FILMarketing November/December 2018

August 3rd, 2021 by Bryan

Revving Up Your Auto Promotion

By Kendall Combs

Whether you’re a longtime window film professional, or have just recently mastered your craft and are ready to offer it to consumers in need, standing out from the competition — especially in warm-weather locations, or major metro areas—can be a real challenge. As our industry continues to expand, so do the number of options drivers have when it comes to window tinting.

Herbert Hoover once noted, “Competition is not only the basis of protection to the consumer, but is the incentive to progress.” I appreciate this quote because having to work harder for market share forces us to think differently and innovate. After spending some time talking with both our Solar Gard team and strong automotive partners, I wanted to share some key ways to pursue success in today’s automotive restyling market.

Make it easy to be seen in person (and found online).

Yes, the age-old adage of “location, location, location” definitely applies here, but with a twist to also be applicable in our digital world. Some dealers have found it most beneficial to play up their physical visibility with oversize banners and street side signage, some swear by their van wrap, Facebook ads and radio spots, while others rely heavily on Google AdWords and SEO efforts to easily lead online searchers their way. You could start with a combination and gauge their results each month, also making sure to ask each and every customer how they found you.

Create a referral community by investing in your community.

In the world of small business, having as many people as possible selling for you can make a huge impact. Connecting with other organizations, whether that be the local technical school on an apprentice program, supporting the high school football team, or getting to know the car dealerships, it all makes an impact.

Position yourself as the expert.

For many small business owners, pitching yourself to media can seem really intimidating—but it’s actually quite simple. You know more about your services and industry than any local news station or magazine does, and they’re hungry for great stories and content to fill their shows and pages. Holding a grand opening? Send a quick news alert or press release to the tip email listed online for each outlet. Working on an amazing vehicle? Invite the automotive editor from your paper down to take a few photos and do a quick interview (with the owner’s permission, of course). The more your business name is in the news, the more instant credibility you build with existing and potential clients.

Get a reputation for quality and customer service.

Unfortunately, performance and service standards can often fall short these days. By consistently delivering high-quality installations and an outstanding customer experience, you have an amazing opportunity to rise above the crowd—especially in publicizing this distinction. Submit yourself for local business awards (and hang them proudly on the wall when you win), and encourage happy customers to leave a positive review and refer their friends. Gather as many testimonials as you can, and let those shine all over social media!

To view the laid-in version of this article in our digital edition, CLICK HERE.

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