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#1 20-10-09 15:47:40

Woodyloon
Verified Member
From: North East Scotland
Registered: 26-04-09
Posts: 64

Marketing Techniques

Hi

Looking for examples  from driving instructors Indy and Franchise what are the types of Marketing Techniques that you ADi's have adopted.

Thanks John


Part 1   30/10/09   100/67
Part 2   29/9/10     2 d/f

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20-10-09 15:47:40

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Re: Marketing Techniques




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#2 20-10-09 22:43:38

Bendog
Verified Member
From: National
Registered: 25-01-07
Posts: 39
Website

Re: Marketing Techniques

This is a really interesting post which raises lots of questions. Marketing is about establishing some type of differential from your competitors - a marketing edge.  Frequently  driving schools attempt to do this on price - which of course is not good.  But what else can you sell your driving school on?  How many times do you see a driving school ad saying: Fully qualified instructor, Pass Plus registered, Block booking discounts, Nervous Pupils welcome, etc.  Nearly all driving schools can say this.   Another way of finding a differential would be to look to provide more services for example access to the DSA HPT practice clips, Question Bank and e-learning modules.  There are a number of companies now providing these options for very low fees.  How many adverts do you see saying that access to the above is provided?

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#3 21-10-09 07:55:47

Pilgrim
Verified Member
From: Boston Lincolnshire
Registered: 27-02-04
Posts: 586
Website

Re: Marketing Techniques

Hi

Try visiting www.Smartdriving.co.uk?

I am sure that you will not regret it. John Falam is one of the best instructor trainers around.

Tony


Offering You the Freedom of Drivng in Boston
www.bostondrivingschool.co.uk
www.12drive.co.uk

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#4 23-10-09 18:13:13

Colin Martin
Verified Member
From: Southsea
Registered: 21-01-05
Posts: 2,465
Website

Re: Marketing Techniques

This is a really interesting post which raises lots of questions. Marketing is about establishing some type of differential from your competitors - a marketing edge.  Frequently  driving schools attempt to do this on price - which of course is not good.

I have to agree the unique selling point is difficult to find. This is especially true when you look from the pupils perspective when they want a driving licence for as little money as possible. So this is where the £/hour judgement of us comes from. Consequently you have to present yourself to the pupil so they believe, from their judgement criteria, they are getting something better.

It's tough and could probably take many pages more to reflect upon.


Colin Martin
The Bright Red L http://thebrightredl.com
Instructor Apps http://drivinginstructorapps.co.uk
Apps Video channel https://www.youtube.com/colinbythesea

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#5 26-10-09 10:33:35

Bendog
Verified Member
From: National
Registered: 25-01-07
Posts: 39
Website

Re: Marketing Techniques

Colin you are spot on, it has to be against their criteria.  So what is a pupils criteria?  Most learners want to gain a licence as easily and as cheaply as possible. So if this is their criteria, the challenge is to give them something that they can instantly see will cut their costs and will help them gain a licence. Of course the challenge from the instructors perspective is it should not require them to cut their prices, and ideally it should increase the demand for their services.

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#6 26-10-09 13:00:10

Brockadi
Member
From: Macclesfield
Registered: 25-04-08
Posts: 30
Website

Re: Marketing Techniques

Trying not to spam here but offering online progress reports sets you apart from most instructors. Those of us using it have also decided to club together each month (£5) to offer big monthly prizes to the learners that are playing the leaderboard on the learner website (they are asked one theory question per day and the winner at the end of the month gets the prize). So we are working with each other to make our business's more attractive to potential learners.


Give your learners more, you can now let them view their progress online at www.yourprogressreport.co.uk
Get the progress planner from www.jbadisoftware.co.uk
You can get accountancy software specially designed for driving instructors with forum help from the accountant who designed the software at www.jbadisoftware.co.uk

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