

The technician's happiness (00:15:33)

• The impact of a supportive service advisor on a technician's thoroughness and customer communication.

Creating a raving fan experience (00:16:42)

• The positive outcomes of taking time with customers and creating loyalty through thorough communication.

Advisors' extra level of communication (00:17:03)

• The importance of personalized communication and setting expectations with customers to build a positive experience.

RepairPal's mission (00:18:34)

• Promotion of RepairPal's mission to put trust back in auto repair and its benefits for shop owners.

Building trust through communication (00:19:43)

• The impact of spending time with customers and building trust through clear communication and thoroughness.

Understanding and confidence in car repair (00:21:28)

• The importance of explaining car repair in understandable terms and building confidence in customers.

Communication methods and customer loyalty (00:22:22)

• The impact of communication methods on customer loyalty and the value of phone calls in building relationships.

Coaching for shop owners (00:23:21)

• The role of coaching for shop owners in improving business and customer relationships.

Improving advisor-shop owner relationships (00:27:33)

• The importance of shop owners setting up advisors for success and seeking coaching for business improvement.

Advisors' role and responsibilities (00:29:03)

• The responsibility of shop owners to set up advisors for success and the importance of following processes and policies.

Retention starts with communication (00:30:04)

• Discussion on the importance of clear communication and setting expectations for customer retention.

Common service advisor challenges (00:31:07)

• Identifying common issues such as lack of empathy, rushed communication, and setting specific update times.

The controversial "just say yes" approach (00:32:45)

• Debate on the idea of saying yes more often to customers and the missed opportunities of unnecessary nos.

Transitioning from no to yes (00:34:33)

• Challenges of changing the approach from saying no to finding ways to say yes to customers' requests.

Hiring service advisors (00:37:27)

• Qualities to look for in service advisors, the hiring process, and the importance of involving the existing staff in the hiring decision.

Finding potential service advisors (00:40:43)

• Discussion on professions that translate well into service advisor roles, such as hospitality and hotel management.

Final advice and contact information (00:41:04)

• Encouragement to consider adding more advisors and providing coaching or training, along with contact details for further inquiries.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

There’s no lack of discussion about this topic throughout the Aftermarket Radio Network, but it’s made such an impact on our business that we have to add in our thoughts. The thing that we’d implement… is EOS. The Entrepreneurial Operating System. EOS will fix nearly any problem in your business, and we’ll never run another business without it. Listen to hear why we’re so passionate about it!

Talking Points

• EOS: Entrepreneurial Operating System
• Core Values, Vision, 3 Year & 1 Year Goals, 10-Year, 
• L10, Departmental L10’s, Operational L10
• Firefighting, no more. 
• Can’t go on vacation? 
• EOS sets a plan, process and a place to look to and achieve. It empowers people. It creates team camaraderie and company culture. 
• How would we see EOS working in a shop? 
• Leadership
• Front of House (service advisors, customer service)
• Back of House (techs, parts, tools)
• Lots of shops are EOS Shops! Check out Barry Barrett (former shop owner, Sales Trainer, and EOS Implementor) on the ARN with Carm! 

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

• Traction Book
• Rocket Fuel Book
• EOS
• Watch EOS on the Aftermarket Radio Network

Thanks to our partner, RepairPal. Visit the Web HERE

The number of awards available for auto repair shops to apply for can be overwhelming, but very few shops actually apply for them. Recognition for your shop or your staff brings many opportunities for marketing, showing appreciation, and more. Savvy shop owners will prioritize getting these awards, Listen as Kim and Brian talk about why.

Talking Points

• Every year there are multiple opportunities to take advantage of awards and scholarships. 
• VISION (MWACA)
• ASOG
• AAPEX (AUTO CARE ASSOCIATION)
• WOMEN IN AUTO CARE
• Why nominate yourself?
• You need help
• You do not have the budget to attend
• You want to show your team you are not afraid or too proud to take advantage of the offerings available
• Why nominate others?
• It’s the right thing to do.
• It fits into your core values.
• You want to recognize others for their contributions.
• How to prep?
• Start NOW. Start collecting the right types of information. 
• Photos
• Videos
• Testimonials
• Know your numbers
• Add all these to a Google Folder
• Pay attention to the awards/scholarships available throughout the year so you can be ready next time.
• You win. Now what?
• Tell the world.
• Don’t be too proud not to. 
• Share the great news.
• Social
• Write a blog about what it means to you
• Do a video sharing your gratitude/thanks
• Put it on display
• Celebrate with your team
• Write a press release

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Thanks to our partner, RepairPal. Visit the Web HERE

Have you ever been in a place in life where you never seemed to be satisfied? Where nothing made you happy? Where every time you got something you’d been working towards you were met with disappointment? This is where I (Brian) found myself and it caused me to go on a journey to figure out why. In this episode, I talk about what I found along that journey.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

Podcast: Never Satisfied? Always Feel Like You’re Chasing The Next Thing? Here’s Why with Dr. Daniel Z. Lieberman

Thanks to our partner, RepairPal. Visit the Web HERE

Short format video (Reels, TikToks, YouTube Shorts) is the latest trend in social media. This week we met up with Justin Allen at ASTE. Justin serves Western North Carolina as the “Nice Guy at Large” with Hunter Engineering Co.. If you know Justin, you know he’s a pro at using short-format video. If you don’t know Justin, you’ll definitely want to follow him after you listen to this episode!

Talking Points

• Why Justin invested so heavily in video
• How video has changed in the time he’s been using it
• How has video impacted his sales efforts
• What equipment Justin uses most often
• The editing tool that makes short format video super easy to create
• How to get over the fear of the camera
• How to get started with short format video

How To Get In Touch with Justin

TikTok: https://www.tiktok.com/@jallenhunter 

Instagram: https://www.instagram.com/j_allen_hunter/ 

Facebook: https://www.facebook.com/jallen.hunter 

LinkedIn: https://www.linkedin.com/in/justin-allen-85209949/ 

Thanks to our partner, RepairPal. Visit the Web HERE

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Today I am excited to have some amazing ladies on the podcast with me! Leigh Anne Best + Laura Frank with Brakes for Breasts are here with me today and it’s going to be amazing!

Talking Points

• How I found out about B4B (Carm’s podcast!) when B4B was nearing the $1M mark a few years ago
• As business owners…. We have visibility. With visibility comes responsibility. BOOM!
• Let’s talk stats. You have so many on your website!
• Nearly 300K will be diagnosed | Over 40K will die — in 2022
• $1.4M since 2011
• Over 100 repair shops
• What made you start the organization?
• Leigh Anne and Laura’s most memorable moment with B4B
• Getting connected to Dr. Tuohy - the Cleveland Clinic
• B4B makes it so easy, having done the groundwork for shops to get involved
• What B4B hopes to accomplish THIS year
• What B4B is going to look like in 5 years
• What you can do to get involved
• The “best” time of the year for the shops to get started with you/signing up

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

• Brakes for Breasts Website
• Brakes for Breasts on multiple other episodes on the Aftermarket Radio Networ

Thanks to our partner, RepairPal. Visit the Web HERE

Did you know that April is National Car Care Month and October is Fall Car Care Month? These two months are a great way to bring awareness to auto repair while also marketing your shop. Listen in as Brian and Kim talk about marketing your shop through these months and planning a car care clinic.

Talking Points

• October + April - Car Care Months
• What we did at our shop
• Where to find resources: EVERYWHERE. Google, YouTube, Organizations, Other Shops
• Toolkits, social graphics, press releases, videos
• A Saturday clinic
• Quick overview/check-over
• Not a sales event
• All preventative
• Bring in parts suppliers, complimentary businesses, jump houses, child safety seat inspections & demonstrations, raffles
• Get organized
• All month long
• Be open to “Car Care Month Inspections” all month.
• Consider making a donation to a local charity for each inspection.
• Take photos of each inspection and share on social
• Do “Live” videos, reels, TikToks throughout the month
• Promote your event: press releases, FB events, Chambers of Commerce, BNI groups, radio stations, your events page of your website

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

• Host a Car Care Event
• Car Care Guide
• Social Graphics
• Articles
• Videos

Thanks to our partner, RepairPal. Visit the Web HERE

Our guests in this episode of The Auto Repair Marketing Podcast are Tim Chakarian of Bimmer PHD and Tatsu Tsuchida of Tokyo Automotive. We talk about a lot in this episode, including guerrilla marketing, 20 groups, and industry associations. Tim and Tatsu both run incredible shops and are very involved at an industry level. They believe in learning from and helping other shop owners.

Talking Points

• Tim and Tatsu both have had great success in using “bird droppings” to market their shops
• Both also have gifts that they give to their clients
• The relationships they have built with each other and other shop owners through their 20 group have had a large impact on their business and themselves personally
• Being a member of ASCCA has allowed them to work with other local shop owners and create relationships that benefit their clients

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

What would you do if you were driving the backroads passing field after field full of white, black, and brown cows, and all of a sudden you saw a purple cow? You’d probably stop your car, take pictures of the cow, post on social media, and tell everyone you know about it! Don’t you wish people would have that kind of reaction to your auto repair shop? In this episode, we talk to Vic Tarasik of Shop Owner Coach about how to find your shop’s purple cow.

