Footnotes TowBlog: Towing News Around The Web: Footnotes' February Issue Now Available Online!

Your February 2011 digital edition of Towing and Recovery Footnotes is now available. Simply click here to instantly begin reading the issue, or click on the features below to read specific articles.

• Exciting News!!!! In this issue, Footnotes proudly presents the first of what will be a regular monthly four-page feature. towPartners has joined with Footnotes to begin publishing in each issue the now-monthly towPartners ADVISOR! The Advisor will feature advice in all areas of towing, from technical details to business operations, while offering towers everywhere the opportunity for great discounts from the many, many equipment and service vendors who have teamed with towPartners to provide these savings to the industry. Page 13

• Bucks For Trucks is the beginning of a four-part series of articles for towing company owners on getting financing for their businesses in an era of tight money that is perhaps loosening up some. This first article gives the reader an overview of the current fiscal situation and discusses possibilities for getting the money to buy or lease that truck you need. Keep your eye on this series for the kind of advice that can help you thrive during trying times. Page 1

• Return of the Lizard Lickers. Love 'em or not, these wild and colorful Carolina repossessors, featured in our June 1010 issue, have earned an audience on a cable reality TV show and have gotten such a following from that that they now have another show! With an entertaining website and even a book coming out, the Lizard Lickers are again on the move! Page 22
• The Black Book. The author of "The Black Book On Towing" and owner of the website www.towprogram.com begins his first column of what will become an occasional series on how to be better at the business you’re in. Dennis Wencel is both a towman and a business writer and so he knows of what he speaks. Avoid the costly mistakes that can hurt your business and rob you of profits. Watch for The Black Book. Page 7

Also in this issue: Comments from tow business owners on the thorny issue of paying overtime, new and improved towing equipment in Gear Mart, and great combo print/online advertising deals that will increase your product visibility at a savings over the usual rates.

If you cannot click on any of the links above, please copy and paste this URL into your web browser:
February 2011 Issue: http://www.flashedition.com/publication?i=59144

We hope you enjoy the February issue of Towing and Recovery Footnotes .

Sincerely,Bill Candler
Editor
(Reposted from Footnotes TowBlog)

Tower's Dream Job

Chicago's Lake Shore Drive turned into a car graveyard the day after a massive blizzard brought 20+ inches of snow and 60+ mph winds.

Motorists were stranded when the storm hit in the early evening of February 1. After hours with no assistance motorists abandoned their cars for safety leaving behind between 600-900 cars depending upon which report you believe.

The end result was a whole lot of work for the city's tow contractor E&R Towing. E&R towed the cars to nearby lots at Soldier Field and local museums. All reports are that motorists will not incur towing fees leaving me to believe the city will be picking up the tab.

Wouldn't it be nice to mail out that invoice?

Tow Program Partners With Towing & Recovery Footnotes

Hot off the Presses

After some brief but prosperous discussions with Bill Candler, editor of the fine towing publication Towing & Recovery Footnotes we are ready to announce that Dennis Wencel will be a regular business column contributor to Towing & Recovery Footnotes monthly publication.

Bill and I met at the Baltimore show and after an enjoyable but brief conversation at the show it was clear to both of us we had more to discuss. So after the dust of the show settled we were able to get back in touch with each other to figure out how our two organizations could work together. Bill was impressed with the concept of the Black Book of Towing & DVD Set and the other services offered by TowProgram. He particularly like the fact that there is someone with a towing background providing business and advertising assistance to the industry.

I have always been impressed with the content that Towing & Recovery Footnotes produces month after month. The newspaper format allows for timely and actionable industry information to reach towers quickly so they have a chance to use the information on the pages immediately.
The team at Towing & Recovery Footnotes has always put the needs of the tower first and I have valued their contribution to the industry for years. In fact, throughout my years owning a towing company the latest issue of Towing & Recovery Footnotes was always on the main counter only to be replaced by a newer issue.
I could not be happier with our new relationship and look forward to years of towprogram.com helping them provide quality information to towers.

Phone Cos. Walk Tightrope with White Pages Kill Request

Verizon and other land line phone companies are appealing to state regulators to approve their request to cease production of white pages residential directories. Sighting a severe decline in use, fewer than 10% of directories are ever used according to a Verizon spokesman; the company would stop production immediately. Interestingly enough however they are committed to continue producing the yellow pages. And according to the Yellow Pages Association more than 50% of Americans use the yellow page printed directory each month. So which is it? Do we use these books at a rate of 50% or 10%? A Chicago Tribune article on the topic stated phone companies argued that consumers now check out the internet rather than flipping through the guide to find a residential phone number. But you would think this behavior shift would also transfer to looking up local companies too, no? Of course it does.

First we need to understand white page directories fall on the expense side of Verizon’s business while the yp’s are on the fatty revenue side. Then the picture becomes clearer. If you also consider it is unlikely phone company employees are going to lie to state and federal regulators then it stands to reason the usage number that is probably more correct is the 10%.

So if offline directory usage is at 10% and you are, say a towing company serving a 30 mile radius how many of those customers are finding you? It is time to get serious about your local advertising plan for your tow company. You cannot afford to give your competition a 90% head start and then expect to compete.

