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Marketing, Advertising & Sales
Posted by Bud Abraham
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Marketing, Advertising & Sales September 21, 2004 04:44AM |
Registered: 18 years ago Posts: 3,550 |
<HTML>Wondering if some of you detail business owners are willing to share some marketing information?
1. Who have you identified as your target market? What can you tell us about that market or customer.
2. What form of advertising do you use to reach them?
3. What do you say in your advertising?
4. When you are selling them is a price a consideration in their decision?
Why? Or, why not?
Interested to hear what you have to say on this subject.
Regards
Bud Abraham
DETAIL PLUS SYSTEMS</HTML>
buda
1. Who have you identified as your target market? What can you tell us about that market or customer.
2. What form of advertising do you use to reach them?
3. What do you say in your advertising?
4. When you are selling them is a price a consideration in their decision?
Why? Or, why not?
Interested to hear what you have to say on this subject.
Regards
Bud Abraham
DETAIL PLUS SYSTEMS</HTML>
buda
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Re: Marketing, Advertising & Sales September 21, 2004 06:16AM |
Registered: 18 years ago Posts: 1,838 |
<HTML>1. Who have you identified as your target market? What can you tell us about that market or customer.
HIGH END, UPSCALE CAR OWNERS (MERCEDES, AUDI, ACURA, PORSCHE, FERRARI) AND ANY BOAT OWNER.
2. What form of advertising do you use to reach them?
FOR CARS IT'S ALL REFERRALS OR WEBSITE ADVERTISEMENT. IF I MEET SOMEONE AT A PARTY, CARSHOW, PARKING LOT, ETC. AND THEY HAVE A VEHICLE THAT FITS INTO MY LINE THEN I HAND THEM A BUSINESS CARD AND IMPRESS THEM WITH INFORMATION THEY DIDN'T NOW.
FOR BOATS ITS ALL ON-SITE ADVERTISING AND FLYERS/BUSINESS CARDS. EVERYTIME I DO A BOAT AT A MARINA, I WILL ACQUIRE AT LEAST TWO CUSTOMERS A DAY JUST FROM THEM WALKING BY AND SEEING WHAT I DO.
3. What do you say in your advertising?
JUST WHAT I DO AND WHAT I CAN DO TO THEIR VEHICLE.
4. When you are selling them is a price a consideration in their decision?
PRICE IS USUALLY NEVER A CONSIDERATION BEING
A. THEY AREN'T DISCOUNTERS LOOKING FOR A DEAL
B. I TELL THEM THE STEPS INVOLVED AND AMOUNT OF TIME AND SKILL IT WILL TAKE.
C. BOAT OWNERS USUALLY HAVE MONEY AND KNOW THAT BOATING IS AN EXPENSIVE HOBBY. PLUS, THEY KNOW THAT IF THEIR BOAT ISN'T WAXED AT LEAST TWICE A YEAR THEN THEIR INVESTMENT WILL SINK.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
HIGH END, UPSCALE CAR OWNERS (MERCEDES, AUDI, ACURA, PORSCHE, FERRARI) AND ANY BOAT OWNER.
2. What form of advertising do you use to reach them?
FOR CARS IT'S ALL REFERRALS OR WEBSITE ADVERTISEMENT. IF I MEET SOMEONE AT A PARTY, CARSHOW, PARKING LOT, ETC. AND THEY HAVE A VEHICLE THAT FITS INTO MY LINE THEN I HAND THEM A BUSINESS CARD AND IMPRESS THEM WITH INFORMATION THEY DIDN'T NOW.
FOR BOATS ITS ALL ON-SITE ADVERTISING AND FLYERS/BUSINESS CARDS. EVERYTIME I DO A BOAT AT A MARINA, I WILL ACQUIRE AT LEAST TWO CUSTOMERS A DAY JUST FROM THEM WALKING BY AND SEEING WHAT I DO.
3. What do you say in your advertising?
JUST WHAT I DO AND WHAT I CAN DO TO THEIR VEHICLE.
4. When you are selling them is a price a consideration in their decision?
PRICE IS USUALLY NEVER A CONSIDERATION BEING
A. THEY AREN'T DISCOUNTERS LOOKING FOR A DEAL
B. I TELL THEM THE STEPS INVOLVED AND AMOUNT OF TIME AND SKILL IT WILL TAKE.
C. BOAT OWNERS USUALLY HAVE MONEY AND KNOW THAT BOATING IS AN EXPENSIVE HOBBY. PLUS, THEY KNOW THAT IF THEIR BOAT ISN'T WAXED AT LEAST TWICE A YEAR THEN THEIR INVESTMENT WILL SINK.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
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Re: Marketing, Advertising & Sales September 21, 2004 06:19AM |
Registered: 18 years ago Posts: 1,838 |
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Re: Marketing, Advertising & Sales September 21, 2004 07:53PM |
Registered: 18 years ago Posts: 237 |
<HTML>1. Who have you identified as your target market? What can you tell us about that market or customer.
Who? All of them!
there are 10 (basic) different types of 'them' ... and it's going to be a strech of my memory to remember them all.
1) used car buyers.
