Launch a Successful Marketing Campaign
                                     . . . Using BROCHURES

We all want to run and own a successful business.  A successful business is a profitable business.  A profitable business has
more sales per month because they obviously have more clients.  To get more clients you need to reach out to them in order to
earn their loyalty and business by showcasing your store and sharing with them the valuable services you are able to offer.  
This is called marketing.  It’s not Free but then nor was the Business Sign that you hung up on the front of your store.  The
reason you have a business sign is because “A business with no sign, is a sign of no business”.  Forget about magical thinking,
the sales won’t mystically roll into your store.  Before you can launch a successful marketing campaign you must first
understand the value of marketing, the available marketing options, how to initiate them and how to launch a successful
marketing campaign - without the struggle.  Struggle costs time and time is money - all these put together will lead to stress and
frustration.  Invest in a Stress Free Marketing Campaign.

“If You Keep Doing What You’ve Always Done
You’ll Keep Getting What You’ve Always Got”

If you are serious about marketing your store and increasing your sales - then read on . . .


Can I be Successful with just my "On-Line Website"?    The answer is NO!

Marketing isn't about using one medium. It's about getting and keeping customers. Yes, Internet marketing can help you do that
but only if you use it in conjunction with other tactical tools. There are thousands of potential customers that are extremely
cautious about online businesses and websites.  Your online website typically "Show Cases" your business by displaying your
services - it does not magically reach out and market your store.  Competition is fierce and you need to not only separate your
store from your competitors but reach out to clients in your service area. That's one of the reasons why, in order to succeed,
EVERY online company must have brochures and other forms of printed sales literature to hand out to customers and
prospects. An online company needs printed sales literature for two reasons:
1.        Credibility: People expect a "real" company to have printed sales literature. It's easy to afford spending $60 on business
cards, letterhead etc. and call yourself a corporation. But if you want to look like you mean business, you need a brochure of
some sort.
2.        Time Saving. People want printed material to take home and read at their leisure. Yes, you can direct them to your
Website, but a brochure adds a personal touch, takes your prospect on a visual photographic tour of your repair facility and
outlines the repair services you offer and why they should choose your store as their preferred repair shop.  Other than being a
powerful marketing tool, brochures also support other advertising such as Direct Mailing Programs that steer clients to your
online promotions and available discount coupons.  In short, a good brochure sells your store.


What it takes to Successfully Market your Store
I hear from many store owners that marketing is a struggle. They just can't get enough clients to pay the bills, or they are
spending more money to get each client than the sale is worth.  Many Collision Repair Shops sit back, hope and wait for an
Insurance account to drop on their lap rather than research and test other potential marketing opportunities available to them.  
So many of their efforts seem to fail. There must be an easier way, they tell me.
I think there is!
Tired of Struggling?
To leave struggle behind, you must be willing to give it up. This may sound odd, because no one likes to struggle but old habits
die hard.
First of all, you must accept that there's nothing noble about working too hard. Working too hard comes in many forms. You
may be putting in too many hours, or spending too many dollars to get clients, or trying a dozen different marketing strategies
all at once, or simply sounding too desperate when asking for the business.
You also have to give up magical thinking. No matter how wonderful your workshop is, you won't get 20 people there just by
mailing 200 flyers or brochures.  Marketing, like much of business, is often a numbers game. If you want to stop struggling, you
have to do the math. Magazines & Newspaper ads ONLY average a return rate of 0.1% to 0.2%.  The average rate of return for
a good “Direct-Mail-Marketing”  mail piece is one to two percent  (1% to 2%).  WHY?  It’s personal and directed directly to your
client.

Average Rate of Return on “Direct Mail Pieces” is 1% to 2%     
1,000 brochures = a rate of return of approximately 10 to 20 sales/vehicles  
2,500 brochures = a rate of return of approximately 25 to 50 sales/vehicles  
5,000 brochures - a rate of return of approximately 50 to 100 sales/vehicles  

To move from struggle-based marketing to effortless marketing, you need to be able to trust. Trust that if you choose two or
three solid marketing strategies and employ them diligently, clients will result. If you panic and keep changing your plan, or
piling new activities on the plate, the result is more struggle.  To effectively evaluate your “Direct-Mail-Marketing” Campaign,
you should launch monthly campaigns in succession which is what it is going to take to capture the attention of your clients in
your Service Area.  One campaign will bring in money to cover your costs but a wave of campaigns will increase your bank
balance.
Trust:
Trust that if you spend some time and money on an attractive mailer and a targeted list with enough names on it, you will fill
your workshop. And trust enough to spend that time and money up front instead of struggling by with an amateurish flyer or just
asking your friends to spread the word around.  Word of mouth is good but how many mouths do you have that are actively
spreading the word right now - again this is wishful and magical thinking.
Yes, there is work to be done if you want your marketing to be successful, but you need to work smarter, not harder. There is
money to be spent, but you must spend it on the essentials first and save the bells and whistles for later. And there is magic to
be had, but it's the magic that comes from making a plan and working it, instead of hoping that somehow you can beat the odds.

The path out of struggle really boils down to this.
·        How many new clients do you need each month to earn a comfortable living?   
·        How much time and money can you afford to spend to bring in each client?
·        Which marketing strategies will bring in the number of prospects you need within your available budget of time and
money?
Once you think you have the right answer, stick with it, no matter how tempting it is to buy an ad in a magazine.  Try a new idea
instead of relying on wishful thinking.  Keep your focus on personalized and targeted marketing. Remember, you can't
personalize a newspaper or magazine ad.

.The Value and Benefits of “Direct Mail Marketing”:

Targetable:
Sending out Generic e-mails and placing ads in magazines or on Face Book would better be known as “Shot-Gun” Marketing
whereas “Direct Mail Marketing” is a “Rifle Shot” targeted to a specific Company or Resident in your Service Area.

“Reliable”, “Successful” and “Profitable”:
“Direct Mail Marketing” has a much higher success rate of delivery and returns than compared with online e-mail marketing or
running an advert in a magazine.  Magazines & Newspaper ads average a return rate of 0.1% to 0.2%.  Direct Mail Marketing
Average return rate is 1% to 2%.

Average Rate of Return on “Direct Mail Pieces” is 1% to 2%     
1,000 brochures = a rate of return of approximately 10 to 20 sales/vehicles  
2,500 brochures = a rate of return of approximately 25 to 50 sales/vehicles  
5,000 brochures - a rate of return of approximately 50 to 100 sales/vehicles  

Personalization:   (“Direct Mail Marketing” vs. “Advertising”)
Unlike a magazine or news paper ad, “Direct Mail Marketing” is personalized marketing and focuses directly on your intended
clients.  This is a plus because you can't personalize a newspaper or magazine ad.

How Often Should I launch a “Direct Mailing Marketing Campaign”?
Many successful companies enforce a monthly marketing budget and launch them once a month.  Repetition will eventually
generate results and in time will make your business a household name in your Service Area.

Wally Venter - President
Collision Shop Solutions


                                                
“If You Keep Doing What You’ve Always Done
You’ll Keep Getting What You’ve Always Got”



LET US HELP YOU DRIVE “NEW SALES” TO YOUR STORE

Launch Your own “Direct-Mail-Marketing” Campaign
into your “Service Area”
Call (909) 798-1136