So by this point, I’m assuming – in our hypothetical (but practically relevant) universe – that you’re all done with setting up bar. All cell phone repair shop naming, structuring, brick ‘n’ mortar, and legal formalities taken care of.
You’re on the brink of launch, hoping to go in with a bang.
A shout to captivate the field; lure in the local market space in a snap.
Banking on everything to do with the world of service marketing, that is. 👨🏫
The full gamut of promotional tricks expert-credited with pulling in the dollar. Initiator of sales – the first push that sets the revenue wheel rolling.
But enough with this fluff – this star-struck adulation.
Onward with the step-by-step: the 1,2,3 you need to get started with!
Know Your Space – and tailor promotions in step
So for step 1, you need to execute an outreach strategy that fits your local space. Customized to the tastes of the community you’ll be catering to.
The best way to learn about your audience? Get data mining. 👨💻
Even if you don’t have access to dedicated analytics utilities, stick to the online space. Learn your customers’ age, sex, and race (demographic) sensibilities. Scour them on social media and Reddit; absorb how they think. Take stock of the nitties that make them tick.
Look for any patterns of preference that emerge.
These form your content marketing ideation ground. The base on which you’ll need to draft all your promotional collateral. Centered on the obvious no-brainer: It’s always better to target with what’s familiar. Makes for a natural inroad; the opening that requires no cut.
For instance, if your primary repair audience is 35-40-year-old, middle-class, suburban walk-ins with:
- a taste for rock music 🤘
- interest in hard sports (increases risk of breakage)
- involvement in construction (same as above)
- fascination with street activism/public politics (above – things fall and shatter when one’s marching Hamilton; we don’t judge) 🙅♂️
then your marketing products will need to account for these specifics.
Inspiration of this form can be conceived, further, in two ways:
1. Positive Campaigning:
The tone of promotions draws linearly on these audience attributes to tailor engagements. Think, per our example, an email posting based around the keywords ‘AC/DC’, ‘NBA’ (yes, players have been known to sport phones), ‘climate march’, and ‘New York real estate’ – with the text spun in verse, and ending in a catchy hook advertising quality cell phone repair. Not as far-fetched when you connect the dots.
2. Negative Campaigning:
The content of promotions draws clear of certain ‘messaging negatives’. The ‘no nos’ that need to be avoided at all costs – deemed off-putting to the audience. You don’t need much imagination to think these through. Take, for instance, some little-thought-about diss against Right to Repair – not going to fly with either informed customers or your peers in the industry!
In practice, a publicity run can entail both types of signaling. But from a raw, ideas standpoint, it helps to categorize a brand’s messaging in this way.
Build an all-encompassing web presence
These days, a dedicated website publish is probably the best way to come out in good form to your audience. The said route also saves from a lot of expense associated with traditional marketing. Compare the costs of conventional television and print advertising with today’s online fare – you get the picture.
Now owning a website with attractive content (text; static and motion graphics) is great; but the story’s not yet complete. You need to build a lead-pulling/diverting social media ecosystem around this center. Or it won’t hold against the current – exerted by the other techs in the zone.
The whole nine yards, ranging from Facebook and YouTube to Twitter and Instagram. Platforms that make the first brand touchpoints for your customers. Where they get to learn what your cell phone repair business is all about – and how to connect with it. 🤙
Factor in digital marketing
Digital marketing makes for the ultimate, relatively inexpensive, step towards solidifying your brand presence in the virtual.
Start with search engine optimization (SEO) – a going field deployment that helps to shore up your website’s ranking. Allowing you to claim the coveted top 3 positions in Google search engine results pages (SERPs); in the wake of deployed standardizations, of course.
Top search engine results page placements, particularly for long-tail search terms, quickly translate into qualified leads. The kind of customer traffic you want – ready for sales conversions.
A similar set of rules applies to social media rankings. The same viral keywords usage in content that gets it noticed. Take a little tangent, work on the same principles, and you can see good placements on sites like YouTube.
Practice, like in most other active endeavors in life, makes for perfection here 💪. Or as much of it as is attainable. So keep an open mind towards learning as you go. The first hit is rarely destined to take the bull – so don’t put much stock in early misses.
Invest in the PR circuit
These days, and for every type of business, investing in good public relations counts for a lot.
The full range of promotional, paid or publicity-transferring, collaborations including:
- Influencer partnerships
- News/entertainment media partnerships
- Niche Player Promotions: Popularizing prominent industry/field vets in exchange for reciprocal product mentions
The above undertakings pay for their spent nickels in gold. Especially if you’re in the cell phone repair business.
So don’t be afraid to splurge a little if the wallet permits.
Extend your Virtual Strategy to Physical Shop Publicity
In addition to online promotions, you also need to make good on your advertising physicals.
Print and circulate catchy, brand tone-and-service communicating:
- Billboards (barring budgeting checks)
These serve as fitting complements to their corresponding virtual produce. Delivering a guarantee of what is sometimes termed ‘good service existence’ of the business; ready to dish on what is promised.
Thinking a little in the abstract, these materials ‘bring your brand home’. Actualizing promise into reality.
Learn & Capitalize on Customer Feedback (the wellspring of continuing promotions)
Once you’re all go on the marketing side, and customers come pouring in (hopefully like wildfire), you need to keep the fires stoked. 🔥
This, of course, requires a new template for continuing publicity – a good indicator of your cell phone repair shop growth.
And the best wellspring for generation your new line of outreach?
Simply put – if you learn from it and remedy in line with it, your brand will prosper.
Ignore it – and see all hell (starting with the complaining drone of your once happy customers; we’re not kidding) unfold!
So there you have it.
The promised end to our Experts’ Manual on Building a Rockstar Cell Phone Repair Shop series.
Please note that this is a continually evolving effort – one which we’ll keep updating as more expert and reader insights/comments pour in. So keep tuned to this space for more shop-building inspiration.
Your input, as always, is welcome 🙂
And if you ever get bogged down by all the intricacies involved in managing your shop workflow, consider RepairDesk. The panacea you’ve been looking for…the tension-buster you need to thrive in the industry!