2) Sellers
3) Lease return
4) special occasions (wedding, birthdays, going on vacation)
5) Mums (Mums are busy, kids make a mess)
6) Accident, spillages, damage
7) new car buyers - sealants and fabric protection
8) Fleet managerment
9) Prestige cars.... you know the sort. Some have more money than they know what to do with and are great, some are enthusiasts and a pain in the arse.
there are various other catagories and sub catagories of the above. But thats the important ones. There is no point in marketing towards people whos cars are just dirty... even though these do make up some of our customers. We don't want to compete with car washes.
2. What form of advertising do you use to reach them?
yellow pages is still the best, we spend large amounts of time and money on it. We also have billboards, 'A' boards, banners outside the biulding and up and down the street.
Internet is good for picking up specialist services.
Direct mail seems to work best for us.
Our success with leaflets and magazine/newspaper advertizing has been limited.
3. What do you say in your advertising?
We concentrate on value. A well maintained car has a much higher resale value, any oney spent of detailing can pay you back.
4. When you are selling them is a price a consideration in their decision?
Why? Or, why not?
Yes, we only have about 6 customers for who money is no object.
Even the filthy rich worry about value for money... thats probably how they become filthy rich in the first place.</HTML>
Who? All of them!
there are 10 (basic) different types of 'them' ... and it's going to be a strech of my memory to remember them all.
1) used car buyers.
2) Sellers
3) Lease return
4) special occasions (wedding, birthdays, going on vacation)
5) Mums (Mums are busy, kids make a mess)
6) Accident, spillages, damage
7) new car buyers - sealants and fabric protection
8) Fleet managerment
9) Prestige cars.... you know the sort. Some have more money than they know what to do with and are great, some are enthusiasts and a pain in the arse.
there are various other catagories and sub catagories of the above. But thats the important ones. There is no point in marketing towards people whos cars are just dirty... even though these do make up some of our customers. We don't want to compete with car washes.
2. What form of advertising do you use to reach them?
yellow pages is still the best, we spend large amounts of time and money on it. We also have billboards, 'A' boards, banners outside the biulding and up and down the street.
Internet is good for picking up specialist services.
Direct mail seems to work best for us.
Our success with leaflets and magazine/newspaper advertizing has been limited.
3. What do you say in your advertising?
We concentrate on value. A well maintained car has a much higher resale value, any oney spent of detailing can pay you back.
4. When you are selling them is a price a consideration in their decision?
Why? Or, why not?
Yes, we only have about 6 customers for who money is no object.
Even the filthy rich worry about value for money... thats probably how they become filthy rich in the first place.</HTML>
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Re: Marketing, Advertising & Sales September 22, 2004 03:47AM |
Registered: 18 years ago Posts: 382 |
<HTML>1. Target Market: High-enders, UMC professional types too busy to do it themselves, lease turn-ins, used car sales prep, any boat owner.
2. Advertising: Since I'm housed in a high-end service center, many customers just see me working in their & come up to me & start talking to me. I listen & find out if they need anything, tell them in laymen's terms what I can do then book an appointment. Biggest source is referrals. I do some flyers, have advertised in coupon mailers/books with little success.
3. Try to first get their attention depending on who I'm targeting ( lease turn-ins, used car seller, idea for a unique gift, etc.) then I provide some educational info and a low-risk offer such as a free report with bonus offers (discounts or "free" add-ons) requiring the prospect to call or email for their free report.
4. While price is rarely the main motivation for doing business with us, it seems, as Dan said, that it's almost always a factor. Sometimes it's minor, sometimes it's major, but both new & old customers like to feel appreciated and love to feel that they're getting extra value for their money. Doesn't matter if they're working class or billionaires, it seems that everyone loves value and the feeling that they're saving a few bucks on something that they feel is a luxury rather than a necessity.</HTML>
Shine On!
Rod Wesley
Touch Up 'N' Go!
Auto & Marine Appearance Center
We take your car from Rough to Buff!
Visit our website at: www.touchupngo.com
2. Advertising: Since I'm housed in a high-end service center, many customers just see me working in their & come up to me & start talking to me. I listen & find out if they need anything, tell them in laymen's terms what I can do then book an appointment. Biggest source is referrals. I do some flyers, have advertised in coupon mailers/books with little success.
3. Try to first get their attention depending on who I'm targeting ( lease turn-ins, used car seller, idea for a unique gift, etc.) then I provide some educational info and a low-risk offer such as a free report with bonus offers (discounts or "free" add-ons) requiring the prospect to call or email for their free report.
4. While price is rarely the main motivation for doing business with us, it seems, as Dan said, that it's almost always a factor. Sometimes it's minor, sometimes it's major, but both new & old customers like to feel appreciated and love to feel that they're getting extra value for their money. Doesn't matter if they're working class or billionaires, it seems that everyone loves value and the feeling that they're saving a few bucks on something that they feel is a luxury rather than a necessity.</HTML>
Shine On!
Rod Wesley
Touch Up 'N' Go!
Auto & Marine Appearance Center
We take your car from Rough to Buff!
Visit our website at: www.touchupngo.com
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