By Colby Horton
Shop Site of the Month
F&F Auto Service Inc. - Clinton, Md.
www.fandfautoserviceinc.com
This site's innovative features and clean design make it a prime candidate for Shop Site of the Month. Customers can make an appointment online through the site's appointment scheduler. The "Ask-an-Expert" feature allows site visitors to pose automotive-related questions to the shop's expert staff. The "Specials" section features an online game that visitors must win to receive their discount - a nice feature that creates "stickiness" for the site. An opt-in list helps bring visitors back to the site.
Web Wise
Think Podcasting Is for Large Corporations? Think Again.
Net Worth first visited the concept of podcasting in the October 2005 issue of AutoInc. In the short amount of time since that column was published, podcasting has grown significantly. For those of you who didn't read that column (shame on you!), here's a brief synopsis. Podcasts are short audio programs that are downloaded from the Internet and played on popular MP3 devices or directly from the user's computer at the convenience of the listener. Think of it as "radio on demand."
Major corporations, news organizations and even the Automotive Service Association have used podcasts on their Web sites. But podcasting shouldn't be limited to large entities. I'm convinced there's room for podcasting in technology-savvy automotive repair facilities as well. There are ample opportunities available to you. If you have a shop Web site, host a radio show or have a shop e-newsletter, consider creating a podcast. Imagine the ability for your customers or Web site visitors to download monthly service tips or messages from the owner. Podcasts are a great way to get your message to your customers without having to rely on them to read lengthy text.
I know what you're thinking - "Great idea but a little too geeky for me." Internet technology has made it easier and more cost-effective for shops to take advantage of this new trend. It can't get any easier than using Gabcast. Simply sign up for a free account, dial an 800-number, recite your message and push the pound key. In a matter of seconds, the audio is converted into an MP3 and creates a link you can post on your Web site or within your shop's newsletter.
If you do consider creating a podcast, make it as professional as possible. Create a script with your message. Never "ad-lib" your spiel, unless you're a professional speaker and do this on a daily basis. Practice, practice, practice. Don't let the first time you practice your podcast be when you're recording it. Stumbling over words will discredit your message. Practicing your podcast message is just like proofreading your text. You'd never publish something without running the text through spell check. You should never podcast without thoroughly practicing.
If you host a radio show, podcasting was created for you. Talk to your producers or technical gurus to see if you can have a copy of your show in a digital format to post as a podcast. You may have to invest in some inexpensive software or use other online services such as Podblaze.com to create such podcasts.
Net Numbers
In a recent study, 73 percent of undergraduate college students said Apple's iPod is the most "in" thing among a list that included text messaging, bar hopping, drinking beer and downloading music.
Source: Student Monitor
ASA Web Ways
Have you checked your listing on the "Find Nearest ASA Shop" section of ASA's Web site (www.ASAshop.org)? Thousands of consumers do each month. Generating more than 150,000 maps to ASA member shops a month, the shop locator allows consumers to find an ASA shop within a 20-mile radius of a specific ZIP code or address. Maps and driving directions to every ASA-member shop have been incorporated in the locator. ASA members can also upgrade their listing for a small fee to include hours of operation, specific services offered, accepted methods of payment and business affiliations. Upgrade your listing by visiting ASA's Members Only area and clicking on "ASA Shop Locator Upgrade."
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Net Worth is written by Colby Horton, ASA's electronic communications manager. He can be reached at (800) 272-7467, ext. 234, or by e-mail at colbyh@asashop.org.
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Copyright (c) 1996-2008. Automotive Service Association. All rights reserved.
