Thanks to our Partners, Shop Boss and AppFueled

Brian and Kim Walker sit down with Wayne Marshall, CEO of The Institute for Automotive Business Excellence, to explore the real power behind storytelling in the auto repair industry. With deep roots in manufacturing and marketing, Wayne shares how his own journey and the stories along the way became the foundation for helping shop owners connect more meaningfully with their communities.

This episode is a reminder that people don't connect with services; they connect with people. From emotional moments of vulnerability to the simple act of staying late to help a customer, Wayne breaks down how these everyday experiences are what truly set a shop apart. You’ll also learn his STORY framework and hear real-world examples that prove just how effective this approach can be.

If you’ve ever wondered how to get your audience to know, like, and trust you before they ever set foot in your shop, this conversation will give you the blueprint. 

Hit play and start turning your story into your shop’s most powerful marketing tool.

Lagniappe (Books, Links, Other Podcasts, etc)

The Institute for Automotive Business Excellence

Wayne’s LinkedIn

Building a StoryBrand - Donald Miller

The Best Yes - Lysa Terkeurst

Show Notes with Timestamps

• Introduction and Sponsor Thanks (00:00:10) Brian introduces Wayne Marshall, thanks sponsors, and sets up the episode’s focus on storytelling in auto repair.
• Wayne’s Background in Automotive Marketing (00:02:39) Wayne shares his career journey from manufacturing to marketing, founding his own company, and becoming CEO of the Institute.
• The Power of Storytelling in Business (00:06:27) Discussion on how personal stories create connections, resonate more than facts, and the impact of storytelling in adult learning.
• Personal Connections Through Vulnerability (00:09:39) Kim and Brian share how personal stories, including Cecil’s, foster deep relationships and trust in the industry.
• Blending Personal and Professional Life (00:11:32) Wayne discusses the inseparability of personal and work life, the importance of empathy, and building genuine relationships.
• Every Shop Has a Unique Story (00:14:12) Kim emphasizes that every shop’s history and culture are unique, and the importance of retelling stories for connection.
• How to Start Telling Your Story (00:15:39) Wayne explains that every owner has a story, gives examples of hero stories, and encourages writing and sharing them.
• Blessings, Humility, and Paying It Forward (00:21:32) Conversation about the importance of accepting help, paying it forward, and the cycle of giving and receiving blessings.
• Community Involvement as Part of Your Story (00:24:11) Wayne shares examples of shops supporting their communities and how these actions humanize and differentiate businesses.
• Listening and Empathy in Customer Service (00:25:20) Wayne relates a football officiating story to illustrate the value of listening and empathy with customers.
• Standout Shop Story Example (00:28:46) Wayne shares Tom’s story of personal customer care, highlighting how authentic acts of kindness set shops apart.
• Storytelling Mistakes and Authenticity (00:32:18) Advice on avoiding overly polished or inauthentic stories; the importance of using your own voice and being genuine.
• A Tactical Framework for Storytelling (00:34:22) Wayne presents the STORY framework: Set the scene, Tension, Opportunity, Results, and Your next step/call to action.
• A and B Stories: Content Opportunities (00:37:27) Discussion on “A” (core) and “B” (everyday) stories, and how shops are content factories with endless stories to share.
• Consistency and Team Storytelling (00:39:18) Importance of consistently retelling your story and involving team members in sharing their own stories.
• Wayne’s BMW Story (00:42:00) Wayne shares his passion for BMWs, including a detailed story about restoring a 1973 BMW 2002.
• Industry Support and Paying It Forward (00:46:15) Wayne recounts how industry friends helped a shop owner in need, illustrating the supportive nature of the industry.
• The Institute: How to Connect (00:47:49) Wayne gives a brief overview of the Institute for Automotive Business Excellence and how listeners can get in touch.
• Closing Remarks (00:49:33) Brian thanks Wayne, wraps up the episode, and encourages listeners to tune in next week.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

Caroline Legrand steps in for Brian Walker and is joined by Shop Marketing Pros' COO, Hallie Wasinger, for a power-packed conversation all about planning your November social media content. This one’s tailor-made for shop owners who want to show up with purpose online, not just post for the sake of posting.

From meaningful campaigns like honoring veterans and military families to fun engagement ideas like Dear Santa Letter Week and National Cook for Your Pet Day (yep, that’s a thing), this episode is loaded with content prompts that actually make sense for your brand. You’ll also hear real-world examples of what other shops are doing across the country, plus creative ways to stand out during National Deal Week, Small Business Saturday, and the always-busy Thanksgiving travel season.

If you’ve ever struggled with knowing what to post, when to post it, or how to tie your community involvement into your marketing without sounding cheesy, this episode is the roadmap you didn’t know you needed.

👉 Listen now and start mapping out your November content strategy with purpose, clarity, and confidence. Then go share your wins in the Auto Repair Marketing Mastermind Facebook group. We want to see how you’re showing up in your shop and your community.

