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Marketing in the Auto Performance Space

Feature   |   Posted: 03/03/2021
Posted by: Motorhead Digital

Catch the Shift from Traditional to Digital

By Barry Alt

When it comes to the latest performance enhancement products on the market, we’re all experts – part of being a muscle car enthusiast is figuring out how to keep improving our cars.

For a lot of auto performance shops, they don’t carry this hunger for knowledge through to promoting their business by utilizing their customers’ modern browsing habits.

It’s a pretty good generalization to say the industry is slightly behind when it comes to adopting digital marketing techniques.

Easy internet access and the ability to show off their machines on the likes of Instagram have changed the face of performance car ownership, improvement and socializing.

Now, many companies in the industry are scrambling to keep up with the new methods available to keep them in touch with their customers.

The time is ripe for auto performance shops to make the shift from traditional to digital marketing approaches and get their business the exposure they deserve.

Marketing to our industry is completely different than most other markets – it requires someone who knows the industry intimately to:

  1. know where to find people looking to enhance their car’s performance
  2. know how to speak to muscle car owners and persuade them to invest in your customization and enhancement services over the next guy.

Where To Find Muscle Car Owners and High Performance Car Enthusiasts

The things that keep car enthusiasts awake at night are not like other consumers, let’s face it!

Because of this, your approach to marketing has to be different. If you’re hiring a web agency to market online for you, they NEED to know where to find your audience and how to talk to them.

There’s nothing like spending a few hours watching the latest rally/drag race/restoration of a classic. Where do we hang out? Instagram, Facebook & YouTube.

You know and I know what we choose to spend our time watching and learning about the industry. Make sure your marketing company knows too.

Move From 1-to-Many to 1-to-1 Marketing

The old approach to advertising (general ads placed in newspapers, directories, radio, TV etc.) spreads one message to many consumers – but in the modern world, this singular approach just doesn’t cut it anymore.

By combining traditional methods for quick-buys that don’t require any really investment or thought and one-to-one relationship building digital marketing methods for those bigger projects, you can have a winning formula.

Today’s consumer spends hours (and we mean HOURS) researching the latest innovations in the industry, the best rated products and what could be the newest improvement to their car.

How do you harness this to promote your own service and products against a world of competition?

Create unique, informative and entertaining content that helps your target customer research their next investment…

Please head on over to the Motorhead Digital Blog for the rest of this article.

Barry is the founder of Motorhead Digital, providing signature Marketing Maximizer™ programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion to keep those project bookings coming. With over 23 years of experience in digital marketing and web development, Barry’s goal is to help clients market and grow their shops through strategic marketing practices. You can reach him at (585) or online at


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