Talking Points

• What is a Purple Cow?
• Fitting in is failing, its a crowded marketplace, so not standing out equals being invisible
• Using your purple cow to attract + retain customers
• Using your purple cow to attract + retain technicians
• Examples of some famous purple cows

How To Get In Touch With Vic Tarasik

Email - vic@shopownercoach.com

Website - Shop Owner Coach

How To Get In Touch With Shop Marketing Pros

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

• Purple Cow by Seth Godin

Meta Description - Getting people to notice and talk about your shop is a goal of every shop owner.  Join us and Vic Tarasik as we talk about Seth Godin’s book, “Purple Cow”

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Today it’s a little different because we kicked Brian out! It’s just the ladies today and I have a very special guest, friend, and client: Mrs. Jen Rindflesh of Collinsville Auto Repair in Canton, CT.

• This podcast came from a chat Jen and I had about two weeks ago. 
• What we learned was the parallel between our relationship as marketers and your (Jen) relationship as the shop.
• Custom, personalized marketing 
• takes time
• requires collaboration
• needs open communication
• What we did was not perfect, the content was off - the discussion that happened
• Patience building a relationship
• Trusting your partners
• When mishaps happen: listen, learn, move forward
• Understanding different ways things are said in various regions of the country
• Communication, communication, communication

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Lagniappe (Books, Links, Other Podcasts, etc)

• Book: Question Behind The Question
• Collinsville Auto Repair
• The Group Class about Reviews where we talk about “perspective”

Summary

Sometimes the lines between customer service and marketing can get pretty blurred, but does it really matter? Join Kim and Brian as they talk about some of their favorite customer service tricks that auto repair shops can use to create raving fans who love your shop, refer their friends, and become overall advocates for your business.

Talking Points

• Opening the door for your customers
• Friendly, personal greeting
• Make their coffee for them
• Wash their car
• Pull the car around

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

In this episode, Brian and Kim kick off a series on retention marketing, focusing on how auto repair shops can utilize Customer Relationship Management (CRM) systems to enhance customer loyalty and communication. 

They are joined by Greg Rainville from Steer and Chris Enright from Enright Automotive, who share their expertise and experiences.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

https://www.pendo.io/

https://steercrm.com/ 

How To Get In Touch With The Guest

Greg Rainville : https://www.linkedin.com/in/grainville/

Chris Enright : https://www.linkedin.com/in/chris-enright-4674302ab/

Show Notes with Timestamps

The introduction (00:00:01)

• Introducing the topic of retention marketing and the guests for the episode.

Role of CRM in retention marketing (00:02:10)

• Exploring the role of CRM in retention marketing for auto repair shops and its unique aspects.

Implementing CRM in the business (00:04:04)

• Reasons for implementing a CRM in the business and the benefits of CRM in customer communication and appointment reminders.

Effectiveness of CRM in customer communication (00:05:50)

• Comparing traditional methods of customer communication with the capabilities of CRM and its effectiveness.

Key features of CRM (00:08:50)

• Discussion on the essential features of CRM, including filtering, appointment reminders, and Google reviews.

Impact of Google reviews and content (00:12:13)

• Exploring the impact of Google reviews on customer trust and the importance of customer content in reviews for driving more business.

The importance of digital processes (00:14:51)

• Discussion on the impact of digital processes on customer experience and expectations.

Challenges of traditional methods (00:15:21)

• Comparison of traditional handwritten methods with digital processes and the challenges faced by shops still using old methods.

Resistance to change (00:16:31)

• Observations of resistance to digital inspections and modern CRM systems among some shop owners.

Retention marketing (00:17:16)

• Importance of retention marketing and strategies to keep customers engaged and loyal.

Effectiveness of customer outreach (00:18:49)

• Discussion on the frequency and methods for reaching out to customers to maintain brand loyalty.

Benefits of RepairPal (00:20:52)

• Exploration of how RepairPal can introduce shops to new customers and build trust.

Personalized messaging impact (00:21:16)

• Impact of personalized messages and the importance of keeping customer communication personal and local.

Measuring CRM effectiveness (00:25:58)

• Methods and importance of measuring the effectiveness of CRM-driven marketing campaigns.

Attribution and analytics (00:26:56)

• Importance of attribution reporting and analytics in evaluating the success of marketing campaigns.

Testing and training (00:28:48)

• The significance of testing different messaging and the need for training to effectively utilize CRM tools.

Training and Demo (00:29:42)

• Discussion on the training phase, using demos, and getting familiar with the CRM platform.

Software and Subscription Fatigue (00:33:23)

• Addressing concerns about managing multiple software subscriptions and the importance of investing in a CRM.

Implementing and Managing CRM (00:33:52)

• How CRM companies like Steer make it easier for people to implement and manage their software, including live support and user-friendly features.

Benefits and Results of CRM Usage (00:35:16)

• Discussion on the benefits and results of using a CRM, including customer retention, tracking return on declined repairs, and scheduling efficiency.

Future of CRMs (00:38:40)

• Insights into future CRM developments, including improvements in scheduling, voice over IP integration, and telematics for fleet vehicles.

Utilizing CRM and Book Recommendation (00:42:11)

• Plans for further utilization of the CRM, including hiring someone to delve deeper into the data and analytics. Recommendation of the book "Buy Back Your Time."

Over Texting and Campaign Mistakes (00:43:42)

• Chris discusses the mistakes made in over texting and not setting an end to campaigns, affecting results.

Balancing Innovation and Issue Resolution (00:44:54)

• Greg raises the question of how CRM should balance innovation and addressing current technical issues and customer feedback.

Feedback and Continuous Improvement (00:45:23)

• Greg emphasizes the importance of seeking feedback from shop owners and constantly improving the CRM based on customer input.

Engagement with Software and Onboarding (00:47:42)

• Greg stresses the significance of investing time and effort in onboarding and continuously engaging with the CRM software.

Commitment to Seeing Through Implementations (00:48:16)

• Kim discusses the human tendency to feel a sense of completion after signing up for a service, emphasizing the need for commitment to see through implementations.

Contact Information for Guests (00:49:26)

• Greg provides contact information for those interested in learning more about steer, and Chris shares his social media handles for further engagement.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Watch the Episode on YouTube

Hunt Demarest, CPA, Paar Mellis and Associates, Business by the Numbers Podcast

Matt Fanslow, Riverside Automotive, Red Wing, MN, Diagnosing the Aftermarket A to Z Podcast

Kim and Brian Walker, Shop Marketing Pros, Auto Repair Marketing Podcast

Chris Cotton, AutoFix Auto Shop Coaching, Chris Cotton Weekly Blitz Podcast

• What REALLY contributes to production?
• Simpson Paradox
• Simon Sinec points out that Navy Seal teams value Trustworthiness far, far more than Performance.  VIDEO HERE 
• Tech productivity is one of the most important aspects of business, but how can these numbers skew what that employee is really doing (helping others, sharing duties outside of production, etc.)
• Are there some numbers or metrics that actually can look too good, which could cause an issue for growth or retention
• Numbers don’t lie, but sometimes can be misleading. Do your numbers match up with what you are trying to do with the business?
• You have to have your head up and eyes wide open to make sure you can identify the "doers" in your group. 
• Do you have a scorecard for success for your technicians?
• Pay plans; incentive greatness
• Who are your ‘support people' to contribute and make the whole picture better
• Culture is contagious
• Training when hiring-
• Weaknesses- be honest with eachother
• Fine balance- profitability aspect, you can’t have a shop full of unicorns
• Removing obstacles

Connect with the Podcast

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Visit us on the Web

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Become an Insider

Buy me a coffee

Important Books

Summary

In this week’s episode, our guest is The Queen of Connections. But wait, isn’t that Kim? Yes, yes, it is. Brian interviews Kim about why you would want to attend networking events, maintaining proper networking etiquette, and best practices for before, during, and after the event. If you’re new to networking, or if you’re a seasoned veteran looking to upgrade your networking skills, this is the episode for you!

Talking Points

• Why do you go to networking events?
• How should you prepare ahead of time?
• Business cards (check out digital cards: Hi Hello)
• Nametag
• Know ahead who you want to meet (use event app)
• Have your calendar handy
• How can you stand out at a networking event?
• Talk about being a host
• Act as if you are A host not THE host
• What are some rules of networking that someone new may not know?
• Open posture
• Move around the room - don’t monopolize someone’s time
• Respect people’s business cards
• You’re not there to sell
• What is a networking buddy?
• Makes the events more enjoyable
• Can rescue you from people who don’t know the rules - have a signal
• Don’t spend all of your time with the networking buddy
• Is there anything you should do after the event?
• Immediately make notes
• Follow up
• Make appointments. THIS is when you get to sell - MAYBE

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

Summary

Patrick Egan is the founder of Spark Interactive, a video production company that tells the stories of auto repair shops throughout the country. Patrick is an automotive industry veteran and has been in thousands of shops. Brian talks to Patrick about how shops are using video in their marketing and why it is the most effective medium you can use.

Talking Points

• Patrick has literally been inside of thousands of auto repair shops
• People feel like they know you when they see and hear you on video
• There is no better way to tell a story than through video
• Creating great video is something you can do yourself, but it’s probably better left up to the professional
• Patrick talks about the investment to have video done professionally for your shop

How To Get In Touch with Patrick at Spark Interactive

Website - https://www.sparkinteractive.com/

Facebook - https://www.facebook.com/sparkinteractive

Phone - 805-403-3462

How To Get In Touch with SMP

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

Summary

Not all websites are created equal. Some are online brochures while others are sales machines that work 24/7/365. Which do you want yours to be? In this week’s episode, Kim and Brian each discuss the top 5 features they feel an auto repair shop website needs. Kim comes at it more from the consumer’s side while Brian talks more from the technical side. In the end, you’ll have a checklist of 10 important website features you can check against your shop’s website.

