Know-How Exchange : Strategy

I'm assuming you're doing the obvious thing, which is that you're putting "UNDER NEW OWNERSHIP AND MANAGEMENT" everywhere (your ads), including a sign in front of the shop in question?

If seriousness doesn't work, try poking fun at your old bad reputation, and then add a superlative guarantee to ensure that the old business is indeed gone. Start asking your new clients to start Yelp-ing your business (if they liked you). Provide feedback forms with every service, and personally follow up with everyone that submits one (whether praise or complaint).

Be unique!

Make a giant pile of trash in front of the building and put out a sign that you are clearing out the old and starting over with the new. Make the pile as tall as you can.

If you can make a big enough pile, you should be able to get some press coverage. Free PR is Great PR!

A friend used a similar technique with the 50th rated radio station in a market with 50 stations. The played "Rock and Roll is here to stay" for 5 solid days (24 hours a day) before changing to a rock format (2 days before sweeps week). For 5 days they blacked out their windows and refused to answer the phones. They went from 50th to 4th!

You rebranded the bad place with a new name or with the name you use in your other place?

"All appointments for our new location will me made by the new owner"

If you purchased the database, work that. In a gated community it can be hard but if possible, go to their homes. I'll get pushback for suggesting this, but it's very effective when it can be done.

Michael

I would certainly use direct mail to contact every old customer on file announcing the change with a highly discounted service offer.

Try something like this, which I have used before in many a retail business...it works like a charm every time:

Put together a neighborhood "welcome party" for all nearby residents. Set-up a nice spread of food or maybe even a big barbeque. You can even have a clown if the older folks bring their kids, costumed characters, etc.

Most importantly, put together a SUPER promotion for the day. Maybe something along the lines of a FREE oil change or FREE car inspection for anyone "coming down". No strings attached.

MOST IMPORTANTLY, when placing ads for the store, make it known that the business is under new owner ship. AND, be sure to announce that the new owners will be on-hand at the welcoming party just to say hello and introduce themselves. Don't forget the big promotion too :)

And in case you're wondering, YES, this will cost some money obviously. However, the goodwill it creates in the community, ESPECIALLY for a new business is hard to beat! Also, by having the new owners there to "mill around", prospective as well as past customers will see a new change in the businesses' leadership. This type of relationship building is hard to beat!

have you heard the story about the person who returned snow tires to Nordstrom's? Nordstrom's had a policy of accepting all returns... but Nordstrom's has never sold snow tires...

As I understand it, Nordstrom's bought a company which sold snow tires, and converted the site to a traditional Nordstrom's. I could do a google search and find information on this... but it would probably be helpful for you to do the Google search yourself so that you can see just how much publicity Nordstrom's has gotten from accepting these snow tires.

In a similar way, you could guarantee the work of your predecessor. For example, you could publicly announce if you are a new and completely different company, but nevertheless you will resolve any claims against the previous owner by offering free labor costs.

You might want to cover yourself by limiting your exposure to a certain total number of hours per week... but the positive publicity might be just what your business needs.

Consider a charity day or two -- invite a local group to do a car-wash in the parking lot, or a day of oil changes with proceeds benefiting a local group.

Can support the PR effort and overtly demonstrate goodwill.

Good luck!