...have someone who regularly posts articles, events and news. Anything we post is designed to keep our customers engaged and coming back for more.
If an MSO wants to grow, what are the most important things to keep in mind?
Most MSOs don’t become MSOs without relationships with insurance companies, also known as DRPs. These relationships can be very fruitful when looking to grow in different areas. Insurers will tell you where they need coverage, and as long as your shop produces the KPIs (key performance indicators) acceptable to them, they have the ability to add your new shop to their program.
If the MSO wants to grow with the intention of being sought after and a target of a consolidator for an actual sale, paramount is making sure everything in the organization seems as one and all processes and people in place are hitting the mark. Once this is accomplished, duplication can then happen, and the growth can begin.
Any MSO knows the due diligence required to find the right location is as important as the growth itself.
Is conventional advertising effective for body shops, such as radio/TV and print?
The only time this type of advertising is effective is when it is consistently done for brand awareness, which ends up being very costly. Even when done correctly, it is the hardest marketing strategy to measure in terms of ROI.
If you entered a shop, as a consultant, and they were doing zero marketing, where would you steer them and why?
First and foremost, I would make sure they were properly branded. Branding is extremely important because it separates your business from the competition and creates a connection with your customers.
Once accomplished, I would steer them to create an online presence ASAP. A great website, social media presence and some SEO go a long way and are very affordable in the big picture of a marketing budget.
Making sure your shop or shops can be found on Google and other search engines is no longer an option but expected by those who are looking for reputable shops in their area.
There are many other low costs avenues that can serve the independent shops and MSOs out there quite well.