Talking Points

Kim’s Notes on What Customers Look for in a Website

• About Us. Customers want to do business with people they know/like/trust. Help them by sharing your story.
• Photos - They are looking for the real you.
• Reviews - They want to see “social proof”
• Will you solve their problem? (Do you work on their car.)
• Make an appointment / Phone Number (Contact)

Brian’s

• Google Analytics
• ADA Compliance
• Calls to Action
• Real Photos
• Unique Content & Blog

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros

Lagniappe (Books, Links, Other Podcasts, etc)

• https://shopmarketingpros.com/great-auto-repair-shop-website/

Summary

Determining your auto repair shop’s marketing budget requires taking a lot of different things into consideration. The old adage is to spend 5-7% of your gross revenue on marketing. Whereas we do find that to be a pretty good benchmark, it’s not always that simple. Shop Marketing Pros’ J.R. Portman joins Brian on this episode to talk through some of the things you need to consider when deciding on a marketing budget.

Talking Points

• There is a formula you can follow
• It all starts with your numbers. How much did you make last year?
• Do you need more cars now or are you focused on future growth?
• Where are you located? Is there a lot competition in your area?
• Marketing vs Advertising
• How are you classifying things on your income statement?

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

The Two Books You Must Read If You Are Involved In Your Shop’s Marketing

ONE

Summary

If you’ve ever heard Brian or Kim teach, you’ve probably heard them recommend one or both of these great books. Brian likes to say that reading these two books will give you an MBA in auto repair shop marketing. Listen in to find out why, then go get the books and see what all the fuss is about!

TWO

Talking Points

• They Ask You Answer by Marcus Sheridan
• Revolutionary Approach to Sales & Content Marketing
• A different way of looking at business, marketing, and trust
• They Ask, You Answer - defined
• The Big 5
• Implementing the answers
• Soaking it into your shop - becoming part of the shop culture
• The cost. Is it expensive?
• Building a Story Brand by Donald Miller
• Our experience. How we heard about it.
• Going to Nashville - Brian
• Going to Nashville - Brian + Kim
• Getting the team onboard
• Reading the book(s)
• Listening to the podcast
• Most marketing is a waste of time, money, energy, effort
• 7 Elements of Great Storytelling to Grow Your Business
• It’s about the transformation of the character
• Implement it

THREE

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

FOUR

Lagniappe (Books, Links, Other Podcasts, etc)

• https://www.riverpoolsandspas.com/blog/author/marcus-sheridan 
• Rev.com 
• https://storybrand.com/ 
• Book: They Ask You Answer
• Book: Building a Storybrand

How to Connect With Kim and Brian

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

ONE

Summary

It feels like every shop in the country is looking for a new tech or service advisor. There is no silver bullet to hiring, but most shops are so bad at it that it’s easy to get a leg up on your competition. In this episode, we talk about how the same marketing you are doing to attract new clients can also attract new team members. We tell you what you need to be promoting that you’re probably not, and how to build a careers page on your website that will be so much more effective.

TWO

Talking Points

• What we know: 
• Good techs already have jobs! Are you showing up where they are or are you posting where they’re not going?
• Pay is not always the most important thing!
• We don’t know: have you surveyed your team? Why are they staying? What brought them to you? Ask them what they see other shops doing that might attract them there.
• “Train people well enough so they can leave; treat them well enough so they don’t want to.” Richard Branson
• Our tech recruitment guide is free on our website!
• Have you listened to our podcast with Carm? “Social Media Marketing to Technicians” RR 665
• Your marketing is not just for customers anymore! It’s where future team members learn about your shop and decide if the grass looks greener.
• What does your marketing say about your company culture?
• We love what Simard Automotive does when recruiting. They’re in Alaska so they did a campaign showcasing the beauty and reasons to move to Alaska!
• Pivot your marketing. Showcase company culture, team, community involvement, reviews (customers and employees), respond to reviews
• Your Careers Page - what you need on it!
• Video - Patrick Egan at Spark Interactive
• Pictures showing your company culture (photo gallery)
• Core Values
• Employee testimonials
• Benefits of working at your shop.
• Do you have A/C?
• 4 day workweek?
• What equipment do you have?
• Do you take your team to training events?
• THEN the things like salary and benefits.
• A place for people to apply when you’re not hiring

THREE

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Instagram - @shopmarketingpros 

Get the Book - shopmarketingpros.com/book

FOUR

Lagniappe (Books, Links, Other Podcasts, etc)

• Blog: Hiring Techs in the Digital Age 
• Blog: How to Write a Technician Hiring Ad
• Guide: Auto Tech Recruitment Campaign Kit
• Book: Building a StoryBrand
• Patrick Egan, Spark Interactive
• Weekly Blitz with Chris Cotton - EOS Core Values - Episodes 42 and 45

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

Summary

The question was posed to a group of panelists, “As an auto repair shop that hasn’t been doing any marketing, where do I start?” There are a lot of different ways to answer this question, but we look back at how we started marketing our own shop and had great success. Not all marketing looks like what we tend to think of with websites, digital ads, direct mail, etc. The most effective marketing we’ve ever done was face-to-face, and some of the most successful shops still attribute their success to tactics like the ones we talk about in this episode.

TWO

Talking Points

• “As an auto repair shop that hasn’t been doing any marketing, where do I start?”
• Blog: Is That Really Marketing?
• Businesspeople are the ultimate referrers
• BNI Groups
• What is BNI?
• Overview of the meeting format
• BNI specific to auto repair
• Chambers of Commerce
• “I joined the chamber and never got anything from it”
• Chamber breakfast, Leads for Lunch, BAH
• Committees
• Hosting events at your shop
• BNI
• Chamber events
• Car care clinics
• Merit badge workshops
• Katrina drive
• Halloween “Trunk-or-Treat”
• Car shows
• Mevert Automotive’s Customer Appreciation Mevert Vacation Open House
• Who manages all of this?
• Future podcast episode “Should your shop have a dedicated marketing director?”

THREE

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Instagram - @shopmarketingpros 

Get the Book - shopmarketingpros.com/book

FOUR

Lagniappe (Books, Links, Other Podcasts, etc)

• Blog: Is That Really Marketing?
• BNI
• Blog: Planning a Trunk-or-Treat for Your Auto Repair Shop
• Blog: How to Become Well Known In Your Community
• Customer Appreciation Mevert Vacation Open House

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Meet us at the many industry events throughout the year.

Keywords in Reviews - Adding Fuel to the Fire

Using keywords in reviews isn’t exactly a new trick, but a recent experience on a trip to Key West brought this to the top of our minds and resulted in this episode. Listen in to learn a way to make those great reviews you have perform at an even higher level, bringing in people who are searching for auto repair services in ways that you may never think to optimize for.

Key Talking Points

• 02:30 - how people search by voice
• 03:10 - people don’t even have to click into your website anymore
• 04:28 - Google doesn’t want people to leave Google
• 05:20 - the story about what happened in Key West
• 11:00 - how to make this work for your auto repair shop
• 14:00 - how to get people to use your preferred keywords in reviews
• 15:25 - it’s not just Google reviews we’re talking about
• 19:05 - the 4 types of keywords you want in your reviews

How to Connect With Kim and Brian

Email: info@shopmarketingpros.com 

Shop Marketing Pros Website HERE

Facebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind 

Meet us at the many industry events throughout the year.

Kim and Brian Tell Their Story

The Auto Repair Marketing Podcast hosts, Kim and Brian Walker, have quite the life story of technician and teacher turned shop owners, turned marketers. This episode has very little to do with marketing but serves more as a foundational episode that can be referred back to in future episodes. Listen in to hear a story about a young couple that started with nothing and built a $2M shop only to lose it to a road construction project and eventually filing bankruptcy - then building a thriving marketing agency.

Link to episode 1 with Chris Cotton Here.

Email Kim: kim@shopmarketingpros.com

Email Brian: brian@shopmarketingpros.com

Want to create content that really connects with your audience? Learn how to identify what your customers need, personalize content from your shop, and tap into local community insights for better engagement.

We'll share practical tips on using Canva, planning your content calendar, and driving more traffic to your website. Plus, discover strategies to promote your brand, enhance your shop's culture, and create SEO-friendly content.

Don't miss out on this opportunity to transform your content strategy and see amazing results. Tune in now and start making content that truly connects!

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

• They Ask You Answer - https://marcussheridan.com/they-ask-you-answer/

Show Notes with Timestamps

• Introduction to the episode
• Mention of RepairPal as the sponsor
• Overview of the topic: Creating great content for automotive repair shops

• Importance of knowing your audience
• Focus on the needs and questions of the audience

• Using service advisors' and technicians' FAQs
• Recording questions for content ideas

• Mention of Marcus Sheridan’s book
• Benefits of reading the book for content ideas

• Videos: Short and informative
• Blogs: Detailed written content
• Social Media Posts: Engaging with the audience

• Using Canva for creating graphics
• Planning content in advance
• Regular features like "Tech Talk Tuesdays"

• Sharing content from local clubs, chambers of commerce, or community groups
• Highlighting customer reviews

• Importance of showcasing company culture
• Highlighting team achievements and events

• Joining the Auto Repair Marketing Mastermind Facebook group
• Sharing ideas and successes within the community

• Invitation to email feedback and content ideas
• Mention of other shows on the Aftermarket Radio Network
• Encouragement to tune in next week

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Hijacking The Marriott Boardroom With Chris Cotton

Chris Cotton of AutoFix Auto Shop Coaching is our guest on this episode of The Auto Repair Marketing Podcast. We were at the Marriott World Center in Orlando Florida for Worldpac’s STX conference where we hijacked the Marriott Boardroom to talk to Chris about the overall state of marketing in the automotive independent aftermarket. We cover so much with Chris, and we hope you’ll listen in to find that one takeaway that will positively impact your bottom line.

Key Talking Points

• There is a false sense of security in the industry right now. It’s easy to succeed as a shop in this bull market, but a bear market is coming.
• Shop owners now have to compete with shops that are owned by business people coming out of the corporate world, or with VC groups buying up shops and running them like well-oiled machines
• When it comes to your marketing, you need to be on top of your game, you probably need to get help, you need to embrace video, and you need to make your marketing help people get to know, like, and trust you.
• Sometimes marketing mediums that we perceive to have stopped being effective will make a comeback. You only know this by trying things and measuring the ROI.
• Some shops stayed full throttle into the pandemic and thrived. Others pulled back and went out of business. You never take your foot off the gas!
• Focus on the foundational marketing tactics before chasing silver bullets. Once the foundations are rock-solid, then experiment with shiny objects.
• Most shops market haphazardly without a plan. To get the most out of your marketing, a well-thought-out plan based on a rolling 12 months needs to be in place.

How to Connect With Chris

Email: chris@autofixsos.com

Website: https://autoshopcoaching.com/

Podcast: https://autoshopcoaching.com/weekly-blitz-podcast-with-chris-cotton/ 

Email Kim: kim@shopmarketingpros.com

Email Brian: brian@shopmarketingpros.com

When looking to enhance your auto repair shop's visibility, promotional products can make a significant impact. 

In this episode, host Kim Walker welcomes Megan Romano, owner of Romano Promo. Megan shares her journey into the promotional products industry and underscores the importance of having a strategic plan for their use.

She also highlights the benefits of working with local distributors for personalized service, the significance of diverse apparel options for team members, and the value of unique, high-quality promotional items. 

Join us as we explore how these strategies can elevate your business and strengthen community ties.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

1. Romano Promo’s website
2. Romano Promo's Automotive Shop - just for shops!

How To Get In Touch With The Guest

Megan Romano - https://www.linkedin.com/in/megan-romano-5a110228b/ 

Contact info: https://romanopromo.com/contact-us

Show Notes with Timestamps

• Introduction (00:00:11) Introducing the podcast and the topic of promotional products.
• Meeting at the Chamber (00:01:18) Discussion about meeting at the Chamber of Commerce and the importance of community involvement.
• Locally Owned Tangy Project (00:03:42) Discussion about the locally owned Tangy project during the COVID-19 pandemic and its impact.
• Megan's Background (00:08:50) Megan's background and how she got into promotional products.
• Promotional Products for Auto Repair Shops (00:15:51) Tips for independent automotive repair shops on using promotional products effectively.
• The importance of planning and knowing your audience (00:16:55) Emphasizing the need for planning, understanding the audience, and avoiding rushed decisions in marketing.
• Promoting trust in auto repair (00:17:45) Acknowledging RepairPal's mission to build trust in auto repair and the benefits of being part of their trusted network.
• Understanding the audience in marketing (00:18:45) Highlighting the significance of knowing the target audience, particularly focusing on female customers in the automotive repair industry.
• Quality over quantity in promotional products (00:20:32) Stressing the importance of investing in high-quality promotional products that reflect well on the brand, rather than opting for mass quantities of cheap items.
• Connecting emotionally through promotional products (00:27:36) Exploring the emotional impact of promotional products on both the shop owner's pride and the end user's connection and happiness.
• Benefits of using a local promotional product distributor (00:29:38) Explaining the advantages of working with a local distributor, including personalized service, expertise in product selection, and the ease of the process.
• Local promotional products (00:33:16) Discussing the benefits of working with local businesses and how to find them through the chamber of commerce.
• Importance of samples (00:37:14) Emphasizing the value of requesting and utilizing product samples before making a purchase.
• Understanding setup fees (00:39:17) Explaining the purpose and occurrence of setup fees for specific product artwork and decoration methods.
• Additional fees and artwork requirements (00:42:25) Detailing additional fees such as PMS match fees and discussing the need for vector artwork for printing.
• Innovative promotional products (00:44:36) Encouraging the use of unique materials and designs for promotional products to stand out from the competition.
• Final tips and online resources (00:48:05) Offering advice on selecting useful, interactive, and quality products, and providing information on accessing their online shop for automotive products.
• The smp closet (00:49:22) Discussion on providing budget for team members to choose conference attire, emphasizing individual preferences.
• Customized Apparel (00:49:41) Importance of offering varied apparel options for team members to feel comfortable, confident, and represent the company well.
• Local Community Connection (00:51:21) Expressing gratitude for connecting with the local community through the guest's presence on the podcast and acknowledging listeners' support.
• Podcast Conclusion (00:52:27) Closing remarks, promoting the podcast, and encouraging feedback and engagement from the audience.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

When choosing a marketing company to market your auto repair shop you may find yourself deciding between a local marketer in your hometown or an auto repair marketing specialist whose office is halfway across the country.

Which one should you choose? There’s no wrong answer. But as agency owners who used to be local generalist marketers and now specialize, we know both sides of the coin. Today we’re going to give you an unbiased look at what factors you should be using in the decision-making process.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

They Ask, You Answer - https://marcussheridan.com/they-ask-you-answer/

Show Notes with Timestamps

• Meeting face to face and building relationships (00:12:20) The importance of in-person meetings and building strong relationships with the marketing company.
• Pandemic's impact on remote meetings (00:13:15) The shift to remote meetings due to the pandemic and the realization that effective communication can still be achieved from afar.
• Benefits of in-person interaction (00:14:21) The advantages of in-person meetings, including the ability to connect on a personal level and fully understand the products or services offered.
• Meeting Preferences (00:14:26) Discussion on the shift from in-person to virtual meetings and the impact on relationships.
• Industry Knowledge (00:19:30) The importance of understanding industry-specific acronyms, terminology, and business practices for effective marketing.
• Local Knowledge (00:25:54) The significance of understanding local events, culture, and geographic factors for targeted marketing strategies.
• Specialist vs. Generalist Agency (00:25:45) Comparison between the expertise of a specialist agency and the adaptability of a generalist agency in marketing.
• Local vs Specialist Agencies (00:29:23) Discussion about the advantages of local agencies and specialist agencies in terms of knowledge and time investment.
• Overall Results (00:30:09) Comparison of overall results between generalist agencies and specialist agencies, focusing on the knowledge and experience in a specific industry.
• Case Studies (00:31:48) Case studies and examples of how local knowledge and specialty agencies can impact marketing results, with specific examples from the automotive and HVAC industries.
• Facebook Group Invitation (00:41:10) Invitation to join the Auto Repair Marketing Mastermind Facebook group, emphasizing its active and informative nature.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

When it comes to marketing there’s an order to things. You want to build on a solid foundation. You shouldn’t just focus on the marketing tactics you are most interested in, but rather what is most important to the business’ survival first, then long-term growth, and then thriving as an empire.

It’s not so different from the basic needs of a human, and that’s the comparison we’re making today. So listen in to hear an interesting take on how you can use Maslow’s Hierarchy of Needs to determine what you should be doing in your marketing based on the current position of your business.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

Blog: Walker’s Hierarchy or Marketing Needs

Show Notes with Timestamps

• Walker's Hierarchy of Marketing Needs (00:00:10) Brian introduces the topic and mentions the episode's main focus.
• Introduction to Maslow's Hierarchy of Needs (00:00:52) Kim expresses skepticism about relating Maslow's hierarchy to marketing.
• Matt Fangio's Influence (00:02:30) Brian credits Matt Fangio for the idea and discusses his intelligence.
• Understanding Maslow's Hierarchy (00:03:40) Kim expresses initial skepticism, and Brian explains the need for thorough research.
• Value of Maslow's Hierarchy in Marketing (00:06:21) Brian realizes the practical value of Maslow's hierarchy for evaluating marketing strategies.
• Comparison of Basic Business Needs to Maslow's Hierarchy (00:09:27) Brian compares basic business needs to Maslow's hierarchy of needs.
• Importance of Google Business Profile (00:11:59) Brian emphasizes the importance of a Google Business Profile for any business.
• Website as Marketing Hub (00:13:11) Brian discusses the significance of a website as the central hub for marketing efforts.
• Building Your Brand (00:15:04) Discusses the importance of building an email and texting list, creating a separate podcast, and the significance of having a website.
• DIY Website Building (00:16:00) Emphasizes the option to build a website using platforms like Wix or Squarespace, and the importance of eventually investing in a professional website.
• Social Media Pages (00:16:33) Discusses the importance of creating and regularly posting on social media pages, and the role they play in building trust and familiarity with potential customers.
• Safety and Security (00:18:53) Relates Maslow's theory of personal security to the importance of reputation in business, and introduces the topics of reviews, content marketing, and search engine optimization.
• Reputation and Reviews (00:20:25) Discusses the significance of good reviews in establishing trust and reputation, and the role of CRM systems in managing reviews.
• Content Marketing (00:23:36) Emphasizes the importance of businesses being media companies first and creating content to establish trust and thought leadership.
• Search Engine Optimization (00:27:00) Explains the importance of being found online through SEO and Google Ads, and how these strategies contribute to driving business to the shop.
• Issues with Marketing (00:29:17) Discussion about not being overwhelmed by marketing tasks and taking it step by step.
• Importance of Networking (00:30:03) Emphasis on the significance of networking and building relationships in business.
• Chambers of Commerce and BNI (00:35:47) Explanation of the benefits of being involved in chambers of commerce and BNI for business networking.
• Moving from Good to Great (00:42:04) Highlighting the transition from being a good shop to a top-tier shop through self-fulfillment and self-actualization.
• The fourth level: Brand building (00:43:58) Discusses the uniqueness of a shop, brand building, and the importance of being recognized and respected.
• Advanced digital marketing strategies (00:50:32) Explains the importance of understanding the client and brand, and how advanced targeting and marketing can be achieved.
• Community involvement and impact (00:52:23) Emphasizes the significance of community involvement, sponsoring events, and creating solutions within the community.
• Cultural impact and shop culture (00:55:23) Discusses the positive impact of the shop culture and its connection to pop culture, reflecting a deep and positive influence.
• Self-actualization and fulfillment (00:56:23) Explores reaching one's full potential, achieving self-fulfillment, and making a positive impact without solely relying on wealth.
• Self-Actualization and Thought Leadership (00:58:40) Discussion about thought leadership, educating clients, and hosting technical trainings.
• Community Impact and Strategic Partnerships (00:59:50) Exploring the impact on the community, hosting events, and forming strategic partnerships.
• Becoming an Integral Part of the Community (01:01:17) Examples of local businesses making a significant impact in their community.
• The Importance of Marketing Alignment (01:03:22) The significance of aligning marketing efforts with the business's stage and goals.
• Networking and Brand Building (01:04:23) The necessity of networking and brand building for business growth.
• Encouraging Blog Access (01:05:29) Encouragement to access the blog for a deeper understanding of the discussed topics.
• Closing Remarks and Podcast Promotion (01:06:11) Closing remarks, promotion of another podcast, and encouraging further listenership.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

