“Marketing To, Selling and Servicing the Connected Consumer.”
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Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate! Frank Terlep, CEO and Lead Sherpa of Summit eMarketing Sherpa’s, facilitated this session for an AKZO Acoat Meeting in Wilmington,NC and helped attendees understand the tools, technologies and techniques today’s auto body and repair shops need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.”
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“Marketing To, Selling and Servicing the Connected Consumer.”
- 1. Marketing to, Selling and Servicing The Connected Consumer May 2015 Frank Terlep | Lead Sherpa
- 2. 1984: Raised 100K and launched first company and first auto body and repair software platform 1990’s 2001 2009 2015 Who is Frank Terlep
- 3. We Guide Auto Body and Repair Shops to More Customers, Revenue and Profit Through the Use of Digital Marketing Tools, Technologies and Techniques
- 4. We Created Mitchell’s CRM Platform
- 6. • 6 full time digital marketing, web, mobile and mobile app developers • Complete web design, development and SEO team • Online Review and Reputation Service • Social Media Marketing Service • Content Management and Curation Expertise • Professional support and administrative team How Do We Do What We Do?
- 8. How Important Are Your Previous and Potential Future Customers?
- 10. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. What Percentage of Your Marketing Budget and Activities are Focused on the Connected Consumer?
- 11. Today’s Agenda Industry Overview and Present Situation Strategy Before Tactics Marketing – Definition - Traditional VS Digital Marketing New Sales, Marketing & Customer Service Strategies, Processes, Tools and Technologies Today’s Consumer
- 12. Today’s Agenda 12 Web, Social, & Mobile Every Auto Body and Repair Shop Should Consider New Sales, Marketing & Customer Service Strategies, Processes, Tools and Technologies CRM Systems – What, Why and How Important What’s In it For the Shop 8 Ways Shops Can Beat Bigger Competitors Q&A
- 13. Auto Body / Collision Repair Industry
- 14. Auto Body / Collision Repair Industry
- 15. Auto Body / Collision Repair Industry
- 16. Auto Body / Collision Repair Industry
- 17. Auto Body / Collision Repair Industry
- 18. Auto Body / Collision Repair Industry
- 19. Auto Body / Collision Repair Industry
- 20. Auto Body / Collision Repair Industry
- 21. The World Our Businesses Operate In Today • Changing • Consolidating • More Repairs to Less Shops • Margins Shrinking • KPI’s Increasing • Consumer Driven • Technology Driven • Data Driven
- 23. People Still Prefer Small Business!
- 25. New Sales, Marketing and Customer Service Strategies, Processes, Tools, and Technologies
- 27. • "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.
- 28. • S…W…O…T… • Who is your ideal customer? • What makes you different than your competition? • What is your company’s growth strategy? •What is your company’s web, social and mobile strategy?
- 29. S…W…O…T… • Strengths • Weaknesses • Opportunities • Threats
- 30. Who is Your Ideal Customer? • Values you • Profitable • Refers you • Demographics • Pays their bills
- 31. What Makes You Different?
- 32. How to Find Your Differential Advantage? Just Ask…. • What would you Google? • What made you decide to hire us? • What’s one thing we do better? • What’s one thing we could do better? • Would you refer us and why?
- 33. What is Your Company’s Sales, Marketing and Customer Service Strategy?
- 34. Our Definition of Marketing Know Like Trust
- 37. Traditional Marketing VS Web, Social & Mobile • “Traditional” (The 6 P’s) –Product –Price –Placement –Position –People –Planning • Web, Social & Mobile (The 4 C’s) –Content –Context –Connection –Community
- 38. Traditional VS Web, Social & Mobile
- 39. Traditional VS Web, Social & Mobile
- 46. The Web, Social and Mobile World We Live and Work In
- 47. The Web, Social and Mobile World We Live and Work In
- 48. The Web, Social and Mobile World We Live and Work In
- 50. Today’s Consumer Online connectivity on the rise
- 51. Today’s Consumer Nearly 10 hours per day with ‘digital media’
- 52. Today’s Consumer
- 53. Source:http://www.propertycasualty360.com,MelissaHillebrand,Feb2014basedonAccenturestudy Today’s Consumer Insurance DRP’s becoming less important…
- 54. Today’s Consumer Low Loyalty to Insurers Switched Insurance Companies in 2015 – JD Powers
- 55. Tomorrow’s Consumer Insurance Price Comparison Sites
- 56. Levels the Sales, Marketing and Customer Service Playing Field!
- 57. • Improves Closing Ratios • Increases Referrals and Retention • Increases Sales of Products and Services • Brand and Reputation Management • Improves Review Processes and Results • Improves Agent and Business to Business Marketing
- 58. Helps The Shop “Own” the Customer?