Lagniappe (Books, Links, Other Podcasts, etc)

Days of the Year

National Calendar 

Show Notes with Timestamps

• Introduction and Episode Context (00:00:10) Overview of the episode’s focus: November social media topics for auto repair shops, planning ahead, and guest introduction.
• Sponsorship Message (00:00:45) Shop Boss sponsorship message and features highlighted.
• November Social Media Planning Overview (00:01:05) Host and guest discuss the importance of planning November content and general holiday season context.
• Military Family Month & Family Stories Month (00:02:03) Ideas for honoring military families and sharing veteran or military-related stories from staff.
• National Gratitude Month & Thanksgiving Tie-ins (00:03:19) Using gratitude as a theme, interviewing staff/customers, and connecting with National Hunger and Homelessness Awareness Week.
• Thanksgiving Food Drives & Community Giving (00:04:30) Ideas for food drives, Thanksgiving meal baskets, and promoting early participation.
• Dear Santa Letter Week (00:05:23) Engaging kids in the shop with Santa letters and sharing holiday spirit.
• National Deal Week & Holiday Promotions (00:07:23) Promoting pre-trip inspection packages and holiday travel safety during National Deal Week and Black Friday.
• Holiday Travel Safety & Community Partnerships (00:08:29) Promoting safe travel, designated driver options, and partnering with local law enforcement.
• National Stress Awareness Day (00:09:22) Highlighting how your shop reduces customer stress, especially during busy holiday periods.
• Sponsorship & App Promotion (00:10:45) Shop Boss and App Fueled sponsorship messages and features.
• American Football Day (00:12:43) Engaging with local football culture, team spirit, and staff participation.
• Veterans Day & Community Events (00:13:36) Honoring veterans with special events, services, and community engagement.
• Winterization & Car Safety Days (00:14:34) Promoting winter car care, tire changeovers, and educating customers on cold weather impacts.
• Small Business Saturday (00:16:36) Promoting your shop and other local businesses, collaborative content, and community support.
• Thanksgiving & Fun November Days (00:18:25) Creative ideas for Thanksgiving, quirky national days, and team-building activities.
• Entrepreneurs Day & Shop Storytelling (00:19:14) Sharing your shop’s origin story and connecting with followers through authentic storytelling.
• US Marine Corps Birthday (00:21:05) Recognizing the Marine Corps birthday, especially in military communities.
• Campaign Ideas Recap & Closing (00:21:57) Recap of campaign ideas: gratitude, veterans, winter safety, road trip tips, and customer appreciation.
• Outro and Next Episode Teaser (00:22:56) Thanking listeners, promoting the network, and previewing the next episode.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

Wondering how one community-focused idea can transform your shop’s reputation, rally an entire town, and even get the mayor’s attention?

Kim Walker connects with Betty Otero of Greg Smith Automotive in Belleview, Florida, a powerhouse shop owner who took a simple idea, a school backpack drive, and turned it into a ripple effect of community involvement, business partnerships, and real local impact.

Betty didn’t just donate school supplies. She created momentum. What started with 100 backpacks became nearly 400, all filled through the power of connection, heart, and a whole lot of hustle. From coordinating with schools and local businesses to organizing a Founders Day car show that brought in 91 show cars and raised money for United Way, Betty shares the real-world “how” behind marketing through community service.

She opens up about the fear of starting small, the magic of asking for help, and how sharing your efforts the right way without bragging can lead to more business, a stronger team culture, and deeper community ties.

This episode is pure gold for any shop owner who wants to stand out in their town, do something that matters, and build a brand that’s trusted beyond the bays.

 Ready to turn your community involvement into real impact (and real marketing)?

Hit play and hear how Betty Otero did it, then start building a shop that your town talks about for all the right reasons.

Lagniappe (Books, Links, Other Podcasts, etc)

Betty Otero, Gregg Smith Automotive 

Show Notes with Timestamps

• Introduction and Sponsor Messages (00:00:01) Podcast and sponsors introduced; host welcomes guest Betty Otero from Greg Smith Automotive.
• Betty’s Background and Meeting the Host (00:02:23) Betty shares how she met the host and their ongoing connection through industry events.
• Inspiration for Community Outreach (00:03:25) Betty discusses the motivation behind starting the backpack drive and her commitment to community involvement.
• Organizing and Growing the Backpack Drive (00:04:09) Details on how Betty organized the backpack drive, involved the community, and expanded the initiative.
• School Needs and Community Impact (00:07:08) Betty describes the needs of local schools, the impact of donations, and the growth of community support.
• Making the Backpack Drive a Community Event (00:09:17) How the backpack drive became a larger community event, including volunteer involvement and local business support.
• Personal Motivation and “Why” (00:10:15) Betty reflects on her personal reasons for community work and the fulfillment it brings.
• School Uniforms and Supply Lists (00:11:15) Discussion about school uniforms, supply lists, and the challenges families face.
• Planning and Lessons Learned (00:13:15) Betty shares planning tips, lessons learned, and improvements made from the first to the second year of the drive.
• Organizing Supplies and Volunteer Coordination (00:14:16) How Betty improved organization and logistics for efficient distribution and volunteer management.
• Sponsor Messages (00:15:55) Additional sponsor messages for Shop Boss and App Fueled.
• Public Relations and Press Releases (00:17:57) Betty explains the importance of press releases and how PR amplified the impact of her efforts.
• Business Partnerships and Community Recognition (00:21:37) How local businesses, like Papa John’s and a chiropractor, got involved and the resulting community recognition.
• Building Momentum and Encouraging Others (00:24:16) The growing impact of Betty’s efforts and advice to start small and build from there.
• Founders Day Car Show Organization (00:25:04) Betty describes organizing a car show for Founders Day, including logistics, partnerships, and fundraising.
• Car Show Results and Lessons (00:29:07) Outcomes of the car show, feedback collection, and plans for future improvements.
• Team Culture and Employee Engagement (00:33:13) How community involvement has shaped company culture and inspired team participation.
• Recruiting and Attracting Talent (00:37:14) Betty shares how her shop’s reputation for community involvement attracts quality employees.
• Upcoming Projects and Partnerships (00:38:26) Plans for future partnerships, supporting school pantries, and organizing more community events.
• Advice for Getting Started with Outreach (00:41:10) Betty’s encouragement and practical advice for shop owners wanting to start community initiatives.
• Closing Remarks and Contact Information (00:42:49) Host wraps up, shares group info, upcoming events, and Betty provides her contact details.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

