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Digital Marketing =
MORE…
• Definition of Marketing
• What is Digital Marketing?
• Why is Digital Marketing a
Requirement for Success
in Today’s Wor...
• What is a ―Digital Consumer‖?
• What Benefits Can a Shop
Expect to Receive from Digital
Marketing?
• 12 Digital Marketin...
• How Much Time and Money
Should a Shop Spend on
Digital Marketing
• Who in the Shop Should ―Do‖
the Digital Marketing
• Y...
Does Digital Marketing Work for
Small Business?
$50,000 - $300,000
Marketing…The End Game is Still
the Same…BUT……
Know Like Trust
“Old School” Marketing VS Digital Marketing
• “Old School”
(The 4 P’s)
–Product
–Price
–Placement
–Promotion
• Digital Mar...
The practice of getting consumers and strategic relationships to
KNOW, LIKE, TRUST, TRY, BUY, REPEAT AND REFER your busine...
Why is Digital
Marketing Critically
Important to Auto
Body Shops?
Why is Digital Marketing Critically Important?
• 85% of the population are Internet Users
• 79% of the adult population us...
Why is Digital Marketing Critical for Success In
Today’s Market Place?
• There are 112,000,000 Gen X and
Y that grew up in...
• Unsold Estimate Follow Up
• Increased Referrals and Retention
• Increased CSI Ratings and Reductions in CSI
Expense
• In...
Who is a Shop’s Digital Marketing & Retention Target?
Digital Consumer:
A A “Digital Consumer” is an individual
that uses ...
1. Your web presence
2. On-Line advertising - PPC
3. A powerful CRM/BRM system
4. An email marketing and retention
platfor...
Your Web Presence
Your Website
• #1 Reason to build your website is to be
found!
• Your shop‟s website is your on-
line/digital lobby
• 5-15...
DOES YOUR SITE
LOOK LIKE THIS?
How Do
They
Contact
You?
What is
Your Call
To Action
Use of
Videos
Customer
Reviews
Special
Promotion
• Thousands of Local
Companies
• Summit eMarketing
Sherpas
• Optima Automotive
• Collision Builders
• Auto Body Guru
• Oth...
Search Engine Optimization
Is Your Website Invisible?
Search Engine Optimization
Search Engine Optimization
Content Is King!
“Keyword… YOUR TOWN”
Title Tags
Age of URL
Videos
Blog
Backlinks
Search Engine Optimization
Keywords (SAC, CA)
Title Tags
• The title tag can only be 70 characters long (that’s all the search engine will even look at)
• The first wor...
SEO Site Structure
• Primary Keywords should appear:
– In page title
– In page headers
– In navigation links
– In bold tex...
Does SEO Work?
Stat May „11 Jun '10 May '10 Jun '09
Search Engine Traffic 2,186 1575 1353 1106
Bounce Rate (Lower = Better) 39% 29% 29% 7...
The news for anyone thinking about SEO is summed by this statement from Google – ―.
. .relevance isn’t just about pages—it...
• Summit eMarketing Sherpas
• Optima Automotive
• Collision Builder
• Thousands of Local Companies
• Wordtracker
• Google ...
• Pay per click (PPC) (also called Cost
per click) is an Internet advertising
model used to direct traffic to
websites….
•...
• SEM: Search Engine
Marketing
– Paying Google to place your
ad at the top of search results
– Costs $1.00 - $8.00+ per
cl...
Pay Per Click
81.22%
10.00%
5.31%
• Many Local search engines = Page 1
Results
• 40% of Local Search is Mobile
• 90% of online commercial searches
result in...
• Yext
• Getlisted.org
• Universal Business
Listings
• AllLocalSearch.com
• Others
Local Search Tools and Platforms
4.2
$1000.00
Utilize a Powerful CRM/BRM System
Yr, Make, Model
$2,000,000
870
7 Years
Why Use a Powerful CRM/BRM System
870
$1000.00
$870,000.00
Why Use a Powerful CRM/BRM System
7 Years
$6,090,000.00
75/25
$1,522,500.00
$870,000.00
Why Use a Powerful CRM/BRM System
Why Use a Powerful CRM/BRM System
67%
23%
50%
43%
• Summit eMarketPlace
• Salesforce.com
• ACT
• Goldmine
• Outlook Contact Manager
• Zoho
• InfusionSoft
• Batchbook
• Addr...
Email Marketing and Communication
• According to Stan Rapp, the father of direct email
marketing, an email address is wort...
What Type of Emails Should You Send?
• Emails to Unsold Estimates or
Repair Quotes
• Thank You Emails with
Integrated Cust...
What Type of Emails Should You Send?
• Quarterly Newsletters
• Co-Marketing Emails
• Internal Communications
• Directed Em...
• Summit eMarketPlace
• Constant Contact
• iContact
• Aweber
• Benchmark
• Pinpointe
• Get Response
• Mail Chimp
• Vertica...
• Cell Phones
• Smart Phones
• Tablets
• Other Mobile Devices
• SMS
• Apps
• Location Based (GPS)
• Mobile Advertising
Wha...
• There are 300 MILLION mobile phones in
North America that can send/receive a text
message
• 98% of consumers read their ...
• Summit eMarketPlace
• CCC Update Plus
• AutoWatch
• Trumpia
• EzTexting
• Message Media
• Btwext
• Phizzle
• SMS Platfor...
Smart Phone Marketing
Stay Connected to Smart Phones
• More than 140 MILLION smart phones in use
in North America
– By 2016 there will be more t...
Are Apps Important?
