Marketing and Promotion

The driving instructors image, and the overall image of your driving school will influence customer choice, so it is important to offer a professional service and keep a high profile at all times.

If you work on a driving school franchise, the school will look after most of the promotion for you; if you run your own driving school, generating business is an essential part of your job.

Driving school vehicles should be clean and tidy with signs showing the driving school name; your vehicle is a mobile 'billboard' and can do much to raise your profile if it looks good. Your choice of training vehicle can also attract or put off potential customers.

It is also advisable advertise in Yellow Pages and use adverts. in local newspapers to promote special offers. If you have never operated your own business before, enquire about marketing seminars at your local Chamber of Commerce.

Enterprising driving instructors will find many free advertising opportunities, e.g., small ads. on notice boards in clubs, hospitals, colleges, etc. Personal recommendation is crucial and satisfied clients will provide a major source of new custom through recommendations to friends and relatives.

Ultimately, personal recommendation is your best advertisement.

Some members of the SmartDriving web site have generated free newspaper, radio and even TV coverage for their driving schools by using the PR (Public Relations) ideas suggested in our weekly business and training tips.

Some driving instructors do very little to generate business, it is generated for them by the satisfied and successful customers who send their friends along. With this in mind, getting a good start in the business with the right driving instructor training is essential.

SmartDriving can help small driving schools and one-person businesses with the SmartLearners training and marketing package - this enables you to retain complete independence but be able to compete on a level playing field with larger driving schools and thus maximise your income.

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