In today's "connected" world auto body and repair shops need to utilize the same tools and technologies today's consumers use to effectively market to, sell and service today's consumer. Frank Terlep, Founder and CEO of eMarketing Sherpas, shared these slides as part of his 1 hour educational session at the 2016 NACE/CARS conference in Anaheim, California.

1. How to Market to, Sell and Service the
“Connected Consumer”
Frank Terlep
Founder & CEO
eMarketing Sherpas

2. Silence Phones Ask Questions
Presentation will be available to anyone that completes
the feedback form on the tables.

3. Who is Frank Terlep?

4. eMarketing Sherpas
Visit our booth #1062

6. How to Market To, Sell and Service Today’s
“Connected Consumer”

7. How Important is
the Consumer to
Your Business?

8. What is a
“Connected
Consumer?

9. 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!

10. Today’s Connected Consumer….
Almost 6 Hours per day with ‘Digital Media’ 19% of “Digital Time” on Social Media

12. Today’s “Connected Consumer” & Social Media

13. Today’s “Connected Consumer” is Mobile

14. Today’s “Connected Consumer” is Mobile

15. The “Connected Consumer” Purchase Influencers

16. The “Connected Consumer” Purchase Process
Awareness Consideration Purchase Ownership Advocacy
Help me find a
nearby Auto
Body/Repair Shop
Show me how this shop
compares to other shops
in the local area
Help me figure out
if this shop is right
for my car repair
What is it going
to cost? Can I get
a deal?
Joe’s Auto repair was
AWESOME. I would
recommend you take
your car to Joe’s
Now that you fixed my
Nissan we also have a
Ford that needs help

17. Awareness Consideration Purchase Ownership Advocacy
TV, Radio, Ads, Search
Engines, Mobile Apps,
Mobile Search,
Insurer Direction, etc
Online Review Sites,
Social Media Sites,
Online Directories,
Insurance Sites, Agents
Shop’s website, Social
Media Pages, Word of
Mouth, Insurance
Influence, OEM dealer,
Website, Mobile Apps,
Directories, Online
Estimate, Phone Call,
Onsite Visit, Estimate,
etc…
Online Review Sites.
Social Media, Word of
Mouth, Directories
Upsell during repair,
CRM system,
Newsletters, Social
Media, eCoupons…
The “Connected Consumer” Purchase Process
Influencers

18. Today’s “Connected Consumer” Does Not Trust YOUR Brand!

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

20. What Percentage of
Your Sales and
Marketing Budget and
Activities are Focused
on the Connected
Consumer?

21. How Should a Shop Market to, Sell and Service
Today’s Connected Consumer

22. 9 MUST HAVE “Connected Consumer” Sales, Marketing and
Customer Service Solutions
• Web Presence
• Online/Mobile Search
• Social Media
• Online Reviews
• Email
• SMS/Text
• Video
• Mobile Apps
• Customer Relationship System

23. Web Presence and The ‘Connected Consumer”
• 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 Welcome & Educational Videos
• Include a Blog

24. Web Presence and The ‘Connected Consumer”
• 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

26. Online/Mobile Search and The ‘Connected Consumer”

27. Online/Mobile Search and The ‘Connected Consumer”
The top 5
positions on page
1 of a Google
search receive
75.9% of clicks

29. Google Searches
Performed in the 13
Largest Cities in
California Resulted in 8
of 13 of Google Page 1
Links being Online
Review Sites!
Online/Mobile Search and The ‘Connected Consumer”

30. Auto Body Related Searches in 10 Largest
California Cities
City Avg # of Auto Body/Repair
Related Searches Completed
Monthly
AVG % of
Mobile
Searches
% of Page 1 Online Review
Site Links
Los Angeles 180,000 41% 61%
San Diego 60,000 25% 69%
San Jose 55,000 46% 62%
San Francisco 85,000 50% 85%
Fresno 10,000 32% 62%
Sacramento 10,000 35% 54%
Long Beach 14,000 30% 62%
Oakland 13,500 25% 78%
Bakersfield 10,000 35% 69%
Anaheim 8500 30% 46%
Santa Ana 8700 22% 54%
Riverside 11,000 33% 54%
Stockton 8500 35% 62%
Totals / AVG. 474,200 28.4% 64.5%

31. Online/Mobile Search and The ‘Connected Consumer”

32. Online/Mobile Search and The ‘Connected Consumer”

33. Online/Mobile Search and The ‘Connected Consumer”
• Must have mobile friendly website
• Website SEO
• Google My Business
• All other local search sites!
• Proper categorization
• Google, YELP & and other local
online reviews
• Social Media
• Pay Per Click Ads