Consumers can
view and share
status, images,
videos and notes
on their favorite
social media
sites!!!
Consumers
can contac...
Consumers can
get up to date
live traffic
updates
Consumers can
contact your shop
via
email, text, phone,
or your website
...
• Summit eMarketPlace
– RepairConnect
– AutoVoto
• Summit eMarketing Sherpas
• Mobileframe.com
• Kony
• Rhomobile
• Phoneg...
SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
• Facebook, Twitter, YouTube, LinkedIn & Google+
• Become your on-line community claims, repair
expert
• Pre-write and sch...
Google+
• Business to Business
• Recruiting
• Agents
• Fleets
• Companies
• Personal Profile
• Company Profile
• Groups
• If you post nothing but advertising no one will follow
you
• Car care tips, Driving Tips, Local Events, Time
Change, Sch...
• Thousands of Local Businesses
• Summit eMarketPlace
• Summit eMarketing Sherpas
• Optima Automotive
• Hootsuite
• Twitte...
Capture and Utilize Customer Reviews and Ratings
• 82% of consumers would select a
repair facility based on customer
revie...
• What made you decide to have your
car repaired at our business?
• What one thing do you think we do
better than other co...
Customer Reviews and Ratings Companies and Platforms
• Summit eMarketPlace
• AutoChecx
• Ten Point Complete
• CynCast
• Fi...
E-Ads, Promotions and Coupon Platform
• E-Ads, Promotions and e-Coupons are
Extremely Popular with Consumers
• Groupon, Li...
E-Ads, Promotions and Coupon Platforms
• Summit eMarketPlace
• Groupon
• Living Social
• Coupons.com
• Many others
Your Shop’s Reputation May be Getting Damaged and
You Don’t Know About it…
• Summit eMarketPlace
• Google Alerts
• Reputation.com
• Vendasta.com
• Trackur.com
• Brandseye.com
• Placescout
• Repguar...
How Much Time and $$$ Should a Shop Spend on
Digital Marketing?
How Much Time and $$$ Should a Shop Spend on
Digital Marketing?
We Believe Most
Shops Should
Focus 70% of
Their Effort and...
WHO SHOULD “DO”
THE DIGITAL
MARKETING IN YOUR
BUSINESS?
Do It
Yourself
Digital
Marketing
HIRE
YOUR
WEAKNESS
Important Digital Marketing and
Retention Strategies and Processes
• Are You Committed to
Marketing Your
Business?
– MUST ...
What is the Potential ROI?
What is the Potential ROI?
What Happens if Your Shop Does Not Implement
Digital Marketing ?
• Tomorrow – MAYBE NOTHING
• Miss access to fastest growi...
1. Your web presence
2. On-Line advertising - PPC
3. A powerful digital marketing database
4. An email marketing and reten...
What is e-MarketPlace?
• A web and mobile
based sales, marketing,
communications,
productivity customer
retention and refe...
Click to edit Master title style
Where Does e-MarketPlace “Fit” in a Collision Repair
Business?
Estimating
Systems
Shop Ma...
Click to edit Master title styleWhere Does e-MarketPlace “Fit”?
Sales, Marketing, Commu
nication and Customer
Retention
How Does eMarketPlace Deliver on Its Promise of More
Customers, Revenue & Profit?
• Improves Sales and Closing Opportuniti...
Click to edit Master title styleWhat Does e-MarketPlace Do?
Click to edit Master title style
Automated Interface with Industry Platforms Builds
a Valuable Business Asset..A Customer ...
Click to edit Master title styleUse the eMarketPlace Automated Unsold Estimate Follow Up and Sales
System to Improve Your ...
Click to edit Master title style
Automated Unsold Estimate Follow Up and Sales
System
Unsold Estimate Email
Unsold Estimat...
Click to edit Master title style
Use Our Email, Text, Facebook and Web Based Digital Ads, Promos and
eCouponing Platform t...
Click to edit Master title style
Our Customer Loyalty, Referral and Retention Platform Keeps Your
Brand in Front of Your C...
Click to edit Master title style
Stop Paying $3.00 Per Call to Piss Off Your Customers!!!! Use Our
Integrated CSI, Reviews...
Click to edit Master title style
Let Your Office Staff Go Mobile!
Click to edit Master title style
Our RepairConnect Mobile and Web Platforms Allow
Consumers to Become a Shop‟s Most Powerf...
Click to edit Master title style
Improve Consumer, Insurer, Agent, Dealer, Fleet and Other B2B
Marketing and Communication...
Click to edit Master title style
Protect Your Company‟s On-Line Reputation with
our Reputation Management Platform
Utilize 125+ Templates in Our 2-Way Email & Text Message
Marketing and Communication Platform
Click to edit Master title style
Use the Email, Text, Facebook Digital Deals Platform to Market and Sell
Quick Repair Serv...
Click to edit Master title style
Make it Easier for Consumers to Request Appointments with the
eMarketPlace Appointment Ap...
Click to edit Master title styleTrack Your Shop‟s Sales and Marketing
Success with More than 35 KPI‟s
Click to edit Master title styleTrack Your Shop‟s Sales and Marketing
Success with More than 35 KPI‟s
Click to edit Master title styleBenefit from the Industry‟s Most Powerful Activities and
Communications Management System
Click to edit Master title style
Generate More RO‟s and $$$$
How Much?
Less than $5.00 Per Day
Where else can you receive a 28:1 ROI Ratio?
What Are You Waiting For?
• More Sales and Closing Opportunities
• Sales of Additional Products and Services
• More Custom...
