Being Aware Of The Times: 2024 Business Owners

I recently had a conversation with a friend and fellow detailing business owner about the state of our businesses.  He told me it was the best quarter he has ever had.  He had already been doing well for himself.  He was reaping the benefits of the work he put in over time.   Though not limited to detailing businesses, I have received feedback from numerous business owners who are struggling in 2024.  We all know about the current state of the economy and its effect on our expenses as well as the buying market.  But there have been other concerning changes in the past 2 to 4 years that we need to be mindful of.

Facebook Marketing

Marketing via Facebook has become less effective for a few reasons.  More consumers have become numb to certain social media advertising messages, particularly the Facebook platform.  The cost per ad has also increased.  The state of the economy has played a role in this.  But more small business owners and major companies have become more involved in Facebook advertisement copy, consequentially driving up demand.  In addition, Facebook scams or at least questionable advertisement copy has eroded trust directly and indirectly.  Frequent questionable posts of melancholy stories with a proposition of doing very cheap detailing on local Facebook community pages, is going to lead to otherwise serious buyers dismissing any organic or paid advertisement of your business.  This is not to suggest avoiding Facebook marketing, perhaps more money invested may be necessary.  The point is being open to other advertising platforms is more important than ever.

More Professional Content Creation

A computer with the ability to handle video editing is a worthwhile expense for a business owner during these times.  An Adobe Premiere Pro subscription from the Adobe Cloud, is a professional video editing software tool that I highly recommend purchasing.  DaVinci Resolve and Final Cut Pro are considered good alternatives.  I do believe those free apps with passwords to Facebook may be contributing to the growing number of people getting hacked on that platform.

Frustrated PPF Business Owners

Paint Protection Film (PPF) has become more popular than ever.  The irony is it has become somewhat like ceramic coating services were many years ago.  For those that offer Paint Protection Film, I believe it is important to look at where the state of ceramic coating services have been in the past 4 to 8 years and use that as a precautionary guide.  I am no expert at offering or applying Paint Protection Film, but I understand what goes into providing that service is not for the faint of heart.  Unfortunately, a great number of prospective buyers of this service have no understanding of this.  Couple that with a more saturated market of perhaps questionable options.  An advanced service is being offered by businesses that likely will not last, with poorly trained employees, that will lead to long-term dissatisfaction for all parties, except the product suppliers.  Tell me where you have not seen this before!

I understand your frustration.  As someone who offers detailing with ceramic protection at professional pricing, cheap PPF alternatives can affect my business.  Many of us overcame market saturation in ceramic coating services by not competing with cheap low skilled detailers.  We used it to our advantage.  Ask yourself, would you have your car done with full Paint Protection Film for $2,900?  No?!  Neither would I, even if that was my budget.  With respect to the incredible efforts you have put forth to provide a quality and very premium service, it needs to be communicated more on your website.  Speak in person and get behind a camera on a myriad of available and free social media platforms to communicate what is obvious to us.  Like the person who went to the quick buff guy for $99 full correction, discern the people who are your ideal consumer or can be educated from those who are not.  That also means informing actual buyers (not just us in a rant on Facebook) of the consequences of being cheap.

A few years ago, I purchased a printout of ceramic coating aftercare flyers for future clients from a well-known and budget friendly print promotional company.  I remember receiving them in the mail.  After looking at them and holding the flyers in my hand for 15 seconds, I put them all in the trash.  I never complained publicly or privately.  I did not request a refund, nor did I even communicate with the company.  The disappointment in the flyers was my fault.  That business likely has satisfied many people who were okay with that level of quality at that price point.  Sometimes the kindest thing you can do for your family, consumers at large, and even the price shopper is to stop treating someone who experiences the consequences of shopping for price like a victim.