ACtion Magazine - April 2013 - (Page 6)

Outlook Andy Fiffick MACS Chairman Mobile Air Conditioning Society Worldwide (MACS) Staying on top! Andrew Fiffick Chairman & CEO Elvis Hoffpauir President & Editor-In-Chief I n the last issue, I mentioned how important it is to keep all of your marketing and advertising efforts firing on all cylinders to maintain and build your client base. This issue, I want to touch on low-cost efforts to accomplish the same results. Get Noticed: Again as I mentioned in the last issue, we need to be creative, and this is a sticking point for most of us. Don’t be afraid to try almost anything. Hold an anniversary cook-out or Halloween party, celebrate opening day of baseball with hot dogs, have a charity car wash or just about anything that will benefit the community, and you will get noticed. Co-op or co-host your your events with other local businesses: donut or pizza shops, print shops and others. Social Media: Once you have your “get noticed” program in place, you need to get the word out to all social networks about your plan. Post your events on FaceBook, Twitter and on your blog. If you don’t have these tools in place, make flyers and tell all of your clients and friends. Wordof-mouth advertising is still your number one source of business and image building. Let your clients help you. Your goal is to build your likeability to the surrounding community. Client referral program: If you already have happy clients, let them work for you. Develop and maintain a referral program where you reward your current clients for new referrals. A free LOF, tire rotation or dinner/ pizza at a neighboring business can reward them, build your client base and build community relationships at the same time. Most consumers have the same feeling about auto service as they do visiting the dentist; it’s a necessary evil. Letting your clients refer your business will build their confidence in you from the start. Combine your efforts: As you build your plan, keep all marketing and advertising programs on the same page. Make sure your flyers, advertising, social media, community involvement and marketing programs tie together and work along adequately to support each other. Once in place, tweak the plan to improve your results. Avoid Mistakes: One mistake I see time and time again is the abandonment of all of these programs once the shop is busy. The second mistake is to believe one program will appeal to a broad base of potential new clients. Use the same base plan and then try different versions of the plan to gain a wider base of clients. In this very competitive environment, staying on top of your shop’s social media, image, advertising and marketing efforts is a matter of survival. ❆ Sincerely Andy Andy Fiffick 330-220-8384 Jacques Gordon Managing Editor Marion Posen VP Sales & Marketing Laina Casey Graphics & Design Manager Corporate Offices Mail To: P.O. Box 88, Lansdale, PA 19446 Ship To: 225 S. Broad St., Lansdale, PA 19446 Phone: (215) 631-7020 Fax: (215) 631-7017 E-mail: April 2013 Volume 13, Number 3 ACTION magazine is published eight times per year by the Mobile Air Conditioning Society (MACS) Worldwide, 225 S. Broad Street, Lansdale, PA 19446. While MACS Worldwide takes reasonable steps to make sure that the information reported in ACTION is accurate, errors can still occur. The accuracy of all information contained in ACTION should therefore be independently evaluated by the reader. Since conditions of its use are outside of the control of MACS Worldwide, MACS Worldwide assumes no liability for the use of such information or any damages incurred through its use or application. Nothing contained in such information is to be construed as contractual or provide some form of warranty on the part of MACS Worldwide. The opinions expressed in guest editorials are not necessarily endorsed by MACS Worldwide. MACS Worldwide is not responsible for any claims made in or by advertisements or press releases published in ACTION. All company names, products and product names, emblems, logos, images, trademarks, service marks and trade dress appearing in this magazine are the property of their respective owners and are protected under federal laws of the United States and international agreements. Unauthorized use is prohibited. The ACTION logo and MACS globe emblem are property of MACS Worldwide. Reproduction of contents without permission is prohibited. Send requests for permission to copy or reprint to or to ACTION Magazine, Box 88, Lansdale, PA 19446. Non-member subscription rates: one year (seven issues) – U.S. $25; Canada/Mexico $40; international surface $45; international air $55. Send subscription mail, including address changes, to ACTION, P.O. Box 88, Lansdale, PA 19446 or For advertising information contact Marion Posen: marion@ or 215-631-7020 x304. H.G. Roebuck & Son, Inc. 4987 Mercantile Road Baltimore, MD 21236 ISSN 1949-3436 6 ACTION • April 2013 2004-12 IAMA Awards Winner

Table of Contents for the Digital Edition of ACtion Magazine - April 2013

ACtion Magazine - April 2013
Freeze Frame
Virtual View
Under the Southern Cross
Leonard’s Law
News & Updates
State of the Industry
R-1234YF Design and Service Considerations
Heavy Duty/Off Road Technical Session
Hybrid Evolution Continues
Modern Automotive HVAC Systems
Old-Timers, Team Players, Slackers and Kids: Do Your Employees ‘play’ Well Together?
Cheap Isn’t Always Best
A/C Season Check List: Is Your Shop Ready?
MACS 2013 Training Event Social Wrap-Up
Wallace Talks Up Big Brother
Association News
Quick Check
New Products & Services
Last Watch

ACtion Magazine - April 2013