- 60. 1. Your web presence 2. SEO 3. On-Line advertising – PPC 4. Local search site optimization 5. An automated unsold estimate follow up and sales system 6. An email marketing and retention platform 7. A text based marketing and retention system 8. Mobile marketing, branding and communication platform 9. Online Reviews 10.Social media tools and techniques 11. On Line Video 12. CRM Platform 12 Affordable Web, Social and Mobile Tools EVERY Auto Shop Should Consider Using
- 63. Do Digital Impressions Matter? Web presence [
- 64. The Shop’s Website • Your shop’s website is your on- line/digital lobby • #1 Reason to have a website is drive business t o your door • SEO • Social Media • 5-15 Seconds • Call to Actions • Include videos • Include a Blog • Utilize QR Codes on any surface to draw consumers to your site
- 65. The Shop’s Website • Include appointment options • Include repair status options • Integration with social media sites • Include reviews and ratings • Include digital ads, promotions and coupons • Incorporate Analytics • You MUST have a Mobile site strategy • Turn your website into a Social Media Marketing Tool, Sales Tool, Communications Tool, and Customer Service Tool
- 67. Call to Actions Social Media & Sharing Svcs/Certificatio ns Reviews Before and After Videos Blog Keyword Focused Content
- 68. Website = Sales Tool
- 69. Website = Sales Tool
- 70. Website = Sales Tool
- 71. Website = Referral Tool
- 72. Website = Customer Service Tool
- 73. The Connected Consumer and Online Appointments
- 74. Website = Customer Service Tool
- 75. Website = Social Media Tool
- 76. HOW DOES YOUR WEBSITE STACK UP?
- 78. Is Your Website Invisible? Search Engine Optimization
- 81. Changes to a website take 60- 90 days for search engines to fully recognize Search Engine Optimization
- 84. • SEM: Search Engine Marketing – Paying Google to place your ad at the top of search results – Costs $1.00 - $8.00+ per click, depending on competition – Generates traffic today – Excellent way to supplement an SEO campaign – We write ad copy, measure conversion rates, optimize landing pages Pay Per Click
- 85. • Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites…. • Advertisers pay when an their ad is clicked • Advertisers typically “bid” on keyword phrases relevant to their target markets • Some sites charge a fixed price per click • PPC display ads are shown on sites or search engines that show related content • PPC is different then CPM (cost per 1000) s Pay Per Click
- 88. Do Consumers Search for Local Businesses? Web presence [ Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014
- 89. Winning the Local Search Game
- 90. Winning the Local Search Game
- 91. HOW WELL IS YOUR BUSINESS LOCALLY LISTED?
- 94. Why is Email Important to Your Busienss?
- 95. Why is Email Important to Your Business?
- 96. Why is Email Important to Your Business?
- 97. • Emails to Unsold Estimates or Repair Quotes • Thank You Emails with Integrated Customer Surveys • 30 Day After the Repair Follow Up • Special Offer Emails • How to Emails • Auto Reply Emails • New Service Offering Emails What Type of Emails Should You Send?
- 98. • Quarterly Newsletters • Co-Marketing Emails • Internal Communications • Directed Emails: • Confirmation Emails: • Event Invitations: • Social Media Emails • Holiday Emails • Seasonal Emails • Use Your Imagination What Type of Emails Should You Send?
- 100. Today’s Connected Mobile Consumer
- 106. • There are 300 MILLION mobile phones in North America that can send/receive a text message • 98% of consumers read their texts in 3 minutes or less!!! • New and Novel • Less intrusive than phone calls • More effective than email • Creates a “buzz” • SMS/Text marketing has a 7-10% response rate • Mobile number should be required during vehicle check in process • Ideally used for vehicle status , important communication, special promotions and pricing Mobile/Text Message Marketing and Communications
- 107. Smart Phones and Apps
- 108. Smart Phones and Apps
- 109. Smart Phones and Apps
- 110. Smart Phones and Apps
- 111. Smart Phones and Apps
- 112. Smart Phones and Apps
- 113. Mobile Marketing Recommendations You MUST have a Mobile Website Text Messaging is required today • Unsold Estimate Follow Up • Vehicle Repair Status • 7-10% Promotion Response Rate Smartphone App • Real estate with the consumer • Communications, Branding, & Retention
- 114. Today’s Connected Consumers and Online Reviews…
- 115. Online Reviews are Key to Growing Your Business!
- 116. Online Reviews REALLY Matter!
