marketing digitally: from stress to simplicity
DESCRIPTION
This presentation, sponsored by Mitchell International, outlines how the consumer has changed and how and why auto body shops need to use new digital marketing tools, technologies and techniques to market their businesses, communicate with their customers and business partners and generate referrals. The presentation also introduces auto body shops to 4 main digital marketing tools, and Mitchell's new Digital Marketing platform that will help shops SIMPLIFY AND IMPROVE THE WAY they.. ....Attract more customers and revenue ....Improve and simplify their shop’s communications capabilities... ....Improve and simplify how an auto body shop markets and sells to today’s consumers…TRANSCRIPT
WELCOME
Marketing Digitally: From Stress to Simplicity
August 2014
• Frank Terlep | CEO eMarketing Sherpas• Anlin Sethi | Director of Product Management
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Agenda
General introductionAnlin Sethi
The world around us – Auto Body Shops and Today’s ConsumerFrank Terlep
4 digital arenas every body shop must consider!Web | Email | Social Media | Mobile
What’s in it for the shop?Benefits | Return on Investment
Introduction to Mitchell’s Digital Marketing PlatformAnlin Sethi
Q&A Session
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Our Guest Lecturer
Frank Terlep
• CEO and Lead Sherpa of Summit eMarketing Sherpas
• Specializes in auto body and repair shop digital marketing
• Profit through the use of digital marketing technologies and techniques
• 28 years in the industry
• Former Chairman of CIECA
• Former Co-Chairman of the CIC E-Commerce Committee
……
STRESS!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Is Your Organization a Wholesale Provider of
Collision Repair Services to Insurers?
Is the Consumer and Local Community Important to the
Future Success of Your Business?
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Today’s Consumer
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Today’s ConsumerOnline connectivity on the rise
Source: PEW RESEARCH CENTER, MAY 2010
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Today’s ConsumerNearly 10 hours per day with ‘digital media’
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Today’s ConsumerMobile is becoming ‘King’
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Today’s ConsumerImpact on a shop’s short & long-term success
• $500
• 4.2
• 7 years
• 42.3%
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Source: http://www.propertycasualty360.com, Melissa Hillebrand, Feb 2014 based on Accenture study
Today’s ConsumerInsurance DRP’s becoming less important…
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Tomorrow’s ConsumerInsurance Price Comparison Sites
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Body Shop Business recent studyAlmost 65% from carrier partnerships
Who guides consumer repairs today?
Source: BodyShop Business, May 2013
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Web presence
[
Mobile
[Where should you focus?Marketing digitally…
Social Media
marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Do Consumers Search for Local Businesses?
Web presence
[
Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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Do Digital Impressions Matter?
Web presence
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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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
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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Online Reviews REALLY Matter!
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Stress BustersWeb Recommendations
Many locations • Location, Location, Location…• FB, Foursquare, Google+, Yelp, etc.
Online Lobby• Share reviews – digital word of mouth• Clear call to actions
SEO Matters• Pay for it!
Web presence
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Web presence
[
Mobile
[Where should you focus?Marketing digitally…
Social Media
marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Why is Email important to Collision Repairers?
Email marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Email marketing
[
Why is Email important to Collision Repairers?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Why is Email important to Collision Repairers?
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Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Email marketing
[
Why is Email important to Collision Repairers?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Stress BustersEmail Recommendations
Make Email Collection a Priority
• An Email Address is worth $118.00
Use Email for all sales efforts
• Closing deals: “Unsold Estimates”
• Thank You: Rating request
• Referral requests
• Special Promotions
• Educational Newsletters
Email marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Web presence
[
Mobile
[Where should you focus?Marketing digitally…
Social Media
marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
72% of all internet users are now active on social media• 89% of those between 18 and 29
years old• 72% of individuals aged 30 to 49 • 60% of people between 50 to 60• 43% of those 65 years old and
above
71% of users access social media from a mobile device
Why is Social Media Marketing important to Auto Collision Centers?
Social Media
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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Stress BustersSocial Media Recommendations
Participate!
• Facebook, Twitter, Google+, Yelp, YouTube, Pinterest, Instagram
• Listen First [Who is saying what, where?]
Integrate and Automate
• Content is King!
• Make it easy, fun, educational, and visual
Social Media
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Web presence
[
Mobile
[Where should you focus?Marketing digitally…
Social Media
marketing
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Mobile
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps
Mobile
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps
Mobile
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps
Mobile
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Stress BustersMobile 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
Mobile
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Create and optimize
many locations
[
From SMS to Apps:
Communicate
[Your stress busters!Marketing digitally…
Active participation
in Social Media
Marketing Delivers a 44:1 ROI
[
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Agenda
General introductionAnlin Sethi
The world around us – Auto Body Shops and Today’s ConsumerFrank Terlep
4 digital arenas every body shop must consider!Web | Email | Social Media | Mobile
What’s in it for the shop?Benefits | Return on Investment
Introduction to Mitchell’s Digital Marketing PlatformAnlin Sethi
Q&A Session
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Benefits of digital marketing technology
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Why a Digital Marketing Platform?
Market Disruptions
• Industry Consolidation
• More repairs to Less shops
• Margins Shrinking
• KPIs Increasing
• Consumer has changed
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Why a Digital Marketing Platform?
Technology Disruption
• Technology has changed
• Provide Shop with tools to ‘Level the Playing Field’
• Shop needs to ‘Own the Consumer’
• Insurance DRP’s are not a solution for building a Long-Term Consumer Focused Business
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
What’s in it for Your Shop?
Increased Revenues• Improved Closing Ratios (2-5%)• Sales of Adjacent Services
Increased Referrals/Retention • Vehicle Referral Index• More Leads
Improved Branding • “Own the Consumer”
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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Estimated Return on Investment (ROI)
$56,900 Additional Annual Revenue
$4,742 Additional Monthly Revenue
1045% Return On Investment
Note: ROI projections based on full use of the platform in a shop with
annual sales of $2M and a closing ratio of 65%
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Agenda
General introductionAnlin Sethi
The world around us – Auto Body Shops and Today’s ConsumerFrank Terlep
4 digital arenas every body shop must consider!Web | Email | Social Media | Mobile
What’s in it for the shop?Benefits | Return on Investment
Introduction to Mitchell’s Digital Marketing PlatformAnlin Sethi
Q&A Session
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
A Single Integrated PlatformDesigned to Help Your Shop…
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Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
What are the Benefits?
Drive Business Growth
Optimize Brand Equity
Improve Efficiencies
Convert more leadsTools that will increase your closing ratio
Increase ReferralsCreate loyalty programs and rewards for recommendations
Website trafficTactics directing people to your online lobby
ExtensionMarket and sell additional products & services
AutomationLet the system remember what needs to be done
TemplatesConsistent communications created once for reuse
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Top 10 Business Building Tools Included in the Digital Marketing Platform
Attract Manage Retain
1) Unsold Estimate Follow Up Sales System 2) Online Business Web Presence 3) Appointment Request Engine 4) Vehicle Status System 5) Social Media Monitoring and Reporting 6) Ratings & Reviews System 7) Retention and Loyalty System 8) Referral Tracking 9) Customer Relationship Management
(CRM) Database 10) Key Performance Indicator (KPI)
Dashboard
THANK YOUMarketing Digitally: From Stress to Simplicity
Demo Signup: Mitchell.com/DigitalMarketing