In this episode of The Auto Repair Marketing Podcast, Brian Walker sits down with Michelle Travis, Director of SEO at Shop Marketing Pros, to break down a question more and more shop owners are asking: Why does content need to be so long?

They dig into how longer-form content is outperforming the old 500-word blog strategy, what Google and AI tools are favoring now, and why those extra words aren’t fluff; they’re fuel for better visibility, stronger trust signals, and showing up everywhere your potential customers are searching.

You’ll also hear what’s changed in how blogs are built today, including things like TLDRs, FAQs, and comparison tables that hit both human readers and search engines alike. Whether you're skeptical or already sold on content marketing, this episode will help you see how deeper content connects directly to real-world results in your business.

Lagniappe (Books, Links, Other Podcasts, etc)

ChatGPT

Claude

Grok

What Makes A Great Auto Repair Shop Website?

Your Google Business Profile + Mastering Local SEO

Show Notes with Timestamps

• Introduction and Sponsor Messages (00:00:01) Brief intro to the podcast, hosts, guest, and sponsor acknowledgments.
• Why Google Prefers Long-Form Content (00:01:43) Discussion on Google's preference for authoritative, relevant, and expert-driven long-form content.
• Defining Content Lengths and Pillar Pages (00:02:44) Explains short vs. long-form content, ideal word counts, and the role of pillar pages.
• Performance of Pillar Pages and Blog Posts (00:03:30) Comparison of pillar page performance versus newer, more targeted blog posts.
• Benefits of Long-Form Content for SEO (00:05:15) How long-form content allows for keyword variation, FAQs, summaries, and better user engagement.
• Google’s Search Intent and Authority (00:07:02) Google’s goal to provide the best, most complete answers and how detailed content supports this.
• Addressing Client Concerns About Content Length (00:08:48) Responding to clients who feel content is too long and explaining user intent.
• Content for Humans vs. Search Engines (00:10:23) Clarifies that content is written for humans but optimized for search engines and AI understanding.
• AI’s Role in Content Discovery (00:12:40) How AI tools like ChatGPT use long-form content to recommend shops and answer user queries.
• Sponsor Messages (00:13:29) Mid-episode sponsor advertisements for Shop Boss and App Fueled.
• Personal Experience with AI Search (00:15:41) Brian shares how AI learns user preferences and recommends local shops based on detailed prompts.
• Summaries and TLDR in Content (00:18:23) Use of summaries and TLDR sections to quickly answer user questions and improve search visibility.
• Comparison Tables in Content (00:20:26) Adding comparison tables to break up content, aid skimmers, and establish authority.
• Structured Data and Schema Markup (00:21:27) Importance of schema data for search engines and AI to understand website information.
• Explaining Schema Data to Listeners (00:22:28) Simple explanation of schema data and its evolution for business websites.
• AI and Structured Data Preferences (00:25:45) Discussion on why AI and search engines favor structured, organized data.
• Impact of Summaries and FAQs on AI Search (00:27:12) How summaries, FAQs, and tables help clients appear in AI overviews and search results.
• Evolution of Blog Content Structure (00:29:55) Transition from short blogs to comprehensive articles with summaries, tables, FAQs, and schema.
• Search Everywhere Optimization (00:31:51) Shift from traditional SEO to “search everywhere optimization” for broader online visibility.
• Client Success Stories with AI Search (00:32:29) Examples of clients benefiting from AI referencing their website content in responses.
• Adoption of AI in Search and Click Search Discussion (00:33:45) Trends in AI replacing traditional search and the impact on website traffic and leads.
• Quality Over Quantity in Website Traffic (00:37:19) Emphasizing the importance of qualified leads over sheer website traffic numbers.
• Conclusion and Collaboration Importance (00:37:37) Encouragement to collaborate with marketing teams and adapt to evolving SEO and AI trends.
• Final Sponsor Message and Outro (00:40:39) Closing sponsor thanks, network promotion, and sign-off.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

Ryan Grace and David Gibson, former techs turned shop owners, join host Brian Walker to share how they built Pleasant Automotive in Wake Forest, NC. They started with a website before they even had a location. With no deep pockets or big investors, they focused on smart, strategic marketing moves that helped them grow fast without wasting money.

