27 Auto Recyclers ToolBox® Order both From the guy who wrote the book on AUTO RECYCLER ADVERTISING SUCCESS Vol #1 Vol #2 Order Yours Today! “The ideas in this book have helped me to be much more successful. Read, study, and apply them!” - Ron Sturgeon “This book reveals the decades of dedication by Mike French to educate auto recycling business owners to easily provide compelling good products and services to promote their business.” - Ginny Whelan, ARA Past President “A multitude of companies use him for their advertising needs. I especially appreciate that Mike goes the extra mile to make sure a business’s advertising are not wasted.” - Jim Counts, Consultant Mike French President of Mike French & Company, Inc., has been providng advertising and marketing products to the auto recycling industry since 1982. Mike can be reached toll free at 800-238-3934, or by email: mike@mikefrench.com. $19.95 mike@mikefrench.com or 800-238-3934 Each A compilation of marketing articles and tips written for the Auto Recycling Industry Indexed for Instant Help tell them you miss them. This will help you discover and fix problems that may have caused them to leave. 18. Do a mailing beyond where you are currently doing business and include money-saving coupons to attract new business. 19. Update your mailing list often. Buy a fresh mailing list from a list supplier twice a year rather than using the same list for an entire year like most companies do. This way you get the new startup businesses more often than your competitors. 23. Upgrade or improve your business signage and delivery truck look. Make sure your business name, parts slogan, phone number and website are prominently seen. 24. Use QR (quick response) codes everywhere and on everything. It's a great way for people to instantly access your website or watch a YouTube video on their smart phone about your business. 25. Create YouTube videos. Use them to introduce new products, to introduce your staff, or even to explain how to do proper Installs. Post them on your website and let people know they are there. 26. Email broadcast a list of your new arrival vehicles each week to your customers. This will act as a reminder to them that you are in busi- ness and may even get you some part orders. 21. Make it possible for cus- tomers to order parts directly from your website 24/7. Even though this may seem like an expensive thing to do, it is really not. Customers will be able to order anytime online and it's like having another salesman for free. Besides, more and more folks pre- fer buying this way. 20. Collect email addresses from customers and send special offers to them. Have your staff ask every cus- tomer for them. Have a place on your website where customers can sign up. Give them a reason for signing up by telling them they will receive special offers and savings on offers just for them. 22. Write a column for your newspaper and/or your state association. Most papers are looking for freelance articles. This will give you free publicity. 27. Accept competitor cou- pons. Turn their coupon campaigns to your advantage. Sweeten the deal by adding, “PLUS 5% or 10% MORE!” Advertise that you accept competitor's coupons by posting it on your website and elsewhere. If you include coupons on your advertising materials, make one that says, “We Accept Competitor’s Coupons PLUS 5%!” 28. Utilize secondary offers and freebies. Use a headline on your marketing materials that says, “Wait! There’s more!” to make fence sitters respond positively and immediately to your advertising offers. Use nice t- shirts, quality ball caps, and other tie-in items for this. 29. Utilize unsold advertising space. Save money on your ads by always asking for “unsold” advertising space in publications that go to your marketplace. You can save up to half the normal ad cost by doing this. Have some ads created and ready to use for this purpose. Ask publications to let you know before they go to press that unsold space is available, then submit your ready to go ads. 30. Use Craig’s list. It’s a way to get almost instant results for free. You may not be able to use all of the above ideas but you should be able to use some of them to get and stay ahead of your competition. Finally, get moving! Do something with your advertising now! Mike’s two “How to” books are now available! from Amazon.com