[bstone]

Let's say there was a mechanic open 24/7 and a half block away there is an AutoZone also open 24/7. If you came in at 2am with a dead car or needing a brake job there would be 2-3 mechanics there available to fix your car. How valuable would this be to the car-owning public? If you were the owner or manager of such a company how heavily would you advertise it?

Serious responses only, please. This is helping me with a business opportunity.

[Laminar]

I could see value in "overnight" repairs so that one wouldn't have to lose use of the car for a day. But then again none of my vehicles have seen a mechanic in years, so I might not be the best source.

[ShortcutToMoncton]

Money losing proposition

[bstone]

Originally Posted by ShortcutToMoncton 

Money losing proposition

It's been open for 8 years and has been very profitable. The mechanics on duty are paid by the job, not hour. They split all income 50/50 with the owner. If there are no customers then they sit around doing nothing, but don't get paid.

[macaddict0001]

I'm not that familiar with autozone, but that doesn't seem to be the best way to get your parts as a business, Unless of course they offer distribution services 24 hours.
It seems to me to be unneeded, granted they do that in the heavy equipment sector but the customers are more willing to pay emergency rates than in the auto sector.

[residentEvil]

Originally Posted by macaddict0001 

I'm not that familiar with autozone, but that doesn't seem to be the best way to get your parts as a business, Unless of course they offer distribution services 24 hours.
It seems to me to be unneeded, granted they do that in the heavy equipment sector but the customers are more willing to pay emergency rates than in the auto sector.

autozones and the competitors will have most (i'd say 95% and up) any part you would need to fix the job being asked for in stock/on the shelves. OP sounds like the place is open for basic break/fix jobs, not collision repair or engine rebuilds.

[bstone]

The benefit of the 24/7 AutoZone is the shop carries almost no stock. As well it allows customers who have a dead starter at 2am to go and pick one up, instead of waiting until 8am when the rest of the AutoZones reopen. Their prices are actually very competitive for the run-of-the-mill needs.

[bstone]

Originally Posted by residentEvil 

autozones and the competitors will have most (i'd say 95% and up) any part you would need to fix the job being asked for in stock/on the shelves. OP sounds like the place is open for basic break/fix jobs, not collision repair or engine rebuilds.

The shop actually did an engine swap yesterday and a few cylinder head/head gasket repairs this week. At 2am it's less likely to start that sort of work, but happy to at 8am when the morning crew comes in.

This shop is located in a very busy section of Chicago on the corner of two major intersections. Every tow-truck driver in the area knows of the shop and brings every dead car over. Last night at 1am it was VERY busy.

[residentEvil]

Originally Posted by bstone 

The shop actually did an engine swap yesterday and a few cylinder head/head gasket repairs this week. At 2am it's less likely to start that sort of work, but happy to at 8am when the morning crew comes in.

This shop is located in a very busy section of Chicago on the corner of two major intersections. Every tow-truck driver in the area knows of the shop and brings every dead car over. Last night at 1am it was VERY busy.

i'm merely giving an example of how easy it is to do after hours work with a 24/7 autozone to the poster above me since he/she never heard of one. 95% of work they would be doing; autozone has the parts in-stock/on the shelf.

wasn't saying your example shop couldn't or hasn't done that type of work.

[bstone]

So the question is, how heavy to advertise this shop? I brought up a website the other day that emphasizes the 24/7 repair services, towing and relative low cost (70/hr, but there is a 10% coupon on the website).

Should I take out facebook ads?

[residentEvil]

your bought up a website...meaning the idea of having one? if so, then how do the have a coupon? or do you mean a different shop and what they are doing as an example?

a billboard on the nearest highway (expensive)?

magnetic signs on the employees cars/trucks for when they are driving around during their normal life routine (cheap)?

[bstone]

Originally Posted by residentEvil 

your bought up a website...meaning the idea of having one? if so, then how do the have a coupon? or do you mean a different shop and what they are doing as an example?

a billboard on the nearest highway (expensive)?

magnetic signs on the employees cars/trucks for when they are driving around during their normal life routine (cheap)?

Website: http://dagostinoautoservice.com/
Not yet index to google. I added it and tried to get it in, but they say it can take weeks.

Billboard? Eh.....maybe.