SUMMIT SOFTWARE & MARKETING SOLUTIONS
1.888.377.2661
WWW.SUMMITSOFTWARESOLUTIONS.COM
WWW.EMARKETINGSHERPAS.COM
SALES@EMARK...
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
Akzo/LKQ Bay Area Experts Digital Marketing Presentation
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Akzo/LKQ Bay Area Experts Digital Marketing Presentation

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How Digital Marketing can help auto body shops capture, service and retain more customers, revenue and profit

Published in: Automotive, Business, Technology
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  • Thank everyone for attendingOver the next 60 minutes I am going to share 10 ways, tools and techniques your auto body must consider to capture more cars, customers, revenue and profit thru digital marketing
  • During today’s session we plan to cover the following topics.
  • During today’s session we plan to cover the following topics.
  • During today’s session we plan to cover the following topics.
  • Before we discuss the tools and techniques for successful digital marketing let me define it…
  • So what is the opportunity ?
  • Before we discuss the tools and techniques for successful digital marketing let me define it…
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • How can these 10 tools help your shop capture more cars, customers, revenue and profit . Review list
  • THE FASTEST GROWING DEMOGRAPHIC IN NORTH AMERICA…THE DIGITAL CONSUMERWHAT IS A DIGITAL CONSUMER? Read definitionI am going to guess you know many family members, friends, business associates and customers that fit this description
  • This should always be near the top of the page, big and bold. Never hide it below the scroll line or on another page. You’ll lose visitors if you do which means you’ve lost the chance to get that job.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Is there any doubt what this website is all about? If it is abundantly clear to you what this site is about it will be abundantly clear to search engines, too.
  • This shop also was unhappy with their search results. Extensive SEO work was done and the results were remarkable, as the following slides will reveal.
  • And the results kept getting better and better. In May of 2011 this shop received 509 requests for estimates and closed a good number of them. Think maybe this shop was pleased with the investment they made in SEO?
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • There are typically 4 assets in a small businessYour employeesYour propertyThe equipment in your shop and…..Your customer base! While most collision repairers do a good job insuring their employees, property and equipment assets are helping them meet their business and personal goals and objectives……………….most shops do a horrible job of managing, marketing to, connecting with, retaining and generating additional revenue and profits from oen of their most important business assets…a customer database!
  • Whether you are a DRP shop or not, you see, speak with and service hundreds of customers per year…If you are a DRP, insurers are delivering consumers to your shop and, for the most part you DO NOTHING to retain, market to, connect with and generate additional revenue and profit from these customers! If you are not a DRP shop you are also probably guilty of this gross mismanagement of your customer database as well!
  • Whether you are a DRP shop or not, you see, speak with and service hundreds of customers per year…If you are a DRP, insurers are delivering consumers to your shop and, for the most part you DO NOTHING to retain, market to, connect with and generate additional revenue and profit from these customers! If you are not a DRP shop you are also probably guilty of this gross mismanagement of your customer database as well!
  • The first and one of the most important steps in a successful digital marketing, advertising and retention strategy is the creation, management and utilization of a digital marketing database. The good news is most shops already have the data collection platforms necessary to capture the data, we provide the database and tools to leverage this data. Review Help’s capabilities
  • So why it is so important to build a digital marketing database? Review #’s…
  • So why it is so important to build a digital marketing database? Review #’s…
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • The idea behind the RepairConnect apps is to provide shops with a unique and powerful sales, marketing, communications and social media marketing tool for smart phone, tablet and social media users. Today more than half of the population owns a smart phone, 35% own a tablet and 67% use social media sites! RepairConnect makes it easy for a consumer to view and share…..Contact your shop or request an appointment…
  • RepairConnect also provides several other useful tools a consumer might need/use when they are driving or traveling! Shops can even choose to create their own private branded apps!
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • In addition to digital marketing tools, shop must also implement processes to support their efforts. Remember Develop a strategy and processes before tactics
  • So what is the opportunity ?
  • Do you NEED to implement a digital marketing strategy?Review list…..Another question I am always asked is…switch slides…
  • In this short video I am going to show you how eMarketPlace can help your auto body shop capture, service and retain more customers revenue and profit and…Improve your Communications with the consumerImprove Your Shop’s Social Media Presence and Performance Improves Agent, Insurer, Dealer, Fleet and other B2B Communications Improve Access to Gen X, Y and Mobile UsersImprove Your Shop’s Scheduling Options Automatically Creates Valuable Asset for your Business
  • So what is eMarketPlace? Technically it is a mobile and web based sales, marketing, communications, productivity and customer retention automation platformSo what does that mean to an auto body or repair shop owner? It means……It helps your shop deliver better customer service, generate additional sales revenues and profits, improves your shop’s branding, referral and retention activities, and improves productivity while reducing expenses!
  • So where does e-MarketPlace “fit” in my business? Good Question…Let me try to compare our e-MarketPlaceplatfom to other systems your shop is probably already using today. Your shop is probably using one or more automated estimating systems to document and estimate vehicle damage and in many cases your shop is using that same estimating platform to communicate with and invoice insurance companies Your shop may also use a shop management system to help you manage scheduling, production, job costing, technicians and more…….finally my guess is your shop also uses accounting software like quickbooks, business works, peachtree or others to manage the financial performance of yourbusiness.While all of these systems play an important part in your business none of them are designed to help your shop capture, service and retain more customers, revenue and profit…E-MarketPlaceis the collision industry’s first and only AUTOMATED system designed to help your shop improve sales, marketing, communications and customer retention results which ultimately leads to more customers, revenue and profit!
