We feature some of the best columnists in the industry including Toby Chess, Rich Evans, Tom Franklin, Mike Causey, Dale Delmege, Walter Danalevich and Lee Amaradio.
We have contributing writers from different regions of the country: Ed Attanasio, David Brown, Chasidy Sisk and Rachael Mercer.
We also have guest columistslike Richard Steffen of the CRA, and David McClune from CAA.
Collectively they represent a unique perspective with hundreds of person-years of experience. Let us know what you think, by posting responses to their columns.
To read Lee's columns prior to last January search "Amaradio" on this site from the home page
David M. Brown is a native of Philadelphia who has lived in Arizona for 30 years. He writes about subjects he is passionate about, including the car industry. A father of two, he is mentored by his border collie/pointer, Haylie, who is much more concerned with thrown tennis balls than with a beautifully repainted Aston Martin.View items...
Walter Danalevich, AAM, has owned Santa Barbara Auto Refinishing in Santa Barbara, California, since 1979. He enjoys sharing his shop management tips with other shop owners and would like to hear about yours. Contact him at email@example.com
See also his shop website: www.sbautobody.comView items...
The "Insurance Insider" is a corporate-level executive with a Top 10 auto insurer in the U.S.. Although he needs to remain anonymous, he will answer questions emailed to him in future columns. Got a comment or question you’d like to see him address? Email him at Auto.Insurance.Insider@gmail.comView items...
Rich Evans is the owner of Huntington Beach Bodyworks and an award winning painter and fabricator. He offers workshops in repair and customization at his facility to share his unique talents. He also appears on a new show on Speed Channel, Car Warriors. See his Twitter (left) and Facebook (right) feeds for more on Rich's active projects.
For contacts and design samples visit www.huntingtonbeachbodyworks.com
Larry Williams is an innovative, award winning parts manager who has been managing profitable parts departments for over 30 years. He recognizes the importance of OEM parts management to collision repairers and now works as a consultant to the industry. He can be reached for consultation at firstname.lastname@example.org.View items...
Business Beat is a new column launching May 2012 in Autobody News. It will focus on investment activities in the automobile and collision industry and will feature guest columnists on a regular basis. Opinions herein are strictly those of the author. Autobody News accepts no responsibility for investment actions taken or not taken based on this column.View items...
David Luehr is the owner of Elite Body Shop Solutions, LLC a collision business consulting firm based in Nashville, Tennessee. He is a 30-year veteran of the collision repair industry and has served on several industry association boards across the USA as well as leadership positions with companies such as Manheim and ABRA. David is an expert in Body Shop Operations and specializes in Lean and Theory of Constraints methods. Email him at email@example.com
Outdoor advertising used to primarily consist of billboards, but now with new technologies and other emerging types of media, the signage industry includes bus boards, taxi advertising, car wraps, trade show booth advertising, bus stop and train stop mini-billboards, video kiosk advertising, sport events advertising and even grocery cart advertising. It’s gotten to the point where almost everywhere we look we see an outdoor advertising message for some brand.
Body shops and collision centers all over the country utilize billboards and other forms of outdoor advertising to get their message out there while engaging their existing and potential customer base right where they want them to be—in their cars or on busses and in cabs, etc.
But, not everyone appreciates outdoor advertising and many call it “visual pollution.” Last year, São Paulo in Brazil was the first city to enact a ban on virtually all outdoor advertising. Billboards, neon signs, and even buses and taxis have been wiped clean of advertisements in the municipality, the world’s fourth largest. According to Mayor Gilberto Kassab, the city’s so-called “Clean City Law” meant attacking pollution in every form, including air, water, noise and annoying signage.
Since its adoption, the law has eliminated some 15,000 billboards as well as other ads citywide and has generated more than $8 million in fines, according to David Evan Harris from Adbusters. While some advertising and business groups complain that the ban limits free expression, costs jobs, and makes streets less safe by reducing lighting from signage, the move has won more than 70 percent approval from São Paulo residents, many of whom appreciate the aesthetics of a city with less advertising.
