Windshield Repair Marketing Know-How
Techna Glass president and chairman Troy Mason presented the NWRA 2010 Annual Conference attendees with tried and true tips and ideas on how to better market their windshield repair services.
Mason begun the presentation by encouraging attendees to set “SMART” marketing goals. That is, goals that are Specific, Measurable, Attainable. Reasonable and Timely.
He asked attendees to ask themselves how many repairs that they were willing to do as well as how many resources they were willing to commit.
Mason encouraged attendees to review their current marketing plans, including their company locations, signage and visibility.
“Do your customers perceive that it is easy and convenient to pay for and receive your repair service?” inquired Mason.
Mason then spoke about the importance of company branding. He listed the characteristics of strong branding: strong consumer awareness, clear and easy to understand, as well as consistency across and between departments or locations, product and service offerings, employees and business practices.
While Mason acknowledged that branding was global, he stated that a company’s message is more specific.
“Consider the spirit of your brand for consistency while building your message,” advised Mason.
To spread a company’s message, Mason suggested various outlets—including television, radio and print advertising.
“We use an ROI approach when choosing the right medium,” said Mason, who proceeded to go over the strengths and common mistakes associated with each.
Mason concluded his presentation with a list of “Top Ten Marketing Mistakes:”
- Spreading Your Budget Too Thin
- Desire for Instant Gratification
- Marketing to Yourself
- Poor Timing
- Event-Driven Marketing
- Inability to Fulfill Promises
- Message Inconsistent with Brand
- Ignoring Return Customers
- Features Over Benefits
- Giving Up Too Soon