Advertising - Turnaround Tour ShopPros · AdvertisingClass What do you know about Advertising? Finding our knowledge baseline! Needs to be consistent – it makes the phone ring Needs

AdvertisingAdvertisingClassClass

Class Numbers and TitleClass Numbers and Title1. Brand Building1. Brand Building2. Ideal Target Market2. Ideal Target Market3. Internal and External3. Internal and External4. Message and USP4. Message and USP5. Channels of Distribution5. Channels of Distribution6. Measuring your Success6. Measuring your Success


Class ExpectationsClass Expectations•• Sharing and Learning from one anotherSharing and Learning from one another•• Six ClassesSix Classes•• Learn how to go from good to greatLearn how to go from good to great•• Learn to document systems Learn to document systems ““SOPSOP””•• Create a One Page Business PlanCreate a One Page Business Plan®®

•• Defining your Defining your it it in Advertisingin Advertising•• www.turnaroundtour.comwww.turnaroundtour.com –– AUDIO FILES and CORRESPONDING AUDIO FILES and CORRESPONDING

DOCUMENTSDOCUMENTSUsername: adUsername: adPassword: heartPassword: heart

http://www.turnaroundtour.com/

(it)(it)

AdvertisingClass

List your it Consistency - Image package

The experience to match the imageThe it is missing it is Kevin (me)

The owner is the itFamily friendly newsletter

TLC Program - Front counter presentation retention

AdvertisingClass

What do you know about Advertising?Finding our knowledge baseline!

Needs to be consistent – it makes the phone ringNeeds a wow effect – dollars better spent on direct mailing – targeted

area – demographic - psychographic – spend 8-10% to start and then go to 5-6% to maintain – 35 out 100 must new clients to grow 10% per year – more people advertising – new technology – car manufacturers

– service station a gone away -


Brand BuildingBrand Building1.1. What is your brand worth?What is your brand worth?2.2. What is your brand perception?What is your brand perception?3.3. What is brand equity? What is brand equity? 4.4. Company brandCompany brand5.5. Product and Service brandProduct and Service brand6.6. Brand strategyBrand strategy


Brand BuildingBrand Building7.7. Silent partnerSilent partner8.8. Stands for your reputationStands for your reputation9.9. Web presence brand a mustWeb presence brand a must10.10.Public relationsPublic relations11.11.Geographical by designGeographical by design


List your List your it it for for

Brand BuildingBrand Building

Create a System Create a System ““SOPSOP””

Create a One Page Business PlanCreate a One Page Business Plan®®


Ideal Target MarketIdeal Target MarketWho they are, variations, if they say Who they are, variations, if they say

yes we like them, 10yes we like them, 10--15 miles, 15 miles, household count 30Khousehold count 30K--40K, contact 40K, contact time frame twice per month in the time frame twice per month in the

mail box, household income, number mail box, household income, number of kids, driving habits, of kids, driving habits,


Ideal Target MarketIdeal Target MarketTwice per month, make them and Twice per month, make them and offer, other auto repair shops, new offer, other auto repair shops, new

move ins, move ins,



Ideal Target MarketIdeal Target Market




Internal and ExternalInternal and ExternalInternalInternal

What we do versus someone else, maybe in What we do versus someone else, maybe in house, advertising to your existing customer house, advertising to your existing customer

internal, referrals, word of mouth, direct mail to internal, referrals, word of mouth, direct mail to your data base, email your data base, email -- service reminders, service reminders,

newsletter, thank you cards, birthday cards, % newsletter, thank you cards, birthday cards, % to spend on internal 80 internal/20%, 60/40%, to spend on internal 80 internal/20%, 60/40%,


Internal and ExternalInternal and ExternalExternalExternal

Telling people you are open, get the phone Telling people you are open, get the phone to ring, direct mail, everybody has a mail to ring, direct mail, everybody has a mail box, how can we get into every mail box box, how can we get into every mail box the least expensive way, newspaper free the least expensive way, newspaper free to everyone, to everyone, valval--pack once per month, pack once per month,

ADVO direct mail, new move in customers, ADVO direct mail, new move in customers, three step letter, three step letter,



Internal and ExternalInternal and External




Message and USPMessage and USP









Channels of DistributionChannels of Distribution









Measuring your SuccessMeasuring your Success









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Advertising - Turnaround Tour ShopPros · AdvertisingClass What do you know about Advertising? Finding our knowledge baseline! Needs to be consistent – it makes the phone ring Needs