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.)

The Art of Maintaining Good Office Practices

Maintaining a strong, consistent, professional relationship with your customers is critical in today's expanding marketplace. Driving higher standards for customer service, you can "beat out" the competition and "win over" customers now and in the future. To achieve the best results, you'll need to implement good office practices and follow an actionable plan for meeting your customers' needs.

Open the Lines of Communication Today!
Be a Leader in Customer Support Tomorrow!

Regulatory requirements dictate that your traffic school must have a dedicated phone line where customers can reach a member of your knowledgeable support team during normal business hours. Regulations aside, however, the best and easiest way to capture a sale is to answer your phone and make your sales pitch to potential students. If you provide a dedicated email address on your website for general inquiries—and you should!—that email address should include your existing business name. Having a "Contact Us Page" on your school's website simply is not enough. Open the lines of communication so that you may widen your pathway to new customers.

Customer Expectation

The fastest way to drive down sales is through poor customer support and a failure to meet customer expectations for service. But more than dollars and cents, not answering your phone or waiting long periods of time to respond to a customer's inquiry—whether be it by phone or by email—could have lasting damaging effects on your business. Benjamin Franklin put it best when he said, "It takes many good deeds to build a good reputation, and only one bad one to lose it."

A Simplified Guide to SEO

It doesn't have to be this complicated!

We've published to this blog many useful posts about Web marketing, including information about social media and search engine optimization (SEO) campaigns. This is because—particularly as more and more students attend online traffic safety education courses—Internet marketing is a primary means of driving business to your school. If you've already incorporated some of those tips into your marketing efforts, good for you and keep up the great work; we hope you've seen a bump in your business!

But if you haven't yet taken steps to boost your Web traffic, why haven't you? It's probably because some of the concepts can be hard to understand, or because you think the changes will be too difficult to implement on your site.

That's why we wanted to share this simplified guide to SEO. In addition to an easy-to-understand, step-by-step infographic, the article also contains links to a few other helpful pieces to get you started on the road to an optimized website.

So, what are you waiting for? Just a few simple tweaks could start sending more traffic—and more traffic safety students—your way!

What Drivers Need to Know About Points on Their Records

What happens when a driver gets a citation? There are the obvious, immediate effects—having to pay the fine, for example. But there are other effects down the line that can lead to an insurance premium increase or even a loss of license. What's the real story behind points, and what can drivers do to minimize the damage?

Points on the Driving Record

Most states, but not all, use points to keep track of the quality of motorists' driving. In states that track such things, most moving violations (e.g., speeding, failing to make a complete stop, reckless driving) and at-fault collisions will add points to a driver's record. The point scales vary widely from state to state, but it's generally the case that more serious violations are assigned higher point values.

Points remain on the record for one to ten years. Again, this varies widely, but it's generally the case that points assigned for more serious violations will remain on the record for longer periods of time. And all those points can add up! Drivers who accumulate "too many" points (this determination, again, varies widely by jurisdiction) can face a "licensing action"—suspension or revocation—from the licensing authority in their state.

Insurance Premium Increases

Auto insurers monitor their policy holders' driving records and modify premiums accordingly—drivers with more points will pay more for insurance. But, while licensing authorities and insurers both use point systems, it's not necessarily the same system. Some insurers merely monitor insured drivers' records and assign points for various infractions based on their own point structures.

What Can Drivers Do?

Drivers who get a ticket or otherwise accumulate points on their driving record do have some recourse. Many states allow drivers to complete a defensive driving course to dismiss or mask violations from their official driving records, with the exception of major offenses like DUI. And drivers are wise to take advantage of such programs: An analysis published by Insurance.com found that just a single violation led to an average auto policy premium increase of 18%! But, again, the rules vary, so drivers are encouraged to get the details from the licensing authority and/or state insurance commission in the state where they reside.


For more fun facts about points, check out "10 Things You Need to Know About Driver's License Points" from Insurance.com.

