we have twice, and if the other shops win as many trophies for their installs. We av- erage 60 to 80 awards a year! Eight times out of 10 that locks the deal for us.”
THROUGH THE MEDIA: GIVING VICTORY A VOICE
Micah Williams, owner/installer at
Sonus Car Audio in Clarksville, Tenn., ac- tually believes in advertising, though it’s limited to radio. He tried print and found that the spoken word was a more effec- tive media for his business. Even so, he is selective about what goes on the air. “We don’t mention prices or products,” he explained, opting to focus instead on creating an impression in which customers
I work in the Top 50 and Top 100 awards into the conversation. Combined with our other accomplishments, it makes a very strong case to do business with us.”
— MARK MURRAY, AUDIO SOURCE
entrust his staff to build a high-quality ex- perience based on their expertise. “In our closing tagline, we say that we are finalists for Retailer and Installer of the Year. This statement really validates our message.” Other retailers, such as Mike Bartells from Extreme Audio in Mechanicsville, Va., and Mitch Schaffer of Mobile Edge in Le- highton, Pa., understand that social media has the word “media” in it for a reason, and they treat it as such. Mobile Edge has a strong social presence, and Schaffer is proactive in promoting his recognition on Facebook, Twitter and select forums. “We really monitor everything we do
online, and it’s become a vital part of our business,” Schaffer said. “We’ve had nu-
www.me-mag.com 39
merous occasions where people told us they saw our recognition online, and see- ing what we received was a large part of the reason that they came to us.” Bartells focuses on letting his custom-
ers do the talking with reviews on sites like Yelp and Google Places, and feels the “Top” recognition is a great partner
to this organic form of advertising. “Combined with good customer re-
views online, our awards definitely help to establish us as the expert to our cus- tomers,” he explained. “We’ve had many cases where people have driven from a longer distance away, passing other deal- ers to come to us.” ■
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