Why Invest In Digital Signage & Great Branding [CC 089]

The Panel:

  • AJ Nealey, Nealey’s Auto Service, Edgewater, MD
  • John Klarkowski, AutoPro Auto Service, Brooklyn Park, MN

Talking Points:

  • Discover the number of cars that pass by your location. Search for Car Count in your County
  • Find a state or county website
  • They may update the numbers yearly
  • Number of cars, trucks, etc
  • AJ started with a DIY sign
  • His new sign cost him $42K
  • The company he hired did the permitting
  • AJ justified at $700 per month because his referrals justified the investment
  • If he gets 3 new customers a month. Sign pays for it.
  • His driveby referrals doubled
  • Lights up at night
  • AJ can change the sign wording from anywhere
  • Seasonal message
  • If it is going to rain that day he can put up a message on wiper blades
  • AJ has over-communicated his brand message and is totally consistent
  • John started with not much money and created signs on a budget
  • The old-style sign with the letters needed to be changed 15’ up in the air
  • John’s is located off the path with only 4,000 cars a day going by
  • Installed digital sign and he saw within 8 months an increase in car count of 20%
  • People said they discovered him because of his sign
  • Digital signs grab attention
  • His signs change every 20 seconds
  • Check with your local ordinances
  • The messages are their unique selling points
  • The messages are conversation starters
  • John started to change his clientele from the shop he purchased. A strong reason for the branding and signage change
  • Product packaging shows professionalism
  • John’s investment is prox $15K for his digital sign
  • He went with monochrome. A single color
  • AJ went with color in his digital sign
  • Make your branding professional that may include a new sign
  • More car count
  • More professional customers
  • John $120K increase in revenue because of his sign and branding investment


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About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!