Great, Low-Cost Guerilla Marketing Ideas

Put gorilla guerrilla marketing techniques
to good use and boost your sales!

We understand that, as smaller businesses, traffic schools don't have the marketing budgets of huge, multi-national corporations. But drumming up business doesn't have to be expensive, time-consuming, or difficult—if you get creative. To inspire you, we wanted to share this excellent article on Cost-Effective Guerilla Marketing Strategies for Small Businesses!

Guerilla marketing is about mesmerizing your audience with beauty or curiosity while delivering a strong message.

Put your imagination to work and drum some business for yourself this new year! (And please feel free to share in the comments section any successes you've had attracting new customers!)

Important Notification: Quarterly Report Update

Traffic Safety Consultants, Inc., (TSC) has had to modify our back-end code in response to a readjustment of completion reporting parameters. As a result…

If you prepared and mailed your Quarterly Report for Q4 2016 to the Department of Motor Vehicles (DMV) prior to 5pm on Wed., Jan. 18, 2017, you must go into your account on CACourseProvider.com and reprint only the "Student List" document. Mail the reprinted Student List to the DMV along with a brief note asking them to replace your previously submitted Student List for Q4 2016 with the document enclosed with that letter.

If you have already prepared your Quarterly Report for Q4 2016 but have not mailed it yet, reprint the Student List and replace the old version with the new version before submitting to the DMV.

If you have any questions, please contact Chris (800 . 487 . 1699 or email Chris) or Tara (800 . 863 . 2590 or email Tara).

We apologize for any confusion this may cause.

"Temporary" 2017 Curriculum Updates

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) is in the process of updating its traffic safety curricula to reflect new laws taking effect in California at the beginning of this year. We are still waiting on final word from the Department of Motor Vehicles (DMV) as to precisely what language they'd like included with the updates. In an attempt to ensure that you have the latest information, however, we are issuing a temporary update to our traffic violator school (TVS) curricula at this time. A "permanent" update will be issued once we have clarification from the DMV.

Internet Curriculum Update

Your Internet-based curriculum has been updated to reflect the latest information, and your students are using it now. No further action is required for this modality.

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 administrative website (login required) the temporary booklet insert file(s) you need and include the appropriate document with every book order that you ship. Again, "permanent" updates (including an expanded insert and a 2017-edition booklet and student materials) will be made available once we obtain clarification on updates from DMV.

Classroom Curriculum Update

Updated classroom materials will be made available as soon as possible. In the meantime, your instructors can review the temporary booklet inserts, and deliver that new information in any classes taught.

How to Promote Your Small Business Event

Every small business wants to draw a customer-friendly crowd to an event it's hosting. The key is to match your time and energy with your needs. It takes time and effort to plan an event, so make sure you have the resources to devote to its planning and execution. You'll also want to pick a time that's appropriate for your customers. Once you have the basics figured out, it's time to send out the invitations. Here are a few tips and tactics to spread the word quickly and easily.

Use the Appropriate
Social Media Tools

These days, social media offer a free and easy way to let your customers know about an upcoming event. You can create a Facebook event; or if you have a paper invitation you're going to send in the mail, take a picture of it and post it on Instagram or Pinterest. You could also try Twitter-based tools such as TweetVite or TweetMyEvents.

Don't Ignore Traditional Media

While many people now gravitate toward social media, don't overlook the traditional newspaper or local radio and television stations. Not all of your prospects use social media, so it's important utilize several information channels. Many media outlets have "community calendars" in which you can list your event for free. You could also send a press release to local journalists who might be interested in covering the event.

Create a Calendar Invitation

Speaking of calendars…

Once your event details are set, you'll want to send an email to your loyal customers reminding them to attend. By sending out a calendar invitation (via Google or on your iOS device), you can ensure the event will automatically go directly into your customers' daily schedule.

Let's Party!

So, what are you waiting for? Host the bash of a lifetime and show your customers and prospects what you can do to help them!

DMV Operator Course Costs

In order to offset cost increases related to the maintenance and delivery of the California Traffic School Operator Program (via DMVOperatorCourse.com), Traffic Safety Consultants, Inc., (TSC) is being forced to increase prices for these professional education courses for original and renewal Traffic Violator School (TVS) Operator license applicants.

