Survey – Internet Marketing vs. Traditional

[gcauto]

50/50 split. I send out potential newsletters to people that live in the immediate area via traditional mail. I email newsletters to current customers that have provided their email address. (I ask every customer for their email address for newsletters and service reminders). We do very little advertising in the phone book and local papers as experience has shown that has not worked very well for us.

[Tom Piippo]

Administrator wrote:

> How is your marketing currently split?

>

> _60____% Internet (website, email, internet ads, etc.)

>

> __40___% Traditional

[John Shanderuk]

How is your marketing currently split?

_100____% Internet (website, email, internet ads, etc.)

_____% Traditional

[Tom]

Quantity is about 75% internet – 25% traditional.

Dollars are about 50% internet – 50% traditional.

Most of our new customers are coming from the internet.

[ronhaugen]

80% internet

20% traditional

I will likely go to 90/10 next year.

[larrybloodworth]

__80__% Internet (website, email, internet ads, etc.)

__20_% Traditional

[Gary Keyes AMAM]

What are you doing on the internet besides your website?

[Gary Keyes AMAM]

about 40 % internet and 60 % conventional. looking to change that to

75/25 in 2012

[Tom]

Gary Keyes AAM wrote:

> What are you doing on the internet besides your website?

Gary…

The biggest thing is watching other businesses of all types to see what they are doing. Seems like there are endless ways to use email, coupons, search engines, etc. Just starting to play with QR codes.

Again…see what any type of successful local business is doing and apply it to auto repair.

[zed]

Internet marketing is great and necessary. AND there are things you can do other than a web site to attract good customers. But direct mail marketing is still the very best way to bring in exactly the right customer for you. The customer with the right car, the right income and the desire to keep it in top condition. In other words – willing to spend money with you. Targeting by car make is far more accurate than income level targeting.

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http://autoservicemarketingcommonsense.com/auto-service-marketing-strategy-car-count-no-thanks/

[theperfectday]

What an awesome question. There is so much you can do on the internet now, I mean you can literally use Facebook to target people based on the specific car they drive and how long they have owned it. There is no doubt that the internet is going to continue to garner a larger part of our marketing.

A question I have though is, what are you guys doing to determine that x % of marketing is internet vs. x% traditional?

Is it just dollars spent?

Is it the number of marketing campaigns?

Is it the number of customers you get?

Is it the income you get from those customers?

The reason I ask is because with my clients shops if you looked at the dollars spent it probably skews toward the internet side. However if you look at the return on investment, the number swings way back to the traditional marketing.

Just to be clear I’m talking about total marketing, follow up, newsletter, birthday cards etc. Not just new customer marketing.

Interested to hear some thoughts.

Dave