When it comes to any effective form of marketing, Keller said that it all comes down to conveying your shop integrity and creating brand and name recognition.
"When someone gets into an accident and contacts their insurance company, they will often ask about a shop that they've seen through the media or various forms of advertising,” he said. “If a shop has a positive, meaningful presence and continually leverages it, customers will inquire about that shop over others for obvious reasons. Having a strategic mixture of marketing and advertising will lend itself to strengthening the relationships with the DRPs. Being on their list is important, but that's only the first step."