Automechanika: How to Use Digital Marketing to Grow Your Business in a Consolidating Market
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Now that almost 90% of consumers search online for local business, almost 70% use a smart phone, almost 75% participate in social media, over 90% check their email and text messages daily and 79% trust online reviews as much as personal recommendation, independent auto body and repair shops can use these tools to increase sales, customer counts and referrals. Session participants were introduced to how a website, email, text messaging, social media and online reviews can help them grow their business in today’s competitive and consolidating market.
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Automechanika: How to Use Digital Marketing to Grow Your Business in a Consolidating Market
- 1. How to Use Digital Marketing to Grow Your Business in a Consolidating Market Frank Terlep: Lead Sherpa Sponsored By: Summit eMarketing Sherpas
- 2. How to Use Digital Marketing to Grow Your Business in a Consolidating Market
- 3. 1984: Raised 100K and launched first company and first auto body and repair software platform 1990’s 2001 2009 2015 Who is Frank Terlep
- 5. Today’s Agenda Industry Overview and Present Situation Strategy Before Tactics Marketing – Definition - Traditional VS Digital Marketing Digital Marketing Quiz and Giveaway New Sales, Marketing & Customer Service Strategies, Processes, Tools and Technologies
- 6. Today’s Agenda Today’s Consumer 13 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
- 8. General Auto Repair Shop Industry
- 9. General Auto Repair Shop Industry
- 10. General Auto Repair Shop Industry
- 11. General Auto Repair Shop Industry
- 12. Auto Body / Collision Repair Industry
- 13. Auto Body / Collision Repair Industry
- 14. Auto Body / Collision Repair Industry
- 15. Auto Body / Collision Repair Industry
- 16. 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
- 18. People Still Prefer Small Business!
- 20. New Sales, Marketing and Customer Service Strategies, Processes, Tools, and Technologies
- 22. • "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.
- 23. • 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?
- 24. S…W…O…T… • Strengths • Weaknesses • Opportunities • Threats
- 25. Who is Your Ideal Customer? • Values you • Profitable • Refers you • Demographics • Psychographics • Geographics • Pays their bills
- 26. • What Makes You Different?
- 27. 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?
- 28. What is Your Growth Strategy? Market Penetration New Product/Service Development Market Development Diversification ABC Auto Increases Market Share by Adding Second Shift ABC Auto Adds Hybrid Repair Service ABC Auto Enters St. Louis Market with Acquisition ABC Auto Body Launches Mechanical Repair Department NewMarketsExistingMarkets Existing Products/ Services New Products/ Services EXAMPLES NewMarketsExistingMarkets Existing Products/ Services New Products/ Services
- 29. What is Your Company’s Sales, Marketing and Customer Service Strategy?
- 30. Our Definition of Marketing Know Like Trust
- 31. Traditional Marketing Your Shop Sales Promotions Advertising Sales Personnel Public Relations Direct Mail, Telemarketing, etc Consumers Insurers Fleets Dealers Agents Other
- 34. 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
- 35. Traditional Marketing VS Web, Social & Mobile • “Traditional” – Billboards – Banners – Announcements – TV – Radio – Newspapers – Magazines – Face to face – Yellow pages • Web, Social & Mobile – Search Engine Marketing – Local Search – Display Advertising – Adwords – Email – Mobile Marketing – Text Message Marketing – Apps – Social Media – Review and Ratings – Reputation Management
- 36. Traditional VS Web, Social & Mobile
- 37. Traditional VS Web, Social & Mobile
- 39. New Sales, Marketing and Customer Service Tools, Technologies & Techniques
- 43. The Average Consumer Has Influence Over the Repair of More than 4 Vehicles
- 44. The Average Consumer Spends $400 Annually on Appearance and Maintenance Services on Their Vehicles
- 45. 86% of Consumers Perform an Online Search Prior to Making a Local Purchase
- 46. 60% of Consumers Admit to Making Judgments About a Company’s Credibility Based on Their Website
- 47. The Value of an Email to a Business is $50.00
- 48. 72% of Email Users Check Their Inboxes 6 or More Times a Day
- 49. The #1 Position on a Search Engine Results Page Receives Almost 1/3 of All Page Clicks
- 50. 26% of people that perform an Internet search will go to page 2 to find a company or product
- 51. Every Dollar Invested in an Email Campaign Generates More than a $43.00 ROI
- 52. 46% of local searches are done on mobile devices
- 53. 70% of those people took action in less than 1 hour
- 54. 50 Million Phone Apps are Downloaded Every Day!
- 55. ONLY 12-15% of a shop’s Facebook posts are actually seen by shop’s FB “friends”
- 56. The Typical Smart Phone User Looks at their Smart Phone 150 times per day
- 57. 72% of U.S. based consumers trust online reviews as much as personal recommendations.
- 58. What is the Average Age of the users of… Twitter ? Facebook ? LinkedIn ? Total: ?
