Bills Auto Shop was doing alright. They had been in business for ten years, and there was a steady stream of business. Still, there were some new residential developments in the county and the population was growing. There were other, much newer shops in the country, and the owner of Bills was worried that he might be left behind and eventually forgotten.
Bill needed a long term strategy, and he didnt have one. He decided to call on an old friend and long time customer a salesman who had brought in his car many times for repair. The salesman showed up on a slow day, and they talked about Bills concerns.
The salesman went away for a few days and then came back. He had a plan. He felt that Bills Auto needed to use information better, in order to educate new and existing customers and in order to market to potential customers. He operated under the maxim that an educated customer will better understand what his needs are, and that he will respond to them better if he knows the pitfalls of not taking action.
The salesman felt that a series of brochures having to do with car maintenance and repair could be produced pretty cost effectively, and that these could be made available in the shop itself. He recommended a rack be placed in the waiting areas, so that people could browse the brochures and read them and take them if they liked. He recommended a brochure to help people understand the care and maintenance of tires. He recommended the same thing for brakes, and for the electrical system. In time, they would have twenty or more brochures, covering every aspect of the care and maintenance of the typical automobile. Additionally, they would branch out and create brochures for individual makes of cars, each with their own idiosyncrasies. They wanted to develop an expertise second to none in the area, and they wanted to increase public confidence that they were the premier service shop in the area.
As a next step, they began amending the brochures for the purpose of marketing, and they began a series of planned mailings into local neighborhoods. The purpose was to introduce themselves and to offer special deals on brakes, tires, electrical work, and so forth. The idea was to bring in a number of people interested in the same thing tires, for example and to take care of their needs before moving on to other segments of the market.