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This promotion makes you look twice
Graham Hawkes
/ Categories: Customer Service

This promotion makes you look twice

Last week, I became aware of a promotion which was emailed to Mag & Turbo’s database in Whangarei, but directed to the staff of the recipient company.  Its content (abridged) was as follows:

“Mag & Turbo Whangarei are running an awesome promotion and giving away over $1,000 worth of labour free Car Servicing to each staff member (yes, each!) if they are interested.

The service vouchers include:

1 x Major Service – all essential engine maintenance, recommend once a year

2 x Standard Services – recommended after six months or 10,000 km

1 x Free 5 Wheel Balance and Complete Tyre Rotation

1 x Brake Fluid Flush

1 x Radiator Flush

1 x Free Suspension Inspection

2 x Free Brake Inspections and Adjustments

1 x Front or Rear Brake Disc Pad Replacement

2 x Free Puncture Repairs

1 x Free Piece of Mind Inspection (POM)

2 x Free Wheel Alignments

All the labour services mentioned in the card actually cost $1,012.00 but today as a promotion we are giving it away for only $99!   All the services mentioned on the voucher can be used for any make and model of car, including small trucks less than three tonnes. The services can be redeemed for up to 18 months from the date the voucher is first used. So, make use of this golden opportunity to keep your car’s maintenance up to date and ONLY pay for materials used.”

The email goes on to explain why they are doing the promotion and advises that names and addresses of those purchasing the vouchers will be kept on the workshop database.

This a great example of how to add a lot of value to your customer, but in reality there is very little cost, and there is plenty of upside in the potential new business.  Sure the customer only pays $99 for $1012 of value, but the likelihood that the customer will need other things done when each voucher is claimed is high – and even if it doesn’t happen every time, the hard cost to the workshop for each voucher claimed is minimal.

Definitely an opportunity taken by Whangarei Mag & Turbo to crank their workshop up, and build an additional database.

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