1. How to Use Digital Marketing to Grow Your
Business in a Consolidating Market
Frank Terlep: Lead Sherpa
Sponsored By: Summit eMarketing Sherpas

2. How to Use Digital Marketing to Grow Your
Business in a Consolidating Market

3. 1984: Raised 100K and launched first company and first auto
body and repair software platform
1990’s
2001 2009 2015
Who is Frank Terlep

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

6. Today’s Agenda
Today’s Consumer
13 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

8. General Auto Repair Shop Industry

9. General Auto Repair Shop Industry

10. General Auto Repair Shop Industry

11. General Auto Repair Shop Industry

12. Auto Body / Collision Repair Industry

13. Auto Body / Collision Repair Industry

14. Auto Body / Collision Repair Industry

15. Auto Body / Collision Repair Industry

16. 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

18. People Still Prefer Small Business!

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

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

23. • 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?

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

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

26. • What Makes You Different?

27. 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?

28. What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC Auto
Increases
Market Share
by Adding
Second Shift
ABC Auto
Adds Hybrid
Repair Service
ABC Auto
Enters St.
Louis Market
with
Acquisition
ABC Auto
Body Launches
Mechanical
Repair
Department
NewMarketsExistingMarkets
Existing
Products/
Services
New
Products/
Services
EXAMPLES
NewMarketsExistingMarkets
Existing
Products/
Services
New
Products/
Services

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

30. Our Definition of Marketing
Know Like Trust

31. Traditional Marketing
Your
Shop
Sales Promotions
Advertising
Sales Personnel
Public Relations
Direct Mail,
Telemarketing, etc
Consumers
Insurers
Fleets
Dealers
Agents
Other

34. 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

35. Traditional Marketing VS Web, Social & Mobile
• “Traditional”
– Billboards
– Banners
– Announcements
– TV
– Radio
– Newspapers
– Magazines
– Face to face
– Yellow pages
• Web, Social & Mobile
– Search Engine Marketing
– Local Search
– Display Advertising
– Adwords
– Email
– Mobile Marketing
– Text Message Marketing
– Apps
– Social Media
– Review and Ratings
– Reputation Management

36. Traditional VS Web, Social & Mobile

37. Traditional VS Web, Social & Mobile

39. New Sales, Marketing and Customer Service
Tools, Technologies & Techniques

43. The Average
Consumer Has
Influence Over the
Repair of More
than 4 Vehicles

44. The Average Consumer
Spends $400 Annually
on Appearance and
Maintenance Services
on Their Vehicles

45. 86% of Consumers
Perform an Online
Search Prior to
Making a Local
Purchase

46. 60% of Consumers
Admit to Making
Judgments About a
Company’s
Credibility Based
on Their Website

47. The Value of
an Email to a
Business is
$50.00

48. 72% of Email
Users Check
Their Inboxes 6
or More Times
a Day

49. The #1 Position
on a Search
Engine Results
Page Receives
Almost 1/3 of All
Page Clicks

50. 26% of people that
perform an Internet
search will go to
page 2 to find a
company or
product

51. Every Dollar
Invested in an
Email Campaign
Generates More
than a $43.00 ROI

52. 46% of local
searches are
done on mobile
devices

53. 70% of those
people took
action in less
than 1 hour

54. 50 Million
Phone Apps are
Downloaded
Every Day!

55. ONLY 12-15% of a
shop’s Facebook
posts are actually
seen by shop’s FB
“friends”

56. The Typical Smart
Phone User Looks
at their Smart
Phone 150 times
per day

57. 72% of U.S. based
consumers trust
online reviews as
much as personal
recommendations.