In episode 100 of The Auto Repair Marketing Podcast, we invite Tony Mercury from AutoShop Solutions, Carrie-Lynn Rodenberg from Turnkey Marketing, Connor Tracy from Kukui, and Kelsey Outram from Lift Auto Repair Marketing to join us for a meeting of the marketing minds. We talk about where marketing has been, where it’s going, and drop lots of useful knowledge bombs for shop owners to implement in their marketing!

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

• Tony Mercury, Autoshop Solutions - https://autoshopsolutions.com/ 
• Carrie-Lynn Rodenburg, Turnkey Marketing - https://www.turnkeyautomarketing.com/ 
• Connor Tracy, Kukui - https://www.kukui.com/ 
• Kelsey Outram, Lift Auto Repair Marketing - https://liftautorepairmarketing.com/ 
• Brian & Kim Walker, Shop Marketing Pros - https://shopmarketingpros.com/ 

How To Get In Touch With the guest

Tony Mercury - https://www.linkedin.com/in/tony-mercury-759061b/

Connor Tracy - https://www.linkedin.com/in/connor-tracy-005a5663/

Carrie-Lynn Rodenburg - https://www.turnkeyautomarketing.com/contact-us/

Kelsey Outram - https://www.linkedin.com/in/kelseyoutram/

Show Notes with Timestamps

• The introduction (00:00:01) Introduction of the episode, sponsors, and special guests.
• Discussing the future of marketing (00:01:17) Conversation about the future of marketing and the gathering of various marketers in the industry.
• The significance of change in marketing (00:03:43) Discussion on the significant changes in marketing for auto repair shops over the last decade.
• Common mistakes in marketing for auto repair shops (00:05:31) Addressing common mistakes made by auto repair shop owners in their marketing efforts.
• Challenges in communication and handoff from marketing to sales (00:07:19) Challenges and issues related to communication and handoff from marketing to sales within auto repair shops.
• Role of AI and automation in marketing (00:10:08) Exploring the role of AI and automation in the future of marketing for auto repair shops.
• AI in Marketing (00:14:07) AI's role in targeting audiences and delivering custom messages through different platforms.
• Emerging Technologies for Auto Repair (00:15:10) Shift from web dominance to direct-to-consumer strategies, including online scheduling and live scheduling.
• Google's Monetization and Direct-to-Consumer Shift (00:16:11) Google's efforts to monetize and sidestep web-based processes, leading to a shift in consumer behavior.
• Omnichannel Interactions and Augmented Reality (00:18:21) Discussion on changing consumer interactions and potential future use of augmented reality in marketing and repair processes.
• Telematics and Data Privacy Concerns (00:20:42) The use of telematics in remote diagnostics and the impact of data privacy concerns on the industry.
• Marketing Differentiation and Community Involvement (00:24:38) Strategies for auto repair shops to differentiate themselves through customer-centric marketing and community involvement.
• Humanizing the Auto Repair Experience (00:28:02) The importance of humanizing the auto repair experience and leveraging social media for personal connections with customers.
• Humanized Touches and Great Reviews (00:29:00) Discussion on the importance of humanized touches and leveraging great reviews for marketing.
• Overthinking Marketing and Human Connection (00:30:10) Emphasizing the simplicity of marketing as human connection and the need for shop owners to connect with their community.
• Defining Unique Service Propositions (00:31:41) Highlighting the importance of defining what makes auto repair shops unique and understanding their unique service propositions for effective marketing.
• Underrated Marketing Tactic: Customer Testimonial Videos (00:33:05) Advocating for the use of customer testimonial videos as an underrated marketing tactic for auto repair shops.
• Consistency and Patience in Marketing (00:34:24) Emphasizing the significance of consistency and patience in marketing strategies for long-term success.
• Personal Touch and Overrated Word of Mouth Marketing (00:37:51) Discussion on the value of personal touch in marketing and the overreliance on word of mouth marketing.
• Measuring Results and Importance of Personalized Communication (00:35:20) Highlighting the importance of measuring marketing results and the impact of personalized communication, such as picking up the phone to connect with customers.
• Diversifying Marketing and Embracing Change (00:40:45) Encouraging shop owners to diversify their marketing efforts and embrace change for continuous growth and success.
• The importance of industry collaboration (00:43:09) The value of industry collaboration and the passion for helping the industry.
• Customer-centric marketing strategy (00:43:43) The importance of understanding and connecting with customers' needs and interests in marketing.
• Taking action and being patient in marketing (00:44:44) Emphasizing the need to take action in marketing, the importance of patience, and consistency in marketing efforts.
• Gratitude to listeners and sponsors (00:45:17) Expressing gratitude to the listeners and sponsors for their support and encouragement.
• Closing remarks and podcast information (00:45:52) Closing remarks, information about the podcast, and encouraging listeners to engage and provide feedback.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.

Show Notes

1. My Facebook Ads are showing to people way outside of my service area (not set up right)
2. My social media doesn’t seem to be providing a return on investment (Junk smm)
3. I never see my Google Ads when I search for my business (low budget)
4. I don’t show up in the Map Pack when I search for auto repair near me, and I’m searching while I’m in my business (connected to wifi)
5. My website is too slow (pictures too big or cheap hosting)
6. My website doesn’t come up when people search for mechanic near me (stock content)
7. I get lots of leads but they don’t turn into customers (Your SA sucks)
8. My marketing looks like every other shop’s marketing (are you talking to your marketers?)
9. The shop is slow. It’s time to turn our marketing back on. (never stop marketing)

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.

Show Notes

• Reasons Google will suspend your GBP
• Adding Keywords to Your Business Name
• Using PO boxes or virtual office addresses
• Using your home address for a service area business - mobile mechanics
• Making major changes to your information - name, address, phone number
• Adding Reviews - Talk about RV Masters Recent experience
• Spam Reviews
• Two businesses sharing an address - same with phone number
• A competitor reported you 
• Dandy Review Removal: Negative review removal using AI
• They had to rebrand from ReviewVio because of all the negative reviews and complaints that they received. They over charge and under deliver.
• It is a 12 month contract - not monthly
• Writer’s Hand: WriterHand.com's Review Generator AI employs state-of-the-art natural language processing algorithms to produce high-quality reviews in a matter of seconds. The tool is designed to cater to the needs of both individual writers and businesses seeking to enhance their online presence. By simply inputting a few key details about a product, service, or experience, users can obtain well-crafted reviews that reflect a genuine customer's perspective.
• Embed Social: Use AI tools to help you collect more reviews, reply to reviews faster and make your reviews widget designs.
• New AI Optimization services: Boost Ninja: 
• Speak on Accurate Automotive GBP Listing being suspended after adding this company to their listing - Supposed to be a Google Maps ranking system by boosting local rankings by targeting top keywords and AI Optimization to your Google listing
• Problem is when you talk to client’s who have hired companies like this and ask what they are actually doing - the answer is the same: “I have know idea”

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Can Marketing "Even Out" The Workload?

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• We often hear people say their marketing should “even out the workload,” but can it do that?
• There are peaks and valleys throughout the year. That’s just life.
• It’s hard to market to make a specific time busy
• Marketing lifts the peaks and the valleys, but it can easily lift the peaks higher and the valleys not quite as much
• SCHEDULING can even out the workload, or fill in the slow times
• Scheduling long-time clients for the slow times
• Scheduling the next visit like a dentist does
• Can you do time specific campaigns? 
• State fair campaign
• Back-to-school campaign
• Pre-trip inspections before summer and the holidays

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Lagniappe (Books, Links, Other Podcasts, etc)

1. Canva - Mood Boards

Want to unlock new opportunities for your auto repair shop? Learn how to tap into local organizations that are eager to help your business thrive, connect with valuable resources, and maximize community support.

We'll explore the benefits of the Small Business Development Center (SBDC), leveraging Downtown Development Districts, and participating in programs like Goldman Sachs 10,000 Small Businesses. 

