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Chapter 50

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How did we become Online Marketing Professionals for the Automotive Repair Service Industry?

While most web design people or search engine marketing professionals have the expertise and probably years of experience in their field, few, if any, know the auto repair service business first hand.

Knowing what it takes to attract a potential new customer to your shop comes from the personal knowledge and experience of having tried everything in the book, so to peak, to increase the customer count in our own shops. We are all very much aware of the countless number of advertising sales people that all of us have dealt with throughout the years, promising a world of “possibilities”, but hardly enough results to justify the cost of the advertising.

You have to be one, to know one.

We spent the last thirty years owning and managing five different automotive businesses (the last one http://ocautosites.com/Europerformance), we experienced “hands on” the good and hard times of running a shop, the long hours, the stress and the pain of spending precious dollars on advertising that didn’t work. We went through the suffering of spending $1,500 per month in Yellow Pages Ads that hardly produce enough profits to cover the advertising expense. We even tried cable television advertising to the tune of $10,000 for two months and all we got were great comments about our ad. Did it generate enough profit to pay for the ad? A resounding, No!

The World Wide Web, as we know it today.

In 1989 we were fortunate enough to discover the Internet and the great potential that it has to market and promote any business. Moreover, we realized the lack of transparency, as to the size of the business, which allowed for a leveling of the playing field for large vs. small businesses. If you had the right marketing copy and good pictures of the product or service you offered, you could appeal to thousands (if not millions) of people around the world, or the local area around your business.

The flame of Passion ignited, burning the midnight oil.

We spent the following eleven years researching and learning all we could about marketing in the Internet. Countless hours were spent in front of a PC screen fascinated by the great potential available to us. In 2000, we decided it was time to put our knowledge in practice by creating our existing www.ocautoservice.com directory to allow consumers to find local auto repair service facilities

In 1997 we sold our last repair shop http://ocautosites.com/Europerformance to dedicate ourselves entirely to computers and Internet and as they say, the rest is history.

Our present staff includes:

• Ed Burckhardt CEO, 33 years in the Automotive Service Industry, owning and successfully operating five different automotive related businesses. Last seventeen years eating, breathing and sleeping Internet, Online and Search Engine Marketing.
• Carl Burckhardt, Sr. IT for an International Insurance Company in Hartford Connecticut. Team Mgr. supervising over 300 web and database servers (Test and Production) and 24/7 web application support for the company's online rating system. 
• Pat Burckhardt, Customer Relations and Accounting
• Kathy Bruckner, 15 years experience in Web and Graphic design. She is our Chief Website Architect for all shops' sites featured in www.ocautoservice.com
• Kevin Thompson , Professional Copywirter with over 30 years in the Automotive Industry. He presently writes for the Ferrari Magazine and has authored books on Ferrari and Aviation History.
• Anthony Burckhardt living inside his PC screen for the last twelve years, if you need to find anything in the Web he will find it. He is our linking compiler and meta-tag specialist.