This morning I took my wife's car to our local auto shop for an oil filter change in preparation for this weekend's road trip to Oberlin, the first of many college auditions. I asked the auto shop owner how business was and he said things were very slow. He said he only had one person working with him now because he can't afford to hire more help. I told him I have always enjoyed going to his shop and wondered why he thought things were slow. He told me it was due to the poor economy and not being able to compete with the larger auto repair chains. This got me thinking and I realized in some ways his situation is not dissimilar to the local family coffee shop struggling to survive with the competitive and ubiquitous Starbucks appearing on every corner. Of course, it also made me think about my own particular profession as a musician and how all arts organizations struggle to be viable in today's economy.
The more I thought about it, the more I wanted to figure out why his company was suffering. So I asked him some questions that I often ask my own viola students when they are trying to find themselves and begin forging a career in the arts. I asked him if he had a website and he said, "no." I said, "Then how do people know about you?" By then I was really curious, and determined to at least make suggestions, I asked him," why haven't you made a website?" He said he has to worry about his overhead both in time and money. I suggested he use one of the numerous free website platforms online where you can make your own website for free. I then asked him if he ever considered making his own YouTube channel where each month he puts up a little car safety or car maintenance tidbit of information. He thought this was also a great idea. I said I think you need to raise awareness to the public that you exist. And the best way to do that, instead of going head-to-head with the big companies, is to do what they can't do; and that is go and connect with people one-on-one. By creating your own website that offers a very down to earth, friendly, and knowledgeable resource for people, you will build trust and the sense of comfort and a kind of personal connection that will cause people to want to come to your shop. I also suggested that in order to get the word out there, talk to the local car rental outfits that are in the same town and ask them if they would mind if you link their websites to yours and vice a versa so that both companies benefit from the added publicity.
So in the course of five minutes I suggested basically three things: 1: make a website that shows what your business is all about, that shows the down-to-earth local friendly quality and personal service large company cannot always provide. 2: create some sort of live connection to the public using techniques like the regular video uploads where you teach people tips for maintaining their car or, tips that people can do on their own. In essence, be a Dr of auto health. This will not take the place of what you offer, this will not make you obsolete, but will instead make people trust you and prefer to come to your shop when they need an oil change or a filter change or repairs. Of course, with this new website and mode of discourse, talking with your clients will help 'fuel the engine' of information. The more you talk to your clients, the more they will tell you what they're dealing with and that will help give you ideas for the next month's video tip. And 3: connect with your local businesses that you may have in common and network in your area.
He was such a nice fellow. After I made these suggestions, he said to me," These are great ideas! Where have you been all my life?" I laughed out loud as I recalled how many times I've had this kind of conversation with musicians, colleagues and especially students who see the arts world as a very closed minded and prehistoric irrelevant calling. I think everyone has something special to offer and we only need encouragement and confidence to think outside the box and identify what we're good at and how to reach people and tell them about it. I hope this is 'fuel for thought."
No comments:
Post a Comment