As a marketing agency specializing in marketing auto repair shops, we have to over-analyze everything we put out there for our clients. 

We constantly ask our clients to send us pictures and videos of what’s happening in their shop. We’ll often get pics or videos from one of our shop owners, and they or their tech are working on a car, and they’re not using fender covers. It makes me cringe every time! 

I was a Mercedes tech for my entire career as a mechanic. I started at Audobon Imports, a Mercedes dealer in Baton Rouge, then moved to Raleigh, NC, where I worked for Leith Mercedes before opening my shops. 

Both of these dealerships were sticklers for the use of fender covers. Not using them would result in some kind of punishment, like being sent home for the day or even losing your job if you just couldn’t get in the habit of using them on EVERY car. 

At Audubon Imports, we had custom-made heavy-duty fender covers. I had an upholstery company copy them, and I had a set for every tech at my shop. I still have two pairs of them today. Watch my accompanying video to see them. They’re seriously nice. 

But I’m a marketer now, so why am I talking to you about fender covers? 

Do Your Shop Images Paint The Picture You Want Seen?

Everything you put out in your auto repair shop marketing is a representation of your company. It should show you at your best. A lot of your customers don’t even know that fender covers exist, so they won’t spot it, but that car enthusiast who has the potential to refer you a lot of business will spot it in a flat second! 

You see, fender covers protect a lot more than paint. They also protect your reputation. 

So before you take those pictures or shoot that video, ask yourself these questions. 

  • Do we have fender covers on the car?
  • Is the tech wearing a mechanic’s belt? (You know… the one without a metal buckle)
  • Is everyone in the video wearing the proper PPE for the job being performed?
  • Are seat covers, floor mats, and steering wheel covers in place if you’re inside the car?
  • If you’re driving the vehicle, are you wearing your seat belt?

This stuff IS essential. People will nitpick it to death. 

For the consumer who doesn’t know this equipment exists to protect their vehicle, you can go a step further and bring attention to it by putting it in place during the video. Show the hood being lifted and the fender cover being put into place. It seems so simple, but it’s something that will set your shop apart. 

 

about the author headshot Brian Walker

About The Author

Brian Walker

Brian Walker is the Owner and CEO of Shop Marketing Pros, a marketing agency specializing in marketing independently owned auto repair shops. Brian is a Mercedes Benz Master Technician and has owned multiple shops and served as the Mechanical Division Director for ASA-NC.

He's a mechanic at heart who loves fixing things that are broken which is why he love marketing so much. Digging in and figuring out why a business' marketing isn't working is a lot like it was when he was elbows deep into a car that no one else could fix. When you figure it out, there's nothing else like it. To get to do this for auto repair shop owners combines his passions, and he couldn't be more excited about helping shop owners.