- 118. • Just Ask! • Provide Options • Use Signage • Use POS Information • Remember it’s a Numbers Game • Display Reviews in Lobby • Include as Part of Overall Process Ask for Feedback- Get More and Better Reviews
- 119. • Use email and text after delivery • Send up to 3 times • Include links and QR codes on customer documents • Include review page on website • Offer POS materials • Use signage in lobby • Big screen with scrolling reviews behind welcome desk Ask for Feedback- Get More and Better Reviews
- 121. • 72% of all Internet users are now active on social media • 89% of those between 18 and 29 years old are social media users • 72% of individuals aged 30 to 49 are engaged in social media • 60% of people between 50 to 60 years old are active on social media • 43% of those 65 years old and above are engaged in social media • 71% of users access social media from a mobile device Why is Social Media Marketing Important to Auto Body and Repair Shops?
- 124. • Online reputation management entails establishing, maintaining, repairing and monitoring the publicly available online information about an individual or organization. Reputation Management Defined…
- 126. • Take ownership, have a plan • Respond to ALL reviews • Your responses should not be generic • Short, simple and sweet • Leave your personal emotion out of your reply • Don’t offer gifts or bribes • Take the conversation off-line • Don’t sell React & Respond
- 128. • Don’t ignore them • Don’t expect a lot of responses • Don’t pay or offer incentives • Do not use kiosks in the lobby (YELP) • Don’t create fake reviews • Don’t overreact • Don’t keep the conversation going online What NOT TO DO
- 129. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. • One minute of video equates to 1.8 Million Words. (Dr. James McQuivey, Forrester) • 59% of viewers will watch a video to completion that is less than one minute. (Wistia) • 92% of mobile video viewers share videos with others. (Invodo) • 65% of executives have visited a vendor’s site after watching a video. (Forbes 39% have called a vendor after watching a video) • When marketers included a video in an email, the click-through rate increased by 200 to 300% (Forrester) The Connected Consumer and Video
- 130. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc. • The average internet user spends 88% more time on a website with video. (Mist Media) • 64% of consumers are more likely to buy a product or service after watching a video about it. (comScore) • Visitors who view videos stay on a shop’s web site an average of 2 minutes longer than those who don’t view videos (comScore) • 74% of all internet traffic in 2017 will be video: • 65% of video viewers watch more than 3/4 of a video • 69% of smartphone users say videos are a perfect solution for viewing as it offers a quick way for consumers to grasp an overview of a product or service The Connected Consumer and Video
- 131. A CRM System……
- 132. Where Does a CRM Platform “Fit” in a Collision Repair Business? Estimating Systems Shop Management Accounting Software CRM Platform: Sales. Marketing, Communications, Customer Service
- 134. The Benefits of a CRM System…
- 135. • Automates and Manages a Shop’s Web, Social and Mobile Activities – Unsold Estimate/Quote Follow Up and Sales System – Website and Integration – On-Line Appointments – Email Marketing & Retention – Text Messaging & Retention – Social Media Integration and Management – Digital Ads and Promotions – Mobile Apps – Customer Reviews – Reputation Management What is a Auto Body CRM System?
- 136. WIIFY
- 137. What is Your Potential CRM ROI?
- 138. The Connected Consumer and their Impact on your shop’s short & long-term ROI • 45% • $500 • 4.2 • 5-10 years • 11.4 years • 29%
- 139. 1. Sell Additional Services to Previous Customers 2. Improve Closing Ratios 3. Increase Referrals Three (3) Simple CRM ROI Areas
- 140. 1. 2% of Last Year’s Customers Return for $150.00 Service 2. 2% of Unsold Estimates Return for Repairs 3. Additional 2% of Last Year’s Customers Refer Your Business Three (3) Simple CRM ROI Areas
- 141. • $41,770.00 in Additional Annual Revenue • $2,984.00 in Additional Monthly Revenue • 601% ROI Auto Body Shop Revenue Increase and ROI $1.5M in Annual Sales Note: Numbers based on 62 RO’s per month, average RO of $2000.00 and closing ratio of 70%
- 142. How Can Independent Auto Body Shops….
- 153. Connect with eMarketing Sherpas @ sales@emarketingsherpas.com www.emarketingsherpas.com
Notes de l'éditeur
- And….todays consumer spends a majority of their connected life on their mobile devices
- So where does e-MarketPlace “fit” in my business? Good Question… Let me try to compare our e-MarketPlace platfom to other systems your shop is probably already using today. Your shop is probably using one or more automated estimating systems to document and estimate vehicle damage and in many cases your shop is using that same estimating platform to communicate with and invoice insurance companies Your shop may also use a shop management system to help you manage scheduling, production, job costing, technicians and more…….finally my guess is your shop also uses accounting software like quickbooks, business works, peachtree or others to manage the financial performance of yourbusiness. While all of these systems play an important part in your business none of them are designed to help your shop capture, service and retain more customers, revenue and profit… E-MarketPlace is the collision industry’s first and only AUTOMATED system designed to help your shop improve sales, marketing, communications and customer retention results which ultimately leads to more customers, revenue and profit!