Internet Strategies Help Communicate to Customers

October/November 1999

Communicating with customers is vital to the auto services industry. Operators need to look for new ways to reach their customers. The Internet provides an opportunity to educate customers and potentially sell customers on services, but it takes more than simply having a web site.

According to Barry Silver of Mailmark, the mistake most business operators make is to put a web site on the Internet just because everyone else has one. "We have found that many operators have a web site, but they are all the same locations and company information because the designers don't understand the auto industry," Silver said. "Auto service centers need to use their web sites to market to customers."

Mailmark is expanding on its E-Mailmark customer reminder program to help operators develop Internet marketing strategies. The E-Mailmark program allows fast lubes to send reminders to customers via e-mail. The company is taking the concept a step further by working with clients to better communicate with customers through e-mail and company web sites.

The program allows fast lubes to send e-mail reminders to customers, which is actually a coupon that can be printed by customers on their computer. The e-mail will also allow customers to link to the company's web page. By having a properly designed home page, operators will have the opportunity to show other services offered which in turn, may increase sales.

Silver stresses that there are so many possibilities when it comes to planning a company's web site. Customers could have access to their service histories by using a license plate or PIN number. Entire manufacturer recommendations could also be included so that customers have access for their particular vehicle. Having a third party endorsement will also add credibility to the services that are offered at the service center. "By providing this information, a customer can see what has been done and what needs to be done before they ever pull into the bay," Silver added. "Customers can come in and tell you what needs to be done. You don't have to sell services because they are already sold."

One challenge with e-mail reminders is capturing the customers' e-mail addresses. Silver suggests utilizing the web site to gather the information. "There can be a place to sign up for reminders," he said. "Let the customer sign up for what types of reminders they want." This would also help with accuracy of sometimes-complicated e-mail addresses.

Many operators are mailing reminder cards to customers, but e-mail gives them more and less expensive ways to reach customers. "Today's marketing requires communicating to customers like they want to be communicated to," Silver added. While some customers may want mailed reminder cards, others may prefer the electronic notices. E-mail is high tech and some customers may think, "if they can do that, they can change my oil." According to Silver, women particularly like the e-mail option. "Women like giving an e-mail address because it is less threatening than providing an address or phone number," he added.

Another advantage to e-mail is that it is less expensive than mailing reminder cards. By utilizing e-mail, an operator may be able to afford to send a second or third reminder or even special e-mail reminders for holidays or special promotions. It is up to the store to decide which is best. Silver emphasizes that if an e-mail fails, a post card reminder can still be mailed. "E-mail gives an operator more choices for communicating with customers," Silver said.

The new program is currently being tested and can be seen at several of the fall trade shows, including the Automotive Aftermarket Industry Week show November 1-4 in Las Vegas. Mailmark is able to work with all e-mail providers including AOL. The company expects to have the program fully operational by the first of the year.