Wilhelm credits 90 years of growth to effective marketing
For almost a century, Wilhelm Automotive has weathered all the challenges a small business in the auto care industry faces. 2018 marks the 90th anniversary for the nine-shop operation based in Peoria, Ariz. Marketing director Phil Jackson and owner/operator Chris Garman attribute much of that success to the right marketing tools that have enabled the shop to adapt to industry changes with every passing decade, stressing old-school customer service paired with modern marketing ideas and practices.
Now, using Kukui Dashboard to track marketing spend strategies—direct mail, internet ads, Google Adwords, and more—they look forward to reaching the century mark. Another 90 years, after all, isn’t so far away.
“We’ve been a family-based business since 1928,” Jackson says. “If you treat people right and stand behind the work, that’s what gets you through the tough times.”
In an industry dominated by small businesses but often answerable to industry and government regulations, knowing how and where to put your money is crucial to looking ahead to profits (and not behind at what might have been).
Of course, being a pillar in the community helps, too—one of the core values of Wilhelm Automotive has been philanthropic outreach throughout the central Arizona region. For years, Wilhelm has contributed to food banks, art programs, the Girl Scouts, the American Cancer Society, and more. It all falls under what Garman refers to as “mindful marketing.”
And that’s where Kukui comes in.