Brian dives into their decision-making process, from ditching direct mail to doubling down on Google LSAs, and how strong phone skills turned casual calls into loyal customers. They talk openly about what worked, what flopped, and how they’ve created a brand that feels more like a high-end speakeasy than a typical auto shop.

This episode is packed with takeaways for shop owners who want to scale without the fluff. It’s about being intentional, building relationships, and letting marketing fuel real growth.

• Introduction and Sponsor Acknowledgment (00:00:01) Host introduces the podcast, guests, and thanks sponsors.
• Background and Shop Ownership Journey (00:01:03) Ryan and David share their transition from technicians to shop owners and their first year in business.
• Tesla Specialty and Local Market Opportunity (00:01:59) Discussion of their focus on Tesla repairs due to poor local dealership service.
• Early Marketing Strategy: Website and SEO (00:03:46) Started with a website and SEO before opening, aiming for Google visibility from day one.
• Financial Preparations and Entrepreneurial Mindset (00:06:06) Talk about financial risks, faith, and foundational steps like securing a domain name.
• Scaling Services and Adding Marketing Channels (00:07:52) Gradual addition of services and marketing channels, including Google Ads.
• Seeking Industry Guidance and Community Involvement (00:08:59) Leaning on industry experts, SCORE, and engaging in community programs like Adopt a Highway.
• Evaluating Community Marketing ROI (00:09:52) Discusses the intangible benefits of community involvement and local visibility.
• Initial Marketing Company Experience (00:11:21) Tried a budget marketing company for website/SEO; found it ineffective and disappointing.
• Value of Investing in Quality Marketing (00:13:03) Realization that higher-quality, more expensive marketing services yield better results.
• Balancing Aggressive Growth with Financial Prudence (00:16:24) How they scaled marketing aggressively but sustainably, reallocating budget from ineffective channels.
• Best Performing Marketing: Google Local Service Ads (00:17:31) Google Local Service Ads identified as the most effective marketing channel.
• Optimizing and Adapting LSA Campaigns (00:18:29) Describes the learning curve and adjustments needed to maximize LSA effectiveness.
• Importance of Phone Skills and Customer Service (00:20:02) Emphasizes the role of strong phone skills and customer care in converting leads.
• Advice for New Shop Owners on Marketing (00:21:47) Recommends launching a website early and investing in top-tier marketing services.
• AI, Online Presence, and Future Trends (00:22:04) Mentions being found on Reddit, the rise of AI, and its impact on business visibility.
• Future Plans for Pleasant Automotive (00:23:24) Plans to expand with more small, relationship-focused locations, maintaining a "speakeasy" feel.
• Closing Remarks and Anecdotes (00:24:52) Host and guests share personal stories, thank listeners, and wrap up the episode.

Lagniappe (Books, Links, Other Podcasts, etc)

Pleasant Automotive 

Google Local Services Ads

Auto Shop Owners Group (ASOG)

SCORE Mentorship

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

Ready or not, October is right around the corner, and Brian Walker and Caroline Legrand are here to help auto repair shops get a jump on fall marketing before it sneaks up.

They cover fall-focused campaigns like Breaks for Breasts and Trunk-or-Treat events, along with practical reminders for promoting services like winterization and snow tire prep. The conversation also highlights creative ways to use national months and quirky holidays like Squirrel Awareness Month, National Pizza Month, and Name Your Car Day to create fun, engaging social media content that still reflects your shop’s professionalism.

Whether it’s encouraging community involvement, sharing behind-the-scenes shop moments, or reminding customers about safety during school and holiday season travel, this episode is full of ideas that help your shop stay visible, build trust, and keep the bays full as the season shifts.

Perfect for shop owners looking to market with intention and stand out in their local communities.

Lagniappe (Books, Links, Other Podcasts, etc)

