Compassion for the motorist’s new reality has never been more impactful during the disruptive era of Covid-19.
Shop Marketing Pros, a social media advisory firm, gave a complimentary webinar on April 1 to guide auto repair shops on how to market their businesses in times of crisis. CEO Kim Walker encouraged repair shop owners to connect with their community whenever they can. Consumers, she said, are responding to the pandemic by becoming more frugal. Speaking directly online to the participants, Walker emphasized the importance of goodwill. “People are scared. Let your audience know that during this crisis that you care.”
Walker presented three “soft sell” pointers that could positively reshape perceptions of the local repairer: what do you say, how do you say it, and where do you say it. “What do you say,” explained Walker, should tie into a unified message. For the duration of this virus, it is essential to assure the market that the professional service business delivers relevant, helpful advice that relates to the consumer’s struggles. They need to hear that “you’re open for business” and why “you’re a resource.” Walker touched upon why a business should communicate its plans on keeping its employees and customers safe from the spread of Covid-19.
“How you say it” boils down to leading with compassion emphasized Walker, who fielded questions from the hour-long virtual training session. “Remember why you are an essential business. Remind the audience about the nurse or the emergency responder who needs to drive to their destination. Remind your customers that you’re there to help keep cars running safely,” said Walker.
If someone runs short on finding content to write about, Walker suggested carefully listening to what the community is saying. So long as the loyal client base has questions, running out of ideas that acknowledges their concerns shouldn’t be in short supply, she added.
“Where do you say it” depends on the types of social media platforms that shoppers will visit. Facebook, Instagram, Twitter, and other sites have unique settings and communities, explained Walker. Some content may include photos, video, or customer e-mail fully integrated into a consistent theme. Even though at times the tone may vary, she said, the messaging must remain constant across all media formats to avoid confusion. Also posted on the Shop Marketing Pros website, visitors can download graphics to customize for their business as well as how to implement other features from the video tutorial.
Asked how Maryann Croce, president of Croce’s Transmission Specialists, in Norwalk, CT felt about the virtual learning session, Croce replied that she is onto building a short-term strategy. In order to stay top of mind, Croce intends to pivot from direct selling to becoming a community resource for motorists with immediate needs. “Any shop owner who is planning for the next 90 days should think about investing in their people and customers. As for those shops that fail to commit, they could be missing out. I fear that they may end up in a different place,” said Croce.