- 60. FALSE $500.00
- 61. TRUE
- 62. FALSE 75%
- 63. FALSE $118.00
- 64. TRUE
- 65. TRUE
- 66. FALSE
- 67. TRUE
- 68. TRUE
- 69. TRUE
- 72. TRUE
- 73. TRUE
- 74. What is the Average Age of the users of… Twitter 37.3 Facebook 40.5 LinkedIn 44.2 Total: 122
- 80. The Web, Social and Mobile World We Live and Work In
- 81. The Web, Social and Mobile World We Live and Work In
- 82. The Web, Social and Mobile World We Live and Work In
- 84. Today’s Consumer Online connectivity on the rise
- 85. Today’s Consumer Nearly 10 hours per day with ‘digital media’
- 86. Today’s Consumer
- 87. Source:http://www.propertycasualty360.com,MelissaHillebrand,Feb2014basedonAccenturestudy Today’s Consumer Insurance DRP’s becoming less important…
- 88. Tomorrow’s Consumer Insurance Price Comparison Sites
- 89. Levels the Sales, Marketing and Customer Service Playing Field!
- 90. • 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
- 91. Helps The Shop “Own” the Customer?
- 93. 1. Your web presence 2. A powerful CRM system 3. An automated unsold estimate follow up and sales system 4. Content management and sharing platform 5. On-Line advertising - PPC 6. An email marketing and retention platform 7. A text based marketing and retention system 8. Mobile marketing, branding and communication platform 9. Social media tools and techniques 10. Validated customer reviews and ratings 11. Digital ads, promotions and e-coupons 12. A customer loyalty and retention system 13. Reputation management system 13 Affordable Web, Social and Mobile Tools EVERY Auto Body & Repair Shop Should Consider Using
- 96. Do Digital Impressions Matter? Web presence [
- 97. 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
- 98. 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
- 100. Call to Actions Social Media & Sharing Svcs/Certificatio ns Reviews Before and After Videos Blog Keyword Focused Content
- 101. Website = Sales Tool
- 102. Website = Sales Tool
- 103. Website = Sales Tool
- 104. Website = Referral Tool
- 105. Website = Customer Service Tool
- 106. Website = Customer Service Tool
- 107. Website = Social Media Tool
- 108. HOW DOES YOUR WEBSITE STACK UP?
- 109. Is Your Website Invisible? Search Engine Optimization
- 111. You must be on page 1! 45.5% 15.7% 10.1% 5.5% 23.2% Using Search Results Rank #1 Rank #2 Rank #3 Rank #4 Rank #5-10 Top 4 > 75% Web presence [
- 113. Social & SEO….
- 114. Changes to a website take 60-90 days for search engines to fully recognize Search Engine Optimization
- 116. • 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
- 117. • 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
- 118. Keywords (Chicago)
- 119. 81.22% 10.00% 5.31%
- 120. Do Consumers Search for Local Businesses? Web presence [ Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014
- 121. Winning the Local Search Game
- 122. Winning the Local Search Game
- 123. HOW WELL IS YOUR BUSINESS LOCALLY LISTED?
- 125. Why is Email Important to Repair Shops?
- 126. Why is Email Important to Repair Shops?
- 127. Why is Email Important to Repair Shops?
- 128. • 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?
- 129. • 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?
- 132. Today’s Connected Mobile Consumer
- 140. • 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
- 141. Smart Phones and Apps
- 142. Smart Phones and Apps
- 143. Smart Phones and Apps
- 144. Smart Phones and Apps
- 145. Smart Phones and Apps
- 146. Smart Phones and Apps
- 147. 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
- 148. Online Reviews are Key to Growing Your Business!
- 149. Online Reviews REALLY Matter!
- 151. • 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
- 152. • 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
- 154. • 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?
- 160. • Online reputation management entails establishing, maintaining, repairing and monitoring the publicly available online information about an individual or organization. Reputation Management Defined…
- 162. • 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
- 164. • 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
- 165. A CRM System……
- 167. The Benefits of a CRM System…
- 168. The Benefits of a CRM System…
- 169. • 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 and Repair CRM System?
- 170. WIIFY
- 171. What is Your Potential CRM ROI?
- 172. The Connected Consumer and their Impact on your shop’s short & long-term ROI • 45% • $500 • 4.2 • 5-10 years • 11.4 years • 42.3%
- 173. 1. Sell Additional Services to Previous Customers 2. Improve Closing Ratios 3. Increase Referrals Three (3) Simple CRM ROI Areas
- 174. 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
- 175. • $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%
- 176. • $80,800.00 in Additional Annual Revenue • $6,300.00 in Additional Monthly Revenue • 125% ROI Auto Repair Shop Revenue Increase and ROI $750K in Annual Sales Note: Numbers based on 167 RO’s per month, average RO of $374.00 and closing ratio of 85%
- 177. How Can Independent Auto Body and Repair Shops
- 189. Connect with eMarketing Sherpas @ sales@emarketingsherpas.com www.emarketingsherpas.com