MARKETING
Gillian Shaw explains why it’s OK to fail Identifying the strategies that don't deliver results isn’t necessarily a bad thing, it’s learning what works for your business that’s key. MARKETING is unique to each business, what works for one independent may not necessarily work for another. While that’s not particularly helpful, Gillian told GW that you have to “test the water” to find out what works for you and what doesn’t. “Our marketing has evolved over the last four years and we continue to monitor how it performs,” she explained.
“Try the simple options first and monitor where new customers are coming from." Speaking from experience, she advises other garages to keep a close eye on costs – both in terms of time and money. “Try the simple options first and monitor where new customers are coming from.”
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Personal profile MANAGING director at Carnies Autocentre in Edinburgh, Gillian Shaw has overseen the marketing tactics at her husband’s business for the past four years. With a keen interest in marketing and a diploma in social media for business, Gillian has been closely monitoring her marketing performance and has seen a significant increase in business as a direct result.
Customer service Having explored some of the more traditional strategies including leaflet drops and newspaper adverts, Carnies soon discovered that it was a focus on customer service that proved to be the most successful tactic of them all. “A customer referral is much more valuable to a business,” Gillian explained. “A personal recommendation more often than not will create a sale, due to the belief that if a friend is getting a