For a PDR shop, seasonality is very apparent. Our last blog post showed the struggles AcuDENT had in the past. We are now happy to discuss how we have already noticed sales stabilizing during traditionally down times. For instance, back to school used to see a dramatic drop in sales. This year, AcuDENT wouldn’t even have noticed it was back to school time if not for the buses reappearance in the middle school lots across the street.
This is 5 ways to Beat Seasonality and Traditionally Slow Times.
• Have a call to action
Seasonality can deter a customer’s mind on things that are not an immediate concern. Snowy weather can make potential customers want to stay indoors while back to school has parents readjusting their schedules. Whatever the reason for the seasonality, as a marketer your thoughts should be on the consumer. Would they go out of their way for your product or service? Probably not, unless it is a necessity. Therefore, a call to action could provide a reason for your customers to visit your location. Make your customers want to visit during this time through promotions, events, and fundraisers.
During the back to school season, AcuDENT gave customers money off their repairs by donating school supplies to the local middle school. A flyer was created and spread through social media, word of mouth, and on the website. This not only helped the community, but also gave the customers a reason to repair their vehicle during this specific time. Give your customers a strong enough reason to visit, and they will place value on the immediacy.
• Have a location in a noticeable area
Think about all the shops you visit. Will you go out of your way to visit them? How long before you found a great place that was not on your regular route? Take yourself back to any basic marketing class, and you’ll know that place is a key factor to marketing, alongside product, price, and promotion.
When AcuDENT’s shop was in an alley, it was hard to find. It was even hard to give directions. This was despite how close it was to such a busy, commerce street. Once the shop moved onto a main street, customers started to drive past daily, with the logo sign bold, day and night. Customers began to say, “Well I drive past this every day, so I decided to give it a chance”. That’s what a marketer should love to hear! No effort than merely existing at a location can draw in customers, but only if in the correct location.
• Utilize social media and other online tools
There is no other marketing more powerful than word of mouth, and there is no faster way to spread your message than using the internet. While these initial set ups are free, it is important to also invest your time and money on a social media marketer who understands your consumer and can be a positive advocate online. You need engaging content that shows off what your company has to offer. But never forget about your customer’s wants. Does your customer care about in depth knowledge of your product, or is your customer about only the results?
As a PDR company, it can be difficult to keep people constantly interested in fixing dents on cars. What customers care about is the flawless repair provided. This is why AcuDENT focused on many before and after shots, to show the customers that AcuDENT can repeatedly fix a wide variety of challenges. When sales are traditionally lower, make sure that your social media is reminding the customers that you are there for them.
• Truly believe in quality that customers can appreciate
Social media and online reviews have become critical for any business of any size. However, you cannot expect customers to give positive feedback if the quality is not there. We have all seen marketers who have lashed out in response to poor reviews. While this is unprofessional, and will probably get you fired, what is even worse is a marketer deleting a comment as if it didn’t exist. Not only will this leave customers angry, it also shows others that you won’t take care of their problems if one arises. If you are unfortunate to receive a poor review, never delete a comment. Instead, respond to the client showing how unfortunate the situation is and provide them with a way to help them feel positively connected to the company again.
After every dent repair, AcuDENT will ask customers for a review on google through a card attached to their receipt. Because AcuDENT stands by their quality of work, it has only helped raise sales and word of mouth, even in the traditionally lower sales times. AcuDENT receives such a high response of advocates on google because customers feel they loved the entire process that AcuDENT provided, not just the flawless dent repair. AcuDENT was able to create a reason for customers to want to share their experience with the whole internet community.
• Make sure you are treating every customer with equal respect
Customer service and a quality product are important year round, so make sure never to slack or take short cuts during the busy time. What goes around, comes around, so you want to make sure that you always are providing the best service or product no matter what time of the year. It can be tempting to worry about hirer paying clients, but think of the long term. Will you upset another customer because of a decision you are making now? Will this decision help the company grow in the long run?
AcuDENT provides two dent repair services, one is door dings while the other is hail damage repair. AcuDENT must remain loyal to both sides of the spectrum and keep both types of customers happy. Just because hail is more profitable, does not mean that AcuDENT can slack at quality of door ding repairs. Door dings are critical when it is not hail season, so AcuDENT finds time for door ding customers even during busy hail seasons. No matter the type of customer, AcuDENT focuses on quality repairs and the convenience for the customer.
Keep these five things in mind year round to create loyal customers who want to spread the vision of your company to others. AcuDENT’s vision is to make customer fall in love with their vehicles again while decreasing environmental waste. With these five tips, seasonality will decrease.
Bonus tip:
AcuDENT has Doggy Wednesday in which Meili, the shop dog, hangs out with the customers and staff. Meili helps the staff, as well as the customers, have a little less stress in their day. It’s been proven that dogs can help improve mood and health, so think about adding a lovable furry friend to your office space.
Written by Anna Blake, Director of Marketing and Strategy