Drumming up Business

viv1969

Hi

My husband and I are in some really bad debt trouble, and I've posted about that on a different board.

My question here is this:

My husband started his driving school in August. BEfore that he was a franchise driver with another school who were basically charging him a fortune in franchise fees and then not giving him any new pupils. In the end he had enough and opened this new school. The problem is that he has very few pupils. and Dec / Jan is a notoriously bad time for driving instructors anyway. He has an ad in the Yellow pages, a website and we are pounding the pavements delivering leaflets. He has a few ads in local takeaways too.

Does anyone else have any ideas what we can do to drum up business? Is it worth asking the schools with 6th forms to place an ad in the common rooms?

We're getting pretty desperate here!

hobo28

Have you looked at the competition to find out what they are doing? Perhaps they are cheaper or have special offers? Perhaps you need to do the same?

Are your potential customers calling then not biting or are they not even calling?

I think the 6th form idea is ideal as it is full of people who will be of driving age soon and may recommend their mates. The thing is tho that your OH must get on well with teenagers at their level. My sister is nearly 17 and she's simply going with the same one all her friends are using. Teenagers are a bit like sheep in that respect!

*zippy*

Viv another thought a driving instructor once told me to design your name so your are near the top of the list in the yellow pages as most people will not look down the list.

superfly_2

Also try starting off with a really good offer for the first five or so lessons as most people need more than that anyway and word of mouth should help after that.

digp

where r u in the country - get a website - it takes time - dont give up - do some leafleting - advertise in the papers - even do a moneysavinexpert.com special offer or something for mse's in your part of the world ....................

Savvy_Sue

One instructor I know used to go to a school summer fair and let anyone who could reach the pedals drive around an empty bit of the playground. Several mums had a go and were interested in lessons: if they got good vibes from the instructor I think they'd be quite likely to go with him. Summer is the obvious time for this, but some schools do Easter events so worth doing a bit of research. This fair was at a secondary school, but even at junior schools you do get older siblings. Not to mention non-driving parents.

Pennywise

He needs to get noticed by those he is hoping to attract.

College/Sixth Form/University students are the biggest target market.

Why doesn't he just park outside any local educational establishments 8.30 to 9.00, 12 to 1, or 3.30 to 4.30. People will see his car and perhaps make a mental note of the name. When they are ready to take lessons themselves and look in Yellow Pages or the local rag, they'll recognise the name.

Also, whenever he is out and about, perhaps having his sandwiches or reading a paper between lessons, why doesn't he park somewhere obvious, like on the side of the road opposite a junction, or in the middle of an empty car park alongside a busy road.

It goes without saying that he needs his car to be professional sign-written with attractive signage. Also, he needs a "street cred" type of car. No use having a Nissan Micra (old fogey car!) if he wants college students - he needs something more "attractive" to the target audience, such as a Mini or one of the smaller sexier Peugeots or Citroens. Also, the car needs to be a good colour, not an invisible grey.

Marketing and advertising are completely different activities. Advertising is very short term, but true marketing is about getting his name (brand) well known and recognisable.

Savvy_Sue

Pennywise wrote:

Also, whenever he is out and about, perhaps having his sandwiches or reading a paper between lessons, why doesn't he park somewhere obvious, like on the side of the road opposite a junction, or in the middle of an empty car park alongside a busy road.

I have to say that if I saw a driving instructor's car parked on the side of the road opposite a junction, I'd make a mental note to avoid that company, because that's usually a very unsuitable place to park, reducing space and visibility for those using the junction!

But the principle behind the advice is good.

Although I would avoid the places where all the learners go to practise their 3 point turns - it's round the corner from us, and all that registers with me is that there are usually 3 or 4 cars 'stuck' at right angles to the kerb while the instructor waves those of us trying to progress along the road through! :rotfl: Couldn't give you ANY names!