The signs aren't a bad idea. I was thinking of more internet advertising, like targeted geographical facebook ads. Also I called AAA yesterday and got the ball started for becoming a their priority shop for the area. Meaning all the tow truck drivers for AAA would automatically bring dead cars to us after 5pm.

[BLAZE_MkIV]

I think the tow trucks are the way to go. Or get approved with the vehicle service org like AAA so when people call in a panic they get your number.

^ Caught me typing. Silly iPad keyboard.

[bstone]

Originally Posted by BLAZE_MkIV 

I think the tow trucks are the way to go. Or get approved with the vehicle service org like AAA so when people call in a panic they get your number.

See above:

Also I called AAA yesterday and got the ball started for becoming a their priority shop for the area. Meaning all the tow truck drivers for AAA would automatically bring dead cars to us after 5pm.

[residentEvil]

Originally Posted by bstone 

Website: http://dagostinoautoservice.com/
Not yet index to google. I added it and tried to get it in, but they say it can take weeks.

Billboard? Eh.....maybe.

The signs aren't a bad idea. I was thinking of more internet advertising, like targeted geographical facebook ads. Also I called AAA yesterday and got the ball started for becoming a their priority shop for the area. Meaning all the tow truck drivers for AAA would automatically bring dead cars to us after 5pm.

oh yeah, AAA is a good idea. nice catch there.

i guess i don't see advertising on the internet as something a 24/7 auto mechanic would need. i guess it depends on who you think the audience will be that would use this shop.

for example, i would think signs at/near bus stops (cause you know people needing alternative transportation for a day or two as their car is at a 9-5 only shop would have liked to known that) would be better then facebook ads.

i just don't see the online user community person (facebook/always connected to the internet user for example) being in the need of a 4 am break job.

[andi*pandi]

If I broke down on the highway on a long trip, your service would be invaluable to not wasting my vacation at a car repair shop.

It would also be good for those just travelling on long trips. When I drove to the Grand Canyon I was surprised and pleased they had a garage where I could leave my car to get serviced while I rode the shuttle buses and saw the sights. (My car did not like the change of altitudes going on around there, and I'd put about 3000 miles on it that trip so far.)

Advertising on the internet would be good for those searching for repair from their iPhones etc. If you've also got the AAA hookup going on, what about onStar or the other dealer roadway assistance programs?

I don't think Facebook would be good, as this is an emergency service and I don't remember any of the ads I see on Facebook.

[bstone]

Originally Posted by andi*pandi 

If I broke down on the highway on a long trip, your service would be invaluable to not wasting my vacation at a car repair shop.

It would also be good for those just travelling on long trips. When I drove to the Grand Canyon I was surprised and pleased they had a garage where I could leave my car to get serviced while I rode the shuttle buses and saw the sights. (My car did not like the change of altitudes going on around there, and I'd put about 3000 miles on it that trip so far.)

Advertising on the internet would be good for those searching from their iPhones etc. If you've also got the AAA hookup going on, what about onStar or the other dealer roadway assistance programs?

OnStar! Of course!!! Going to contact them about it......

[bstone]

Originally Posted by residentEvil 

oh yeah, AAA is a good idea. nice catch there.

i guess i don't see advertising on the internet as something a 24/7 auto mechanic would need. i guess it depends on who you think the audience will be that would use this shop.

for example, i would think signs at/near bus stops (cause you know people needing alternative transportation for a day or two as their car is at a 9-5 only shop would have liked to known that) would be better then facebook ads.

i just don't see the online user community person (facebook/always connected to the internet use for example) being in the need of a 4 am break job.

I'll give an example.

Last night at 9pm a tow truck brought in a minivan from North Carolina. A woman and her son were vacationing in Chicago when their radiator decided to explode. 2 hours, a new thermostat and 2 radiator hoses later, she drove away.

"I've never heard of a 24 hour mechanic before. I thought I'd have to get a hotel room for the night. This is amazing!"

The parts came from the AutoZone a half block away. She also paid by credit card (the benefit of having an attached gas station, owned by the same fellow).

A lot of the clientele comes from people who use their car during the day for work and can't be without it as they are highly mobile folks. They come at 8pm for an oil change, brake pads and tune up. Most people, tho, do not know it's open 24/7 and that this is an option. I have a strong feeling that there would be many more customers if they only knew.

