Regardless of how successful your shop may be at the moment, new, fresh promotional programs are always a good idea, both to attract new customers and to reinforce your relationship with existing customers. There’s no such thing as too much good press.
According to recent data, about 65 million American households own at least one dog, and about 46 million households own at least one cat. Numbers vary state-by-state, but you get the picture. A mind-boggling number of current and potential customers maintain pets as part of their families.
Consider creating a “pet friendly” promotion, perhaps once each year or more. To minimize any potential conflicts among cats and dogs gathered in one location, an option might be to establish a “dog day” and a “cat day” on separate dates.
Tips for conducting an event:
- All pets must be on a leash (a safety concern).
- Make snacks and water available (Food items should be of the dry type to avoid spoilage. For example, Milk-Bones for dogs and dry kibble for cats).
- Outdoor areas should include tents or awnings for shelter from rain or sun.
- Enlist a local animal shelter for volunteer assistance in running the event.
- Consider arranging for a local animal shelter to bring animals for adoption, or consider animal rescue and pet adoption as the event theme.
- Plan the event at least six months ahead of time and promote the event by means of flyers and local media advertising.
- Be sure to invite and get commitments from local media (newspaper, TV, radio) to cover the event.
- Speak to your insurance carrier for advice on conducting the one-day event and to obtain an insurance rider, if necessary.
- Limit the physical event to your parking lot (avoid allowing customers and pets into the service bays, for safety concerns.
- If your place of business is limited in terms of available space for the event, consider holding the event at a local park. In either case, have banners and signage on display to feature the shop name and address. Speak to your local town/city government both to gain written permission and to reserve a date for the event.
- Consider having matching shirts made that feature your shop name/logo, to be worn by all employees and outside volunteers that are involved in hosting the event.
- As part of the event, announce (in all promotional material) that the shop will make a donation to one or more local animal shelters. This could be a specific amount, or a percentage of shop income for a day, week, etc.
- Consider offering “door prizes” in the form of a drawing, for cutest puppy, etc. This might involve a free oil change, tire check and rotation, etc.
- As part of the event, if sufficient space is available, consider creating a free vehicle inspection lane, where your technicians perform a routine vehicle inspection. This can include checking tire tread and inflation, tire wear, wipers, engine oil level, DTC scan, etc. Techs should have a pre-printed inspection sheet that marks areas that are good as well as recommendations for needed service. Offer this as a complimentary service, and list needed service only, leaving it up to the vehicle owner regarding where that service should be provided. Do not push the owner to have any service done by your shop specifically. The event itself will lean the vehicle owner to patronize your business.
People who consider their pets as a member of the family (the majority of pet owners, by the way) tend to support any business that is pet-friendly and that shares pet owners’ concern for animal welfare. Assuming, of course, that the shop offers quality service and has a reputation for great customer service, setting aside a special day for customers and their pets can go a long way in gaining new and current customer trust and loyalty.