  • eMarketPlace automatically imports data from most industry software and then automates most of your company’s on-line and digital based sales, marketing, communications and customer retention activities. Think of eMarketPlace as your shop’s in house digital sales, marketing, communications and customer retention team.
  • So how does eMarketPlace Deliver on its promise ? Read slide
  • The simple answer is….Virtually any type of sales, marketing, communication and customer retention activity an auto body or repair shop would do on-line with consumers, agents, insurers, dealerships. fleets or other local business. The best news is….once e-MarketPlace is configured most of these powerful capabilities are automated, which means you or your staff don’t have to become digital marketing experts to receive the benefits.Let’s review some of key features and benefits your shop receives from the eMarketPlace platform
  • First and most importantly eMarketPlace integrates with and imports every file your shop writes in the most industry platforms. We all know it costs 8 times more to capture a new customer than an existing customer PLUS every customer has influence of 4.2 vehicles owned by family, friends and associates AND we know every customer who had their vehicle repaired at your shop over the last year is going to spend, on average, $1000.00 their car next year. WITHOUT a usable customer database your shop is missing tremendous sales, profit and referral opportunities!
  • Based on our research most shops don’t have or use a formal unsold estimate follow up process. We also know that the industry average for closing ratio is 65%. This means a “typical” shop with annual sales of $2.0M MISSES 468 sales opportunities EVERY year! The eMarketPlace Unsold estimate follow up and sales system will improve your shop’s sales opportunities!
  • We use a combination of email and text messaging to touch every unsold estimate at least 3-5 times during the 7-10 days after the consumer visited your shop!
  • The eMarketPlace digital ads, promotions and ecouponing system will generate sales of non-collision repair products and services from your existing customer base AND keep your customers coming back to your shop during the 7-10 years between accidents!
  • eMarketPlace is an automated loyalty, referral and retention platform that educates your customers, makes it easy for your customers to refer your business and keeps your shop’s brand in front of your customers, AUTOMATICALLY for up to 10 years between accidents!
  • According to JD Powers consumers are phone surveyed OUT. Reduce or replace your phone based CSI provider with our email or text based CSI, Reviews and Ratings platform. Create your own surveysProvide automated offers for those that respondGenerate detailed reports INCLUDING Net Promoter Score results You can even share customer comments on your website and facebook page!
  • Chances are you and your employees use a smart phone and/or tablet. The eMarketPlace platform has been designed for the mobilized shop…
  • Android tablets
  • "The world is going mobile and social and RepairConnect helps repairers in both areas.” Terlep continued, "With more than 50% of the population already using smart phones, 34% owning tablets, and 67% participating in social media RepairConnect provides auto body and repair shops a single tool that addresses three of the biggest marketing and communication opportunities in the world today!
  • Think of the eMarketPlace CRM (Customer Relationship Management) platform as a a relationship management, communication and retention platform for consumers, local agents, insurers, dealerships,fleets and other local businesses. If your shop is marketing to, servicing and communicating with any of these entities you need a system to manage those relationships.
  • If you are not monitoring what is being said about your shop on-line your reputation could be getting damaged and don’t even know it. The eMarketPlace reputation management system monitors more than 85 social media sites for posts about you, your business, your employees, your competition and more and then emails you a daily report on what was posted, when and where it was posted. eMarketPlace even takes you directly to the location and link of the post so you can respond promptly and professionally.
  • When it comes to digital marketing content is king. eMarketPlace comes with more than 125 predesigned and pre-written email and text messages so you and your team don’t have to start from scratch!
  • Consumers need and want your service no matter what time of day or where they are located. eMarketPlace allows consumers to request appointments with your shop via your website, Facebook page, the RepairConnect app or your own custom mobile app!
  • As you know..if you don’t measure you can’t improve..eMarketPlace delivers a daily visual KPI dashboard via email so you know how your sales and marketing initiatives are working!
  • No matter how big or small your business is you need to track and manage ongoing, planned and historical activities and communications between you, your employees and the consumer, agents, insurers, dealerships, fleets and other local businesses. eMarketPlace delivers the industry’s most powerful activities and communications system by tracking all electronic communications such as notes, to do’s and reminders, special promotions, digital ads and e-coupon offers, all reviews and ratings, CSI responses and more…
  • Unlike other industry software, eMarketPlace is focused on helping you capture, service and retain more cusrtomers….revenue….and profit. By focusing in your existing customer base and existing b2b relationships a typical shop with $2.0 MM in annual sales could expect more than $50,000 in additional revenues in Year 2 of an eMarketPlace implementation.
  • If you are like most auto body and repair shop owners you now want to know how much eMarketPlace is going to cost your business. I think you will be pleasantly surprised. Your shop can begin benefitting from eMarketPlace for an investment of less than 50% of a SINGLE average repair order.That right for less than $1000.00 your shop can begin implementing eMarketPlace immediately and for less than $5.00 per day you can hire eMarketPlace to perform a vast majority of your shop’s digital marketing, communications, customer retention and referral activities for LESS THAN $5.00 PER DAY!Where else can your shop receive an ROI ratio of 28:1??????
