THE SHOP

Performance & Hotrod Business May '14

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May 2014 n Performance & Hotrod Business n 97 BUSINESS Legacy did an incredible job on this 1963 Corvette, installing a supercharged LS9 ZR1, Tranzilla T56 6-speed, carbon fiber hood, and many other custom details. M ost companies and businesses spend a fairly large portion of their overall budget on marketing. There is a reason why they do so; when done correctly, it's one of the quickest ways to grow your business. With proper marketing, even the worst business or product can be made to look better. Most performance shops are small— maybe two to three people strong. Accordingly, they do not have large marketing budgets, and therefore do not commit much of their operating budget to their marketing effort. Most of their marketing is done by word of mouth. This is great if your plans include hav- ing your business remain the same size for the foreseeable future. But it is not the way to grow your business quickly. If that's your goal, there is a lot of mar- keting help and material available to you from the aftermarket manufacturers in this industry, and much of it is completely free. It is in the best interests of manufac- turers to help you market and grow your business. If they don't stay active on the marketing front, they most likely will see a competitor take away their market share. Without your shop as an outlet for selling their parts, many manufacturers would struggle to remain in business. They con- sider providing you with marketing mate- rials a necessary part of doing business and are happy to help you if they can. It is almost impossible for a walk-in customer to know the extent of the prod- uct lines you carry. They need to be made aware of what you sell. Most customers react very positively to visual displays and are much more likely to buy from you when they see you are promoting the products via the manufac- turers' marketing material. After all, they trust you enough to give you their hard- earned cash, and if they see you supporting a given manufacturer, they are more likely to buy that product line from you. Maximize manufacturers' marketing materials in your hot rod shop. Manufacturers print and distribute decals and hot rod fans love them. Some large decals are meant to be displayed on the shop door, which is the first thing customers see when they visit your shop. By Regis Finn Use Their Stuff PHBMAY.indd 97 4/2/14 2:00 PM

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