Show Notes:

Thanks to our Partners Shop-Ware and Delphi Technologies

Shop-Ware: More Time. More Profit. Shop-Ware Shop Management https://getshopware.com/

Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. http://DelphiAftermarket.com

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Carrie-Lynn Rodenberg, the owner of Turnkey Marketing, founded her boutique marketing firm after moving from New York where she was in charge of the direct response marketing for a 10 BILLION dollar company (Emblem Health). She went on to be the Director of Marketing and won the 2nd place Infusionsoft Ultimate Marketer Of The Year Award.

Carrie-Lynn graduated from the University of Virginia, which is considered a “Public Ivy League University” and is one of the top 25 universities in the United States. She is a hard charger that is a total marketing nerd. Most weekends you can find her reading books on business and marketing, playing with her two dogs Paxton and Charlotte, or volunteering at church. She and her husband/business partner, James, live in the Kansas City Metro.

Turnkey Marketing was founded on the principle that all work done well is important. The work done in the aftermarket automotive industry is important – it keeps us and our cars safe, and lets us live with much more freedom.

Carrie-Lynn says “Turnkey Marketing exists to help shops effectively communicate in their community, with their customers, and potential customers, all the good work they do so that your repair shop can be known as the trusted, “go-to” shop in your area”. Turnkey Marketing does this by providing cutting-edge marketing that actually works and increases car count.

Turnkey Marketing is a family-owned and operated “one-stop-shop” boutique marketing firm that does everything from social media campaigns to providing the professional shop an entire marketing department. Find her previous episodes HERE.  Turn-Key Marketing Website HERE

Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they engaged with Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that.

She is on the Car Care Council’s Women’s Board, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HERE.  Shop Marketing Pros Website HERE.

It all started when Jennifer Filzen decided to become a singer/songwriter and created her first pop music album, Sirena. Her marketing and sales talents afforded her the opportunity to get her music heard around the world, including India, China, Europe, Australia, and the United States.

Her writing talents launched her into writing SEO content for websites, social media marketing posts, and custom blogs. Today, many auto repair shops around the country choose Rock Star Marketing to put their businesses in the limelight.

Jennifer Filzen Previous Episodes HERE. Rock Start Marketing Website HERE.

Key Talking Points:

• Carm’s opening thoughts: Authenticity, organic, community, family, business family, restaurants, celebrations, grateful
• It is hard for some to be authenticWe are special and unique but we all do one thing together and the same we repair vehicles to make them safe and reliable
• Let people see who you really are
• Authenticity shows your vulnerability that connects to your tribe
• Tell your customers story
• Connect with your customer at their level
• Don’t talk above them but with themEating lunch with the team or celebrating a birthday
• Bring authenticity to every new relationship
• Take your tribe on a journey so you can trust us 
• You have to give before you can ask
• Go easy on the hard sell
• Social media is but one piece of your marketing
• Step back and look at your big picture. There is more than fixing cars, your people and
• Kim recommends a book They Ask You Answer by Marcus Sheridan. Find it on the website’s books page HERE.
• Be a better listener what are your customers asking?
• Are you posting on your Google listing?
• Customers look at so much before they call you. Put your customer’s eyes on. See what they are seeing
• Shop owners are too close to their story. They are super hero’s and that story needs to be toldDig deeper in your story
• Share what makes you special and unique and find a resonance in your tribe. Not everyone will resonate what makes you unique
• You need to do Facebook LiveDon’t spend on making a perfect ‘commercial’. You do not need that.
• Sincere, authentic, organic
• One to three minutes.
• Share about your shop what you do what is happening.
• Think like a customer not a technician or shop owner
• You can do FB Live privately (only to yourself), so no one sees it so you can gain confidence
• Please put in a description
• You are falling behind if you don’t do FB Live
• Be human. No need to be perfect and slicked back
• Find something Educational, Engaging and Entertaining
• WhatWhat are you posting
• Capture the moment ‘in the moment’Stuff that is going on in your world
• Take a lot of pictures. Pick something you can use
• Don’t worry if you don’t get a lot of likes or shares. Move on do another. Don’t get discouraged. There is more to the success of a post than just a few likes
• What is your end goal is to get people in your shop
• During the major lockdown, many shop owners were doing a ‘concierge’ service which you can call touchless and a level of differentiation. That may be here for a long time and there is a great reason to continue indefinitely
• Coming out of COVID may necessarily be a big change in messaging, not reinventing the wheel, but help them in the coming out and into the next phase and make them comfortable
• What are my customers thinking and create posts that are connected to that?Sick of being stuck at home
• Where do we go on vacation today, can we be safe
• Idea. Give your customer a ‘first aid’ kit that includes mask, hand sanitizer etc
• Ask your customer where they are with COVID. Do they want to wear a mask?? Create a conversation starter
• Don’t let your struggle go to waste. Learn from it.

