It may sound surprising, but the same marketing principle applies to multibillion dollar brands and small businesses: advertising and marketing must be done consistently, regardless of the economy or how busy you are. Think of the iconic red delivery trucks of a major soft drink brand. They are everywhere, all the time, and that consistency is part of what makes the brand unforgettable.
In episode 40 of Maximum Octane, Kim Hickey talks with Chris Messer, vice president and group publisher at Endeavor Business Media. Chris shares lessons from his career in advertising, explains when to start working with a media company, why ROI matters, and how the way you greet a new customer affects your marketing.
What You Will Learn
- Chris talks about his journey in the advertising industry
- Chris shares some tips for business owners on how to approach their advertising efforts
- Chris explains when is the perfect time to start advertising our business
- Chris talks about why “where did you hear about us” is not the best opening when welcoming a client
- Chris shares advice on how to make every customer feel special
Questions Asked in This Episode
- Chris, would you explain to our listeners what you do as a VP and Group Publisher?
- How does somebody know when to reach out and start working with a media company?
- Can you talk about the importance of understanding your return on investment?
Chris’s Journey in Advertising
Chris begins by explaining his role as a VP and group publisher and how he built his career in advertising. His experience spans many industries, which gives him a broad view of what works and what does not.
Experience across industries gives advertising professionals a broad view of what works. Patterns that drive results for retailers, restaurants, and service businesses often apply to auto repair as well. The most consistent lesson is that brands built through steady, long-term marketing tend to outperform those that advertise sporadically.
How to Approach Advertising as a Shop Owner
Around the 6 minute mark, Chris shares tips for business owners on how to approach advertising. A key theme is that marketing is not a one-time event. It is an ongoing investment. Owners who advertise only when business is slow are always playing catch-up, because marketing takes time to work.
ATI’s 3 Things You Must Do to Keep Steady Car Count Year-Round and 5 Ways to Get Consistent Car Count in Your Shop reinforce the value of consistency.
A useful way to think about marketing is to divide it into two categories: brand building and demand capture. Brand building creates awareness and familiarity over time, so people think of your shop when they need service. Demand capture targets people who are actively searching for a repair right now, such as through search ads. Both matter. Shops that rely only on demand capture compete on price and availability, while shops that build their brand earn preference before the need arises.
Consistency also applies to the message itself. A shop that changes its offer, look, and tone every month makes it harder for people to remember who it is. Settling on a few core ideas, such as trust, convenience, or expertise with certain vehicles, and repeating them across every channel helps the brand stick.
When Is the Right Time to Start Advertising?
Kim asks how someone knows when to reach out and start working with a media company. Chris explains when the right time is to begin advertising. His answer aligns with the theme of the episode: the best time is before you need it. Consistent marketing builds awareness so that when a customer needs service, your shop is already on their mind.
A later Maximum Octane episode, Stop Marketing When Things Are Slow: Start 365 Days Ahead, makes the same case.
Marketing research has long suggested that brands that maintain advertising during downturns often recover faster and gain market share when conditions improve. The same logic applies to small businesses. When competitors cut back, consistent marketing stands out more and can capture customers looking for a new shop.
Understanding Your Return on Investment
Kim and Chris discuss the importance of understanding return on investment. Every marketing dollar should be measured against the business it generates. That means tracking where calls and appointments come from, how many become paying customers, and what those customers are worth over time.
Key numbers to track:
- Cost per lead: marketing spend divided by calls, forms, or appointment requests.
- Conversion rate: how many leads become booked appointments.
- Customer value: average repair order and how often customers return.
- Return: gross profit generated compared with marketing cost.
ATI’s Why It’s Important to Track Your Shop’s Conversion Rate explains one of these metrics in more detail.
Measuring ROI can be challenging because customers often interact with several marketing channels before choosing a shop. They may see a social post, read reviews, visit the website, and then call. Simple tools help: call tracking numbers for different channels, asking new customers how they found you, and reviewing website analytics. Over time, those data points show which investments are most effective.
Rethinking “Where Did You Hear About Us?”
Around the 12 minute mark, Chris explains why “Where did you hear about us?” is not the best way to open a conversation with a new client. It puts the focus on your marketing instead of on the customer. A warmer welcome that focuses on the customer’s needs creates a better first impression. Lead source information can still be captured later in the conversation or through tracking tools.
ATI’s Influencing the Customer’s Behavior With a Professional Greeting offers ideas for the first moments of a visit.
The first words a customer hears shape their impression of the business. Opening with a warm greeting and a question about their needs, such as “How can we help you today?” focuses on the customer. Lead source questions can come later, once the conversation is underway, or be captured automatically through tracking systems.
