This document discusses strategies for marketing, selling, and servicing connected consumers. It begins with an overview of the auto body industry and how the marketing landscape has changed. Traditional marketing is compared to digital marketing approaches. New strategies discussed include focusing on the connected consumer, prioritizing websites and mobile optimization, utilizing search engine optimization, email marketing, social media, online reviews and reputation management, video, and customer relationship management systems. The benefits of these approaches are explained, such as increasing sales, referrals, and profits through engaging more customers digitally.

1. Marketing to, Selling and
Servicing The Connected
Consumer
May 2015
Frank Terlep | Lead Sherpa

2. 1984: Raised 100K and launched first company and first auto
body and repair software platform
1990’s
2001 2009 2015
Who is Frank Terlep

3. We Guide Auto Body and Repair Shops to
More Customers, Revenue and Profit
Through the Use of Digital Marketing Tools,
Technologies and Techniques

4. We Created Mitchell’s CRM Platform

5. We Created ShopRepTV

6. • 6 full time digital marketing, web,
mobile and mobile app developers
• Complete web design,
development and SEO team
• Online Review and Reputation
Service
• Social Media Marketing Service
• Content Management and
Curation Expertise
• Professional support and
administrative team
How Do We Do What We Do?

8. How Important
Are Your
Previous and
Potential
Future
Customers?

9. What
Percentage of
Your Customers
are
“Connected?”

10. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
What Percentage of
Your Marketing
Budget and
Activities are
Focused on the
Connected
Consumer?

11. Today’s Agenda
Industry Overview and Present Situation
Strategy Before Tactics
Marketing – Definition
- Traditional VS Digital Marketing
New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
Today’s Consumer

12. Today’s Agenda
12 Web, Social, & Mobile Every Auto Body and Repair Shop
Should Consider
New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
CRM Systems – What, Why and How Important
What’s In it For the Shop
8 Ways Shops Can Beat Bigger Competitors
Q&A

13. Auto Body / Collision Repair Industry

14. Auto Body / Collision Repair Industry

15. Auto Body / Collision Repair Industry

16. Auto Body / Collision Repair Industry

17. Auto Body / Collision Repair Industry

18. Auto Body / Collision Repair Industry

19. Auto Body / Collision Repair Industry

20. Auto Body / Collision Repair Industry

21. The World Our Businesses Operate In
Today
• Changing
• Consolidating
• More Repairs to Less
Shops
• Margins Shrinking
• KPI’s Increasing
• Consumer Driven
• Technology Driven
• Data Driven

23. People Still Prefer Small Business!

25. New Sales, Marketing and Customer Service
Strategies, Processes, Tools, and Technologies

27. • "Strategy without
tactics is the slowest
route to victory.
Tactics without
strategy is the noise
before defeat”
~ Sun Tzu.

28. • S…W…O…T…
• Who is your ideal customer?
• What makes you different than your competition?
• What is your company’s growth strategy?
•What is your company’s web, social and mobile strategy?

29. S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats

30. Who is Your Ideal Customer?
• Values you
• Profitable
• Refers you
• Demographics
• Pays their bills

31. What Makes You Different?

32. How to Find Your Differential
Advantage? Just Ask….
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What’s one thing we could do better?
• Would you refer us and why?

33. What is Your Company’s Sales, Marketing
and Customer Service Strategy?

34. Our Definition of Marketing
Know Like Trust

37. Traditional Marketing VS Web, Social & Mobile
• “Traditional”
(The 6 P’s)
–Product
–Price
–Placement
–Position
–People
–Planning
• Web, Social & Mobile
(The 4 C’s)
–Content
–Context
–Connection
–Community

38. Traditional VS Web, Social & Mobile

39. Traditional VS Web, Social & Mobile

44. Today’s Connected Consumer

45. Today’s Consumer
WebVisible

46. The Web, Social and Mobile World We Live and
Work In

47. The Web, Social and Mobile World We Live and Work In

48. The Web, Social and Mobile World We Live and
Work In

49. Today’s Connected Consumer

50. Today’s Consumer
Online connectivity on the rise

51. Today’s Consumer
Nearly 10 hours per day with ‘digital media’

52. Today’s Consumer

53. Source:http://www.propertycasualty360.com,MelissaHillebrand,Feb2014basedonAccenturestudy
Today’s Consumer
Insurance DRP’s becoming less important…

