National Car Care Month: A GOOD TIME TO BECOME CUSTOMER-AWARE

Motor, Feb 2004 by Nash, Tom

C&M Auto Service in Illinois is an excellent example of a continual outreach program that informs and involves the community. C&M's two facilities, in Vernon Hills and Glenview, not only work to educate their adult customers, but also hold many events for future drivers.

Automotive Boot Camp is for young and experienced drivers alike to help them better understand the operational systems and maintenance needs of their vehicles. Attendees also learn how to handle emergency situations, like a flat tire.

Exploration Day at elementary schools gives C&M a chance to meet and teach youngsters the basics about automobiles. Children are given their first real insight to the operation, service and safety basics.

Programs with youth groups like the Boy Scouts, Girl Scouts, YMCA and local high schools are another way that C&M reaches out to its future customer base. The relationships built now will pay dividends for both drivers and the shop in the future.

C&M reinforces these messages, and other important things they want their customers to be aware of, in a colorful newsletter mailed several times a year. A Customer Advisory Board gives C&M guidance and valuable feedback.

Resources

You've no doubt seen the Be Car Care Aware logo in advertisements and materials from parts manufacturers and suppliers, program jobbers and industry associations. Flipping through the pages of the last few issues of MOTOR will reveal several, as well. These companies may also offer program materials and even incentives for shops to participate in the programs. ?

Tire companies offer brochures on tire safety, inflation and rotation, etc. A check with your tire supplier, a local tire store or the company directly may help you acquire materials to educate and inform your customers.

For example, Bridgestone Firestone offers a brochure that covers the importance of the proper inflation. It includes the famous "penny test"-stick a penny upside down in the tread, and if you can see the top of Abe's head, the tire needs replacing. A downloadable image demonstrating this test is available at www.tiresafety.com/pennytest.htm. Hand something like this out with a penny taped to it and your customers will not only be aware of the test, but will have the tools at hand to check tire tread depth.

The National Car Care Council website has downloadable articles on car care, maintenance, safety and other related issues that you can reproduce and distribute to your customers. Other helpful files that can be downloaded include a Service Interval Schedule Chart, a Know Your Brake System diagram and an underhood. diagram detailing where the important components are located.

The site also offers a great program to help you host car care seminars for women. The Council's national spokesperson, Lanren J. Fix, a nationally known automotive expert, speaks on the issues of preventive maintenance, safety and vehicle ownership. Many of her presentations and remarks are available for use in your events. The National Car Care Council has also created a Women's Board to encourage women to be active vehicle owners and maintainers. The site also contains many materials geared toward female consumers.