Making Every Customer Feel Special
Chris closes with advice on making every customer feel special. In his view, marketing does not end when a customer walks through the door. The experience they have is what drives repeat visits and referrals, which are the most valuable marketing of all.
Customer experience is increasingly seen as a form of marketing. Satisfied customers write reviews, refer friends, and return for future service. Each of those outcomes has a marketing value that is often greater than paid advertising. Investing in the experience, through training, communication, and attention to detail, amplifies every dollar spent on marketing.
From Shop Owner to CEO of Your Marketing
Chris also touches on the mindset shift from shop owner to CEO. CEOs think about marketing as a strategic investment, not an expense to cut when money is tight. That shift is what allows a shop to build a recognizable brand in its community.
CEOs think about marketing as a long-term investment with measurable returns. They set annual budgets, plan campaigns in advance, track results, and adjust based on data. They also understand that marketing includes more than advertising. It includes the shop’s reputation, customer experience, community involvement, and employee pride. Taking ownership of the full picture is part of leading the business.
Building a Simple Annual Marketing Plan
A basic marketing plan does not need to be complicated. It can fit on a single page and include a few key elements: goals for new customers and retention, a monthly budget, the channels you will use, a calendar of seasonal campaigns, and how you will measure results. Reviewing the plan quarterly allows adjustments based on what is working.
Seasonal planning is especially useful for repair shops. Spring and fall often bring maintenance needs, winter brings battery and tire concerns, and summer brings road trips. Planning campaigns around these patterns keeps marketing relevant and helps smooth out slow periods.
What Consistent Marketing Looks Like Week to Week
For a busy owner, consistency can sound like a big commitment. In practice, it is usually a set of small, repeatable tasks. A shop might post a short educational tip or team photo on social media a few times a week, send a monthly email or text with seasonal reminders, ask every satisfied customer for a review, and keep its online business listings accurate. Paid advertising, whether search ads, local media, or sponsorships, runs on a planned schedule rather than starting and stopping with the car count.
The easiest way to keep this going is to assign it. Someone on the team, or an outside partner, owns the calendar and reports results each month. The owner reviews the numbers and approves changes, but does not have to create every post. When marketing has an owner and a routine, it survives busy seasons. When it depends on the owner finding spare time, it tends to disappear exactly when the shop is busiest, which sets up the next slow period.
Marketing Questions to Answer This Month
- How much did you spend on marketing last year, and what did it produce?
- Do you have a marketing plan for the next 12 months?
- How does your team greet a first-time customer?
- Are you tracking lead sources accurately?
For more on consistent marketing, listen to Dave Martin in Why You Should Never Be Too Busy for Marketing and Jimmy Lea in Seven Proven Marketing Methods.
Frequently Asked Questions
How much should an auto repair shop spend on marketing?
There is no single right number, because it depends on the shop’s goals, market, age, and competition. A newer shop trying to build awareness usually needs to invest more than an established shop with strong word of mouth. Many owners set marketing as a percentage of sales and then adjust based on results. The more important point is consistency: a steady, planned budget that is tracked carefully tends to perform better than larger amounts spent in bursts when business slows down.
When is the best time for a repair shop to start advertising?
The best time is before you need the business. Marketing takes time to build awareness and trust, so campaigns started during a slow week often produce results weeks or months later. Shops that market consistently, including during busy periods, keep their name in front of customers so they are the first call when a need arises. If a shop is already busy, marketing can focus on attracting the right kind of work and building loyalty with existing customers rather than simply adding volume.
How do I measure the return on my shop’s marketing?
Track where leads come from, how many become appointments, and how much gross profit those customers generate. Call tracking numbers, website analytics, online booking reports, and notes in your shop management system all help. Compare the gross profit from new customers attributed to a channel with what that channel costs. Remember that customer value extends beyond the first visit, so a channel that brings in loyal customers may be worth more than one that produces cheaper but one-time leads.
What should a service advisor say when greeting a new customer?
Start with a warm welcome and a question about the customer’s needs, such as “Thanks for coming in. How can we help you today?” Use their name once you know it, listen fully to the concern, and explain what will happen next. That opening tells the customer they matter more than the shop’s marketing. Lead source information is still valuable, but it can be asked later in the conversation, included on intake forms, or captured automatically through tracking tools.
Is brand advertising worth it for a small repair shop?
For many shops, yes, when it is done consistently and locally. Brand advertising builds familiarity so that when a customer finally needs a repair, your shop already feels like a trusted choice. That familiarity can make search ads, reviews, and referrals work better, because people recognize the name. Small shops can build brand affordably through community sponsorships, consistent social media, vehicle and building signage, and a strong customer experience that generates word of mouth. The key is patience, because brand results build over time.
Resources and Links From This Episode
- Endeavor Business Media website
Connect With the Guests
- Chris: LinkedIn