We are pleased to announce, however, that TSC will continue to offer generous preferential treatment to those TVSs that participate in our affiliate program. Operators of TVSs licensing TSC's outstanding traffic school curriculum—in any modality—will receive a 50% discount off of the regular tuition price for either course. And you'll naturally benefit from all of the other valuable features of the program: ongoing access to the course reading material (as an always-up-to-date, common-language reference for DMV regulations) and support and guidance from our helpful and knowledgeable affiliate administrative staff.

To claim your discount, simply click the special link to DMVOperatorCourse.com (under the "TVS License Renewal" header) at the bottom of the home page of your CACourseProvider account. This link will take you to DMVOperatorCourse.com and your affiliate discount will automatically be applied at checkout. This is the only way you will be able to claim your affiliate discount on the renewal (4-hour) course.

Furthermore, one original completion certificate will be included in the cost of course tuition. However, duplicate original certificates will be available at a low price.

The new pricing structure will be effective starting January 1, 2017.

Counseling Position Open

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) is constantly looking for new business opportunities and ways that we can expand our product offerings. We always want to include our affiliate family in these ventures, and even look to partner with individual affiliates for the good of all when an opening presents itself.

Toward that end, TSC is looking for a partner with the following qualifications:

• a bachelor's degree in counseling, social work, psychology, education, or a related field, and a minimum of two (2) years' experience in dealing with family, parenting, and divorce-related issues; or
• a minimum of four (4) years related work experience in dealing with family, parenting, and divorce-related issues.

If you meet these qualifications and are interested in partnering with TSC to expand your business, please contact our Chief Operating Officer, Lawrence Gentilucci, by email at lawrence@trafficeducation.net or by calling 1‑800‑653‑9200.

Thank you for your interest, and we look forward to discussing this project with you!

Winter Driving Tips

Driving in severe weather can be physically and emotionally trying as well as dangerous. If the conditions are too treacherous, it's far better to postpone the trip, if possible. Motor vehicles can easily handle less severe wintry conditions, however, as long as drivers slow down and proceed with caution.

Remind your students of these tips for handling winter weather driving:

General Tips for Winter Driving

The following tips are good general advice for handling winter driving conditions. In fact, some of them are good advice year-round!

• Never warm up a vehicle in an enclosed area, such as a garage, where carbon monoxide and other dangerous exhaust gasses can accumulate. (In fact…modern engine control computers allow vehicles to run amazingly well even when cold, and idling a vehicle for 20 minutes accomplishes very little beyond converting fuel into pollution. A short warm-up of 30 seconds or so may be a good idea; perhaps even a minute or two if it's really cold.)
• Never mix radial tires with other tire types.
• Make certain your tires are properly inflated.
• Keep your gas tank at least half full to avoid gas line freeze-up.
• Do not use cruise control when driving on any slippery surface (wet roads, snow, ice, sand).
• Use your seat belt every time you get into your vehicle!
• Avoid driving while you're tired. Stay generally well rested before operating a motor vehicle and, if fatigue sets in while you're on the road, pull over in a safe place and take a break (even a short nap) before resuming travel.

Tips for Winter Road Trips

Remind students who are planning long-distance trips in winter weather:

• Check weather reports prior to a long-distance trip or before driving in isolated areas. Delay trips when especially bad weather is expected. If you must leave, let others know your route, destination, and estimated time of arrival.
• Make sure your vehicle is in peak operating condition by having it inspected at a reliable repair facility.
• Pack a smartphone, blankets, gloves, hats, food, water, and any needed medication in your vehicle.
• Keep at least half a tank of fuel in your vehicle at all times.
• If you become snowbound, stay with your vehicle! It provides temporary shelter and makes it easier for rescuers to locate you. Don't try to walk in a severe storm. It's easy to lose sight of your vehicle in blowing snow and become lost.
• Don't overexert yourself if you try to push or dig your vehicle out of the snow.
• Run the engine and heater just long enough to remove the chill and to conserve gasoline.
• Make sure the exhaust pipe remains clear of snow, ice, and mud. A blocked exhaust system could cause deadly carbon monoxide to leak into the passenger compartment when the engine is running.