Resources:

• A special thanks to Kim Walker, Jennifer Filzen, and Carrie-Lynn Rodenberg for their contribution to the aftermarket.
• Books Page HERE
• Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes.

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Buy Carm a Cup of Coffee 

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com

Carrie-Lynn Rodenberg, the owner of Turnkey Marketing, founded her boutique marketing firm after moving from New York where she was in charge of the direct response marketing for a 10 BILLION dollar company (Emblem Health). She went on to be the Director of Marketing and won the 2nd place Infusionsoft Ultimate Marketer Of The Year Award.

Carrie-Lynn graduated from the University of Virginia, which is considered a “Public Ivy League University” and is one of the top 25 universities in the United States. She is a hard charger that is a total marketing nerd. Most weekends you can find her reading books on business and marketing, playing with her two dogs Paxton and Charlotte, or volunteering at church. She and her husband/business partner, James, live in the Kansas City Metro.

Turnkey Marketing was founded on the principle that all work done well is important. The work done in the aftermarket automotive industry is important – it keeps us and our cars safe, and lets us live with much more freedom.

Carrie-Lynn says “Turnkey Marketing exists to help shops effectively communicate in their community, with their customers, and potential customers, all the good work they do so that your repair shop can be known as the trusted, “go-to” shop in your area”. Turnkey Marketing does this by providing cutting-edge marketing that actually works and increases car count.

Turnkey Marketing is a family-owned and operated “one-stop-shop” boutique marketing firm that does everything from social media campaigns to providing the professional shop an entire marketing department. Find her previous episodes HERE.  Turn-Key Marketing Website HERE

Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they engaged with Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that.

She is on the Car Care Council’s Women’s Board, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HERE. Shop Marketing Pros Website HERE.

Talking Points:

• Facebook- always changingBusinesses can now be involved in community groups from the business Facebook page- want to see personality and encouraging 
• Some groups do not allow posts about businesses, some let you promote the company on a certain day of week
• Be transparent and a resource- commenting and responding to questions is a valuable form of promoting the business without promoting it   
• People use social media to engage with others, learn, be entertained- connect with people
• Social media has to reflect the culture of the business.
• InstagramIs your customer on Instagram? Find out who they are, what they care about and where they hang out- embrace what your customer wants
• Be all in- post pictures, videos, boomerangs, IGTV, stories
• Stay relevant and stay human- document what you do “Women in Business Day”
• People love dogs and kids, show employees with their animals/kids- all trust factors that show you’re a real person
• Celebratory occasions for team members- birthdays, new babies
• Community events, fundraisers, training 
• New marketing clientsBeing overwhelmed and need help
• Not updated with marketing and social media- don’t have time or knowledge
• Need owners to be partner- clear understanding and expectation from the beginning from both parties, be all in
• Want real photos/videos from business
• Marketing Scent: All marketing “smells the same” and is consistent with the website, social media, postcards, emails, call waiting etc
• Episode 516 “Our customers don’t know how we make our sausage, and it’s time they learn”

Resources:

• Thanks to Carrie-Lynn Rodenberg and Kim Walker for their contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Love what we do, buy a cup of coffee HERE.

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Buy Carm a Cup of Coffee 

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2020 will take place Tuesday, Nov. 3 through Thursday, Nov. 5, 2020 at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2020. For information, visit aapexshow.com

Carrie-Lynn Rodenberg, the owner of Turnkey Marketing, founded her boutique marketing firm after moving from New York where she was in charge of the direct response marketing for a 10 BILLION dollar company (Emblem Health).  She went on to be the Director of Marketing and won the 2nd place Infusionsoft Ultimate Marketer Of The Year Award.

Carrie-Lynn graduated from the University of Virginia, which is considered a “Public Ivy League University” and is one of the top 25 universities in the United States. She is a hard charger that is a total marketing nerd. Most weekends you can find her reading books on business and marketing, playing with her two dogs Paxton and Charlotte, or volunteering at church. She and her husband/business partner, James, live in the Kansas City Metro.

Turnkey Marketing was founded on the principle that all work done well is important. The work done in the aftermarket automotive industry is important – it keeps us and our cars safe, and lets us live with much more freedom.

Carrie-Lynn says “Turnkey Marketing exists to help shops effectively communicate in their community, with their customers, and potential customers, all the good work they do so that your repair shop can be known as the trusted, “go-to” shop in your area”. Turnkey Marketing does this by providing cutting-edge marketing that actually works and increases car count.

Turnkey Marketing is a family owned and operated “one-stop-shop” boutique marketing firm that does everything from social media campaigns to providing the professional shop an entire marketing department. Find her previous episodes HERE.