October Social Media Content Topics

Days of the Year

National Calendar 

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgments (00:00:01) Brief intro to the podcast, hosts, guest, and sponsor messages.
• October Marketing Planning Overview (00:00:56) Discussion about the importance of planning October marketing strategies in advance.
• General Shop Topics & Breast Cancer Awareness (00:02:10) Covering general shop topics, "Brakes for Breasts" campaign, and Breast Cancer Awareness Month.
• Trunk or Treat & Community Events (00:02:36) Ideas for hosting Trunk or Treat and other community events at the shop.
• Winterization, Tires, and Preventative Maintenance (00:02:58) Promoting winterization services, tire changes, and preventative maintenance for colder weather.
• Educating Customers on Fall Car Care (00:04:01) Tips for educating customers about tire pressure, coolant, and battery checks as weather cools.
• October National Months & Food Themes (00:05:10) Overview of October’s national months, especially food-related themes like National Pizza Month.
• National Women's Small Business Month (00:05:49) Highlighting and promoting women-owned auto repair shops.
• Squirrel Awareness Month & Automotive Tie-ins (00:06:08) Fun discussion on Squirrel Awareness Month and how it relates to brakes, tires, and rodent damage.
• Other October National Months (00:07:27) Mention of additional food and transportation safety months, and creative ways to tie them into shop marketing.
• National Go on a Field Trip Month (00:08:03) Encouraging partnerships with schools for field trips to the shop, including virtual options.
• October National Weeks: Safety Themes (00:08:55) National Teen Driver Safety Week and School Bus Safety Week, with tips for educating customers.
• October National Days: Green City, Name Your Car, and More (00:09:51) Ideas for celebrating National Green City Day, National Name Your Car Day, and other unique days.
• Engagement Ideas: Naming Cars & Social Media (00:12:50) Encouraging customer engagement by sharing car names and stories on social media.
• Fun and Unique October Days (00:14:12) Discussion of National Fire Pup Day, International Off-Road Day, Kick Butt Day, Motorcycle Ride Day, and more.
• National Gumbo Day & Regional Food Debates (00:15:08) Playful debate about National Gumbo Day and regional food preferences.
• Be Bold and Be Free Day & Tire Safety Content (00:16:37) Creative content ideas for Be Bold and Be Free Day, including trending tire safety videos.
• National No Beard Day & No Shave November (00:17:01) Ideas for shop participation in National No Beard Day and prepping for No Shave November.
• National Make a Dog's Day & Shop Pets (00:17:21) Ways to celebrate shop dogs and create fun pet-related content.
• Support Your Local Chamber & Get to Know Your Customers (00:17:57) Promoting involvement with local business groups and customer engagement days.
• National Make a Difference Day & Food Bank Week (00:18:29) Highlighting community service, car giveaways, and National Food Bank Week.
• Candy Corn Day, Halloween, and Divisive Treats (00:19:19) Discussing National Candy Corn Day, Halloween, and other divisive seasonal treats.
• October Conferences & Shop Training (00:20:03) Promoting shop participation in industry conferences and sharing training achievements.
• Holiday Planning and Announcements (00:22:37) Encouraging early promotion of holiday events, shop closures, and community drives.
• Seasonal Promotions & Fun Fall Ideas (00:25:19) Ideas for spooky savings, road trip tips, pumpkin carving contests, and seasonal coffee promotions.
• Wrap-Up and Closing Remarks (00:28:08) Summary, upcoming episodes, and closing thoughts from the hosts.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

In this no-fluff episode of the Auto Repair Marketing Podcast, Brian Walker is joined by Caroline Legrand, Danni Marks, and J.R. Portman for a candid conversation shop owners need to hear, especially if you're trying to figure out the real difference between a marketing agency, a business coach, and a fractional CMO.

They dig deep into the roles each one plays, where responsibilities blur, and how shop owners can avoid the infamous “Spider-Man pointing fingers” scenario. You'll hear the good, the bad, and the straight-up truth about what happens when everyone's doing the work but no one knows who’s really driving the results.

From strategy gaps to operational blind spots, this episode is a masterclass in understanding who’s responsible for what and how to build a team of partners (not vendors) who care as much about your success as you do.

If you've ever asked, “Who do I trust?” or “Can I fire my CMO?”, you’ll want to hit play, take notes, and maybe even send this one to your leadership team.