How to Teach Anything to Anyone

Your success in the traffic school industry is dependent upon your ability to effectively educate drivers who take your course. In fact, some regulatory agencies even require on-going evidence of the value of your program (e.g., an effectiveness study) in order for your school to remain in operation. How, then, do you ensure that your customers are really learning what you're teaching?

Have a Clear Curriculum

Often, teachers fail before they begin because they don't have a clear plan. Successful teaching requires structured content with clear objectives and milestones. Fortunately for you, you've got this part under control. You've licensed your curricula from Traffic Safety Consultants, Inc. (TSC), a proven leader in curriculum development for the traffic safety education industry!

Make the Material Matter

The only thing worse than trying to learn with no learning materials is dealing with learning materials that are incomplete, vague, or nonsensical. The best way to foster learning is to use detailed documents, images, and videos that clearly demonstrate the concepts being taught. Again, TSC has you covered. Our professionally designed programs deliver easy-to-read text, helpful illustrations, and colorful multimedia presentations that thoroughly explain the material to students. And we provide the tools to help you to use humor to reinforce the lessons.

Present with Purpose and Passion

The whole idea behind teaching is to engage and excite learners so they proactively explore the issues on their own. To do this you need to be enthusiastic about the subject. If you don't care about the material, why should they? Don't just casually throw information out there; demonstrate your passion with energy and focus. Use humor, visuals, and storytelling to engage the learners and make the course entertaining. Remember: The information you're sharing with your students might just save a life!

Let the Learners Lead the Learning

You have to follow the prescribed lesson plan, of course—the regulatory authorities insist upon it. But remember that lecture is statistically the least effective method for content delivery. People lose interest or get distracted and ultimately retain less information. Make use of the interactive tools and exercises designed into the curriculum, and incorporate your own activities where appropriate. Anything you can do to actively involve your students will heighten their awareness while they learn and help them to proactively fill in their own gaps in retention.

Reinforce with Repetition and Response

Just because the material is presented and the discussion is done doesn't mean that your job as a teacher is finished. Guide learners through the process and give them the tools to self-evaluate and make adjustments in the future. In this way, they'll continue to practice what they've learned and enhance everyone's safety on the roadway.


Teaching is a skill that can be learned, practiced, and enhanced. By following the strategies above, you can make your instruction more engaging, more effective—and hopefully more fun for everyone involved!

(An expanded version of this article originally appeared on Inc.com.)

How to Handle Bad Online Reviews

So…you've got an Internet-based business, you've been putting yourself out there on social media, and you've been working the localized marketing sites like Yelp or Google Places. You've embraced the Internet! Then, you find the unthinkable has happened: One of your customers gives you a negative review!

A good reputation is vital to the success of any business. How should you respond if your status comes under fire? The tips below will help you perform damage control the right way, and maybe even turn a negative experience into a positive one.


What Not to Do

• Don't deny the problem exists or argue with the reviewer. It's only natural to feel hurt or angry when someone posts negative criticism about your business. But when a customer has a complaint, insisting that they're wrong in a public forum is a big mistake. Even if you're convinced that the problem was on their end, you should acknowledge the issue.
• Don't try to game the system. Some business owners, faced with multiple negative reviews, have solicited friends or paid people to write positive reviews and counter the impact. This is not only a bad idea, but also comes with the very likely possibility that you'll get caught. Some consumer review sites have systems in place to warn readers of suspected paid reviews.
• Don't do nothing! While it's impossible to fend off all negative comments (especially over time), ignoring bad reviews is a poor strategy. It sends the message that your business doesn't care when people have negative experiences.

How to Take Action

It's important to monitor your social media pages and respond to concerns there. But you should also check out major consumer review sites to see what people are saying about your business. The simplest way to do this is to set up a Google Alert for your business name.

