April could be the most important month of 2010 for your shop. April is National Car Care Month, but why is it the most important Car Care month ever?
It’s no secret that 2009 was a rough year for many shop owners. The market research information that I have seen from IMR Inc. shows that the average number of repair orders were below 2008 levels for seven of 10 months between January and October.
That’s not a great sign. Sure, there were some shops that had a strong year; congratulations. But, there were more that didn’t.
And not only was it a tough year for businesses, it was very tough for consumers — your customers. They have been watching their household budgets get pinched from all directions. And, the fact is consumers have been delaying their vehicle maintenance and repairs for as long as possible.
Car Care month is the car owners’ opportunity to have their vehicle inspected for free. It is your opportunity to help them out and give them the information they need so they can prioritize their household expenditures and, hopefully, find some money for vehicle maintenance and repair work.
The Car Care Council does a great job of providing all the tools you need to host a great event. At www.carcare.org, you will find a wealth of information on how your shop can participate in the “Be Car Care Aware” campaign and National Car Care month, including a:
• National Car Care Month Tool Kit with event guidelines, printable materials and downloadable images.
• Point-of-Sale Starter Kit that includes a variety of marketing and promotional materials such as brochures, bay banners, mirror hangers and the popular Service Interval Schedules.
• Car Care event registration form. Your event will be listed on the Car Care Council’s event roster, so that consumers can locate events near them.
• Be Car Care Aware brochures that familiarize motorists with preventive maintenance opportunities in and around their vehicle.
Whether you conduct vehicle checkups on site at your shop or get involved in an expanded, multi-faceted event, there is a strong need for consumer education about the benefits and value of vehicle preventive maintenance.
There are plenty of vehicles on the road in need of repair. Taking steps to ensure your shop is known as the provider of quality service bodes well for your shop’s success, and the longevity and safe operation of your customers’ vehicles.