Show Notes with Timestamps

• Introduction and Episode Context (00:00:01): Brian Walker introduces the episode, explains the "fly on the wall" format, and sets up the discussion about marketing roles.
• Content Creation Process & AI Use (00:01:16): Explains their approach to content creation, use of AI, and the importance of unique, thought-leadership-based content.
• Episode Format and Sponsor Messages (00:03:31): Describes the episode’s unique format, honesty in discussion, and includes sponsor messages.
• Defining Roles: Marketing Agency, Fractional CMO, and Coach (00:04:40): Breakdown of what each provider (agency, fractional CMO, coach) does for auto repair shops.
• Shop Marketing Pros: Scope of Work (00:05:36): Details the specific marketing tasks handled by Shop Marketing Pros, including SEO, ads, social media, and website management.
• Fractional CMO: Strategy and Accountability (00:06:53): Explains the role of a fractional CMO in driving strategy, creating plans, and holding others accountable.
• Coaching Companies: Business Guidance (00:08:01): Describes how coaches provide business advice, recommend agencies, and review marketing results.
• Overlap and Blurred Lines Between Roles (00:10:02): Discussion on where marketing agencies, CMOs, and coaches overlap, especially in client consultations.
• Marketing vs. Operations: Who Does What? (00:10:37): Clarifies the division between marketing services and shop operations, and where coaches step in.
• Consultative Role of Agencies (00:11:22): Agencies are increasingly expected to provide business advice, not just marketing services.
• Ongoing Agency-Shop Owner Relationship (00:12:04): Importance of proactive communication and evolving strategies between agencies and shop owners.
• Responsibility for Results: The "Finger Pointing" Problem (00:13:08): Addresses confusion when multiple providers are involved and how to identify who is responsible for issues.
• Case Example: Adjusting Marketing Services (00:13:43): Shares a real-world example of shifting marketing tactics based on client needs and results.
• Shop Owner Time Investment (00:14:19): Discusses the time commitment required from shop owners for effective marketing collaboration.
• Shop Owner Involvement and Results (00:14:34): Highlights that more involved shop owners see better marketing outcomes.
• Trust and Choosing Who to Believe (00:16:57): Advice on how shop owners should decide whom to trust when providers disagree.
• Variability in Provider Experience (00:19:27): Notes that experiences can vary greatly depending on the specific people involved at each company.
• Sponsor Messages (00:20:37): Additional sponsor advertisements and product features.
• Who is a Good Fit for a Fractional CMO? (00:22:16): Describes shop owner profiles that benefit from a fractional CMO versus those who do not.
• Hands-Off vs. Growth-Oriented Owners (00:23:40): Contrasts shop owners who want to be hands-off with those growing multi-location businesses.
• CMO as Visionary and Liaison (00:24:40): Explains the CMO’s role in understanding and representing the shop owner’s vision.
• Do You Need a CMO if You Have a Marketing Company? (00:25:56): Directly addresses whether a CMO is necessary when working with a marketing agency.
• Strategic Depth: Agency vs. CMO (00:27:08): Compares the level of strategy provided by agencies and what a CMO should add.
• Full-Stack Marketer Myth & CMO Scope (00:28:09): Discusses the unrealistic expectation of a single person handling all marketing functions.
• Firing a CMO: Independence of Services (00:30:26): Clarifies that marketing services can continue independently if a shop owner stops working with a CMO.
• Agency Strategy Scope (00:31:11): Defines the limits of agency strategy—focused on digital services, not all marketing types.
• When a Fractional CMO Adds Value (00:31:38): Identifies scenarios where a CMO is valuable, especially for traditional and community marketing.
• Coach’s Role in Community Involvement (00:32:05): Coaches can advise on community involvement, but not detailed marketing strategy.
• Identifying the Owner of a Problem (00:33:07): Provides examples of who is responsible for solving specific shop problems.
• Problem-Solving Chain: Coach, CMO, Agency (00:34:11): Describes the escalation path for addressing marketing and operational issues.
• Connecting the Dots, Not Finger Pointing (00:35:52): Emphasizes collaborative problem-solving among providers to keep the shop busy.
• Agency as Strategic Partner (00:36:58): Explains how Shop Marketing Pros often act as a strategic partner, not just a vendor.
• Vendor vs. Partner Mindset (00:38:49): Defines the difference between vendors and partners in the context of marketing support.
• Advising Against Self-Interest (00:39:41): True partners are willing to recommend stopping services that aren’t working, even at their own expense.
• Coaching Companies: What They Do (00:41:02): Details the core functions of coaching companies, especially for new shop owners.
• Coaching for Business Fundamentals (00:42:18): Coaches teach business basics, financials, pricing, and team skills.
• Coaching for Technicians-Turned-Owners (00:43:27): Coaches help technicians transition into successful business owners.
• Which Provider to Hire First? (00:43:53): Guidance on prioritizing hiring a coach, marketing agency, or CMO based on business stage.
• Early Stage Marketing Essentials (00:45:29): Outlines basic marketing needs for new shops and when to consider hiring a CMO.
• Cost-to-Value of a Marketing Team (00:48:09): Discusses the value of having a full marketing team and staying current with trends.
• CSM Role Clarified (00:49:04): Defines the Client Success Manager (CSM) role within the marketing team.

Closing Remarks and Feedback Request (00:49:24): Wraps up the episode, requests listener feedback, and promotes other network podcasts.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

In this heart-filled episode of the Auto Repair Marketing Podcast, Kim Walker sits down with Christina Beverly from Harrell & Beverly Transmission Auto Repair in Sanford, Florida. 

Christina shares the behind-the-scenes story of their now-annual teacher giveaway, an initiative born from local Amazon wish lists that quickly grew into a high-impact, community-shaping campaign. 

You'll hear how a $500 donation turned into $1,500, the emotional stories behind the nominations, and how this one simple idea rallied their team, elevated their brand, and aligned perfectly with their EOS-driven vision.

This isn’t just another feel-good story. It’s a blueprint for what can happen when shops get intentional about giving back. From internal morale to external reputation, Christina explains how generosity fuels growth and how you can take this idea and make it your own.

Ready to inspire your team, connect with your community, and build a brand people can’t stop talking about? Hit play and take notes. 

Lagniappe (Books, Links, Other Podcasts, etc)

• https://www.harrellandbeverly.com/ 
• https://www.harrellandbeverly.com/our-history
• https://www.harrellandbeverly.com/teachers 
• Christina's blog about her cancer: https://www.livingrarely.com/ 

