There are times when we all feel like we are simply scratching the surface of life—doing enough to get by but knowing there could be so much more. Perhaps you’ve been taking that approach to marketing your service department. You know you should pay it more attention, but at least it’s getting you by.
When I feel like this, it reminds me of a social studies lesson from middle school about subsistence farming. Subsistence agriculture is all about self-sufficiency—growing enough food to feed yourself and your family. In other words, just enough to get by.
When you are doing just enough to get by, you often fall back to what is comfortable, familiar or easy. You choose the cheapest and safest routes to advertise. Right or wrong, logical or not, your focus becomes that of a subsistence marketer, continually working with results being based primarily on the economic climate. This leaves you open to economic famine and the pestilence brought on by fierce competition that can wipe out your profit harvest
You probably have the shop, tools and employees that you need to complete your tasks, and your decisions are made based on a projection/budget of what the dealership will need for the coming year. You might produce only enough profit to sustain the business. Because surpluses are rare, your business doesn’t grow, accumulate capital or allow for additional specialized labor or projects, and you don’t feel like you can justify a more aggressive marketing strategy.
But, you do want to grow, right? Who wants to be stuck in a rut? So, how can you go from subsistence marketing to sustainable growth? You first have to focus on who you are and then how to get that message out.
Figure out what you do well or where your expertise lies — If you don’t know your strengths, you cannot expect your customers to know. Is your customer service the best in the area, or do you know hybrids better than anyone else? There are long-term benefits to truly understanding your strengths and weaknesses.
Determine what you are selling — Is it really just vehicle service or is it actually quality, relationships with customers or a manufacturer’s name? This goes hand-in-hand with knowing your strengths. Once you determine what you are selling, you’ve found your marketing focus. You can then focus on cultivating the right “crops.”
Branding — Once you know what you’re selling, make it part of an overall branding initiative. Make your image and message consistent with one another. Then, shout it out loud with consistency and make sure every employee can reinforce and articulate it accurately. This also helps with employee retention. If everybody feels as though they are on the same page, they are more likely to feel invested in the company and will be more willing to ride out the dry spells.
Some cheaper “crop dusting” marketing options can spread your message over a huge area, hoping that something will stick to the right customer. But, if you’re not getting the response you need, are you really saving money? The smarter alternative is to target different types of customers with specific messages geared to them. This will encourage greater growth and a higher return-on-investment. Less is more, as long as you pick the right ‘less.’ Work with an agency that can advise you of marketing initiatives that can be more efficient and, when streamlined, more cost-effective. Also, like the subsistence farmer, many service managers remain unaware of new technologies that increase yield, such as text messaging, e-mail marketing and electronic coupons. Whatever you choose, every marketing decision to showcase your brand should be planned and tracked.
With a clear vision and the right strategy, you can go from being a subsistence marketer to a successful marketer.
Tags: Best Practices, service marketing