Tips for Driving in the Snow

If a vehicle must be operated on snowy or icy roads:

• Drive slowly. Give yourself time to maneuver on slippery surfaces.
• Accelerate and decelerate smoothly and gently. Don't accelerate aggressively, and take time to slow down/stop for traffic controls and road hazards.
• Increase your following distance, beyond the normal three-second spacing, to up to eight or even ten seconds. This increased margin of safety will provide the longer distance needed if you have to stop.
• Know your brakes.
• Always apply firm, steady pressure when stopping a vehicle equipped with anti-lock brakes.
• If you're vehicle lacks anti-lock brakes, the best way to stop is threshold braking: Keep your heel on the floor and use the ball of your foot to apply pressure on the brake pedal just shy of the point where the wheels lock up.
• Don't try to power up hills. Applying extra gas on snow-covered roads just starts your wheels spinning. Try to get a little inertia going before you reach the hill and let that inertia carry you to the top. As you reach the crest of the hill, reduce your speed and proceed downhill as slowly as possible.
• Don't stop when going up a hill. Traction limitations could make it very difficult—if not impossible—to get the vehicle rolling (uphill) again.
• Stay home. If you don't really have to go out…don't. Even if you can drive well in the snow, not everyone else can!

Great Event Ideas That Attract Customers

If you're looking to connect with local customers, a hosted event is a great way to create excitement and attract new prospects and loyal customers alike. But what kind of event would people like to attend? Here are some great suggestions for customer-attracting events that you can actually use:

1. Learning Event: You operate a traffic/driving school, right? Why not make use of this "how-to" type of gathering to show off what you do and maybe teach your community a thing or two? A driving school might show off its new simulator or training vehicle (you might even take people out for a short drive around the block). Or you could work up a short video that you play on a loop or other traffic safety demonstration that you present periodically.
2. Interactive/Hands-On Event: Like a learning event, a hands-on event takes education and literally puts it into the hands of an attendee. It allows guests to roll up their sleeves to learn and do at the same time. Perhaps you own a performance driving school and are willing to give a brief lesson on safe driving in extreme situations. Or maybe you help participants to properly adjust their seats/mirrors/etc. or winterize their vehicles. Anything that provides a service and allows people to participate will be remembered long after the event!
3. Charitable Event: Events that have a cause tied to them are brilliant at attracting customers because of the "do good, feel good" element. Shopping or spending for a cause is something people can take pride in, and these sentiments help to make these types of events successful and memorable. You could even partner with a driving-related non-profit or service organization in your area. You can hold a charitable event any time of the year, just be sure to connect your theme/cause to something that's relevant to your audience and something they care about.
4. Special Guest Event:A special guest host or emcee for your event can be an excellent draw. Many local athletes will lend their name and presence to causes they support—and if it's driving-related sport (e.g., a NASCAR), so much the better! Or, perhaps a local custom shop celebrity can make an appearance. People love to have special, out-of-the-ordinary experiences, and these events deliver on that.
5. VIP Event: People love exclusive offerings, and a VIP event for your most loyal customers (e.g., seniors who take your mature driving course like clockwork every few years) will be a great attraction. The key to doing VIP events well is to keep it small and manageable so you can offer only the best experience—since these are your best customers.

Now that the seed for an event has been planted, it's time to start making preparations. Check out our upcoming blog post for some tips on how to get the word out, so people actually know about and show up for your soiree!

Winning Through Great Customer Service

Attracting customers is one thing. Keeping them happy is another undertaking entirely! Even when you have the best of intentions and do your best work, things somehow manage to go wrong on occasion. How you respond to customer complaints can make or break your business in the long run.

In a previous post on this blog, we've discussed how to handle bad online reviews. While this is an increasingly important skill as ever more financial and social transactions move to the Internet, there are a few invaluable customer service guidelines that apply no matter your product/service or where the customer interaction takes place.

How to Talk to Your Angriest Customers is an excellent article that outlines in detail steps you can take to deliver exemplary customer service to your most problematic patrons. (Don't forget to follow the numerous links within the article for even more in-depth coverage of various points!) And, hey, if you can placate your angriest customers, imagine how easy it will be provide great service to those making simple requests!