Show Notes with Timestamps

• Introduction (00:00:01) Brief intro to the Aftermarket Radio Network and the podcast.
• Host Welcome & Updates (00:00:10) Host welcomes listeners, gives personal updates, and introduces guest Christina Beverly.
• Sponsor Message 1 (00:00:57) Shop Boss sponsor message about shop management software.
• Guest Introduction & Conference Talk (00:01:17) Host and Christina discuss previous episodes, upcoming conferences, and Christina’s involvement with Flaca.
• Travel & Podcasting Life (00:04:02) Host shares about frequent travel for work and its challenges.
• Classroom Giveaway Origins (00:04:44) Christina explains how the classroom giveaway started, inspired by teachers’ Amazon wish lists and local needs.
• First Year of the Giveaway (00:05:22) Details about the first year’s small-scale giveaway and unexpected national reach.
• Scaling Up the Giveaway (00:09:19) This year’s expanded giveaway: $1,000 grand prize, $500 runner-up, and 271 nominations.
• Metrics & Website Impact (00:10:41) Discussion of increased website traffic and engagement during the giveaway.
• Last Year’s Impact & Teacher Reactions (00:12:02) Reflections on last year’s recipients and their gratitude, even from out-of-state teachers.
• Announcing Winners & Selection Process (00:12:41) How winners were chosen, the addition of a runner-up prize, and the team’s involvement in selection.
• Winner Stories & Reactions (00:14:48) Stories about the winners, including a first-year trades teacher and their reactions to winning.
• Sponsor Message 2 (00:18:00) Shop Boss and App Fueled sponsor messages.
• Core Values & Business Why (00:19:58) Host and Christina discuss EOS, core values, and how generosity fits into their business mission.
• Community Reputation & Industry Image (00:22:45) How community involvement supports reputation and counters negative industry stereotypes.
• Industry Initiatives & Good Stories (00:24:24) Mention of Promoting’s scholarship video initiative and the importance of positive industry stories.
• Narrowing Down Nominations (00:25:49) How the team reduced 271 nominations to six finalists, with emotional impact on staff.
• Planning for Next Year (00:27:41) Lessons learned, plans to start earlier, and involving more vendors for future giveaways.
• Team & Community Impact (00:29:40) Positive effects on team morale, community feedback, and the importance of acknowledgment.
• Budgeting & Advice for Other Shops (00:31:34) Advice for shop owners on starting small with charitable initiatives.
• Event Marketing & Growth (00:32:16) Encouragement to start small with events and grow over time.
• Next Year’s Improvements (00:32:48) Plans to start planning earlier, reach out to vendors, and coordinate with school schedules.
• ROI Beyond Appointments (00:33:53) Discussion of broader ROI: website traffic, social media growth, email signups, and brand awareness.
• Shop Legacy & Family History (00:38:20) Overview of Harrell and Beverly’s four-generation family business history.
• Family Roles in the Business (00:39:42) Description of family members’ roles and past involvement in the shop.
• Personal Cancer Journey (00:40:32) Christina shares her rare cancer story, lessons of hope, and advice for those facing hardship.
• Event Promotion & Podcast Close (00:45:13) Promotion for the “Plan with the Pros” event and closing remarks for the podcast episode.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

Let’s be real, owning a shop isn’t just about fixing cars. It’s about managing chaos, wearing 15 different hats, and staying strong through it all. And sometimes? That strength takes a serious hit.

In this episode, Kim goes deep with Rachel Spencer, co-owner of Spencer’s Auto Repair, and Leisa Ann from KeepMePostedToday.com, to talk about something we don’t talk about enough: mental fitness. From road construction disasters to walking across the country (literally), these two women share what it takes to keep your head in the game when life throws punch after punch.

Rachel opens up about the emotional toll of a car accident, staffing struggles, leadership pressure, and how practicing “the pause” helped her reset. Leisa shares powerful lessons from her 3,000-mile walk to raise mental health awareness, like how to reset your energy, build an emotional bank, and stop carrying other people’s baggage.

This episode is raw, practical, and filled with the kind of real-life advice you won’t get in a book. Whether you’re burned out, overwhelmed, or just need a reminder that you’re not alone, this conversation is the reset button you didn’t know you needed.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

How To Get In Touch With the Guest

Leisa Ann

KeepMePostedToday

Rachel Spencer 

Spencer’s Auto Care

Lagniappe (Books, Links, Other Podcasts, etc)

Plan With The Pros

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgments (00:00:01) Kim introduces the podcast, guests, and topic of mental fitness; sponsor messages are shared.
• Guest Introductions and Background Stories (00:01:30) Kim introduces Rachel Spencer and Lisa Ann, sharing how she met each and their backgrounds.
• The Road Construction Crisis: Kim’s Story (00:06:55) Kim recounts her and Brian’s experience with a devastating road construction project and its impact on their business and mental health.
• Rachel’s Road Construction Experience (00:09:46) Rachel describes her shop’s recent road construction challenges, a car accident, and the resulting stress on her and her team.
• The Power of Practicing the Pause (00:11:05) Rachel discusses learning to slow down, practice gratitude, and the importance of pausing during stressful times.
• Sponsor Messages (00:15:07) Additional sponsor messages about shop management software and customer loyalty apps.
• Lisa Ann’s Cross-Country Walk and Mental Fitness (00:17:08) Lisa shares her journey walking across the country to raise awareness for mental fitness and practical self-care strategies.
• Making Emotional Deposits and Building Support Networks (00:22:08) Discussion on the importance of emotional support, surrounding yourself with positive people, and seeking help when in doubt.
• The Value of Community and Coaching Groups (00:23:42) Kim and Rachel emphasize not facing struggles alone, the value of industry groups, coaching, and personal connections.
• Physical Movement and Mental Fitness (00:28:41) The hosts and guests discuss the role of physical activity, personal routines, and self-care in maintaining mental fitness.
• Personal Routines for Mental Health (00:33:35) Kim, Rachel, and Lisa share their daily routines and strategies for finding peace, including massages, early mornings, and music.
• Men’s Mental Health and Building Friendships (00:37:33) The conversation shifts to men’s mental health, the importance of intentional friendships, and differences in coping styles.
• Social Media and Comparison Traps (00:41:49) Rachel and Lisa discuss the negative impact of social media on mental health and the importance of focusing on your own journey.
• Maintaining Mental Fitness Through Crisis (00:44:14) The group summarizes key takeaways for maintaining mental fitness during business crises and the importance of sharing struggles.
• Closing Remarks and Event Promotion (00:46:33) Kim and guests share contact info, encourage reviews, and promote the upcoming “Plan with the Pros” workshop.
• Podcast Outro (00:49:04) Standard outro with information on where to find the podcast and connect with the hosts.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics 

