According to the 2005 "How's Your Business?" survey, the majority of mechanical and collision shops that advertise set aside an average of $18,500 per year for a variety of advertising methods. That includes Yellow Page advertising (74 percent) and signage and community involvement (56 percent). Community involvement can be anything from sponsoring a Boy or Girl Scouts troop, allowing non-profit organizations to use your facility for a car wash, volunteering in a local literacy program or involvement in any type of positive community activity that will bring attention to your business.

Forty-seven percent of mechanical facilities use direct mail to promote their businesses, and 43 percent of collision members use their Web sites in attracting business. The use of church bulletins is also increasing steadily. The weekly church bulletin is an effective and affordable means to reach loyal consumers. It shows an enhanced image of credibility and stability, on which bulletin readers rely.

According to a survey conducted by Marquette University:

• Eighty-five percent report they read their church bulletins thoroughly.
• Almost 75 percent refer to the advertising in the bulletins.

Another effective advertising method is word-of-mouth. Both collision and mechanical members report word-of-mouth (89 percent) as the leading method of advertising a shop. Through word-of-mouth, your customers are working for you. The fact is, someone sends almost every customer to you. With a collective average of 29 years in business, 79 percent of collision repeat customers and 57 percent of mechanical repeat customers publicize your services.

Whether you are considering advertising or have a marketing plan in place, ASA members foresee potential growth in the coming year. Seventy-one percent of our collision members, and 81 percent of mechanical businesses, expect an increase in sales in 2006. The Small Business Administration recommends advertising to keep your service facility in the public eye by creating a sense of awareness.

Stat Corner is written by Karin White, ASA's research and project specialist. She can be reached at (800) 272-7467, ext. 252, or by e-mail at karinw@asashop.org.

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