54. Today’s Consumer
Low Loyalty to Insurers
Switched Insurance Companies in 2015 – JD Powers

55. Tomorrow’s Consumer
Insurance Price Comparison Sites

56. Levels the Sales, Marketing and
Customer Service Playing Field!

57. • Improves Closing Ratios
• Increases Referrals and
Retention
• Increases Sales of Products
and Services
• Brand and Reputation
Management
• Improves Review Processes
and Results
• Improves Agent and Business
to Business Marketing

58. Helps The Shop “Own” the Customer?

59. This Stuff Works!!!!!!!

60. 1. Your web presence
2. SEO
3. On-Line advertising – PPC
4. Local search site optimization
5. An automated unsold estimate
follow up and sales system
6. An email marketing and retention
platform
7. A text based marketing and
retention system
8. Mobile marketing, branding and
communication platform
9. Online Reviews
10.Social media tools and techniques
11. On Line Video
12. CRM Platform
12 Affordable Web, Social and Mobile Tools EVERY Auto
Shop Should Consider Using

62. Your Web Presence

63. Do Digital Impressions Matter?
Web
presence
[

64. The Shop’s Website
• Your shop’s website is your on-
line/digital lobby
• #1 Reason to have a website is
drive business t o your door
• SEO
• Social Media
• 5-15 Seconds
• Call to Actions
• Include videos
• Include a Blog
• Utilize QR Codes on any surface to
draw consumers to your site

65. The Shop’s Website
• Include appointment options
• Include repair status options
• Integration with social media sites
• Include reviews and ratings
• Include digital ads, promotions and
coupons
• Incorporate Analytics
• You MUST have a Mobile site strategy
• Turn your website into a Social Media
Marketing Tool, Sales Tool,
Communications Tool, and Customer
Service Tool

67. Call to
Actions
Social Media &
Sharing
Svcs/Certificatio
ns
Reviews
Before and After
Videos
Blog
Keyword Focused
Content

68. Website = Sales Tool

69. Website = Sales Tool

70. Website = Sales Tool

71. Website = Referral Tool

72. Website = Customer Service Tool

73. The Connected Consumer and Online
Appointments

74. Website = Customer Service Tool

75. Website = Social Media Tool

76. HOW DOES
YOUR WEBSITE
STACK UP?

78. Is Your Website Invisible?
Search Engine Optimization

79. Search Engine Optimization

81. Changes to a
website take 60-
90 days for
search engines
to fully recognize
Search Engine Optimization

82. How Do
Your Sites
Perform?

84. • 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
Pay Per Click

85. • 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
Pay Per Click

86. Keywords (Chicago)

87. 81.22%
10.00%
5.31%

88. Do Consumers Search for Local Businesses?
Web
presence
[
Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014

89. Winning the Local Search Game

90. Winning the Local Search Game

91. HOW WELL IS
YOUR BUSINESS
LOCALLY
LISTED?

94. Why is Email Important to Your Busienss?

95. Why is Email Important to Your
Business?

96. Why is Email Important to Your
Business?

97. • 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
What Type of Emails Should You Send?

98. • Quarterly Newsletters
• Co-Marketing Emails
• Internal Communications
• Directed Emails:
• Confirmation Emails:
• Event Invitations:
• Social Media Emails
• Holiday Emails
• Seasonal Emails
• Use Your Imagination
What Type of Emails Should You Send?

100. Today’s Connected Mobile Consumer

106. • 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

107. Smart Phones and Apps

108. Smart Phones and Apps

109. Smart Phones and Apps

110. Smart Phones and Apps

111. Smart Phones and Apps

112. Smart Phones and Apps

113. Mobile Marketing Recommendations
You MUST have a Mobile Website
Text Messaging is required today
• Unsold Estimate Follow Up
• Vehicle Repair Status
• 7-10% Promotion Response Rate
Smartphone App
• Real estate with the consumer
• Communications, Branding, & Retention

114. Today’s Connected Consumers and Online
Reviews…

115. Online Reviews are Key to Growing
Your Business!

116. Online Reviews REALLY Matter!

118. • Just Ask!
• Provide Options
• Use Signage
• Use POS Information
• Remember it’s a Numbers
Game
• Display Reviews in Lobby
• Include as Part of Overall
Process
Ask for Feedback- Get More and
Better Reviews

