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.

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

7. VISIT OUR BOOTH!!
#11004

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

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

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

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

13. Today’s 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!

15. Today’s Connected Consumer spends
almost 6 hours per day with ‘digital media’

16. Today’s Consumer
Online connectivity on the rise

17. The Connected Consumer Ecosystem

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

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

20. How Should a Business Market to, Sell and
Service Today’s Connected Consumer

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

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

25. Helps The Shop “Own” the Customer?

26. It’s What the Consumer Wants!!!!!

27. This Stuff Works!!!!!!!

28. Today’s Connected Consumer and Online Search

29. Today’s Connected Consumer

30. Today’s Connected Consumer

31. Today’s Consumer
How The Connected Consumer Searches For
Your Business

32. How The Connected Consumer Searches For
Your Business

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

34. Your Web Presence

35. Do Digital Impressions Matter?
Web
presence
[

36. Do Digital Impressions Matter?
Web
presence
[

37. Do Digital Impressions Matter?
Web
presence
[

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

40. Call to
Actions

41. Your Shop’s Website

42. The Connected Consumer and Online
Appointments

43. Is Your Website Invisible?
Search Engine Optimization

44. Search Engine Optimization

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

49. Why is Email Important to Your Busienss?

50. Why is Email Important to Your Business?

51. Why is Email Important to Your Business?

52. Why is Email Important to Your Business?

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. Today’s Connected Mobile Consumer

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

62. Smart Phones and Apps

64. Smart Phones and Apps

65. Smart Phones and Apps

66. Smart Phones and Apps

67. Smart Phones and Apps

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!!!

71. Today’s Connected Consumers and Online Reviews…

72. Online Reviews are Key to Growing Your Business!

73. Online Reviews REALLY Matter!

74. Online Reviews REALLY Matter!

75. Online Reviews REALLY Matter!

77. Online Reviews REALLY Matter!

78. Online Reviews REALLY Matter!

79. Online Reviews REALLY Matter!

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

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

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

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

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?

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

95. Point of Sale Marketing Technology

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”

97. What is Point of Sale Marketing Technology?

98. What is Point of Sale Marketing Technology?

99. Why Point of Sale Marketing Technology?

100. A CRM System……

101. The Benefits of a CRM System…

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?

104. WIIFY

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

109. VISIT OUR BOOTH!!
#11004

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