Car Giveaways and Community Involvement with Chris Luoma [E164] - The Auto Repair Marketing Podcast

About this episode

Thanks to our Partners, Shop Boss and AppFueledWhen it comes to community involvement, some shops talk about it and others just do it. In this episode, I sit down with Chris Luoma, third-generation owner of Jerry’s Automotive in Lansing, Michigan, to talk about what it looks like to give back with heart.From car giveaways to Toys for Tots, Chris shares how giving back has become more than just a marketing tactic; it’s part of his shop’s DNA. We talk about the humble beginnings of this family-run business, what inspired their vehicle donation program, and how they’ve given away five cars (and counting) to people who truly needed a hand up.Chris walks us through the process of acquiring and fixing the vehicles, how they choose recipients, what the response has been like, and how it’s created a stronger bond between his shop and the community. You’ll also hear how local news coverage, Facebook engagement, and a little creativity have helped grow their reach, without needing a huge marketing budget.This episode isn’t just about cars. It’s about impact. It’s about showing up for your town, doing something that matters, and watching how it all comes back to you in ways you can’t always track but can always feelThis episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.How To Get In Touch With the GuestChris LuomaJerry’s AutomotiveLagniappe (Books, Links, Other Podcasts, etc)News Coverage of Vehicle GiveawayShow Notes with TimestampsIntroduction and Guest Welcome (00:00:10) Brian introduces Chris Loma, outlines the episode’s focus on community involvement and vehicle giveaways.Shop History and Legacy (00:02:26) Chris shares Jeffries Automotive’s 55+ year history, family ownership, and shop evolution.Long-Term Staff and Team (00:03:59) Discussion about long-term employees, technician shortage, and the value of a strong team.Origins of Community Involvement (00:04:41) Chris explains how giving back became a core value, inspired by his grandfather’s philosophy.Charitable Activities Overview (00:05:30) Overview of shop’s charitable work: Toys for Tots, veterans, VFW, and car giveaways.Shop Decor and Local Identity (00:06:01) Conversation about the shop’s old trucks, their use in community events, and as shop decor.Choosing Causes to Support (00:07:02) Chris discusses how they select which causes to support and the challenges of choosing recipients.Other Community Involvement (00:08:03) Support for local VFW, Little League, high school sports, churches, and plans for more involvement.ROI and Motivation for Giving Back (00:09:24) Brian and Chris discuss the intangible returns of community involvement versus trackable ROI.Sponsor Messages (00:11:46) Mid-episode sponsor advertisements for Shop Boss and App Fueled.Vehicle Giveaway Program Details (00:13:17) Chris details the car giveaway program: how it started, how cars are sourced, and the process.Lessons Learned from Giveaways (00:15:25) Stories about specific vehicles given away, repairs needed, and lessons learned from the process.Team Involvement and Effort (00:16:11) How the whole shop team contributes time and effort to the vehicle giveaway.Advice for Other Shop Owners (00:16:44) Tips for other shop owners considering a giveaway: vehicle selection, budgeting, and patience.Giveaway Selection Process (00:17:56) How recipients are chosen, use of social media, essay submissions, and the impact of video promotion.Media Coverage and Publicity (00:19:53) Local news coverage of the giveaways and its effect on shop visibility and SEO.Targeting Specific Groups (00:20:40) Occasionally focusing giveaways on specific groups like veterans, with plans for first responders.Selection and Team Involvement Improvements (00:21:31) Current process for choosing winners and plans to involve more staff in decision-making.Promoting the Giveaway and Winners (00:22:26) How the shop documents and shares the giveaway, balancing publicity with humility.Community Recognition and Impact (00:23:30) Growing reputation for giveaways, increased inquiries, and evolving community impact.Advice for Getting Started (00:24:04) Chris’s advice for shops starting community involvement, suggesting Toys for Tots as an entry point.Creative Community Giving Ideas (00:25:16) Other ideas for giving back: school supplies, sports equipment, and finding your own passion project.Emotional Impact of Giving (00:26:07) Chris reflects on the lasting emotional rewards of helping others through these programs.Closing and Future Topics (00:26:16) Brian thanks Chris, hints at future episodes on video marketing, and closes the show.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on InstagramGet The Ultimate Guide to Auto Repair Shop Marketing Book Email Us Podcast Questions or Topics Thanks to our Partners, Shop Boss and AppFueledThis episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”Aftermarket Radio NetworkRemarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open DiscussionDiagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. The Aftermarket Radio Network: https://aftermarketradionetwork.com/Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics