Web Wise

Marketing Your Shop Online

The planning and anticipation is over - your new Web site is finally online! You expect more customers to come walking through your door in a few days. It's been rumored that the franchise repair shop down the road regularly gets leads from their corporate Web site. You keep checking your e-mail every few hours looking for customer inquiries, but there are only messages from your friends and family. After a few weeks no one has mentioned seeing your Web site and you start wondering if it was worth the money and hassle.

Getting your site online is only the first step in online marketing. Once your Web site is accessible, you need to register it at search engines, request links from other sites, and add your Web address to all promotional material, business cards and stationary.

It's easy for customers to find franchise shops online in search engines or by guessing the Web address and typing it in their browser. Independent shops usually don't have the luxury of name recognition, so if potential customers haven't seen your Web address in the yellow pages or in local advertisements they may not find your Web site.

Large corporation Web sites may have impressive graphics and high tech features, but they are usually not personalized for each location - most only list the address and phone number of each franchise. Independent shops should use their Web sites to focus on the personal aspects of their services. Include pictures of your shop and employees, repair services, warranties, coupons, specials and consider having an online status report. Collect the e-mail addresses of your customers and send out a monthly electronic newsletter.

If you know how to use it effectively, the Internet is an easy way to attract new customers and keep in contact with current ones. On the Web, companies of all sizes have the same opportunity to create a positive impression with a potential customer.

ASA Web Ways

Members Only Area Gets New Look

The Members Only area of the ASA Web site recently got a great new look! The new design uses frames and lets members easily navigate through the private section and back into the main site, keeping menu options visible at all times. Regular, associate and educational members can use their ASA member number as name and password to enter the Members Only area.

All sections in the Members Only Area are updated on a regular basis. Visit the "This Just In" section each week to see what's new in the Members Only area and to read about industry and association news. Other information in the Members Only area includes: state legislation and regulatory issues, the Information Center, detailed member benefits, member survey, ASA News-Network electronic mailing list, mechanical and collision division newsletters, staff directory, annual report and tax forms.

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