58. What is the Average
Age of the users of…
Twitter ?
Facebook ?
LinkedIn ?
Total: ?

59. TRUE
Actually 4.2
Vehicles

60. FALSE
$500.00

61. TRUE

62. FALSE
75%

63. FALSE
$118.00

64. TRUE

65. TRUE

66. FALSE

67. TRUE

68. TRUE

69. TRUE

70. FALSE…
72 MILLION
ON APPLE
ALONE !

71. FALSE…
LESS THAN
2%!!

72. TRUE

73. TRUE

74. What is the Average
Age of the users of…
Twitter 37.3
Facebook 40.5
LinkedIn 44.2
Total: 122

75. AND THE
WINNER
IS???

78. Today’s Connected Consumer

79. Today’s Consumer
WebVisible

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

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

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

83. Today’s Connected Consumer

84. Today’s Consumer
Online connectivity on the rise

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

86. Today’s Consumer

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

88. Tomorrow’s Consumer
Insurance Price Comparison Sites

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

90. • 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

91. Helps The Shop “Own” the Customer?

92. This Stuff Works!!!!!!!

93. 1. Your web presence
2. A powerful CRM system
3. An automated unsold estimate follow up and
sales system
4. Content management and sharing platform
5. On-Line advertising - PPC
6. An email marketing and retention platform
7. A text based marketing and retention system
8. Mobile marketing, branding and
communication platform
9. Social media tools and techniques
10. Validated customer reviews and ratings
11. Digital ads, promotions and e-coupons
12. A customer loyalty and retention system
13. Reputation management system
13 Affordable Web, Social and Mobile Tools EVERY Auto
Body & Repair Shop Should Consider Using

95. Your Web Presence

96. Do Digital Impressions Matter?
Web
presence
[

97. 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

98. 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

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

101. Website = Sales Tool

102. Website = Sales Tool

103. Website = Sales Tool

104. Website = Referral Tool

105. Website = Customer Service Tool

106. Website = Customer Service Tool

107. Website = Social Media Tool

108. HOW DOES
YOUR WEBSITE
STACK UP?

109. Is Your Website Invisible?
Search Engine Optimization

110. Search Engine Optimization

111. You must be on page 1!
45.5%
15.7%
10.1%
5.5%
23.2%
Using Search Results
Rank #1 Rank #2 Rank #3 Rank #4 Rank #5-10
Top 4
> 75%
Web presence
[

113. Social & SEO….

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

115. How Do
Your Sites
Perform?

116. • 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

117. • 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

118. Keywords (Chicago)

119. 81.22%
10.00%
5.31%

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

121. Winning the Local Search Game

122. Winning the Local Search Game

123. HOW WELL IS
YOUR BUSINESS
LOCALLY LISTED?

125. Why is Email Important to Repair Shops?

126. Why is Email Important to Repair
Shops?

127. Why is Email Important to Repair
Shops?

128. • 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?

129. • 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?

132. Today’s Connected Mobile Consumer

140. • 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

141. Smart Phones and Apps

142. Smart Phones and Apps

143. Smart Phones and Apps

144. Smart Phones and Apps

145. Smart Phones and Apps

146. Smart Phones and Apps

147. 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

148. Online Reviews are Key to Growing
Your Business!

149. Online Reviews REALLY Matter!

151. • 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

152. • 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

154. • 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?

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

162. • 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

164. • 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

165. A CRM System……

167. The Benefits of a CRM System…

168. The Benefits of a CRM System…

169. • 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 and Repair
CRM System?

170. WIIFY

171. What is Your Potential CRM ROI?

172. The Connected Consumer and their
Impact on your shop’s short & long-term ROI
• 45%
• $500
• 4.2
• 5-10 years
• 11.4 years
• 42.3%

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

174. 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

175. • $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%

176. • $80,800.00 in Additional
Annual Revenue
• $6,300.00 in Additional
Monthly Revenue
• 125% ROI
Auto Repair Shop Revenue Increase and
ROI $750K in Annual Sales
Note: Numbers based on 167 RO’s per month, average RO of $374.00 and closing ratio
of 85%

177. How Can Independent Auto Body and
Repair Shops

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