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Thanks to our Partners, Shop Boss and AppFueled

When it comes to community involvement, some shops talk about it and others just do it. In this episode, I sit down with Chris Luoma, third-generation owner of Jerry’s Automotive in Lansing, Michigan, to talk about what it looks like to give back with heart.

From car giveaways to Toys for Tots, Chris shares how giving back has become more than just a marketing tactic; it’s part of his shop’s DNA. We talk about the humble beginnings of this family-run business, what inspired their vehicle donation program, and how they’ve given away five cars (and counting) to people who truly needed a hand up.

Chris walks us through the process of acquiring and fixing the vehicles, how they choose recipients, what the response has been like, and how it’s created a stronger bond between his shop and the community. You’ll also hear how local news coverage, Facebook engagement, and a little creativity have helped grow their reach, without needing a huge marketing budget.

This episode isn’t just about cars. It’s about impact. It’s about showing up for your town, doing something that matters, and watching how it all comes back to you in ways you can’t always track but can always feel

This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. 

Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.

How To Get In Touch With the Guest

Chris Luoma

Jerry’s Automotive

Lagniappe (Books, Links, Other Podcasts, etc)

News Coverage of Vehicle Giveaway

Show Notes with Timestamps

• Introduction and Guest Welcome (00:00:10) Brian introduces Chris Loma, outlines the episode’s focus on community involvement and vehicle giveaways.
• Shop History and Legacy (00:02:26) Chris shares Jeffries Automotive’s 55+ year history, family ownership, and shop evolution.
• Long-Term Staff and Team (00:03:59) Discussion about long-term employees, technician shortage, and the value of a strong team.
• Origins of Community Involvement (00:04:41) Chris explains how giving back became a core value, inspired by his grandfather’s philosophy.
• Charitable Activities Overview (00:05:30) Overview of shop’s charitable work: Toys for Tots, veterans, VFW, and car giveaways.
• Shop Decor and Local Identity (00:06:01) Conversation about the shop’s old trucks, their use in community events, and as shop decor.
• Choosing Causes to Support (00:07:02) Chris discusses how they select which causes to support and the challenges of choosing recipients.
• Other Community Involvement (00:08:03) Support for local VFW, Little League, high school sports, churches, and plans for more involvement.
• ROI and Motivation for Giving Back (00:09:24) Brian and Chris discuss the intangible returns of community involvement versus trackable ROI.
• Sponsor Messages (00:11:46) Mid-episode sponsor advertisements for Shop Boss and App Fueled.
• Vehicle Giveaway Program Details (00:13:17) Chris details the car giveaway program: how it started, how cars are sourced, and the process.
• Lessons Learned from Giveaways (00:15:25) Stories about specific vehicles given away, repairs needed, and lessons learned from the process.
• Team Involvement and Effort (00:16:11) How the whole shop team contributes time and effort to the vehicle giveaway.
• Advice for Other Shop Owners (00:16:44) Tips for other shop owners considering a giveaway: vehicle selection, budgeting, and patience.
• Giveaway Selection Process (00:17:56) How recipients are chosen, use of social media, essay submissions, and the impact of video promotion.
• Media Coverage and Publicity (00:19:53) Local news coverage of the giveaways and its effect on shop visibility and SEO.
• Targeting Specific Groups (00:20:40) Occasionally focusing giveaways on specific groups like veterans, with plans for first responders.
• Selection and Team Involvement Improvements (00:21:31) Current process for choosing winners and plans to involve more staff in decision-making.
• Promoting the Giveaway and Winners (00:22:26) How the shop documents and shares the giveaway, balancing publicity with humility.
• Community Recognition and Impact (00:23:30) Growing reputation for giveaways, increased inquiries, and evolving community impact.
• Advice for Getting Started (00:24:04) Chris’s advice for shops starting community involvement, suggesting Toys for Tots as an entry point.
• Creative Community Giving Ideas (00:25:16) Other ideas for giving back: school supplies, sports equipment, and finding your own passion project.
• Emotional Impact of Giving (00:26:07) Chris reflects on the lasting emotional rewards of helping others through these programs.
• Closing and Future Topics (00:26:16) Brian thanks Chris, hints at future episodes on video marketing, and closes the show.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/