[residentEvil]

partner with the service highway vehicles too. the good simaritan van people; who do gas/jumps/basic things for motorists. they have sponsorship needs (meaning advertiser) and a 24/7 repair shop would be good...

[bstone]

Originally Posted by residentEvil 

the good simaritan van people

Who?

[residentEvil]

Originally Posted by bstone 

I'll give an example.

Last night at 9pm a tow truck brought in a minivan from North Carolina. A woman and her son were vacationing in Chicago when their radiator decided to explode. 2 hours, a new thermostat and 2 radiator hoses later, she drove away.

"I've never heard of a 24 hour mechanic before. I thought I'd have to get a hotel room for the night. This is amazing!"

The parts came from the AutoZone a half block away. She also paid by credit card (the benefit of having an attached gas station, owned by the same fellow).

A lot of the clientele comes from people who use their car during the day for work and can't be without it as they are highly mobile folks. They come at 8pm for an oil change, brake pads and tune up. Most people, tho, do not know it's open 24/7 and that this is an option. I have a strong feeling that there would be many more customers if they only knew.

and that is a fine example. but an internet ad wouldn't have helped her. the AAA, roadside and actually, area hotel people if they had already stopped, would get the customers that need it right now.

internet ads would be good for future customers when they need it sometime in the future.

you have two "customers" as i see it:

- one who broke down/just driving through the area (signs/partnerships with first response/etc)

- one who lives/works in the area (internet).

and contrary to TV/internet reports, not everyone has smart/web phones and would be googling/apping/facebooking when they break down.

i'm just saying...thinking internet targeted ads MAY not be where you want to spend the money right now on adverts.

[residentEvil]

Originally Posted by bstone 

Who?

companies sponsor, usually along with state/local police or other officials, good simaritan vans. these vans spend their shifts driving on major highways/congested areas helping motorists out. these vans/trucks usually have a major corporate sponsor (CVS would be the big one here) and smaller sponsors. smaller sponsors have signs on the trucks and business cards the drivers can give out.

[bstone]

Originally Posted by residentEvil 

and that is a fine example. but an internet ad wouldn't have helped her. the AAA, roadside and actually, area hotel people if they had already stopped, would get the customers that need it right now.

internet ads would be good for future customers when they need it sometime in the future.

you have two "customers" as i see it:

- one who broke down/just driving through the area (signs/partnerships with first response/etc)

- one who lives/works in the area (internet).

and contrary to TV/internet reports, not everyone has smart/web phones and would be googling/apping/facebooking when they break down.

i'm just saying...thinking internet targeted ads MAY not be where you want to spend the money right now on adverts.

You nailed it. The two customer groups is exactly what we have and who I am trying to advertise to.

I got AAA and other clubs and tow companies involved for those who make a cry for help. Doing internet advertising for those who need car repair but are still mobile and are doing their homework.

AAA has this "certified" program where you pay a fee, they audit the company and, if it passes, AAA makes a referral to the repair facility whenever a AAA member calls and asks where to take their car. Interestingly, there are no "certified" facilities in a 10 mile radius. If we pass we'd be the only one. Along with this is AAA sending their tow trucks to us, unless the customer says differently.

So, AAA, tow truck, autoclub and similar advertising for the emergency repairs. Internet, ads and AAA for the regular repairs.

Any other ideas?

[residentEvil]

a few close to the shop hotels as mentioned: in the "bundles" in each room with pizza coupons and stuff? your ad would be great there

restaurants that have ad place mats: you get a corner or section on the place mat. another good spot.

business cards tacked on any local 24/7 coffee shops and college unions bulletin boards.

[bstone]

Yeah going to redo the business cards to make sure they say 24/7 and pass them out everywhere. Especially to the local hotels and motels.

[residentEvil]

gas station pump handle or top of gas pump advertising?

those free autotrader and the like paper rags?

i assume they already have done something with the actual autozone down the road?

[bstone]

About to put an ad in the autozone, but all the employees know us well. When someone walks in there complaining of a dead or dying car at 10pm the autozone employees make a referral. I give the autozone employees 10% off because of that. We also do a TON of business with autozone.

[residentEvil]

good deal for both. i like it.

[hyteckit]

You talking about car mechanics that have a physical location? Or the ones the drive to you to fix your car?

I'm assuming it's the one where you drive to the person's place of choice to fix their car. No physical location, no insurance, no utilities to pay for. Pay for job, not by the hour. Makes it financially viable.

I've used a car mechanic that drove to my place before. He had all the tools and supplies in his car. I think I paid like $300 for a something that might have cost like $200. But I guess that's just the cost of convenience.

It's mainly for smaller jobs.

[-Q-]

Claim and update your Google Places Listing:

D'Agostino Auto Services Repair

Add more content and keywords to the listing, focusing on the 24/7 service. And start soliciting some reviews from the customers who like you (both on Google and Yelp and Chicago CitySearch) as your current reviews aren't great.

[bstone]

Originally Posted by hyteckit 

You talking about car mechanics that have a physical location? Or the ones the drive to you to fix your car?

I'm assuming it's the one where you drive to the person's place of choice to fix their car. No physical location, no insurance, no utilities to pay for. Pay for job, not by the hour. Makes it financially viable.

I've used a car mechanic that drove to my place before. He had all the tools and supplies in his car. I think I paid like $300 for a something that might have cost like $200. But I guess that's just the cost of convenience.

It's mainly for smaller jobs.

It's a garage that is open and has been in business for 20 years. It's open 24/7.

[Laminar]

Originally Posted by hyteckit 

You talking about car mechanics that have a physical location? Or the ones the drive to you to fix your car?

I'm assuming it's the one where you drive to the person's place of choice to fix their car. No physical location, no insurance, no utilities to pay for. Pay for job, not by the hour. Makes it financially viable.

I've used a car mechanic that drove to my place before. He had all the tools and supplies in his car. I think I paid like $300 for a something that might have cost like $200. But I guess that's just the cost of convenience.

It's mainly for smaller jobs.

Well done.

[imitchellg5]

I already don't trust anyone to touch my car, and it's just a Honda, definitely wouldn't trust anybody to work on it in the middle of the night.

[bstone]

Originally Posted by imitchellg5 

I already don't trust anyone to touch my car, and it's just a Honda, definitely wouldn't trust anybody to work on it in the middle of the night.

It's possible you are rare in this mindset.

[hyteckit]

Originally Posted by bstone 

It's a garage that is open and has been in business for 20 years. It's open 24/7.

Well, I think you should offer 'mobile car repair'. Car repair at your doorsteps.

[bstone]

Originally Posted by hyteckit 

Well, I think you should offer 'mobile car repair'. Car repair at your doorsteps.

It's better that we send out one of our tow trucks and bring the cars back. That way we can make the repairs in a control situation.

[hyteckit]

Originally Posted by bstone 

It's better that we send out one of our tow trucks and bring the cars back. That way we can make the repairs in a control situation.

Why can't you do both?

Small jobs can be done through mobile car repair. Larger jobs, you'll just tow the car in to repair.

Just a suggestion.

[bstone]

Originally Posted by hyteckit 

Why can't you do both?

Small jobs can be done through mobile car repair. Larger jobs, you'll just tow the car in to repair.

It might be more headache than now. This is in the city and it's difficult to work on a car while parked on the street.

[hyteckit]

Originally Posted by bstone 

It might be more headache than now. This is in the city and it's difficult to work on a car while parked on the street.

Well, I live in a big city. Los Angeles. I just had the guy fix my car in the garage of an apt complex.

[imitchellg5]

Originally Posted by bstone 

It might be more headache than now. This is in the city and it's difficult to work on a car while parked on the street.

Seems a bit expensive to tow a vehicle when it may not be necessary.

[bstone]

Originally Posted by imitchellg5 

Seems a bit expensive to tow a vehicle when it may not be necessary.

Towing is free with AAA. I don't know many drivers without some sort of auto club like AAA.

[macaddict0001]

1. If its not necessary to tow the vehicle the tow truck driver can probably figure it out.
2. It has been mentioned before but its worth repeating, It is dangerous to work in the street.

Originally Posted by residentEvil 

autozones and the competitors will have most (i'd say 95% and up) any part you would need to fix the job being asked for in stock/on the shelves. OP sounds like the place is open for basic break/fix jobs, not collision repair or engine rebuilds.

