1 hour marketing presentation that outlines steps, goals, for establishing and implementing a small business marketing plan.

1. DRIVING HOME EXCELLENCE
FAST-TRACT Marketing Workshop
CHERYL SENKO
RELATIONSHIP & MARKETING MGR
26001 Aurora Road * Bedford Hts., OH 44146
TEL: 440.374.4000 CELL 440.227.8820
EML: cheryl@mayieldcollisincenter.com
SECOND LOCATION AT:
4182 Mayfield Road * South Euclid, OH 44121
TEL: 216.381.7686

2. Introducing Cheryl Senko
FAST-TRACK Marketing Systems
• BA Communications &
Public-Relations from
Baldwin-Wallace
• 15+ years of experience
in the Automotive
Aftermarket
• 10+ years of Small
Business Experience
• Marketing & Training
Professional

3. About Mayfield Collision Centers
Full service body shop that
specializes in collision repairs
Family owned and operated
since 1989
FAST-TRACK Marketing Systems
www.mayfieldcollisioncenter.com

4. Workshop GoalsLearning Objectives
• 9 Steps to create a Fast-
Track Marketing System
• Capitalizing Social Media &
Internet resources
• Understanding fundamental
Multigenerational
Marketing
Welcome to Boot Camp!
FAST-TRACK Marketing Systems

5. FAST-TRACK Marketing Systems
Rough Waters?

6. FAST-TRACK Marketing Systems
Rising Consumer
Expectations
Shrinking Market
Tough
Economic
Conditions
Competition
Shrinking pool of
qualified employees
CHANGE!

7. Whirlwind Mentality
• Technology changes
EVERYTHING
• Things are never going back
to the way they used to be
• Nothing is more certain
than CHANGE
• Time is the new currency
FAST-TRACK Marketing Systems
4 Unshakable Truths

8. Agenda
• 9 components of the FAST
TRACK
• Social Media & Internet
Trends
• Exploring Multigenerational
Marketing
FAST-TRACK Marketing Systems

9. 9 Steps to Create a FAST-TRACK
Marketing System

10. What is Marketing?
“Marketing is EVERYTHING
you do to promote your
business from the moment
you conceive of it, to the
point at which customers
buy your product or service
and begin to patronize your
business on a regular
basis.”
FAST-TRACK Marketing Systems
Source: Conrad Jay Levinson, Guerilla
Marketing

11. Goal: Differentiation
• Distinguishing your
business from the
competition
• Making your business
attractive to a target
audience
• Delivering value in the
eyes of your customer –
WIFFM?
FAST-TRACK Marketing Systems

12. Step 1: Identify & Examine Market
Trends
• Industry publications
• News Feeds
• Facebook Pages
• LinkedIn
• Internet Web Sites
• Sales History of your
Company
FAST-TRACK Marketing Systems

13. FAST-TRACK Marketing Systems
Shrinking Market
Increasing Customer
Demands
Aging Fleet
Fewer Accidents
Shrinking pool of
qualified
technicians
Insurer
Consolidation
Complex
Vehicle
Technology

14. Step 2: Create a “Manager of First
Impressions”
• Who will lead your marketing
initiative?
• Dedicated Time
• Team Support
• Industry Knowledge
• Self Driven
• Defined Budget
• Comfortable with
Internet/Social Media
FAST-TRACK Marketing Systems

15. Primary Focus of Job = Marketing,
otherwise they’ll just be overwhelmed

16. Step 3: Who is your Customer?
• Don't make the mistake of
marketing your product or
service before you've defined
your customer or client
• Who pays the bill?
• Think of your "ideal" client or
customer as a person.
• Visualize him or her in detail.
"See" what he or she does,
thinks, and wants
– Generational Marketing
Considerations
FAST-TRACK Marketing Systems
Consumers
Insurance
Partners
Claimants Policyholders
Dealer
Internal
Dealer Work
Dealer
Customers
Mayfield Collision Centers
Goal: Create WIIFM Benefits for all parties,
define those benefits in terms your
customer will understand

