How many of your customers declined service on their brakes, tires, fluid exchange, or other recommended repairs/maintenance in the past couple of months? And how many said, “I can’t afford that right now, I will save and come back.”?
Well, imagine knowing when those same customers might potentially get a check in the mail – which might be now! Many of your customers may be receiving their tax return money soon. And, according to the U.S. Internal Revenue Service, the average refund in 2023 was $3,167. So how do you get your customers to spend their tax money at your shop?
... according to the U.S. Internal Revenue Service, the average refund in 2023 was $3,167. So how do you get your customers to spend their tax money
at your shop?
Running specials/promotions during tax season can be a strategic way to attract customers. You can even target customers who specifically declined suggested repairs within the past couple of months. Here are some tips to keep in mind when creating your promotion(s):
- Target tax season. Tax season typically runs from late January through April. This is the prime time to launch tax return promotions since many people receive their refunds during this period.
- Make your promotions relevant. Every geological location is different. It is important to review declined services in the past couple of months and structure your promotions to entice these customers to return for the suggested service(s).
- Don’t forget tax extensions. Some individuals may file for tax extensions. Consider extending your promotions into May or even June to capture those customers who receive delayed refunds.
- Tailor your promotions to align with the theme of tax refunds. For example, you could offer special "Your Tax Refund Keeps You Moving" packages, discounted services, or free vehicle inspections to entice customers. The key is to get the customer to think “Oh yeah, I do have the money to get that service/repair done now”
- Track your promotions. Because there is not one set promotion that works for every shop, don’t forget to implement tracking to measure the effectiveness of your promotions. This can help you understand which strategies are working best and adjust for your next promotion.
- Research, research, research. Familiarize yourself with any legal requirements or regulations related to promotions and advertising in your area, as these can vary by location
In summary, review who your target audience is, create attractive promotions to entice them to spend their tax returns on repairs they have been saving for, and make sure to track what works for impactful future promotions. We hope you have a great start to 2024!
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