  • So what are you waiting for…Does your shop want/need……More Sales and Closing Opportunities ? Do you want to offer sell Additional Products and Services ? Would you like More Customer Referrals ? Want to Reduce or Eliminate your shop’s CSI Expenses ? Are you trying to improve employee productivity ? Want Better Communications with Customers ? Are you looking to improve your shops’ Social Media Presence and Performance ?Looking for better Agent, Insurer, Dealer, Fleet and other B2B Communications ?Want more and Better Access to Gen X, Y and Mobile Users ?Looking to offer More and Better Scheduling Options Do you want to add an ever-increasing asset value to your business and…Where else can your shop receive a 28:1 ROI Ratio!? No need to wait….call or email us today at…
  • Want to learn more? Call us at 888.377.2661 EXT 102, email us or visit our website to get a FREE demonstration.Thanks for your time and we look forward to helping your business capture, service and retain more customers, revenue and profit.
  • Thanks everyone for their time and interest. If you are interested in getting more details on how we can help your shop capture more cars, customers, revenue and profit through digital marketing call us at 888.377.2661, visit our website at www.summitsoftwaresolutions.com or send us an email at sales@summitsoftwaresolutions.com
  • Transcript of "Akzo/LKQ Bay Area Experts Digital Marketing Presentation "

    1. 1. Digital Marketing = MORE…
    2. 2. • Definition of Marketing • What is Digital Marketing? • Why is Digital Marketing a Requirement for Success in Today’s World? • What is Your Opportunity? Today’s Discussion Topics
    3. 3. • What is a ―Digital Consumer‖? • What Benefits Can a Shop Expect to Receive from Digital Marketing? • 12 Digital Marketing Tools Tools Every Shop Must Consider • Digital Marketing IS a Process Today’s Discussion Topics
    4. 4. • How Much Time and Money Should a Shop Spend on Digital Marketing • Who in the Shop Should ―Do‖ the Digital Marketing • Your Digital Marketing ROI • Introduction to Auto Body Industry’s Only Digital Marketing Platform • Open discussion, Q&A Today’s Discussion Topics
    5. 5. Does Digital Marketing Work for Small Business?
    6. 6. $50,000 - $300,000
    7. 7. Marketing…The End Game is Still the Same…BUT…… Know Like Trust
    8. 8. “Old School” Marketing VS Digital Marketing • “Old School” (The 4 P’s) –Product –Price –Placement –Promotion • Digital Marketing (The 4 C’s) –Content –Context –Connection –Community
    9. 9. The practice of getting consumers and strategic relationships to KNOW, LIKE, TRUST, TRY, BUY, REPEAT AND REFER your business using digital tools, technologies and techniques and having the ability to produce measurable results…….. What is Digital Marketing?
    10. 10. Why is Digital Marketing Critically Important to Auto Body Shops?
    11. 11. Why is Digital Marketing Critically Important? • 85% of the population are Internet Users • 79% of the adult population uses email • 90% of consumers do an Internet search prior to purchasing a product or service • 300 million people can send and receive a text message • Over 67% of population use Social Media • More than 50% of population have a smart phone with the forecast of 75% by the year 2016
    12. 12. Why is Digital Marketing Critical for Success In Today’s Market Place? • There are 112,000,000 Gen X and Y that grew up in a “digital world” • More than 40,000,000 Baby Boomers are active Internet, Email, Text and Social Media users • There are more than 10,000,000 “Seniors” that are active Internet users
    13. 13. • Unsold Estimate Follow Up • Increased Referrals and Retention • Increased CSI Ratings and Reductions in CSI Expense • Increased Sales of non-Collision Products and Services • Agent Marketing • Strategic Partner Introductions • Increased Closing Ratios • More and Better Access to Gen X and Gen Y • More and Better Access to Smart Phone Users • More, Better and Direct Access to Consumers When They Need/Want Your Service and Expertise How Can Digital Marketing & Retention Activities Help an Auto Body Shop Capture More Cars, Customers, Revenue and Profit?
    14. 14. Who is a Shop’s Digital Marketing & Retention Target? Digital Consumer: A A “Digital Consumer” is an individual that uses smart phones, text messaging, email, Face Book, My Space, LinkedIn, Twitter, Google, You Tube, and other digital and/or social media technologies to… a) perform their jobs, b) communicate with business associates, friends and family, or c) educate and entertain themselves.
    15. 15. 1. Your web presence 2. On-Line advertising - PPC 3. A powerful CRM/BRM system 4. An email marketing and retention platform 5. A text based marketing and retention system 6. An automated unsold estimate follow up and sales system 7. 24/7 connectivity to consumers smart phones 8. Social media tools and techniques 9. Validated customer reviews and ratings 10. Digital ads, promotions and e-coupons 11. A customer loyalty and retention system 12. Reputation management system 12 Digital Marketing Tools Your Shop Should Use to Capture More Customers, Revenue and Profit
    16. 16. Your Web Presence
    17. 17. Your Website • #1 Reason to build your website is to be found! • Your shop‟s website is your on- line/digital lobby • 5-15 Seconds • Call to Action • Include videos • Include sign up area for car care tips newsletter (capture email address and mobile #’s) • Utilize QR Codes on any surface to draw consumers to your site • Include reviews and ratings • Include digital ads, promotions and coupons • Create a Blog • Incorporate Google Analytics
    18. 18. DOES YOUR SITE LOOK LIKE THIS?
    19. 19. How Do They Contact You?
