Few auto repair shop managers or owners got into this industry to focus on marketing. We love cars. We love working on cars. Marketing is usually a necessary evil that we pay attention to but don't necessarily focus on. This attitude has cost a lot of good shop owners their businesses. I've seen it first hand. Even if you aren't a fan of marketing, you need to be as hands-on with it as possible for your shop to succeed. And, for your marketing to be successful, you need to pay close attention to the return on investment (ROI) with every ad buy you make. Your ROI needs to be as high as possible for you to maximize your marketing budget and get more customer bang for your buck! The first thing you should know about marketing is that it's not the same thing as advertising. While all advertising is part of marketing, not all marketing is tied into advertising. An easy way to differentiate marketing from advertising is that advertising is a sprint while marketing is more of a marathon. Or, to put it another way, advertising is a snack while marketing is a multi-course meal.
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