By Alissa Arford-Leyl
Web Wise
Shops With Web Sites
Most effective marketing strategies now include a Web site as a crucial component. Many Automotive Service Association (ASA) members have Web sites and below you will find their suggestions and comments on having a successful one.
Benefits
"Having a Web site that articulates your business philosophy allows everyone else to learn about you and your business at their leisure," said Mark Salem, owner of Salem Boys Auto in Tempe, Ariz. "Having someone gather your keywords and work to get you placed near the top of the 'Big Ten' search engines is the best money you will spend. A site that no one visits is not a Web site, it's a ghost town."
In addition to registering at the major search engines, be sure to let ASA know if you have a Web site for your shop. The "Find Nearest ASA Shop" database at the ASA Web site (http://www.asashop.org) lists all ASA members, and free links are available from your listing to your Web site.
According to Scott Brown, owner of Connie and Dick's Service Center in Claremont, Calif., there are many benefits of having a Web site. "It lets you promote your shop 24 hours a day. You can tell a detailed story about your shop, what you do, et cetera. We do advertising in local church and other group newsletters. In the past, when it came time to put together a small ad, I didn't seem to have the time to sit down and do an interview with an advertising representative. Now I tell them that if they need some new information, just go to our Web site. This sure has saved me time."
New Customers
Connie and Dick's recently created a new cable television commercial and wanted to draw attention to its Web site. Brown mentions in the commercial, "Bring us a copy of the maintenance chart from our Web site and receive a 10 percent discount."
The maintenance chart is not directly linked to the site's home page, so the customer needs to browse through the site to find the chart. "Shortly after going live with the commercial, I had a lady bring in a '93 Chrysler and she handed me the copy from the Web site and told me she wanted the 30K service. I had to pinch myself at that point because this was too good to be true! Well, I made up an estimate for repairs, showed the 10 percent discount and we went to work on the car. Since then I have had similar situations like this," said Brown.
Each month hundreds of automotive professionals visit the ASA Web site to look for technical, industry and legislative information, while consumers read up on automotive tips and try to find reputable shops where they can take their cars.
"For customers who have not been referred to you, a Web site is a safe way for them to get a feel about what kind of shop you run from the comfort of their home or office," said Rick Mera, owner of Bolts Car Care in Denver, Colo.
"More and more of our customers tell us they have computers and look up businesses with Web sites," said Bill Weller, owner of Pyramid Auto Sales and Service in Converse, Texas. "Having a Web site allows us to communicate with the customer just like the phone book - 24 hours a day, seven days a week - but with more advertising and less expense."
Weller added, "My advice is to keep the site simple. Make it easy to maneuver through, with few pictures to download. Change it frequently so folks will keep coming back to see what's new, and include a date 'last updated' to show folks it isn't a 'stale' Web site. Lastly, promote your Web site with pens, calendars, et cetera."
Member Home Pages
For ASA members who do not have Web sites, an ASA Member Home Page can be created for them on the ASA Web site for an initial cost of $125. This price includes design and storage for one year.
Each page includes a picture or logo and one page of information. Visit the Members-Only section of the ASA Web site for more information on this member benefit.
If you are interested in creating a Web site, or want a link from the ASA Web site, please feel free to call me toll-free at (800) 272-7467, ext. 234 or send e-mail to alissa@asashop.org.
ASA Web Ways
Online registration is available for CARS '98!
Register before Aug. 18 and receive a $75 discount!
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