    20. 20. What is Your Call To Action
    21. 21. Use of Videos
    22. 22. Customer Reviews
    23. 23. Special Promotion
    24. 24. • Thousands of Local Companies • Summit eMarketing Sherpas • Optima Automotive • Collision Builders • Auto Body Guru • Others Website Design and Development Options
    25. 25. Search Engine Optimization Is Your Website Invisible? Search Engine Optimization
    26. 26. Search Engine Optimization
    27. 27. Content Is King! “Keyword… YOUR TOWN” Title Tags Age of URL Videos Blog Backlinks Search Engine Optimization
    28. 28. Keywords (SAC, CA)
    29. 29. Title Tags • The title tag can only be 70 characters long (that’s all the search engine will even look at) • The first words are given most importance • The first words need to be “auto body” • Title tags should also be unique to every page • No extra words
    30. 30. SEO Site Structure • Primary Keywords should appear: – In page title – In page headers – In navigation links – In bold text – In web address and file names Can you guess what this company is selling? © Optima Worldwide Limited 2012
    31. 31. Does SEO Work?
    32. 32. Stat May „11 Jun '10 May '10 Jun '09 Search Engine Traffic 2,186 1575 1353 1106 Bounce Rate (Lower = Better) 39% 29% 29% 71% Pages/Visit 2.79 3.5 3.6 1.9 Avg Time on Site 127 121 119 51 % of Pageviews Home Page (Lower = Better) 29% 27% 28% 53% "Estimate" Page Visits 509 363 345 223 Search Engine Optimization
    33. 33. The news for anyone thinking about SEO is summed by this statement from Google – ―. . .relevance isn’t just about pages—it’s also about relationships.‖ Google has officially moved from playing with social search to altering the SEO landscape with it. Social & SEO….
    34. 34. • Summit eMarketing Sherpas • Optima Automotive • Collision Builder • Thousands of Local Companies • Wordtracker • Google Keyword Tool • RankChecker • Hubspot • Hubshout • Companies outside the US SEO Companies, Tools and Platforms
    35. 35. • Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites…. • Advertisers pay when an their ad is clicked • Advertisers typically ―bid‖ on keyword phrases relevant to their target markets • Some sites charge a fixed price per click • PPC display ads are shown on sites or search engines that show related content • PPC is different then CPM (cost per 1000) s Your Web Site(s)Pay Per Click
    36. 36. • SEM: Search Engine Marketing – Paying Google to place your ad at the top of search results – Costs $1.00 - $8.00+ per click, depending on competition – Generates traffic today – Excellent way to supplement an SEO campaign – We write ad copy, measure conversion rates, optimize landing pages Your Web Site(s)Pay Per Click
    37. 37. Pay Per Click
    38. 38. 81.22% 10.00% 5.31%
    39. 39. • Many Local search engines = Page 1 Results • 40% of Local Search is Mobile • 90% of online commercial searches result in offline bricks and mortar purchases (comScore) • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore) • 61% of local searches result in purchases (TMP/comScore) Your Web Site(s)Winning the Local Search Game
    40. 40. • Yext • Getlisted.org • Universal Business Listings • AllLocalSearch.com • Others Local Search Tools and Platforms
    41. 41. 4.2
    42. 42. $1000.00
    43. 43. Utilize a Powerful CRM/BRM System Yr, Make, Model
    44. 44. $2,000,000 870 7 Years Why Use a Powerful CRM/BRM System
    45. 45. 870 $1000.00 $870,000.00 Why Use a Powerful CRM/BRM System
    46. 46. 7 Years $6,090,000.00 75/25 $1,522,500.00 $870,000.00 Why Use a Powerful CRM/BRM System
    47. 47. Why Use a Powerful CRM/BRM System 67% 23% 50% 43%
    48. 48. • Summit eMarketPlace • Salesforce.com • ACT • Goldmine • Outlook Contact Manager • Zoho • InfusionSoft • Batchbook • AddressTwo • Many others… BRM/BRM System Options
    49. 49. Email Marketing and Communication • According to Stan Rapp, the father of direct email marketing, an email address is worth $118.00 to a business • According the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2011. • Email is typically read at the recipients convenience • More than 80% of consumers prefer to be marketed to via email. – 15% via Facebook – 3% via Twitter • Typical email user checks their inbox 6 times per day • Email is still the most powerful and productive digital marketing tool! • Best tool for marketing, communication, education, newsletters, s pecial promos, etc
    50. 50. What Type of Emails Should You Send? • Emails to Unsold Estimates or Repair Quotes • Thank You Emails with Integrated Customer Surveys • 30 Day After the Repair Follow Up • Special Offer Emails • How to Emails • Auto Reply Emails • New Service Offering Emails
    51. 51. What Type of Emails Should You Send? • Quarterly Newsletters • Co-Marketing Emails • Internal Communications • Directed Emails: • Confirmation Emails: • Event Invitations: • Social Media Emails • Holiday Emails • Seasonal Emails • Use Your Imagination
    52. 52. • Summit eMarketPlace • Constant Contact • iContact • Aweber • Benchmark • Pinpointe • Get Response • Mail Chimp • Vertical Response • Many others Email System Options
    53. 53. • Cell Phones • Smart Phones • Tablets • Other Mobile Devices • SMS • Apps • Location Based (GPS) • Mobile Advertising What is Mobile Marketing?