Oftentimes, a client's negative experience can be salvaged and turned into an opportunity. Righting something you've done wrong—or even providing extra assistance to help more smoothly resolve a situation that's ultimately out of your control—can go a long way toward retaining disappointed customers. You might even get a referral out of it. So, get out there are make happy those students you've worked so hard to attract!

Be Prepared for Roadside Emergencies

Having a Breakdown

AAA recently released a study highlighting the most common calls for roadside help. Unsurprisingly, that list was topped by battery failures, flat tires, and key problems.

Breaking down on the side of the road is never fun, but equipment failure in a remote location or inclement weather can be downright dangerous. Encourage your students to prepare for emergencies by carrying the proper gear. Remember: Even brand new vehicles or those that are in—seemingly—good condition can experience problems without warning!

General Emergencies

Cones, Flares, Reflectors, LED Flashing Lights

Take a tip from truckers and carry cones, flares, a reflective triangle, or LED flashing lights to warn other drivers of your presence. Oftentimes, drivers fail to give adequate space to vehicles stopped along the side of the road; don't give other motorists an excuse by failing to let them know you're there.

First Aid Kit

Whether you need it for general boo-boos (those kids just won't settle down in the back seat!) or you injure yourself working on your broken down vehicle, a good first aid kit can be handy. The Red Cross suggests that an automotive first aid kit include bandages and gauze, antibiotic ointment, non-latex gloves, and more.

Fire Extinguisher

Vehicle fires can be extremely dangerous, and the best advice is to get away from your car as fast as you can if one breaks out. For a minimal fire, though, an extinguisher can easily prevent a small flame from getting out of control.

Handy Tools

Flashlight

It seems no one ever gets a flat on a dry, warm, sunny afternoon. But even if you're weather-fortunate, you might need to see into a shaded area of the engine compartment or wheel well. Make it easy on yourself by carrying a flashlight with good batteries.

Work Gloves

Some folks wear a single glove when they pump gas, in order to keep the smell off their hand. Add its mate and you'll have a pair handy for working on your vehicle.

(Paper) Towels

A few shop towels or a roll of paper towels can be helpful to clean up messes.

Screwdriver(s) and Wrench(es)

A multi-tip screwdriver (or straight and Phillips screwdrivers) and an adjustable wrench (or a small set of wrenches) are great for quick, on-the-road fixes. A utility/pocket knife and a general purpose spray lubricant could also be useful.

Binding Elements

Make sure you have a few bungee cords and some duct tape to keep things together when they fall apart.

Spare Parts

Don't load up your vehicle with a bunch of dead weight. But a stash of a few spare bulbs/fuses or other small parts might prove invaluable if there's a problem on the road.

Tire Pressure Gauge

A properly inflated tire not only gets better gas mileage and provides better traction, but is also less likely to be punctured. A good standard gauge is the Accu-Gage 60 PSI Dial or the Accu-Gage H100X.
A fun (though potentially less accurate) alternative is this set of four tire valve stem caps from Victor that change color when tires become low on air.

Jumper Cables

Cold-climate motorists don't leave home without a good pair of jumper cables. But they can be helpful in all conditions, whether you need a jump or you're trying to provide the helpful hand that someone else needs.

Cold-Weather Items

Always remember to clear snow/ice from your vehicle's windows and lights before driving. And if your vehicle becomes stranded in a snowstorm, stay with it; most deaths occur when motorists wander away from their vehicle and get lost!

Also make sure to carry a winter survival kit that includes warm clothing/blankets, matches and candles, and high-energy foods. Beyond that, these items can help you to get out of situations where traction is poor:

Shovel

If you drive in a climate or terrain where you might get bogged down in snow or mud, a shovel can be a necessity. A durable, foldable shovel stores neatly and can get you out of tough spots when needed.

Traction Enhancers

Sand, salt, or kitty litter can help to improve traction if you get caught in snow. Traction mats (plastic troughs that you can lay down in front of your wheels to provide traction) are also good.


Few things are as frustrating as having car problems on the road and being stuck without the right tools or supplies, and these suggestions are merely a good start. Take a few minutes now to make sure you're equipped to handle whatever your vehicle can throw at you!