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Twelve ways MSOs can build name-recognition, win new customers, and encourage referrals
Thursday, October 15, 2015 - 06:00
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Some MSO names are becoming well known nationally within the industry, but even the largest still have a long way to go before they become “household names” among drivers.

Here are a dozen ways that MSOs, large and small, are working to build that name-recognition to keep their company in front of potential customers and referral sources.

Create a “signature” give-away

Sometimes offering a freebie seemingly unrelated to your business can help make you memorable. Remember when banks offered a free toaster if you opened an account? Frequent travelers have come to expect the warm chocolate chip cookies offered when they check into a Doubletree hotel.

If you’re a referral source or have other connections to Herb’s Paint & Body, which has eight shops in the Dallas, Texas, area, you’ve probably enjoyed some “world famous Jimmy Don's Picante Sauce.”

Jimmy Don Burris has been with Herb’s since 1979, and not long after started developing his own unique blend of tomatoes, peppers and spices. In 1991, Herb’s gave away 300 1/2-pints of “Jimmy Don's Picante Sauce” to customers and friends of the company, and the concoction’s “fame” and popularity grew

“It was when we started receiving requests for more jars from people we didn't even know, some of whom were out of the country, that Jimmy Don's Picante Sauce gained its ‘world famous’ status,” the MSOs light-hearted website boasts.

Herb’s now gives out 3,000 jars of Jimmy Don's Picante Sauce every year – and got so many requests for the recipe that it finally relented and allows those with “the proper security clearance” to see the recipe on its website.

Hold a social media photo contest

ABRA Auto Body & Glass this past July invited vehicle owners to share online a photo of where their car took them for a summer vacation or road trip. Everyone who posted a photo to Instagram, Twitter or Facebook with the hashtag “#ABRASummer” had a chance to win a $50 Visa gift card.

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