São Paolo is not the only city to take action against outdoor advertising. This spring, the municipal government of Beijing, China’s capital city, began reducing ads by targeting billboards for luxury housing. “Many [of the ads] use exaggerated terms that encourage luxury and self-indulgence which are beyond the reach of low-income groups and are therefore not conducive to harmony in the capital,” the city’s mayor, Wang Qishan, told The Wall Street Journal.
Well, as long as it’s still legal, outdoor advertising is an ideal way for collision repair companies to continue their ongoing branding efforts. Getting your name in the brain of the consumer in your area is key and if a billboard or an inflatable gorilla standing on your roof will reinforce your shop’s name and lead to people coming through the door, why not do it?
Zara’s Collision Center in Springfield, IL, has been using billboards for the past seven years and its owner, Brad Zara strongly believes they bring him business, he said, although he has no specific numbers.
“Most of the billboards we do here in Springfield are not near our shop, because we want to pull business from other parts of the city,” Zara said. “We do four different themes every year and run each one quarterly, so that there’s some variety. We usually donate one billboard per year to a local charity or cause we believe in. Our logo is there on those charity-based billboards, but in the end we give the organization or cause most of the space.”
Are his billboards worth the cost, we asked Zara. “I have no idea, actually,” he said. “But I can tell you this—our customers mention them literally every day. People say things like ‘I saw this billboard yesterday,’ etc.—but that billboard was from three years ago. But they think it’s still up there, which is good, because it shows that they’re thinking of us and they still have that message in their brains.”
Zara’s gets their billboard designs and coordinates the placement of the billboards through HIP Advertising is a full-service central Illinois advertising agency offering creative, marketing, Web and media services. Mark Butler, a corporate communications executive at HIP Advertising has been working with Brad Zara on his billboard campaigns since day one. “Our relationship with Zara’s came from a cold call back in 2005, as I recall,” Butler explained. “The campaign has grown from there and by now, we have the process down. At the end of each year, we sit down with Brad and his people and go over the creative concepts for each billboard for the following year. Then we do the final designs and start scheduling the billboards for the coming year.”
When it comes to billboards in general, the key is obviously visibility, but the message is also a big part, Butler said. “It has to be simple and direct with a large graphic supporting the message. A common mistake is when companies try to convey too much information on a billboard. Drivers aren’t going to sit there and read it, so you have to convey your message quickly. If you’re going get 10-15 seconds of their time, that’s pretty much the max. So brevity is crucial if you want your billboard to get response. With Zara’s, we like to use a fun, whimsical and humorous approach and it really seems to work.”
Jon McKnight is the business development manager at Fife’s Auto Body, with two locations in Ohio. Rife’s has been buying billboards and other forms of outdoor advertising for the past five years and the results are positive, he explained.
“People around here know who we are, and by asking each customer through the door how they heard about us, we know that the billboards are being seen,” McKnight explained. “That’s pretty much what you want from any form of advertising or marketing. We partner with charities and give us our billboards, at least one every year and we also do promotions via our billboards. We gave away a round of golf one time, by asking people to like us on Facebook and we always try to do timely things. For instance, right now we’re running a Winter Olympics theme. We’ve used every technique to get consumers to look at our billboards. We put our dogs on there and we even ran one billboard upside down, just to create a buzz and entice the public—and it seemed to work!”
Question: What is the major difference between the two Honda Accords?
Answer: The “A” Pillar reinforcement, “B” pillar reinforcement and Rocker panel reinforcement are constructed of one of the highest strengths steels seen in passenger cars. They have an 1500 MPa steel rating.
Question: What does Honda say when these parts are damaged from a side impact?
I tell marketing people at body shops all the time that if you pay attention to Google and stay on top of its periodic algorithm updates, you’ll be way ahead of the game. It may not sound that important, but when you think about the fact that every website in the world is affected by Google in one way or another, you can see that those who know how to use it right will obviously have a distinct advantage over their competition.