17. Step 4: Conduct a Competitive
Analysis
• SWOT Analysis
– Strengths – what do they
do well?
– Weaknesses – what
makes them vulnerable
– Threats –how are they a
threat to you?
– Opportunities – What
opportunities exist for
your competitors?
FAST-TRACK Marketing Systems

18. Sources of Competitive Intelligence
• Former Employees
• Vendors
• Industry news articles
• Competitors’ web
page
• Shared Customers
FAST-TRACK Marketing Systems

19. SWOT Example – ABC Collision
• STRENGTHS
– State-of-Art Facility
– Positive Industry Press
– Contractual Dealer Relationships
– Convenient Location
• WEAKNESS
– High employee turnover
– Poor Insurance Relationships
– Negative Cash Flow
– No social media presence
• OPPORTUNITES
– Increase referrals from dealer relationships
– National franchise opportunities
– Strong alliances within Industry
– Speaking/Presentation opportunities
• THREATS
– Increase in costs of doing business
– Lack of talent to maintain customer quality
controls
– Negative perception from insurance partners
– Inconsistent Quality of Repairs
FAST-TRACK Marketing Systems
How could MCC differentiate ourselves
from this competitor and capitalize on
their weakness?

20. SWOT Example – Differentiation
• STRENGTHS
– State-of-Art Facility
– Positive Industry Press
– Contractual Dealer Relationships
– Convenient Location
• WEAKNESS
– High employee turnover
– Poor Insurance Relationships
– Negative Cash Flow
– No social media presence
• OPPORTUNITES
– Increase referrals from dealer relationships
– National franchise opportunities
– Strong alliances within Industry
– Speaking/Presentation opportunities
• THREATS
– Increase in costs of doing business
– Lack of talent to maintain customer quality
controls
– Negative perception of insurance partners
– Inconsistent Quality of Repairs
FAST-TRACK Marketing Systems
ABC Body Shop
• STRENGTHS - Differentiate
– Promote awareness of facility and staff training
– Promote use of eco-friendly products
– Offer on-line status updates to customers
– Create and submit positive press releases to
industry publications
• WEAKNESS – Capitalize Upon
– Recruit ABC’s best employees
– Maintain strong Insurance Relationships
– Run an economically sound business
• OPPORTUNITES - Differentiate
– Create an easier relationship for dealer partners
– no contract required
– Build stronger awareness of MCC within industry
– Seek opportunities to grow business in home
market
• THREATS – Capitalize Upon
– Share customer testimonials
– Create a strong Social Marketing Campaign
– Create and sustain internal quality controls
Mayfield Collision Centers

21. Step 5: Document your VALUES
• Marketing Plan’s foundation
should represent the VALUES
that your business is built
upon
• Communicate your values to
staff, customer & partners.
• Ensure that your IMAGE truly
represents the Values of your
organization
• Consistently promote Values
throughout all marketing
messages
FAST-TRACK Marketing Systems

22. Step 6: Create Program Elements
• PowerPoint presentation that summarizes value proposition of your product
• Stickers, ads, social media utilization
• Idea bank of specials, sales, promotions that you can run to support program
elements
• Focus on BENEFITS for your customers, create a WIIFM
– People buy BENEFITS not FEATURES
• Test program elements with key customers and employees
FAST-TRACK Marketing Systems
Once you’ve defined
your program
elements, package
the program through
printing, copy
writing, web design,
and other support
materials

23. Mayfield Collision Centers’ Values
• Create a win-win situation for all parties – the customer, our
employees, insurance partners, vendors, and MCC
• CARE for our Customers
– Try diligently to create an extraordinary customer care experience
– Pro-actively keep customers informed on the status of their vehicle’s
repairs
– Create a hassle-free collision repair process
• Be recognized as the Employer of Choice within our markets
• Be a good corporate citizen
– Reduce impact of environmental footprint
– Be involved and support the community
FAST-TRACK Marketing Systems