I often hear cash calls are down but I really think cash calls are about the same and the tow companies that get the calls are not the same ones getting these calls 10 years ago.

Its time, their dead, lets move forward. Get a plan for your tow company to advertise online. Online marketing is much more versatile and impactful than its aging offline grandfather and should cost less than what you are paying in yellow page ads now.

Chicago Tribune Article
NJ.com Article

Employee Loyalty As A Company Endorsement

It is fair to say many tow companies just do not have the resources to promote themselves with non traditional message channels. Be it through press releases, interview inquiries or even social media channels like Facebook or LinkedIn. It often requires skills not inherent to our industry or a substantial time commitment from an employee to figure it all out.

I found a great example of a tow company sending our a press release about their 30th anniversary of business with a message wrapped around employee loyalty. It is a fantastic way to promote an important company milestone without looking self-promoting. North Shore Towing in Chicago's Northern suburbs issued a press release through prweb.com (a completely free service which allows you to submit info that they will them disseminate via their proprietary network of news and search contacts) messaging the fact that their very first hire is still with the company. The release goes on to highlight a few employees and their overall family atmosphere and commitment to providing quality services.

A TowProgram tip of the cap to the folks at North Shore Towing. Any time we can get a positive message into the public discussion about members of of the towing community towing as a whole benefits. Selecting a towing provider should not be fear based. Consumers should have access to information helping them choose a provider who is professional, reliable and an active within the community.

Another Study Pointing to How Critical Web Ads Are For Local Businesses

Its repeats like a broken record - The Yellow Pages Are Dead. And through I have made this statement several times speaking to tow professionals it nevertheless remains true. Its just a slow, painful and for some in the tow industry, an expensive death.

I was speaking to an old friend not too long ago who works for an online local business directory and asked him why the yellow pages are still printed and he said it because small businesses are still buying ads. Usage has all but dried up according to the recent 15miles Fourth Annual comScore Local Search Usage Study. This ongoing study tracks many usage measurements but the most important to the tow industry is the fact that fully 70% of households solely use the internet for local business searches. And, interestingly enough, 45% say they do not have a specific company in mind when the start the search. Talk about an opportunity to build your business!

There were may more statistics to come out of the survey that talked about the increase in mobile web access (searching for companies on your smartphone) which really plays an important role when someone is broken down on the side of the road. Where the once would call home and have someone look up the local tow company now they just search their location and tow and call the first company to come up. Or, they call 411 and the operator performs the same search. Either way, its important for tow companies to have a meaningful presence online.

One final interesting tidbit was that 81% believe it's important for local businesses to respond to questions and complaints on social sites. So they are saying if you get a poor review on a site they want to hear your side of the story too. So don't shy away from responding to comments but maybe you should wait until after lunch when the shop is calm and all is well.

Tow Program Releases The Black Book of Towing

The Black Book of Towing & DVD Set is now available to help towing and recovery companies increase their profits.


Here is the official Press Release that was sent out to the industry publications on Friday.
Black Book of Towing & DVD Set author, Dennis Wencel, said, “When I first got into towing, few were willing to answer the questions I had about how to make my business more profitable. So after I sold my company, I decided to pour all the valuable secrets I learned over the years into a book and DVD set to help more independent tow companies thrive. After all, one of the greatest aspects of our industry is that it is filled with small, independent and family-owned businesses, and I want to help keep it that way.

Built by towers for towers, the set details the path to increased profits by walking towing and recovery company owners and managers through simple, easy and effective steps to tackle the biggest business-side challenges facing tow companies today. -Kick-starting their online advertising plan so internet searchers know they exist
-Easily computing costs and revenue per call so they know how much they make on each call
-Adding automation methods to help the business run more efficiently
-Better managing employee relations through creative compensation techniques
-Preparing the business for the most profitable sale

“Our industry has all sorts of training resources for the recovery skills side of towing,” Wencel said, “It’s time we had access to proven ideas and tactics for the business side too, because both sides have to work to be successful in today’s competitive environment.”
Wencel will be a speaker at the 2010 Professional Towing & Recovery Operators of Illinois Tow Show in Lisle, IL August 15 and 16. To learn more about the Black Book of Towing & DVD Set, call Tow Program at 888-834-1123 or visit www.towprogram.com. Images and details are available at www.towprogram.com/blackbookimages.html

About The Black Book of Towing & DVD Set The Black Book of Towing & DVD Set was created by Dennis Wencel shortly after he sold his towing and recovery business. Focused on helping independent towing and recovery companies thrive, The Black Book of Towing and DVD Set purchase also includes a 30-day money back guarantee and lifetime access to the Online Toolbox, a database of forms, sample contracts and other useful documents for the busy towing and recovery company.

About Tow Program Tow Program is the company Dennis Wencel started to promote and distribute The Black Book of Towing & DVD Set. The company also provides Online Advertising Plans and on-site consulting services to the Towing and Recovery Industry. For more information, visit www.towprogram.com/OnlineAdvertising.html.

About Dennis Wencel Dennis Wencel created The Black Book of Towing & DVD Set after selling his own towing and recovery company in 2010. Prior to his time in towing, Wencel worked for a decade in advertising and marketing. He lives with his wife, Jan, in Naperville, Il.