    54. 54. • There are 300 MILLION mobile phones in North America that can send/receive a text message • 98% of consumers read their texts in 3 minutes or less!!! • New and Novel • Less intrusive than phone calls • More effective than email • Creates a “buzz” • SMS/Text marketing has a 7-10% response rate • Mobile number should be required during vehicle check in process • Ideally used for vehicle status , important communication, special promotions and pricing Mobile/Text Message Marketing and Communications Compliments Tatango 2011
    55. 55. • Summit eMarketPlace • CCC Update Plus • AutoWatch • Trumpia • EzTexting • Message Media • Btwext • Phizzle • SMS Platform Text Messaging System Options
    56. 56. Smart Phone Marketing
    57. 57. Stay Connected to Smart Phones • More than 140 MILLION smart phones in use in North America – By 2016 there will be more than 200 MILLION • The smart phone is considered the 3rd screen (#1 TV, #2 PC)…Will soon be #1 • The smartphone is rapidly becoming a second computer, or for younger folks, their primary computer • Most consumers would prefer to forget their wallet/purse instead of their mobile phone • Typical smartphone user checks their phone 150 times per day! • All businesses need to “own” real estate on consumer’s mobile phones
    58. 58. Are Apps Important?
    59. 59. Consumers can view and share status, images, videos and notes on their favorite social media sites!!! Consumers can contact your shop via email, text, ph one, or your website Consumers can request an appointment
    60. 60. Consumers can get up to date live traffic updates Consumers can contact your shop via email, text, phone, or your website Consumers can complete and email or text accident reports Consumers can enter and store insurance, agen t, policy and vehicle information Consumers have access to local towing companies and rental car offices Shop‟s can even get their own company branded apps… (Optional)
    61. 61. • Summit eMarketPlace – RepairConnect – AutoVoto • Summit eMarketing Sherpas • Mobileframe.com • Kony • Rhomobile • Phonegap • Appcelerator • Hundreds of US companies • Overseas companies Integrated App Platforms/App Development Options
    62. 62. SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
    63. 63. • Facebook, Twitter, YouTube, LinkedIn & Google+ • Become your on-line community claims, repair expert • Pre-write and schedule future posts • Include fun and interesting images and videos • Use hyper-targeted ads • Use location based advanced search • Reputation and Opportunity Management • Offer vehicle status via Facebook and Twitter • Post customer reviews and ratings to your Facebook page • Install a “specials” app on your Facebook page • Post special promos, ads, and e-coupons to your Facebook page • Contests, etc… Social Media Usage
    64. 64. Google+
    65. 65. • Business to Business • Recruiting • Agents • Fleets • Companies • Personal Profile • Company Profile • Groups
    66. 66. • If you post nothing but advertising no one will follow you • Car care tips, Driving Tips, Local Events, Time Change, School Closings, Fun Facts, Funny Stuff. Prom, 1st Responders • Fresh stuff (minimum twice daily for Twitter, once a week for Facebook, 3 times/week on Google+, etc…) • Weekly specials on Twitter • Monthly specials on Facebook • Use automation to post to multiple sites at once
    67. 67. • Thousands of Local Businesses • Summit eMarketPlace • Summit eMarketing Sherpas • Optima Automotive • Hootsuite • Twitterfeed • SproutSocial • Oktopost • Hupspot • Hubshout • North Social • Wildfire Social Media Marketing Companies and Platforms
    68. 68. Capture and Utilize Customer Reviews and Ratings • 82% of consumers would select a repair facility based on customer reviews and ratings – Phone based surveys soon will be extinct – Reputation management is important – Incorporate reviews on your website – “Coach” customers during delivery process on importance of providing feedback and comments
    69. 69. • What made you decide to have your car repaired at our business? • What one thing do you think we do better than other companies you do business with? • What is the one thing we can do differently to create a better experience for you? • Will you refer us to friends and family? If so why? • What words would you use to “Google Us”? • What service would you like us to add to make your auto repair experience more convenient? THE MOST POWERFUL CUSTOMER SURVEY EVER!!!
    70. 70. Customer Reviews and Ratings Companies and Platforms • Summit eMarketPlace • AutoChecx • Ten Point Complete • CynCast • Fix Auto • CCC UpdatePlus • Autowatch • Auto Body Review • Sure Critic • Yelp • Google+ • Many others
    71. 71. E-Ads, Promotions and Coupon Platform • E-Ads, Promotions and e-Coupons are Extremely Popular with Consumers • Groupon, Living Social and many others are “training” consumers • Create, manage, track and report on e- Advertisements, Promotions and Coupons • Post e-Ads, Promotions and Coupons to your shop’s website or Facebook page • Add a “Specials” app to your shop’s Facebook page • Create your own coupons • Immediate Ad and Promotion performance measurements!
    72. 72. E-Ads, Promotions and Coupon Platforms • Summit eMarketPlace • Groupon • Living Social • Coupons.com • Many others
    73. 73. Your Shop’s Reputation May be Getting Damaged and You Don’t Know About it…
    74. 74. • Summit eMarketPlace • Google Alerts • Reputation.com • Vendasta.com • Trackur.com • Brandseye.com • Placescout • Repguardian.com • Alterian • Reputationdefender.com Reputation Management Platforms
    75. 75. How Much Time and $$$ Should a Shop Spend on Digital Marketing?
    76. 76. How Much Time and $$$ Should a Shop Spend on Digital Marketing? We Believe Most Shops Should Focus 70% of Their Effort and 70% of Their Overall Marketing/ Advertising Budget on Digital Marketing To catch ―big‖ fish you have to ―go fishing‖ where the ―big‖ fish hang out….
    77. 77. WHO SHOULD “DO” THE DIGITAL MARKETING IN YOUR BUSINESS?
    78. 78. Do It Yourself Digital Marketing
    79. 79. HIRE YOUR WEAKNESS
    80. 80. Important Digital Marketing and Retention Strategies and Processes • Are You Committed to Marketing Your Business? – MUST Invest .5 – 5% of Gross Revenues – 10-30 Minutes Per Day – Are You Prepared to Hire Your Weakness?