Plus, discover how to network with local government officials, secure grants, and enhance your shop's visibility and growth.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

• Tanchubajo Economic Development Foundation (TEDF) - https://www.tedf.org/
• Small Business Development Center (SBDC) - sba.gov/sbdc
• Goldman Sachs 10,000 Small Businesses (10KSB) - https://10ksbapply.com/
• The Idea Village in New Orleans - https://www.ideavillage.org/

Show Notes with Timestamps

• Introduction to the Episode (00:00:01) The hosts introduce the podcast and discuss the episode's focus on local organizations for business support.
• Tangible Economic Development Foundation (00:01:10) Brian shares his experience with TDF, emphasizing its role in supporting local businesses.
• Importance of Economic Development Foundations (00:02:27) Discussion on how these foundations help attract businesses and provide resources, particularly for small enterprises.
• Small Business Development Centers (SBDC) (00:04:15) Kim explains the role of SBDCs, offering assistance with business planning, funding, and market research.
• SBDC Resources and Classes (00:06:09) Overview of various resources available through SBDCs, including classes and networking opportunities for business owners.
• Finding Your Local SBDC (00:08:09) Advice on how to locate an SBDC and the value it brings to small business owners.
• Downtown Development Districts (00:09:15) Brian introduces Downtown Development Districts and their potential benefits for businesses in historic areas.
• Engagement with Downtown Development Districts (00:10:12) Discussion on the importance of local business involvement and awareness of district events and resources.
• Marketing Opportunities through Events (00:11:15) Encouragement to participate in local events to promote businesses, even if they seem unrelated to automotive repair.
• Goldman Sachs 10,000 Small Businesses Program (00:13:17) Brian explains the program's purpose, which is to provide small business owners with essential skills and resources.
• Experience with the 10K SB Program (00:15:35) Kim shares her perspective on the program, highlighting its benefits and the connections made among participants.
• Startup Accelerators (00:16:32) Discussion on startup accelerators that help new businesses grow quickly, including local examples.
• Local Government Support (00:18:01) Insights on the role of local government in supporting businesses and fostering a positive business environment.
• Getting Involved in the Community (00:19:48) Encouragement to engage with local organizations and share experiences to benefit the community.
• Chamber of Commerce Importance (00:22:50) Highlighting the chamber of commerce as a key connection to other business organizations in the community.
• Networking Benefits (00:23:56) Personal stories illustrating how networking and involvement in local organizations can create valuable connections.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Not shownotes.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Lagniappe (Books, Links, Other Podcasts, etc)

At VISION 2024, Kim taught a class on customer loyalty. It was incredibly well received and we’ve decided to bring a conversation here in podcast form where she touches on a critical piece of business: creating loyal customers. Listen in for tips, strategies, and just real-talk!

Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you grow your auto business and you can learn more at RepairPal.com/shops.

Show Notes with Timestamps

• Loyalty: strong feeling of support or allegiance
• What that means to me. Companies I am loyal to: Bear Mountain Bakery, Holtz Leather, The Basketry, Smallwoods
• Simon Sinek’s Ted Talk “Start with Why”: Your purpose, Your cause, Your beliefs
• We are lonelier & more apart than ever before
• Maslow’s Hierarchy of Needs
• Our Core Values
• We have an intense desire to feel a sense of belonging - even more with digital communication.
• Unreasonable Hospitality by Will Guidara - Episode 89: https://autorepairmarketing.captivate.fm/episode/089
• Create Loyalty by: Being thoughtful and intentional with all you do. Understanding the difference between service + hospitality. Service is black and white. Hospitality is full color.
• Having authentic connection: Southwest Airlines - the heart, Ciro - my Italian driver, 1st Phorm, Eleven Madison Park Restaurant’s hot dog story, Bear Mountain Bakery, The Basketry, Holtz Leather, Smallwoods. Knowing your clients, understanding them, being present, listening, and being considerate and generous (read the book: Gift*ology). Being a trusted resource.
• VISION’s speaker: Scott Stratten, said, “If you want to worry about the bottom line, you’ve got to focus on the front line.” (To obsess about how your customers feel, you must obsess about how your employees feel.
• Customer loyalty comes after employee loyalty
• How are you taking care of your team? Daily Stand-Up (gratitude and top priority) + a checkin/awareness for me.Team Outings. Letters/notes/recognitions. Mentoring. Schedule emails/slack messages/texts
• Too many companies leave the human behind. We live in a world where we have an opportunity - responsibility - to make magic in a world that is desperate for it. When you make magic you add to the layers of loyalty being created.
• Make this part of how you do business. A process. A time, place, a procedure/reminder.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Lagniappe (Books, Links, Other Podcasts, etc)

1. Canva - Mood Boards

Top tier shops want to have personalized marketing but often don’t know how to take the photo from their camera roll and convert it into a graphic for social media that’s pleasant and professional. In this episode, Kim Walker shares top tips from the pros on how to efficiently and effectively use the widely popular tool Canva for creating eye catching graphics.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

Canva: what it is, why you need it, how to find it, who uses it

April 2, 2024 at 12pm in our FB Group

1. Keep it simple. Less is more.
2. Be consistent! Maintain branding: company colors, fonts, logos, tone.
3. Keep your posts personal! Use YOUR own photos. 
4. Create the “brand kit” in Canva. A place to store your logo, select the fonts, colors. 
5. Stay organized. Create folders. 
6. Save your designs in calendar order to make scheduling more efficient. (Be sure to lock designs so moving things around is easier). Use grid-view to get a birds-eye view and ensure branding consistency and that your designs are pleasing to the eye
7. Use moving elements and animations to help create eye-catching graphics.
8. Use templates for things like birthdays, anniversaries, and hiring to save time. Create a few for each to keep them interesting.
9. Explore and don’t be afraid of Canva’s AI like Magic Media to create fun new photos and videos
10. Create a “Mood Board”  - a collection of images, textures, typography, color palettes and description words - or an ‘inspiration board’ to help when the ideas are just not there. 
11. Canva Design School

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

1. Canva - Mood Boards

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Mike Ragsdale is the founder of the 30a Company, and he has an incredible story of being called out by his kids when they got tired of hearing him talk about his dream life without ever pursuing it. This is an incredibly inspiring episode that may result in you exploring how you can create a life you don’t need to escape from.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

One of the most misunderstood types of marketing is geofencing. People often don’t know what it is, but they know they want it. It’s new, it’s sexy, it’s cool. But what is it? And will it work for an auto repair shop? Join Brian as he interviews Mary Ann Pruitt from Mosaic.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

This week on the ARM Podcast Brian talks about why stock website content doesn’t work. In this episode you’ll learn what he means by stock content, why it doesn’t work, whether or not it hurts you to have stock content on your website, and how to tell if you have it on your website.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes with Timestamps

• What is stock content?
• Stock content is duplicate content
• Stock content is generic content
• Does stock content help?
• How do you know if your website has stock content?

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

In this episode, Kim reviews the book “Unreasonable Hospitality” and talks about ways you can become so good at customer service and making your customers feel special, that the world would consider it unreasonable. This has quickly become one of Kim’s favorite books. Listen in to learn why and to get some ideas on how you can provide unreasonable hospitality to your clients in your auto repair shop.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Kim’s Tips:

1. Go with a plan - know who you want to meet. Pre-schedule these meetings. 
2. Promote that you are there! 
3. Use the event/conference app! 
4. Schedule your post-conference debriefing meeting.
5. Create a post-conference action plan
6. See our Conference Planning Checklist!

Brian’s Tips

• 1 - Register early and be strategic about the classes you take - stay at the hotel
• 2 - Establish a bedtime with a no-excuses policy
• 3 - Choose your team’s classes and make them teach it when they get back
• 4 - Visit the vendors - know/like/trust them - they subsidize your attendance
• 5 - Come with Friends