Key Talking Points:

• Social media-loving on your customer
• CRM- Customer Relationship Management
  • What is goal? Connect and build a relationship with your customer
  • Market to the customer so they feel connected, follow up with new customers and existing customers
  • Providing value to what each customer values- Example: Mom driving to Disney with kids needs car safe
  • Get personal with customers- Generic email blasts reminding customers about oil changes and writing reviews isn’t providing value
• Loving your customer
  • Fresh content that helps the customer, establish yourself as the expert- Picture of high temp thermometer during summer marketing air conditioning
  • Use multiple platforms to reach every customer- Social media, postcards, email etc
• Essentially, we need to completely SHIFT  the way we think about CRMs – it’s not about the “CRM software”, it’s ALL about marketing to your database – about “LOVING ON” your current customers and getting them to come back in general and come back more often.
• Shop owners do not want to think about their CRM, but they must pay attention to the kind and type of content that is being sent out.
  • You need a strategy for your CRM content.
  • Possibly a This Then That strategy.
  • Content must be about loving the customer; be personal.
• What is good content?
  • Have the customer in mind, conversational
  • Most customers will not be able to grasp the technical side of the car, instead write to their needs
  • 75% of decision-makers are women. Do they care about technical lingo?
  • Safety, reliability, family, seasonal, weather
  • Fresh, Tips, Tricks
  • Not just service reminders.
  • Stay in front every month.
• Don’t let your customer go cold, keep in touch with them.
• A good CRM knows where the customer is in their journey with your company.
  • Make your content personal
• Loyalty is built one transaction at a time.
  • There is no guarantee that a customer will come back.
  • They are getting bombarded by competitors every day.
• Be careful with Texts. They work well inside a DVI or in bay process but not include in content marketing.
  • Texts can be a two-way street. You may get texts back from your customer.
  • Certain software can reply to your customer texts.
• Direct Mail is expensive. Find out when is a good time and have great content.
• Find a CRM that does a lot of work for you and looks like you wrote it.
  • It should have texting, email and postcards.
  • Texting Millennials is important.
  • Follow up on a recent visit.
• A good marketing company has great content and will offer a great strategy for your company.
  • They must look ahead and create a broad stroke plan for you.
  • You don’t need to babysit them.

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This episode is brought to you by Federal-MogulMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email    Events    Speaking

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A remanufactured drivetrain product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A remanufactured drivetrain product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com

Carrie-Lynn Rodenberg, owner of Turnkey Marketing, founded her boutique marketing firm after moving from New York where she was in charge of the direct response marketing for a $10 Billion company (Emblem Health).  She went on to be the Director of Marketing and won the 2nd place Infusionsoft Ultimate Marketer Of The Year Award.

Carrie-Lynn graduated from the University of Virginia, which is considered a “Public Ivy League University” and is one of the top 25 universities in the United States. She is a hard charger that is a total marketing nerd. Most weekends you can find her reading books on business and marketing, playing with her two dogs Paxton and Charlotte, or volunteering at church. She and her husband/business partner, James, live in the Kansas City Metro.

Turnkey Marketing was founded on the principle that all work done well is important. It keeps us and our cars safe and lets us live with much more freedom. The aftermarket provides the transportation needs of America. Quality diagnostics and repair helps re-enforce the trust of their customers as the “go-to” shop in their area.

Carrie-Lynn says “Turnkey Marketing exists to help shops effectively communicate in their community, with their customers, and potential customers.  Turnkey Marketing does this by providing cutting edge marketing that actually works and increases car count.

Turnkey Marketing is a family owned and operated “one-stop-shop” boutique marketing firm that does everything from social media campaigns to providing the professional shop an entire marketing department.

Episode Talking Points:

• We are so busy with our lives and businesses we struggle to find good quality marketing content that works.
• Your customers’ eyes are glued to Facebook for an hour every day. You need to get in front of them.
• It can be tough to find the time to create good quality marketing to grow your brand.
• Look for a hook to your picture post especially if you post a picture that may not relate to what you do. Keurig coffee machine idea.
• She believes marketing needs to be optimized so all sources work together.
• All marketing opportunities have a different purpose.
• It can take up to 12 touch points to get the customer to notice and act.
• Look for opportunities to explain what your shop does.
• Entertainment posts are good.
• You can get content from many interactions in your business every hour.
• Get content at the end of the week from your service writer and turn it into a post with a picture or video
• Facebook LIVE is huge today and ranks high with Facebook for positioning.
• Done is better than perfect.
• Blog posts on your site are important.
• Carrie-Lynn discussed Facebook, Twitter, Instagram and LinkedIn.

http://turnkeyautomarketing.com

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com