    81. 81. What is the Potential ROI?
    82. 82. What is the Potential ROI?
    83. 83. What Happens if Your Shop Does Not Implement Digital Marketing ? • Tomorrow – MAYBE NOTHING • Miss access to fastest growing demographic in North America and “best” shop customers • Become more dependent on DRP relationships • Lose more control of your business • Lose customers to competition, other DRP programs, natural losses • Experience more and more erratic revenue spikes and drops • Miss additional revenue and profit opportunities
    84. 84. 1. Your web presence 2. On-Line advertising - PPC 3. A powerful digital marketing database 4. An email marketing and retention platform 5. A text based marketing and retention system 6. An automated unsold estimate follow up and sales system 7. 24/7 connectivity to consumers smart phones 8. Social media tools and techniques 9. Validated customer reviews and ratings 10. Digital ads, promotions and e-coupons 11. A customer loyalty and retention system 12. Reputation management system 12 Digital Marketing Tools Your Shop Should Use to Capture More Customers, Revenue and Profit
    85. 85. What is e-MarketPlace? • A web and mobile based sales, marketing, communications, productivity customer retention and referral platform
    86. 86. Click to edit Master title style Where Does e-MarketPlace “Fit” in a Collision Repair Business? Estimating Systems Shop Management Accounting Software Sales, Marketing, C ommunication and Customer Retention
    87. 87. Click to edit Master title styleWhere Does e-MarketPlace “Fit”? Sales, Marketing, Commu nication and Customer Retention
    88. 88. How Does eMarketPlace Deliver on Its Promise of More Customers, Revenue & Profit? • Improves Sales and Closing Opportunities • Increases Sales of Additional Products and Services • Increases Customer Referrals • Reduces, Eliminates CSI Expenses • Improves Office Personnel Productivity Other Benefits • Improves Communications • Improves Social Media Presence and Performance • Improves Agent, Insurer, Dealer, Fleet and other B2B Communications • Improves Access to Gen X, Y and Mobile Users • Improves Scheduling Options • Automatically Creates Valuable Business Asset
    89. 89. Click to edit Master title styleWhat Does e-MarketPlace Do?
    90. 90. Click to edit Master title style Automated Interface with Industry Platforms Builds a Valuable Business Asset..A Customer Database
    91. 91. Click to edit Master title styleUse the eMarketPlace Automated Unsold Estimate Follow Up and Sales System to Improve Your Shop‟s Sales Opportunities
    92. 92. Click to edit Master title style Automated Unsold Estimate Follow Up and Sales System Unsold Estimate Email Unsold Estimate Text Message
    93. 93. Click to edit Master title style Use Our Email, Text, Facebook and Web Based Digital Ads, Promos and eCouponing Platform to Generate Additional Sales and Profit and Keep Consumers Coming Back to Your Shop!
    94. 94. Click to edit Master title style Our Customer Loyalty, Referral and Retention Platform Keeps Your Brand in Front of Your Customers and Your Customers Referring Your Shop!
    95. 95. Click to edit Master title style Stop Paying $3.00 Per Call to Piss Off Your Customers!!!! Use Our Integrated CSI, Reviews, Ratings and Reporting System
    96. 96. Click to edit Master title style Let Your Office Staff Go Mobile!
    97. 97. Click to edit Master title style Our RepairConnect Mobile and Web Platforms Allow Consumers to Become a Shop‟s Most Powerful Social Media Marketer!
    98. 98. Click to edit Master title style Improve Consumer, Insurer, Agent, Dealer, Fleet and Other B2B Marketing and Communications with the Industry‟s First and Only CRM Platform
    99. 99. Click to edit Master title style Protect Your Company‟s On-Line Reputation with our Reputation Management Platform
    100. 100. Utilize 125+ Templates in Our 2-Way Email & Text Message Marketing and Communication Platform
    101. 101. Click to edit Master title style Use the Email, Text, Facebook Digital Deals Platform to Market and Sell Quick Repair Services and Other NON-Collision Repair Services to Get Consumers Back to Your Shop Between Accidents
    102. 102. Click to edit Master title style Make it Easier for Consumers to Request Appointments with the eMarketPlace Appointment App for your Shop‟s Facebook Page, Website and Mobile App
    103. 103. Click to edit Master title styleTrack Your Shop‟s Sales and Marketing Success with More than 35 KPI‟s
    104. 104. Click to edit Master title styleTrack Your Shop‟s Sales and Marketing Success with More than 35 KPI‟s
    105. 105. Click to edit Master title styleBenefit from the Industry‟s Most Powerful Activities and Communications Management System
    106. 106. Click to edit Master title style Generate More RO‟s and $$$$
    107. 107. How Much? Less than $5.00 Per Day Where else can you receive a 28:1 ROI Ratio?
    108. 108. What Are You Waiting For? • More Sales and Closing Opportunities • Sales of Additional Products and Services • More Customer Referrals • Reduction or Elimination of CSI Expenses • Increased Personnel Productivity • Better Communications with Customers • Better Social Media Presence and Performance • Better Agent, Insurer, Dealer, Fleet and other B2B Communications • More and Better Access to Gen X, Y and Mobile Users • More and Better Scheduling Options • An Ever-Increasing Business Asset • 28:1 ROI Ratio!
    109. 109. SUMMIT SOFTWARE & MARKETING SOLUTIONS 1.888.377.2661 WWW.SUMMITSOFTWARESOLUTIONS.COM WWW.EMARKETINGSHERPAS.COM SALES@EMARKETINGSHERPAS.COM

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