24. Step 7: Establish Time Lines &
Benchmarks• Define your Budget
• Establish goals
– Increase gross sales by 25%
– Create Facebook page with 100
LIKES
– Provide consistent message
throughout all internet
directories
– Hold 2 open house events for
key partners
– Capitalize on 5 community
support opportunities
• Benchmark often and early
FAST-TRACK Marketing Systems

25. Step 8 – Execute and Build Awareness
Repeat, repeat, repeat the message, it will take much longer than you
think!
FAST-TRACK Marketing Systems

26. Step 9: Monitor & Adjust
• First try is whatever, second try
will be better
• Don’t be afraid to modify your
plan to fix something that’s not
working or take advantage of a
sudden opportunity
• Remember to benchmark the
performance of your campaign
FAST-TRACK Marketing Systems

27. The 9 Steps to create a FAST-TRACK
Marketing System1. Identify & Examine Market
Trends
2. Create a “Manager of First
Impressions”
3. Define who is your customer
4. Conduct a competitive analysis
5. Document your company’s
values
6. Create Program Elements
7. Establish time lines &
benchmarks
8. Execute & Build Awareness
9. Monitor & Adjust
FAST-TRACK Marketing Systems
Are you on the fast-track like this
Sherwin-Williams racer?

28. Social Media & Internet Trends

29. The 21st Century Consumer
FAST-TRACK Marketing Systems

30. FAST-TRACK Marketing Systems
Social Media proliferation
1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2012
Party
Lines
Email
Listservs
Discussion
Forums
1st personal
website
Web is born
Tim Berners-Lee
Classmates.com
1st Social
Networking
site
i2GO
Justin Hall
1st Blogger
MP3
Podcasts
RSS
Ward
Cunningham
Father of Wiki
When the medium becomes this big….
Brands
jump in…
Scalingtothemasses
Evolution of Social Media

31. Connecting, Communicating, Engaging, Conversation

32. Social Media Reality Check
FAST-TRACK Marketing Systems
65% of online consumers use social media at
least once a day
61% are researching products/services to
purchase
36% depend on social media to help them with
purchase decisions
70% believe companies involved in social
media are working to keep their business
Source: CNW Group/Leger Marketing, Social Media Reality Check survey, March 2009

33. Social Media Reality Check
FAST-TRACK Marketing Systems
85% of social media users believe that a
company should go further than just having a
presence on social sites and should also interact
with its customers
79 % of companies on the Fortune 100 list are
using social media as a marketing tool!

34. 2.2 BILLION Internet
Users by 2013
FAST-TRACK Marketing Systems

35. LIVE Social Media Demonstration
FAST-TRACK Marketing Systems
Let’s take a look at how Mayfield Collision Center uses social
media and internet sites to promote our business.

36. Getting Started…
FAST-TRACK Marketing Systems
1. Create Your Social Media Strategy
2. Engage Existing & Prospective Customers
3. Get Your Message Across:
 Promote additional products & services
 Expand into new markets
 Recruit new employees
4. Build and Manage Your Relationships
 Establish your brand position
 Encourage word-of-mouth marketing
 Provide opportunities for feedback

37. Goal: Staying
Visible
FAST-TRACK Marketing Systems
• Fans
• News Feed
• Create deeper connection
• Joining Events and Groups
• Links to external sites
• Connect with other professionals
• Keeps you engaged with your customers
• Consistent monitoring of posts and feedback

38. Multigenerational Marketing

39. Generational Marketing
Identifying generational
distinctions provides an
innovative framework for
understanding individual
differences. Marketing to
distinct generations can
lead to a competitive
advantage for your
organization.
FAST-TRACK Marketing Systems

40. Manager of First Impressions
FAST-TRACK Marketing Systems
Gen Xer Gen Yer
Boomer
s
Matures

41. Become “Likable” to Consumers
FAST-TRACK Marketing Systems
• We’re Similar
• Something in
Common
• Understand Their
Worldview
– Generational
Perspective
Not only do we tend to do business
with people we like, we also do
business with people that we believe
are like us.

42. Stereotyping Caution
FAST-TRACK Marketing Systems
Grouping people based on year of birth is only one informative
factor. Customers must also be viewed and understood as
individuals with a multitude of diverse characteristics.