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Get to know Darrin Barney, the family man, Jeep Enthusiast, multi-business owner, and friend to many. Take away some helpful tips, but a ton of inspiration from the owner of Barney Brothers Off Road and Repair and Elite Worldwide.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• Outdoor Adventures and Family Culture (00:00:53) The hosts and guest discuss their shared experiences in outdoor activities, particularly off-roading, and the impact of family culture on their businesses.
• Off-Roading and Team Building (00:01:35) The conversation shifts to the off-roading event where the hosts joined the guest's team, emphasizing the importance of getting out of the business environment to learn about people.
• Influence of Family Culture (00:02:24) The guest shares how his family's love for outdoor activities and off-roading has been integrated into their family culture, influencing their children's upbringing.
• Early Off-Roading Experiences (00:04:33) The guest reminisces about his early experiences with off-roading, starting with his father's 1946 Willys and how it shaped his passion for the activity.
• Off-Roading Environments (00:06:28) Discussion about the diverse off-roading environments, including the challenges of mud and the beauty of the landscapes where they engage in off-roading activities.
• Shared Love for Off-Roading Locations (00:08:44) The hosts express their admiration for a favorite off-roading location and share a personal anecdote about their experiences there.
• First Jobs and Passion for Customer Service (00:10:39) The guest shares his first paying jobs, including building tennis courts and managing a western wear store, emphasizing his passion for customer service and making a difference in people's lives.
• Barn Brothers Offroad (00:12:31) Darrin shares the story of how Barn Brothers Offroad came to be and the challenges they faced.
• Learning from Bob and Kim (00:13:21) Darrin talks about the valuable lessons he learned from the owners of Fort Collins 4x4, Bob and Kim, and the importance of connecting with customers.
• Starting the Business (00:14:07) Darrin discusses the initial challenges and the support from his family in starting the business.
• Growing the Business (00:16:13) Darrin reflects on the growth of the business, the need for coaching, and the impact of learning from mistakes.
• RepairPal Sponsorship (00:17:25) A discussion about RepairPal and its benefits for auto repair shops.
• Challenges of Owning a Specialty Shop (00:19:20) Darrin shares insights into the challenges of owning a specialty shop and the importance of being prepared for daily uncertainties.
• Recruiting Specialized Technicians (00:23:12) The conversation shifts to recruiting specialized technicians and the diverse range of tasks they may encounter.
• Specialty Shop Marketing (00:24:34)
• Discussion on marketing strategies for specialty auto repair shops and the importance of showcasing fun activities.
• Understanding Your Customer (00:25:00) Emphasizing the need to understand the customer's expectations and interests in marketing a specialty shop.
• Customer Excitement (00:26:33) Highlighting the difference in customer excitement between traditional auto repair and specialty off-road services.
• Off-Roading Adventures (00:27:07) The rewarding experience of participating in off-roading activities and the joy of helping customers achieve the unexpected.
• Passion for Coaching (00:30:33) The speaker's passion for coaching and the impact of coaching on their life and business.
• Freedom and Coaching (00:32:47) The speaker's goal to provide freedom and guidance to shop owners through coaching, based on personal experiences.
• Impact of Coaching (00:33:46) The transformative impact of coaching on business and personal life, emphasizing the need for guidance and direction.
• Coaching Success (00:34:56) The speaker's realization of the benefits of following coaching advice and the positive impact on their business.
• Family Impact and Business Vision (00:35:53) Discussion on the residual impact of family experiences on work ethic and empathy in business.
• Coaching and Mentorship (00:37:06) The importance of mentorship and coaching in preventing business struggles and handling tough situations.
• Expanding Coaching Services (00:39:01) Elite Worldwide's ability to assist boat repair shops and other non-standard automotive repair businesses.
• Speed Round with Darrin Barney (00:39:20) Quick-fire questions and answers on personal preferences and interests.
• Favorite Book and Music Passion (00:40:12) Discussion on a favorite book and the passion for music and recording.
• Contact Information and Farewell (00:41:19) How to reach out to Darrin Barney and closing remarks on the podcast episode.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

Barney Brothers Off Road and Repair

Elite Worldwide

d.barney@eliteworldwide.com

Are you an auto repair shop owner looking to demystify the world of marketing jargon and take your business to the next level?

Join hosts Brian and Kim Walker in this must-listen episode of the Auto Repair Marketing Podcast as they unravel the mysteries behind marketing terms that could be holding your business back.

Ever wondered if boosting a post is worth your money or how SEO can actually drive more customers to your door?

We’ve got the answers.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

• They Ask, You Answer (Marcus Sheridan) - https://marcussheridan.com/they-ask-you-answer/
• Difference between Boosted Post and Meta ads: https://www.facebook.com/business/help/317083072148603

Show Notes with Timestamps

• Introduction to the Episode (00:00:01) Brian and Kim welcome listeners and introduce the episode's focus on marketing lingo and misconceptions.
• Purpose of the Episode (00:01:07) Discussion on why understanding marketing terminology is crucial for effective communication in the automotive repair industry.
• Boosted Posts vs. Facebook Ads (00:02:53) Clarification on the differences between boosting a post and creating a full Facebook ad.
• Landing Pages vs. Full Websites (00:04:57) Explanation of landing pages as minimal websites designed for conversions, distinct from full websites.
• Leads vs. Conversions (00:08:16) Defining leads as initial interest and conversions as completed transactions or appointments.
• Understanding SEO (00:10:26) SEO stands for search engine optimization, focusing on making a website authoritative in its niche.
• Organic vs. Paid Search (00:11:53) Differentiation between organic search results and paid search ads in digital marketing.
• Geo-Targeting vs. Geofencing (00:14:35) Discussion on the differences between geo-targeting for general ads and geofencing for highly specific targeting.
• Geofencing vs. Geo Targeting (00:16:13) Discussion on the differences between geofencing and geo targeting in advertising effectiveness.
• Alt Text and SEO (00:17:06) Explanation of alt text's role in SEO and its importance for visually impaired users.
• Backlinks vs. Internal Links (00:20:39) Clarification of backlinks and internal links, including their significance for website navigation and SEO.
• Understanding Bounce Rate (00:21:41) Definition of bounce rate and its implications for website performance in the auto repair industry.
• Impressions vs. Clicks (00:22:54) Overview of the difference between impressions (ads shown) and clicks (user engagement).
• CTR, CPC, and CPA (00:24:08) Definitions of click-through rate, cost per click, and cost per acquisition in marketing metrics.
• User Experience (UX) (00:27:01) Discussion on the importance of user experience for website navigation and customer satisfaction.
• Unique Selling Proposition (USP) (00:29:08) Exploration of unique selling propositions and their role in differentiating a business from competitors.
• Inbound vs. Outbound Marketing (00:31:07) Comparison of inbound and outbound marketing strategies and their relevance to auto repair shops.
• Google Business Profile Explained (00:32:46) Overview of Google Business Profile as a mini website for businesses.
• Google Maps and Marketing (00:32:58) Discussion on how Google Maps displays search results and business profiles.
• Industry Changes and Terminology (00:33:38) Humorous take on the rapidly changing digital marketing landscape.
• Google Ads vs. Adwords (00:34:12) Clarification on the rebranding from Google Adwords to Google Ads.
• Wrap-up and Acknowledgments (00:34:26) Reflection on the lengthy discussion and appreciation for listener patience.
• Hurricane Reference (00:34:36) Light-hearted mention of dealing with unexpected challenges during recording.
• Sponsor Appreciation (00:35:05) Acknowledgment of RepairPal's support for the podcast.
• Listener Engagement Encouragement (00:35:25) Invitation for listeners to submit questions or topics for future episodes.
• Aftermarket Radio Network Mention (00:35:45) Promotion of other podcasts available on the aftermarket radio network.
• Closing Remarks (00:35:54) Final thoughts and encouragement to tune in next week.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

Our first auto repair shop was named “Behind the Star.” That may make you want to stop listening right now as we clearly had no idea what we were doing. But if we learn from our mistakes, we have a more comprehensive education than most! Through the years as we’ve worked with many different clients, we’ve seen just about every problem a business could have with a name. In this episode, we share some things you’ll want to think about when naming an auto repair shop.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• Naming Your Auto Repair Shop (00:00:10) Discussion about the importance and considerations when naming an auto repair shop.
• The Story of Naming Their Shop (00:03:14) Personal anecdote about the process of naming their auto repair shop and the challenges they faced.
• Putting a Particular Service in the Name (00:08:00) Advice on the potential pitfalls of including a specific service in the name of an auto repair shop.
• Using Street Names in Business Name (00:11:52) Considerations and examples of using street names in the business name, including potential challenges.
• Using Your Name in the Business (00:13:58) Discussion about the implications of using personal names in the business name and potential future challenges.
• Confusing Names and Search Engines (00:15:01) Using names that confuse search engines and examples of real-world consequences.
• Creative Naming and Spelling (00:16:14) The pitfalls of overly creative or misspelled business names and their impact on searchability.
• Spelling and Pronunciation (00:18:18) The challenges of hard-to-spell or hard-to-pronounce names, with specific examples from Louisiana.
• Domain Name Considerations (00:20:27) Tips for choosing a domain name, including avoiding confusion and competitor-related issues.
• Competitor Domain Names (00:24:26) The importance of checking closely related domain names to avoid confusion with competitors.
• Final Remarks and Contact Information (00:25:30) Summarizing the naming considerations and promoting engagement with the podcast and sponsor.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

One topic we rarely talk about is radio, yet we have a story of very successfully using radio advertising to market our own auto repair shop. Radio was different back then, but our strategy can still work, and the idea works across all mediums. We hope you’ll listen in to the story of Jack Boston, Bill LuMaye, and Peak Automotive.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• The beginning of radio advertising (00:00:01) Discussion about the emotional story and effectiveness of radio advertising, its cost, and tracking difficulties.
• Evolution of radio options (00:01:21) Comparison of traditional AM and FM radio with newer options like Sirius XM, Pandora, Spotify, and podcasts.
• Getting into radio advertising (00:03:20) The story of how a customer, Jack Boston, influenced the hosts to start radio advertising and the initial challenges.
• Selecting the right radio station (00:05:57) The importance of choosing the right radio station based on listener demographics and the impact of the chosen station on the audience.
• Transition to a new radio host (00:07:26) The unexpected transition from Jack Boston to Bill Lemay due to health issues, and the process of involving the new host in advertising.
• The impact of live endorsements (00:13:11) The effectiveness of live endorsements over pre-recorded ads, the influence of creative freedom, and the authenticity of the message.
• The importance of asking clients (00:14:29) Discussion on the significance of asking clients about their listening habits to tailor marketing strategies.
• Advertising on satellite radio (00:15:17) Exploration of advertising opportunities on satellite radio and the potential for targeted local advertisements.
• Tracking radio advertising effectiveness (00:16:28) Insight into tracking the effectiveness of radio advertising through dedicated URLs and phone numbers
• The impactful gift from a client (00:18:30) A heartwarming story about a client's gift and its impact during a challenging time.
• Closing remarks and sponsorship acknowledgment (00:19:27) Acknowledgment of the sponsor and closing remarks, encouraging listeners to engage with the podcast and its hosts.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

