Promoting Your Lube: Check Lane Events
(Continued)
An event such as a car care fair can help promote a lube shop by just getting your people out there and speaking with car owners face to face.
“In any kind of service-related business that you’re in, it really is a people business,” Zanders said. “We don’t fix cars; we serve people. So when you involve yourself in community events like this and you give yourself a chance to really get out, meet people, shake their hands and serve them, you’re going to get better results than just sending direct mail pieces.”
Both Trudnowski and Zanders said they see a great turnout of people at the events, and not even rain will keep them away. Trudnowski said last fall they saw nearly 220 vehicles come through the inspection lanes, and Zanders said more than 100 vehicles came through their latest check lanes even though it occurred on one of the rainiest days in Idaho’s history.
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"We don't fix cars; we serve people. So when you invovle yourself in community events like this and you give yourself a chance to really get out, meet people, shake their hands and serve them, you're going to get better results than just sending direct mail pieces."
Becca Zanders
Heritage Auto Repair |
If hosting a car care fair or check lane event is something that interests you, the Car Care Council has everything you need to get started.
“If you are interested in these events, we’ll send you a free DVD,” White said. “It’s a brand new video, and it’s specifically geared to managers and owners to show them how easy it is to get involved and why it is important.
“All the checklists of what needs to be done, step-by-step schedules and the materials needed for a check lane event are on the Car Care Council website (www.carcare.org) under the “Industry” section. We have also reduced the cost of the starter-kits. They include banners, bi-lingual counter mats, car care guides, inspection forms, brochures, door signs and more. This kit is now $59, down from $79.
“We are just trying to do everything we can to get more people to try these events; once they do, they’re going to like it.”
Zanders is a testament to that statement.
“It was very helpful,” she said. “We got a lot of new customers. Any time you can meet people and put a personal face behind what you’re doing, it really conveys that you’re there to serve their needs. You’re going to see results.”
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