If you find any less-than-stellar reviews…

• Take an objective look. If the review or comment is obviously not serious, or if the poster is using anger and abusive language, your best option is probably to ignore it. If possible, have it removed. Most consumer review sites offer a way to flag or report reviews that violate their terms of service.
• Respond with tact. When addressing a negative review, always remain professional. You can choose to respond privately (useful when you disagree with a reviewer's take on a situation) or publicly, which helps to demonstrate to other readers that you're addressing the problem.
• Apologize and ask for input. Most often, the best response to an upset customer is to say you're sorry without qualifying the apology to redirect the blame toward the reviewer's feelings. If a mistake was made, ask what you can do to resolve the situation. And, of course, make sure you follow up appropriately.

With a consistent response policy, you can turn a bad online review into a positive outlook for your business.

New California Laws for 2014

A new year brings new traffic laws to California. Several new laws will take effect in 2014. As a provider of traffic violator school (TVS) instruction, you should familiarize yourself with these changes so you can provide proper education and assistance to your students.

Internet Curriculum Update

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) has already updated the Internet-based curriculum, and your students are using it now. You need to do nothing further.

Booklet Curriculum Update

Those of you who are offering the home study booklet must ensure that you are providing students with updated curriculum materials. Download from the CA Course Provider Administration website the latest final exam forms and answer keys, available now, and begin using those immediately.

The copyright notice is at the
bottom of the Table of Contents page.

The next order of books that you receive from TSC will be the latest edition. You may continue to use "old" booklets from your inventory. However, if the bottom of the Table of Contents page of a book that you are sending to a student does not have a 2014 copyright (see example picture), you must include a "new laws insert" (available for download from the CA Course Provider Administration website) in the packet.

Make sure that you ship the latest versions of the home study booklet (or include an insert) and testing materials, as you will be responsible for teaching/testing students on this new material!

Does New Car Tech Boost Safety?

Beyond anti-lock braking systems (ABS) and electronic stability control (ESC)—both of which are now standard on all new cars—automobile manufacturers have recently introduced a handful of sophisticated crash avoidance technologies. Do these systems really help to improve roadway safety, or do they simply cost money that car buyers are better off saving or spending on other options?

What Are They?

New, high-tech safety systems are usually available only as expensive options on luxury vehicles, but they eventually work their way down-market and become commonplace. They include:

• Forward collision-avoidance systems detect objects in front of the car and alert the driver to hit the brakes—or even apply the brakes themselves—if an impact appears imminent.
• Adaptive cruise control automatically slows or accelerates a vehicle in order to maintain the set speed and a safe following distance from the vehicle ahead.
• Lane-departure warning systems alert drivers when their vehicle strays from its lane. Some systems apply the brakes or make steering adjustments to keep the vehicle on-course.
• Blind-spot detection systems alert drivers to nearby vehicles in adjacent lanes. Some systems automatically brake or steer to keep the vehicle in its lane if the driver signals a turn and there's an object in the blind spot.
• Back-over prevention systems alert drivers to objects directly behind the vehicle. Some systems automatically apply the brakes. Those with cross-traffic detection identify objects approaching from the side as well.
• Adaptive headlights pivot, as the steering wheel is turned, to better light the driver's intended path.

Do They Help?

The critical question is: Do these systems really help drivers to avoid collisions? The short answer is that the effectiveness of these systems varies from manufacturer to manufacturer, based on the specific system's components and programming and on the type and number of sensors employed.

The Highway Loss Data Institute (HLDI) recently released a report suggesting that forward-collision warning systems can help drivers to avoid rear-end collisions. The HLDI has also found adaptive headlights to be effective in reducing crashes. They warn, however, that lane-departure warnings systems are not that beneficial, speculating that drivers may suffer from "warning overload" and tune out the alarms.

In the end, it appears that some high-tech crash avoidance systems are effective at…well, avoiding crashes. Still, the best way to promote highway safety is for an alert driver to carefully operate the vehicle.