119. • Use email and text after
delivery
• Send up to 3 times
• Include links and QR codes on
customer documents
• Include review page on
website
• Offer POS materials
• Use signage in lobby
• Big screen with scrolling
reviews behind welcome desk
Ask for Feedback- Get More and
Better Reviews

121. • 72% of all Internet users are
now active on social media
• 89% of those between 18 and
29 years old are social media
users
• 72% of individuals aged 30 to 49
are engaged in social media
• 60% of people between 50 to
60 years old are active on social
media
• 43% of those 65 years old and
above are engaged in social
media
• 71% of users access social
media from a mobile device
Why is Social Media Marketing Important to
Auto Body and Repair Shops?

124. • Online reputation
management entails
establishing,
maintaining, repairing
and monitoring the
publicly available
online information
about an individual or
organization.
Reputation Management
Defined…

126. • Take ownership, have a plan
• Respond to ALL reviews
• Your responses should not be
generic
• Short, simple and sweet
• Leave your personal emotion out
of your reply
• Don’t offer gifts or bribes
• Take the conversation off-line
• Don’t sell
React & Respond

128. • Don’t ignore them
• Don’t expect a lot of
responses
• Don’t pay or offer
incentives
• Do not use kiosks in the
lobby (YELP)
• Don’t create fake reviews
• Don’t overreact
• Don’t keep the conversation
going online
What NOT TO DO

129. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• One minute of video equates to 1.8
Million Words. (Dr. James McQuivey,
Forrester)
• 59% of viewers will watch a video to
completion that is less than one
minute. (Wistia)
• 92% of mobile video viewers share
videos with others. (Invodo)
• 65% of executives have visited a
vendor’s site after watching a video.
(Forbes 39% have called a vendor
after watching a video)
• When marketers included a video in
an email, the click-through rate
increased by 200 to 300% (Forrester)
The Connected Consumer and Video

130. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• The average internet user spends 88% more
time on a website with video. (Mist Media)
• 64% of consumers are more likely to buy a
product or service after watching a video
about it. (comScore)
• Visitors who view videos stay on a shop’s
web site an average of 2 minutes longer
than those who don’t view videos
(comScore)
• 74% of all internet traffic in 2017 will be
video:
• 65% of video viewers watch more than 3/4
of a video
• 69% of smartphone users say videos are a
perfect solution for viewing as it offers a
quick way for consumers to grasp an
overview of a product or service
The Connected Consumer and Video

131. A CRM System……

132. Where Does a CRM Platform “Fit” in a Collision Repair Business?
Estimating
Systems Shop Management
Accounting
Software
CRM Platform: Sales.
Marketing,
Communications,
Customer Service

134. The Benefits of a CRM System…

135. • Automates and Manages a
Shop’s Web, Social and
Mobile Activities
– Unsold Estimate/Quote
Follow Up and Sales System
– Website and Integration
– On-Line Appointments
– Email Marketing & Retention
– Text Messaging & Retention
– Social Media Integration and
Management
– Digital Ads and Promotions
– Mobile Apps
– Customer Reviews
– Reputation Management
What is a Auto Body CRM System?

136. WIIFY

137. What is Your Potential CRM ROI?

138. The Connected Consumer and their
Impact on your shop’s short & long-term ROI
• 45%
• $500
• 4.2
• 5-10 years
• 11.4 years
• 29%

139. 1. Sell Additional
Services to
Previous Customers
2. Improve Closing
Ratios
3. Increase Referrals
Three (3) Simple CRM ROI Areas

140. 1. 2% of Last Year’s
Customers Return for
$150.00 Service
2. 2% of Unsold Estimates
Return for Repairs
3. Additional 2% of Last
Year’s Customers Refer
Your Business
Three (3) Simple CRM ROI Areas

141. • $41,770.00 in Additional
Annual Revenue
• $2,984.00 in Additional
Monthly Revenue
• 601% ROI
Auto Body Shop Revenue Increase and
ROI $1.5M in Annual Sales
Note: Numbers based on 62 RO’s per month, average RO of $2000.00 and closing ratio
of 70%

142. How Can Independent Auto Body
Shops….

153. Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com