Effective marketing will drive new business and keep past customers coming back. It gives shops freedom and negotiating power with insurers, more consistent business volume, greater customer satisfaction, better control over operations and higher profits.
In the collision repair industry, especially in today's uncertain market, shops can't just wait by the phone and hope for business to come in. A truly successful shop knows how to market itself — to current and prospective customers.
The Assured Performance Network delivers marketing support, consumer awareness and promotion to shops across the country. Assured Performance is two separate entities working together: a non-profit consumer advocacy organization that sets standards and identifies which shops are qualified, and a body shop cooperative that provides the qualifying shops with financial rewards (rebates) from participating vendors and allows them to work together independently. With nearly 5,000 best-in-class body shops across the U.S., thousands of commercials, promotional videos, shop profiles and other marketing solutions have been produced for body shops over the years.
According to Scott Biggs, CEO of Assured Performance, the marketing is focused on two main objectives: helping qualified shops regain and retain ownership of the consumer, and providing a means to reestablish the shop's profitability.
The consumer awareness marketing focuses on educating consumers about their rights, how to select a qualified collision repair business, and what to expect during the repair and claims processes. The information focuses on the consumer and does not promote an individual repair business. The marketing services include television and radio commercials, promotional videos, posters, direct mail pieces, point-of-purchase displays, brochures, special services, training, packaging, signage, news programs, infomercials and VIP programs.
The ads and marketing tools used by the shops focus on promoting their businesses as a qualified, certified, best-in-class repair business. The ads show professional people working with other professionals, illustrating critical elements consumers should look for when they seek repairs. The ads specifically appeal to women and families, as well as traditional male customers. There is little to no charge for members to use the ads. For the most part, says Biggs, any money that is needed for the customization of the ads or videos is taken out of the reward dollars shops earn through the co-op.
Through the marketing tools, consumers are directed to call an 800-number or go to the Assured Performance Web site (www.collisioncare.org) to locate a shop. All of the shops listed are qualified, ensuring the consumer access to all the shops with the right tools, equipment, training and customer service elements necessary to deliver a VIP experience to the consumer. Shops are also added to the shop locator at www.Autobodylocator.com.
"All the tools combine to create marketing pull-through, which has exponential impact in ensuring the vehicle owner comes back to your shop," says Biggs. "Lastly, aggressive consumer advertising puts pressure on the insurer to make sure your shop is part of their referral network, even if you do not agree to concessions. With consumers demanding to take their car to your collision business, insurers will be challenged to steer them anywhere else."
