The Incredible, Expanding Customer Pool and How to Navigate it!

Don't get lost on the Web.
Make use of it in your marketing!

The pool of customers you enjoy today may not be the pool of customers you enjoy tomorrow; however, through effective grassroots marketing you can more effectively navigate the waters. As you "reel in" more customers, you'll need to widen your "net," and tighten your grip, making sure existing customers don't slip away unnoticed and new customers don't "jump ship" once on-board.

Navigating the Web

Social media and email campaigns offer an immediate and measurable line of communication to customers. In just a few mouse-clicks, a single Tweet, Facebook post, or email blast could reach thousands, if not millions, of customers. Best of all, you don't need an expensive marketing director to help you achieve success. By simply developing an engaging, exciting, unique online presence through social networking sites, blogs, email, and Web content, you can maintain quality, frequent contact with your customers.

Social Media

Posting content to social media websites, such as Facebook, Twitter, Instagram, and Pinterest, is totally free. Facebook, for instance, allows you to post unlimited updates and "tag" content, such as photos and videos. Post a humorous digital image or provide useful updates on a new driving law, and you could see an immediate increase in traffic—along with a few extra thousand electronic thumbs-ups to boot!

All That Glitters Glows

Social media and email campaigns offer an easy (and inexpensive) way to let customers know about money-saving coupons, glossy specials, driving-related games, and exciting online competitions. But don't simply focus on providing incentives and rousing brand awareness. Find new and exciting ways to drive customer support and strengthen communication. Here are a few tips for doing so:

• Develop a pattern of consistency. Produce engaging, high quality content every time and your customers will be more likely to "opt-in" to future mailings, respond to calls for action (e.g., "Enroll in a refresher course today!"), and share the great experiences they've had with your traffic school.
• Your content should be fun, friendly, and filled with the useful information customers need to know about traffic safety.
• In cyberspace, a "friend" is only as cool as his or her last tweet, status update, or email blast—so keep consistent and be creative!
• Strengthen your relationship with your customers one update at a time. As important state driving laws change, send out helpful updates and follow-up materials, or post Web links to useful save-driving news. Drivers can stay informed and kept up-to-date on pertinent state driving laws, and you can remain the trusted, dependable "friend" that you are!
• Uphold the laws of merchant etiquette. Don't overload your customers with too much information. Simply being aware of, and controlling, the breadth of material you regularly send to customers could minimize the number of complaints you receive later on. Whatever information you do provide, though, should be accurate, concise, and up-to-date.

Old Enough to Know Better?

Everyone knows by now that it's dangerous to drink and drive. But what if the substance you're intoxicated by is a medication that you need to stay healthy? (For the record, the law doesn't care why drivers are chemically impaired, or how they got that way, only that they are unable to safely operate a motor vehicle.)

Older Americans are driving more, and driving later in life, than in previous generations. In some cases, this is because they are remaining in the work force longer and need to commute to their jobs. In other cases, they're just seeking to maintain mobility and independence as they age. But a new report from the AAA Foundation for Traffic Safety notes that 90% of older drivers also use prescription medication; and two-thirds of those senior drivers take multiple medications, making them at risk for a synergistic reaction.

A Mature Driver Safety Course from Traffic Safety Consultants, Inc., (TSC) could be just what an older driver needs. Our programs offer all sorts of effective tips to help older drivers stay safe behind the wheel, including a discussion about the effects and interactions of medication. And it's all wrapped in an entertaining and informative package, with colorful charts and illustrations, video clips, and driving-related humor that will have students laughing while they learn. Plus, it's a great way to get an automobile insurance discount (mandated in some states for older drivers who complete a mature driver course)!

TSC's online Mature Driver Safety Courses are available in Florida and now New Jersey, with other states coming soon. To add this beneficial safety program to your product offerings, contact Donna (via email or at 800 . 252 . 9951) regarding the Florida program, or Gloria (via email or at 800 . 252 . 9488) regarding the New Jersey program.

For more great information, also check out: 4 Great Car Features for Older Drivers

The ABCs of the Right Name

What's in a name? Having the right name can immediately boost your exposure—and your bottom line. Your school's name is the natural thing to lead with when introducing yourself to new prospects and in maintaining presence of mind with existing students. It provides immediately information to customers and potential customers about whether you provide the services they require and whether they're likely to have a positive experience.

First, pick a name that conveys something about your school. If you want students to enjoy taking a traffic safety course from you, think about incorporating words such as "fun," "great," "easy," or "pleasant," etc., into your name. Or, if you're playing up the bargain aspect of your school, you might use terms like "cheap," "economical," or "low-price," etc.

Further, not also state regulatory agencies include schools' URLs in their listings of approved providers. In those cases (e.g., California) you omight consider including "www" and/or "com" and/or the term "Online" in your school name, in order to help prospective students to understand that you have an Internet-based program. There's no need to completely abandon your existing name; you could simply modify the name to include one of the above-mentioned extensions. For instance, "Example Traffic School" might become "www Example Traffic School Online com."

(Remember that official name changes may require regulatory filings. California affiliates who need help with this paperwork should contact Chris, via email or by calling 800 . 487 . 1699.)