Only 25 years ago, the average body shop's marketing plan involved buying a Yellow Pages ad and sponsoring the local Little League team.
Back then, most body shops didn't have marketing managers or marketing budgets and relied primarily on word-of-mouth for its new customers. Boy, things have surely changed on many levels. Now, the majority of every shop's marketing plans revolves around the Internet.
Today, a first-rate reputation that leads to positive referrals is still as good as gold. But now the marketing universe is huge, so unless you know what you're doing, it can be a black hole that can suck up your money before you know it. Shops are always hearing about the newest and the latest, which can be overwhelming to say the least.
Pay-Per-Click (PPC), Search Engine Optimization (SEO), local marketing, content marketing, social media marketing, email marketing, e-commerce marketing, remarketing, lead generation, Internet advertising and public relations are just some of the marketing tactics that shops have to sift through. Direct mail, broadcast advertising (radio and TV) and other forms of marketing are now prehistoric. Forward-thinking shops that aren't afraid to try new approaches will excel. There are only so many cars in your town, so shops that aren't stepping up are losing market share. How long can you rely on your DRPs or inclement weather to generate business? In the old days, that might have been enough, but no more.
Vic Krikorian, co-owner of AUUX in Glendale, CA, has succeeded by helping a wide range of small-to-medium-size businesses with their marketing and advertising, including body shops. With his partner, Abram Ter-Oganesyan, Krikorian is taking collision repairers to an online world that's getting them results that are both tangible and trackable.
One client giving AUUX five-star reviews is Pacific Coast Collision Center (PCCC) in Rancho Cordova, CA, for its beneficial three-year relationship with Krikorian and his team. PCCC's owner, Eddie Shadarevian, is repairing approximately 220 cars with a crew of 22 and will soon be moving into a cutting-edge facility down the street. His car count has increased since contracting AUUX and credits much of his success to smart, targeted and results-oriented marketing.