When you’re running a busy shop, it’s necessary to have many systems and procedures more or less on automatic. There’s no time to address every situation newly every time. Lean processes and procedures have been carefully thought out so if everyone adheres to the system, the shop runs smoothly.
It’s easy as a shop owner to get so caught up in day-to-day operations that it can be a challenge to follow just the news directly affecting collision repairers.
But there’s plenty of insurance-related news that shops also should know about, because it can help them educate their customers, market their business, and maybe even alter how they vote or shop for insurance themselves.
Over 120 Sherwin-Williams Automotive Finishes A-Plus Network members—representing both dealerships and independent collision centers from Canada and the US—attended the annual North America A-Plus Network Vision Groups conference at the La Quinta Resort & Club in Palm Springs, CA, from December 11–13, 2013.
Attendees started the conference on Wednesday, December 11, 2013, with a golf outing at the PGA WEST Greg Norman course, followed by a welcome reception at the La Quinta Resort & Club.
On Thursday, December 12, 2013, Tom Hablitzel, president and general manager at Sherwin-Williams Automotive Finishes, Troy Neuerburg, director of sales and excellence at Sherwin-Williams Automotive Finishes, and Elainna Sachire, president at Square One Systems, Inc., welcomed attendees and introduced the conference theme: It comes from within.
Building on that theme, John Lusardi of The Ken Blanchard Companies delivered his interactive keynote presentation about activating optimal motivation to achieve and sustain high performance in the workplace.
Following lunch, Ted Matthews of Instinct Brand Equity gave every attendee a copy of his book, Brand: It Ain’t the Logo, and delivered a special presentation about how to foster your brand—or what people think of your company.
Further tying into the conference theme, Thursday ended with a roundtable discussion about “owning the customer” by managers of business consulting at Sherwin-Williams Automotive Finishes—David Dewalt, Steven Feltovich, Lee Rush, and Ted Williams—and founder and CEO at Collex Collision Experts, John Gagliano. The roundtable discussion was moderated by manager of global OEM and business consulting services at Sherwin-Williams Automotive Finishes, Rodes Brown. Key takeaways from the discussion included the importance of hiring the right employees, training employees properly, implementing and following a process, measuring results, committing for the long-term, and providing leadership. The roundtable discussion was followed by a dinner reception.
Wrapping up the conference on Friday, December 13, 2013, attendees participated in a series of individual group breakout sessions that focused on composite review and 2014 business planning.
The Sherwin-Williams Automotive Finishes A-Plus Network is an exclusive group of collision repair specialists who reflect the highest industry standards. The mission of the A-Plus Network Vision Groups is to facilitate the business success of all members through teamwork, adaptability, and innovation. Administered and moderated by Square One Systems, the A-Plus Network Vision Groups focus on the latest industry trends, topics, and strategies in operations, sales, and marketing. Learn more about Sherwin-Williams Automotive Finishes A-Plus Network Vision Groups.
At their recent Team PRP (Premium Recycled Parts) Midterm Training and Sales Conference held at the Crowne Plaza Galleria Hotel in Dallas, TX, more than 200 automotive recyclers were on hand to discuss issues such as warranties, sales, the state of the recycling industry as a whole and how they can best serve the collision industry better and more effectively.
The Automotive Recyclers Association (ARA) held their 70th Annual Convention on November 6 through 9 at the Sheraton Convention Center in Phoenix, AZ. Michael Wilson, CEO of ARA, was pleased with the event, and, though they are still finalizing the balance sheet for this year, he believes “the 2013 Convention will go down as the most financially successful Convention in our association’s 70 year history.”
Many people predicted that movie theaters would close right and left when VHS tape players started appearing in stores, but you know how that went. With 3D and IMAX, movie theaters are more popular than ever and buying a ticket to see one of the newest super hero films will cost you an arm and a leg. When digital book reading devices came out, experts were claiming that real books printed on paper were soon going to be obsolete, but that hasn’t happened either.
As a new year kicks off, here’s a look back at a significant or interesting news story from each of the last 12 months—including some stories that are likely to continue in the year ahead.