35. Social Media and The ‘Connected Consumer”
• Facebook, Google My Business,
LinkedIn, YouTube
• Twitter, Instagram, Snapchat, etc..
• Social Media sites (Facebook)
must be extension of company
website
• Make sure all social media sites
are complete and professional

36. Social Media and The ‘Connected Consumer”
• Images, videos and content are
CRITICAL!
• Use LinkedIn for B2B sales, marketing
and networking activities
• YouTube is #2 search engine – Video is
a powerful sales, marketing and
educational tool!
• Facebook Ads are your best value
today

37. Online Reviews and The ‘Connected Consumer”

38. Online Reviews and The ‘Connected Consumer”

39. Consumers trust online
reviews MUCH MORE
than ANY other
marketing and
advertising mediums!
Online Reviews and The ‘Connected Consumer”

40. Online Reviews and The ‘Connected Consumer”

41. • ASK!!!
• Signage
• POS materials
• Verbal
• Delivery handout
• Email
• Text
• Your Website
• Your Facebook page
• Your Mobile apps
• In House Kiosks (optional)
Online Reviews and The ‘Connected Consumer”

42. Verbal Review Requests: When asking for a review, below are 8
MUST DO’s..
1. Always get permission before sending a review request
2. Ask at the peak of your customer’s happiness with your
service
3. Let your customer know that you’re asking for a “favor”
4. Let your customer know how long this will take
5. Let your customer know how you benefit from their favor
6. Get your customer’s primary email address
7. Tell your customer how much their offering to write a
review means to you
8. Tell them that you’re looking forward to reading their
review.
Online Reviews and The ‘Connected Consumer”

43. Online Reviews and The ‘Connected Consumer”

44. Delivery Handout Post Delivery Email
Online Reviews and The ‘Connected Consumer”

45. Online Reviews and The ‘Connected Consumer”

46. Online Reviews and The ‘Connected Consumer”

47. Online Reviews and The ‘Connected Consumer”

49. Email and The “Connected Consumer”

50. Email and The “Connected Consumer”

51. Email and The “Connected Consumer”

52. Email and The “Connected Consumer”

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?

56. SMS/Text Messaging and The “Connected Consumer”
• 97% of adults use text daily!
• 98% of texts are read in 5 seconds!
– Avg. Email open rate = 20%
• Text has 45% response rate
– Email has a 6% response rate
• Average voice mail call back takes
over 1 hour!
• Average text response takes 15
minutes!

58. What Type of SMS/Text Messages Should You Send?
• Unsold estimate/proposal
• Thank you
• Review request/NPS
• In process repair status
• In process communication
• Additional repairs required
• Important communications
• Special offers
• Customer service
• Warranty, recalls, etc

59. The Connected Consumer and Mobile Apps

60. The Connected Consumer and Mobile Apps

61. • “Own” real estate on consumer’s
smart phone
• Be visible to your customers when
they need you
• Consumers use apps 86% of the
time VS mobile search!
• Create a direct marketing channel
Mobile Apps and The “Connected Consumer”

62. • Build your brand and recognition
• Improve customer engagement
• Stand out from the competition
• Cultivate customer loyalty
• Make it easier to do business with
you!
Mobile Apps and The “Connected Consumer”

63. The Connected Consumer and Online Video

65. Video Marketing Recommendations
• YouTube Channel
• Website
• Vimeo
• Facebook
• Instagram
• Periscope

66. Video Marketing Recommendations
• Welcome Video on Site
• Shop Tour
• Educational Videos
• Customer Referrals
• Cool Cars
• Repair Stories

67. A System for Marketing to, Selling and Servicing
The “Connected Consumer”

68. The Benefits of a Customer Relationship System
• Uses the same technologies the
“Connected Consumer” does
• Usually 10X ROI
• Improve sales
• Increase customer counts
• Improve employee productivity
• Increase online reviews/improve
online reputation

69. The Benefits of a Customer Relationship System
• Improve branding
• Improve customer service
• Improve customer
communications
• Improve social media presence
and performance
• Better marketing ROI

71. The Consumer IS
IMPORTANT to
Your Business!!!!

72. A Large Majority
of Consumers are
“Connected”

73. There is a Large “GAP”
Between a Shop’s
Sales and Marketing
Budget and Activities
Compared to The
Profile of Their
Customer Base!

74. 9 MUST HAVE “Connected Consumer” Sales, Marketing and
Customer Service Solutions
• Web Presence
• Online/Mobile Search
• Social Media
• Online Reviews
• Email
• SMS/Text
• Video
• Mobile Apps
• Customer Relationship System

75. This Stuff Works!!!!!!!

76. This Stuff Works!!!!!!!

77. This Stuff Works!!!!!!!

78. This Stuff Works!!!!!!!

79. eMarketing Sherpas
Visit our booth #1062
Presentation will be available to
anyone that completes
the feedback form on the tables..