Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate! This session helped attendees understand the tools, technologies and techniques today’s automotive businesses need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.
9. Today’s Agenda
Today’s Connected Consumer
New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
8 Tools and Technologies Needed to Market To, Sell and
Service the Connected Consumer
14. What is a “Connected Consumer”?
93% of the 10,000 consumers surveyed by A.T.
Kearney were “connected” to the Internet 2 or
more times per day!
More than 50% of the 10,000 consumers
surveyed were “connected” EVERY HOUR!
20. How Should a Business Market to, Sell and
Service Today’s Connected Consumer
21.
22. 1. Professional and Performing Web
Presence
• SEO, Mobile and Local
2. An email and text branding,
marketing and retention system
3. Mobile marketing, branding and
communication system
• Mobile Apps
4. Online Reviews and Reputation
Management
5. Social Media
6. Video
7. POS Marketing Technology
8. CRM Platform
8 MUST HAVE Tools and Technologies Needed to Market To, Sell
and Service Today’s Connected Consumer
38. Your 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
39. Your 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
53. • Emails to Unsold Estimates
or Repair Quotes
• Thank You Emails with
Integrated Customer
Surveys or Request for
Online Reviews
• 30 Day After the Repair
Follow Up
• Special Offer Emails
• Educational
What Type of Emails Should You Send?
54. • Informational Emails
• New Service Offering
Emails
• Shop or Employee
Certifications
• Co-Marketing Emails
• Event Invitations
• Holiday Emails
• Seasonal Emails
• Use Your Imagination
What Type of Emails Should You Send?
61. • 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
69. Smart Phones and Apps
• PRIORITY Press to Call Line
• Offer PRIORITY Appointments
• Offer PRIORITY Special Offers
• Easy to Access Directions
• Provide Instant Access to Your
Latest Service Offerings
• Share Your Latest Videos
• Let Your Customers Take a Shop
Tour
• Make it Easy to Capture Reviews
70. 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 Apps
•Real estate on the consumer’s smart
phone
•Communications, Branding, & Retention
•Makes is EASY to contact your business
•Now more affordable than ever !!!
• No excuse not to offer one!!!
80. • 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
81. • 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
82. Online Reviews Recommendations
You Must Get Reviews – Not an
Option ANYMORE!
Focus
•Google +
•YELP
•Maybe One or Two More
Its as Simple as Asking
•Make it Easy!!!
•Use Email and Text to Request Reviews
•Hand Out Review Request Cards
•Use Point of Sale Technology
83.
84. • Online reputation
management entails
establishing,
maintaining, repairing
and monitoring the
publicly available
online information
about an individual or
organization.
Reputation Management Defined…
85.
86. • 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
87.
88. • 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
89.
90. • 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?
91.
92. Social Media Recommendations
You Must Have a Presence
Focus…
•Whatever You Feel Works
•Facebook
•Google+
•LinkedIn
•YouTube
What…
•Educational, Entertaining and
Community
•Customer Service
•Advertising
•Fun
93. • 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
• 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:
• 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
94. Video Marketing Recommendations
Keep it Simple
Where
•YouTube Channel
•Website
•Vimeo
•Facebook
•Instagram
•Periscope
What Types of Video
•Welcome Video on Site
•Shop Tour
•Customer Referrals
•Cool Cars
•Repair Stories
96. What is Point of Sale Marketing Technology?
1Collision, WI: “The Digital Lobby Platform gives us the
ability to upsell”
Golden West Collision, CA: “We recently got our The
Digital Lobby Platform up and running in our lobby and
on the first day we received so many compliments”
102. Where Does a CRM Platform “Fit” in a Automotive/Collision
Repair Business?
Estimating
Systems Shop Management
Accounting
Software
CRM Platform: Sales.
Marketing,
Communications,
Customer Service
103. • Automates and Manages a
Shop’s Web, Social, Mobile
and POS Marketing 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
– Point of Sale Marketing
Technology
What is a Automotive CRM System?
105. 1. New customer acquistion
2. More and better access to younger
generations
3. Improve your company’s brand
recognition
4. Increase upsells
5. Improve customer retention
6. Improve your competitiveness
7. Enhance your lobby and waiting room
8. Generate more ROI from your marketing $
investment
9. Better measurement
10. Better on-line presence and performance
Your Return On Investment
And….todays consumer spends a majority of their connected life on their mobile devices
And….todays consumer spends a majority of their connected life on their mobile devices
And….todays consumer spends a majority of their connected life on their mobile devices
And….todays consumer spends a majority of their connected life on their mobile devices
So where does e-MarketPlace “fit” in my business? Good Question…
Let me try to compare our e-MarketPlace platfom 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-MarketPlace is 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!