There are two ways to promote your shop: 1.) Advertising and 2.) Marketing. Advertising is when you buy space or time or impressions and you pay a fee for the exposure. Marketing is an enormous category that includes product marketing, branding, re-branding and a whole list of other things that are used to hopefully bring you new business while strengthening your position in your market.
For many years, body shops have not been able to precisely quantify how much adhesive they are using on each particular repair. By basically guessing and operating in the dark when it comes to figuring out the volume used to perform plastic repair and related procedures, shops have not been getting properly reimbursed from the insurance companies, in many cases.
You’ve decided to do some advertising—in your local newspaper, radio station, TV or cable station, but are wondering what can you say in your ads without getting into trouble? If your ad is effective, consumers will hopefully see it and/or hear it, but also remember—your competitors will too! Even though you have the best of intentions, if your advertisement is deemed false and misleading, it could become your worst nightmare.
Body shops and the collision industry in general have taken on the role of imparting useful safety information to its customers. If you’ve ever read a body shop blog, you will often find short posts like Leaving Kids Alone in Cars-Know the Risks and Consequences; I Put the Wrong Fuel in My Vehicle! What Should I Do? ; Tire Safety Tips and 3 Misconceptions about Passing on the Road, for example.
But isn’t there a conflict of interest there, because body shops make money when people get into accidents, right? Bruce Miles, a blogger for the collision industry disagrees.
Technology doesn’t stand still and that’s why no one was surprised when on April 21, Google, the planet’s leading search engine, released changes to their algorithm giving mobile-friendly websites a boost on devices with smaller screens. It seems like an obvious move, but change is always painful and website operators don’t like surprises, so many of them are allegedly shocked and perplexed.
Body shop owners as a rule are adept at studying and interpreting all kinds of numbers and statistics, and that’s why the successful ones are very good at tracking their performance. They calculate each minute that goes into every vehicle and what exactly their profit will be at the end of each day. They know how to read Excel sheets and decipher the numbers and use them to refine their processes. It’s in their DNA and in a fast-moving, high-production environment having useful numbers at your disposal is vital.
“Tell them once and then tell them again,” an old ad executive told me years ago, long before the Internet, web sites or applications existed. And it still pertains today, because although marketing and advertising change almost daily, the main concept behind branding is still the same.
Several years ago, Jim Young, 55 of Memphis, TN began a startup called My Business is a Wreck, a company he has described as a small team of passionate industry professionals delivering robust, reliable applications to the automotive industry.
To kick off 2015, we sat down with Jeff Peevy, the Senior Director of Field Operations and Segment Development at I-CAR®, a not-for-profit organization dedicated to providing the knowledge and skills required to perform quality repairs. Peevy leads a team of over 2,000 volunteers, instructors and field managers who team up to conduct over 15,000 instructor-led classes and certification in the U.S. each year. He also oversees the strategic development of I-CAR support and services for the “Repairer” market segment.
I am not afraid to admit it when I’m wrong. I never thought eBay would work and that’s exactly what I said to the company’s Founder Pierre Omidyar one day back in 1995 in San Jose, CA. He’s now a billionaire and I live in a van down by the river. And I had a chance to be one of the first employees at Netflix many years ago, but I opted out--because I could not believe that people would mail the discs back to the company. Bad move. So, last year when I said that Instagram and Twitter were going to trend down and that they weren’t ideal for the collision industry, well-that too was a mistake. Now I’m willing to do my mea culpa…once again.
Known as the Greenest Shop in the USA, Selecta Body Shop in San Francisco’s Mission District has received major praise, top reviews and now a prestigious award for running an environmentally responsible business.
You’ve done something you feel deserves attention, mainly from the local press, TV and radio stations and the general public as well. You want to get your message out there, but you don’t know how to put the words together, and more importantly, get it in the right peoples’ hands. Throughout my 30 years as a journalist, I’ve read literally thousands and thousands of press releases, most of which end up in the recycling bin—but why?
One of the main problems is that shops think everything they do is newsworthy, but unfortunately, editors and writers don’t agree. Press releases announcing your great cycle times, quality work, or how you landed another DRP aren’t going to make the front pages, or even the back cover, for that matter.
When body shop owners ask me how can we get started on marketing for our shop, I tell them to start off with baby steps and gradually build your efforts over time. Marketing for any business is like chopping down a huge tree and the average small company does not have the means or money to knock it down with one full swoop. Imagine that marketing is like a big old Redwood tree and you’re sitting there with a little pen knife, but if you keep hacking away at it, eventually you’ll see results.
La Cara and Marice Washington and their children with their Hyundai Sonata donated by Gerber Collision and Enterprise Rent-A-Car.
Giving cars to the needy is a perfect and proven way for the collision industry to give back. Most of the time, body shops and insurance companies work together to fix cars and return them back to their owners.