July 11, 2020  
 
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Marketing a Defensive Driving School

The value and earning capacity of a defensive driving school largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Although innovation is important, consistency is critical when you market a defensive driving school. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.

Simplistic promotional techniques can't penetrate the clutter of the current marketplace. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many defensive driving schools. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

Strategic Partnerships

When multiple interests join together in a strategic partnership, they gain defensive driving schools economies of scale, not to mention a larger promotional footprint. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.

Social Media Monitoring

Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All defensive driving schools need to be particularly sensitive about the potential for negative brand commentary on social media sites. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

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