43. FAST-TRACK Marketing Systems
• 1965 -
1976
• 1977 -
2000
• 1946 -
1964
• 1909 -
1945
The
Matures
Baby
Boomer
Gen
Xers
Gen
Yers

44. FAST-TRACK Marketing Systems
• 45
Million
• 73
Million
• 80
Million
• 45
Million
The
Matures
Baby
Boomer
Gen
Xers
Gen
Yers

45. Sandwich Generations
FAST-TRACK Marketing Systems
People born near the end or beginning of the two
generations are referred to as the Sandwich Generation.

46. Formative Impact
FAST-TRACK Marketing Systems
A Generation shares a common history and
collective knowledge that help define who they
are.

47. FAST-TRACK Marketing Systems
Significant Events
Role Models
Technology
Education
Media

48. Matures: Characteristics
FAST-TRACK Marketing Systems
1925-1945
• Self-sacrifice for
greater good
• Conservative and loyal
• Patriotic and civic
minded
• Dependable and
reliable
• Respect for authority
• Delayed gratification
• Strong work ethic

49. Boomers: Characteristics
FAST-TRACK Marketing Systems
1946-1964
• Optimistic concerning
possibilities
• Believes in growth and
expansion
• Pursues personal gratification
• Work defines who they are
• More liberal and idealistic
• Internally motivated
• Very competitive

50. Gen X: Characteristics
• Taught to question authority
• Appear disillusioned and
defensive
• Self-reliant and resourceful
• Individualistic and somewhat
cynical
• Work-life balance a priority
• Technology literate
• Short time horizons
• Informality
FAST-TRACK Marketing Systems
1965-1976

51. Gen Y: Characteristics
• More self-focused than other
generations
• Grew up cared for &
protected
• Comfortable accepting
diversity
• Civic & community minded
• Group or team oriented
• “Friends” with their parents
• Technology driven!
FAST-TRACK Marketing Systems
1977-1994

52. How do you
market to
these
groups?
FAST-TRACK Marketing Systems

53. Matures: Marketing Approach
FAST-TRACK Marketing Systems
1925-1945
• Traditional communication
styles
• Use of testimonials
• Emphasize customer service
& quality
• Use verbal communication
• Emphasis punctuality
• Recognize contributions
• Let them hang-out!

54. Boomers: Marketing Approach
FAST-TRACK Marketing Systems
1946-1964
• Promote Quality-Speed-Cost
• Convey they control the
relationship
• Help them feel victorious
with solutions
• Provide a very positive
experience
• Present customized solutions
• Use nostalgia in marketing
• Use appropriate technology

55. Gen X: Marketing Approach
• Promote clean professional
image
• Provide clear and
appropriate details
• Promote immediate
gratification
• Treat customers as partners
• Feature unique solutions
• Peer-to-peer relationships
• Offer low stress approaches
• Be sensitive to special needs
• Use appropriate technology
FAST-TRACK Marketing Systems
1965-1976

56. Gen Y: Marketing Approach
• Capitalize on self-focused
marketing
• Emphasis immediate
gratification
• Focus on diversity
• Provide unique solutions
• Highlight “green” enviro-
friendly technologies
• Relationships defined
differently
• Technology driven
FAST-TRACK Marketing Systems
1977-1994

57. Always Remember…
FAST-TRACK Marketing Systems
• People’s final decisions are 85% emotional
and 15% logical.
• As managers of first impressions, are you
prepared to communicate with all 4
Generations?

58. FAST-TRACK Marketing Systems
Tomorrow’s Customer:
Are You Ready?

59. THANK YOU!
FAST-TRACK Marketing Systems
CHERYL SENKO
RELATIONSHIP & MARKETING MGR
26001 Aurora Road * Bedford Hts., OH 44146
TEL: 440.374.4000 CELL 440.227.8820
EML: cheryl@mayieldcollisincenter.com
SECOND LOCATION AT:
4182 Mayfield Road * South Euclid, OH 44121
TEL: 216.381.7686