I merely meant that if autozone doesn't offer distribution services, you need your own driver, need to actually pay them instead of charging to a purchase order and you pay retail. This adds cost and complication. Of course simple parts can be kept in the shop, bulbs and common oil filters for example as well as chemicals.

[bstone]

As of today the garage has formally applied and been accepted for BBB Accredited Business.

Also the AAA Accredited Service Facility application is going out and will hopefully be approved after the inspection.

This means we'll have double certification demonstrating the garage is trustworthy and honest.

[ShortcutToMoncton]

Originally Posted by ShortcutToMoncton 

Money losing proposition

Clearly I didn't think this through slash didn't know the circumstances. Sounds like it could be a decent setup. But yes re advertising, I don't think it's terribly important that the consumer (car owner) know about the place - I'm not too sure if many city drivers anymore necessarily have a "their shop" or anything.

greg

[bstone]

Here's the next question- how much to charge? Would people be happy to pay $100/hr for a real mechanic and repair at 10pm or 2am when they absolutely must have their car for the morning? Or would the market dictate the $70/hr that the shop charges during the day (and for overnight)?

[torsoboy]

Originally Posted by bstone 

Here's the next question- how much to charge? Would people be happy to pay $100/hr for a real mechanic and repair at 10pm or 2am when they absolutely must have their car for the morning? Or would the market dictate the $70/hr that the shop charges during the day (and for overnight)?

If they actually charged by the hours that they work, and not by the hours written in a book, I would be willing to pay a little more. But $70/hr is already fairly high, so $100 would be pushing it.

One of my biggest gripes about auto mechanics is that they look in their book for a number of hours to charge you, and then take about half of that time to do the work. So I pay for 7 hours, when it actually only took them 4. My other huge gripe is that they always seem to bust something and then claim it was already like that, or say "well it's a good thing we found it!"

Anyway, I would pay a little more, but probably not $30/hr more. Maybe $85 an hour.

[bstone]

Originally Posted by torsoboy 

If they actually charged by the hours that they work, and not by the hours written in a book, I would be willing to pay a little more. But $70/hr is already fairly high, so $100 would be pushing it.

All the local shops charge $75/hr, so this one charging is already better. The local dealers charge $130/hr.

One of my biggest gripes about auto mechanics is that they look in their book for a number of hours to charge you, and then take about half of that time to do the work. So I pay for 7 hours, when it actually only took them 4.

At least they don't charge more than what the "book" (actually computer program, called AllData) charges. Sometimes the jobs take a LOT longer due to bolts that won't budge or super hard to reach things. When someone comes into the shop to ask how much something will be, AllData gives the time for R/R (remove and replace), which is generally accurate.

Anyway, I would pay a little more, but probably not $30/hr more. Maybe $85 an hour.

It's highly unlikely the shop will charge any more. Plus the 10% off coupon is good any time, bringing the hourly charge down to 63/hr. That's an insane steal.

[angelmb]

If a 24 hours service is in your business DNA, you should charge one rate.

[torsoboy]

Originally Posted by bstone 

At least they don't charge more than what the "book" (actually computer program, called AllData) charges. Sometimes the jobs take a LOT longer due to bolts that won't budge or super hard to reach things. When someone comes into the shop to ask how much something will be, AllData gives the time for R/R (remove and replace), which is generally accurate.

The shops don't hesitate to charge *more* than what is in the book if it takes them longer. But if it takes less time, nope, no discount. I (like the general population) dislike taking my car to the mechanic because of crappy policies like this. Plus many other reasons.

Anyway, back to the subject at hand...

Despite hating to take the car in, taking it in is a necessary evil sometimes and having a 24 hour shop would be really nice in those instances. Facebook ads seem worthless to me for this type of business, and I wouldn't recommend those. Google ads or a well positioned page within the natural search results makes much more sense. I have never heard of anyone going to Facebook to find an advertiser, and I don't remember any of the ads that I have seen on Facebook.

[andi*pandi]

Originally Posted by angelmb 

If a 24 hours service is in your business DNA, you should charge one rate.

I'm inclined to agree, especially if you're aiming at the non-emergency regular people crowd.