When I talk with quick lube operators around the country who are getting ready to sell, I often am told “I haven’t been doing any marketing, so there is a lot of upside,” or “we don’t do any discounting,” or sometimes even, “we don’t believe in coupons.” Every time I hear this, I shake my head.
Instead of the mindset that marketing and advertising will be the next owner’s opportunity, these operators should realize that marketing is their ticket to grow their business and create more value today.
But it’s not just about getting ready to sell your business. Our team at Oilstop is preparing to open three new service centers this summer. One of the key elements to execute as our team gears up to launch our newest locations is our marketing playbook. It helps us get a new service off the ground and profitable, launching our business.
Whether your service center is brand new or you have been operating for decades and you are getting ready to sell, marketing matters. Marketing tells your guests who you are and gives them a reason to try your service. Even for shops with steady long-time customer bases, some guests might move away or change their habits. If you aren’t growing your car count, it’s going to decline. And in recent years, many quick lubes have seen declining car counts. So regardless of how long you’ve been in the business, it’s probably time to check on your marketing and make sure you are running the right programs to help increase the car count at your business.
What kind of marketing should you be doing? We break it down into three categories:
Reminder and in-store marketing. Follow up with your guests after enough time has passed to remind them they might be due for another service. You don’t have to do this yourself. Marketing automation software can help with sending emails, mailers, or even text messages when a guest is due to come back for another visit. Another easy marketing tactic, known as a “bounce back coupon,” gives every guest a discount for a second vehicle. This tactic gives your guests a reason to come back with another vehicle or give the coupon to a friend to try your service. Put a short expiration date on that coupon so it causes some urgency for them to come back before their next interval visit.
Direct mail. This is great for letting people know about your service in the area. Sending out mailers to new movers who have just moved to the area, new customers (addresses you don’t have in your system yet), or using every-door direct mail on a mail carrier’s route are all great ways to put your brand in front of those potential guests. Use the mailer to describe your service and why you believe in it, and put a coupon on the mailer. A coupon isn’t about lowering the value of your service, it’s about giving someone a reason to try something new. There’s a reason every pizza chain sends you a mailer with a coupon! Direct mail marketing vendors specialize in helping to manage and design your mailers and send them out, so you won’t even have to visit the post office.
Digital advertising. You want to advertise your service where your potential customers already are. With the time we all spend on our phones, digital marketing helps you meet people when they are scrolling. Your ads don’t need to be complicated or fancy. A simple photo and some words explaining your service and why it’s better than your competitors will go a long way. Advertising on Google, Facebook, or Instagram can seem daunting, but all of these platforms have easy tools and websites where you can sign up, learn, and upload your designs. Small local digital advertising agencies can help you design and run these ads as well.
Each of these marketing channels cost money, and there is no silver bullet. It’s important to go slow and not spend too much too fast. Try a new marketing tool and then observe the results. If you increase your car count, keep going. If you don’t, try a new design or stop spending on that channel. But don’t stop marketing all together. The secret is continuing to test and learn, always trying new things to keep finding ways to bring in new guests to your service center.