In a world where so many great lessons come from failing, people are afraid of failure. We see this a lot, especially when it comes to marketing. Every time you learn something that doesn’t work, it puts you closer to finding something that does. So why do people give up on marketing so early and build belief systems that certain types of marketing “don’t work” when the evidence points to the contrary? That’s what we talk about in this episode of The Auto Repair Marketing Podcast.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• The Aftermarket Radio Network (00:00:01) Introduction to the podcast episode and hosts' welcome.
• Talking about Failing Forward (00:00:41) Discussion about the concept of "failing forward" and its importance in learning and growth.
• Fear of Failure (00:02:16) Exploring the fear of failure and its impact on business decisions and actions.
• Financial Impact of Failing (00:02:56) Highlighting the financial challenges and impact of failure, including personal experiences.
• Adapting to Failure (00:04:43) Emphasizing the importance of adapting and learning from failures to become better.
• Marketing and Fear of Failure (00:05:53) Addressing the fear of failure in marketing and its implications for business growth.
• Marketing Strategies and Failure (00:07:53) Discussing the significance of failure in marketing and its role in building a successful business.
• Google Ads Failure (00:11:01) Sharing a specific failure related to Google Ads and its impact on marketing efforts.
• Diagnosing Marketing (00:13:45) Explains the analogy between diagnosing a car and diagnosing marketing issues, focusing on the importance of using the right keywords in Google Ads.
• Learning from Failure (00:15:42) Discusses the failure in the ad campaign, the learning process, and the importance of taking responsibility for mistakes.
• Marketing Adjustments (00:16:42) Highlights the significance of making small adjustments in marketing strategies and provides examples of how minor changes can impact results.
• Balancing Risk and Innovation (00:22:07) Emphasizes the need to balance risk with innovation and the importance of having foundational marketing strategies in place before adopting new techniques.
• Celebrating Success Stories (00:25:02) Acknowledges and celebrates the success of shop owners who have effectively implemented marketing strategies discussed in the podcast.
• Engaging with the Audience (00:27:22) Encourages listeners to share their marketing experiences and struggles, offering to provide guidance and create content based on their questions.
• Cultivating a Growth Mindset (00:20:17) Encourages a growth mindset and discusses the impact of beliefs on the success of marketing efforts.
• Sponsorship acknowledgment (00:28:00) Acknowledgment of RepairPal's sponsorship and a thank you to the listeners.
• Promotion of upcoming episodes (00:28:14) Encouragement to listen in next week and a promotion of other podcasts on the aftermarket radio network.
• Closing remarks (00:28:20) Closing remarks from the host, encouraging feedback and interaction with the podcast.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

In this episode, Kim and Brian talk about the conferences and other events they will be attending and teaching at in 2024. These conferences are great opportunities to network with other shop owners and auto repair professionals, as well as “sharpening the saw” and become a better business person.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes

• The aftermarket radio network (00:00:01) Introduction to the episode and discussion about upcoming automotive industry conferences and events.
• Pros on the road 2024 (00:00:10) Discussion about the Pros on the Road 2024 event and the importance of attending automotive industry conferences.
• Sponsorship acknowledgment (00:00:21) Acknowledgment of the sponsors of the podcast and their importance in supporting the podcast.
• Recap of 2023 conferences (00:01:03) Discussion about the conferences attended in 2023 and the plan for attending conferences in the current year.
• Conferences and classes schedule (00:02:00) Listing the conferences and events planned for the year and the classes to be taught at these events.
• Fly with the Eagles event (00:03:53) Details about the Fly with the Eagles event in Dallas, including the topics to be discussed.
• Vision conference (00:04:13) Discussion about the Vision conference, the classes to be taught, and the importance of attending.
• MARS conference (00:05:20) Information about the MARS conference and the class on driving car count to be taught.
• World Pack Advanced Car Quest (00:05:46) Details about the World Pack Advanced Car Quest conference and its significance.
• Tools by RSP event (00:06:52) Information about the Tools by RSP event in Pennsylvania.
• AST conference (00:06:59) Discussion about the AST conference in September.
• Classes and workshops details (00:09:09) Details about the specific topics and classes to be taught at various conferences and events.
• Extended video workshop (00:13:28) Information about the extended video workshop to be conducted at a specific location and the unique aspects of the workshop.
• Creating Loyal Customers (00:15:45) Discussion about a class on making customers feel special and loyal.
• Working with Marketing Partners (00:16:21) Explanation of a class on collaborating with marketing companies for better results.
• Identifying Your Ideal Customer (00:17:35) Teaching a class on understanding and targeting the ideal customer for automotive repair shops.
• Facebook Marketing for Auto Shops (00:18:34) Introduction of a new class on Facebook marketing for auto repair shops.
• The Powerful Duo: Ads and SEO (00:19:13) Discussion about a class on the importance of ads and SEO in marketing for automotive businesses.
• Hiring Advantage and Video Advantage (00:20:17) Information about classes on hiring tactics and the use of video for marketing.
• Attracting Technicians Through Marketing (00:21:41) Announcement of a webinar-style class on attracting technicians through marketing.
• Upcoming Conferences and Events (00:22:23) Discussion about future industry events and conferences, including changes in schedule.
• Connecting with the Audience (00:23:09) Encouragement for the audience to share their conference plans and connect with the speakers. Podcast Sponsorship and Closing (00:24:02) Acknowledgment of the podcast sponsor and closing remarks.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com

As we approach the end of the year there have been many discussions and questions about annual marketing planning. In this episode, Kim chats with shop owners Matt Wagg and LauraLee Schmidt about their successful planning and execution of their shop’s annual marketing planning. We dissect what’s needed to prepare to plan, how to plan, and how to monitor and adjust.

Show Notes with Timestamps

• Annual Marketing Planning (00:00:10) Discussion about the importance of annual marketing planning for auto repair shops and the introduction of the podcast episode.
• Realization of the Need for Marketing Planning (00:01:26) Explanation of how shop owners, Laura Lee Schmidt and Matt Wagg, realized the need for annual marketing planning and the challenges faced.
• Experience with Marketing Planning (00:02:30) Conversation about the experiences of shop owners Laura Lee Schmidt and Matt Wagg in implementing annual marketing planning for their respective businesses.
• Business Growth and Marketing Planning (00:05:24) Matt Wagg's experience in starting a new business and the role of marketing planning in business growth.
• Corporate Experience and Marketing Planning (00:08:08) Laura Lee Schmidt's experience in corporate marketing planning and its adaptation to small independent businesses.
• Budgeting for Marketing (00:11:31) Discussion about budgeting for marketing, including reverse engineering, tracking returns, and the percentage of sales used for marketing..
• TV Commercials Tracking (00:13:45) Discussion on tracking ROI for TV commercials and direct mail using specific codes and QR codes.
• Budget Planning (00:14:11) Shop owners discussing their marketing budget planning, starting at 5% and aiming for a 7 to 8% increase.
• Marketing Budget Range (00:14:43) Exploring the range of marketing budget percentages, from 5% to 15%, for maintaining growth or aggressive expansion.
• Identifying Slow Times (00:15:25) Strategies for adjusting marketing budget during slow times and the impact of local events on business.
• May Sales Dip (00:18:17) Discovering the influence of graduation parties on May sales and adjusting marketing strategies to counter the dip.
• Event Marketing Success (00:20:26) A successful event marketing strategy during a historically slow month, leading to increased business.
• Intentional Marketing Planning (00:22:51) Importance of dedicating time to marketing planning and the need for forethought in shop owners' marketing strategies.
• Diagnosing Slow Times (00:23:50) Changing the mindset to diagnose and plan for slow times, emphasizing the need for intentional planning and measurement.
• Analyzing Monthly Performance (00:26:03) Discussion about tracking and comparing monthly performance to inform proactive marketing planning.
• Tools for Marketing Planning (00:27:22) Laura Lee shares her spreadsheet tool for budgeting and tracking marketing expenses.
• Marketing Tracking and Reporting (00:28:04) Laura Lee and Matt discuss the importance of tracking tools, reports, and analytics for informed marketing decisions.
• Reviewing Marketing Performance (00:29:10) Matt discusses reviewing reports, lead sources, and direct mail success for marketing planning.
• Evaluating Marketing Investments (00:30:48) The importance of tracking what works and what doesn't in marketing investments is emphasized.
• Coaching and Marketing Planning (00:32:13) Shop owners discuss the role of their coaches in advising and encouraging more aggressive marketing planning.
• Marketing Planning Timeline (00:35:27) Laura Lee shares her timeline for marketing planning, emphasizing the need for early planning due to inventory needs.
• Setting Time for Marketing Planning (00:36:59) Matt discusses finding unbothered time for marketing planning, highlighting the importance of focus and refinement.
• The importance of marketing planning (00:38:44) Matt Wagg discusses his excitement and sense of accomplishment in creating and implementing a marketing plan for his auto repair shop.
• Setting boundaries with a marketing plan (00:39:54) Laura Lee Schmidt shares how having a marketing plan helped her to say no to unsolicited marketing pitches and set boundaries for her shop's budget.
• Detailed marketing planning process (00:42:51) The hosts discuss their comprehensive marketing planning process, including core focus, target market, unique selling points, and needs assessment for each department.
• Challenges in implementing marketing plans (00:44:29) Matt Wagg reflects on the challenges of implementing all aspects of his marketing plan and the need to outsource tasks due to time constraints.
• Aligning marketing with core values (00:46:34) Laura Lee Schmidt emphasizes the importance of aligning marketing efforts with the core values of the business and making ethical decisions about vendor partnerships.
• Encouragement to start marketing planning (00:48:55) Matt Wagg and Laura Lee Schmidt encourage shop owners to jump into marketing planning, dedicate time to it, and expect a return on investment.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - podcast@shopmarketingpros.com 

Lagniappe (Books, Links, Other Podcasts, etc)

• LauraLee Schmidt’s Sample Budget Spreadsheet