Winning customers, retaining customers.

Turn right after 100m.42, Sample Street

Accident repair • Scratch removal • Retouching/buffing • Vintage car service • Pickup and delivery •Call 0202 12 34 56 •

TheMüllerbodyshop

�

Introduction.

Marketing. It’s not a buzzword,but a business tool. 4

Marketing means looking ahead. And taking a long, hard look at your business. 6 I have a lot of customers. But whichcustomers are the most profitable ones? 7 The right mix makes the difference:Define the most effective messages. 8 Strategy as the key to success. 9 Market observation:Keeping your eyes open. 10 Where are you headed?And how will you get there? 12

Spreading the message. 13- Appearance. 14- Printadvertisements. 16- Commercialsonlocalradio. 18- Photos. 19- Folders,flyersandleaflets. �0- Directmailingandphonemarketing. ��- Phonemarketing. �4- ColorforLife-theultimatewarranty. �5- Pressrelations. �8- OpenDay/specialevent. 30- Relationshipmanagement. 31 Activity plan. 32 Controlling your success. 34

Inthisbrochureyouwillfrequentlycomeacrossthename“Müller”.Thisnamehasbeenchosendeliberately.ItisaverycommonnameandyouarewellfamiliarwithMrMüller’slineofbusiness.ThefictitiousMüllerbodyshopisjustoneexampleofmanysimilarbusinesseswhicharealltryingtostandoutfromthecompetition.

ThisbrochurepresentssomeoftheresultsoftheMüllerbodyshop’sventuresintotheworldofmarketing.Youmaypossiblyarriveatdifferentresultsbecauseyourownbodyshopispositioneddifferentlyinthemarketplaceorbecauseyoupreferadifferentdesignforyourstationeryandpromotionalmaterials.Thisisjustthewayitshouldbe-afterall,yourgoalistomakeyourbodyshopstandoutasbeinguniqueintheeyesofyourcustomers.Marketingwillhelpyouachievejustthat!

3

Analysis- Marketsituation- Customerstructure- Competitivesituation

Controlpossibleadjustmentof:- Analysis- Objectives- Strategy- Measures

Marketing. It’s not a buzzword, but a business tool.

Marketingisnotjustanotherwordforadvertising.Marketingisthefullpackageofmeasuresandactivitieswhichensureyourbusiness’ssuccessinthemarket-place.Thisnotonlyincludesvisiblemeasuresbutalsoplanning,coordinationandcontrol.

Marketinginstrumentsallowyoutoidentifyexistingandpotentialcustomerneedswhichcanthenbeconvertedintoactualdemandforyourproductsandservices.Sowhatwearetalkingaboutisnotashort-termeffortbutratheramanagementtooltokeepyourcompanyontherightcourseinthelongterm.

Ofcourse,youknowyourcustomersbetterthananybodyelse.Butthen,youknowonlythosecustomerswhoarealreadyinyourcustomerfile.Forexample,youmayhavemadeagoodnameforyourselfamongthecardea-lershipsinyourareabasedonyour

precisework,yourprofessionalexpertiseandyourcompliancewithdeadlines.Allthesefactorsspeakforyourbodyshop-butwhyaretheynotknowntoallthosemotoristswhocontinuetotaketheircarstothedealershipforbodyrepairsinsteadofcomingstraighttoyou?

Thequestionwhichwewanttoanswerjointlywithyouonthefollowingpagesis:Whattoolsandinstrumentscanyouusetosecureandimproveyourrevenuesandprofitsoverthemediumandlongterm?Theanswerswhichyouwillfindwillhelpyouwinnewcustomersandstructureyourbusinessvolumeforhighermarginsandprofits.

•Marketingmakesbodyshopsfit forthemarket.•Marketinghelpsyoutapintonew customergroups.•Marketingsecuresyourfuturereve- nuesandprofits.

4

Strategy- Product- Price- Communication- Image- Staff

Measuresexamples:- Advertisements- Businessstationery- Pressrelease- Website- Directmailing

Marketing. It’s not a buzzword, but a business tool.

• What revenue volume do I need to keep my capacity fully utilised?• How can I generate more sales?• More profit through higher quality?

• What is my sales/profit ratio?• How important is public awareness of my name?• What kind of marketing budget should I spend?

• How should I measure the success of my advertising activities?• Have I reached my objectives?• Do my employees support my marketing concept?

• What short-term, medium-term and long-term objectives do I have for my business?• What are my competitors doing?• Am I being recommended by my customers?

• What do my customers want?• How can I recruit additional/different customers?

• What form of advertising should I choose?• What can be improved about my bodyshop’s appearance and image?• How do I implement suitable advertising measures?

Objectives- Expandmarketshare- Raisenameawareness- Increasesales

5

Marketing means looking ahead. And taking a long, hard look at your business.

Marketingmeansmappingouttheroadaheadforyourbusiness.However,tobeabletodothatyouneedtobeverysureaboutyourstartingposition.Thismeansyouhavetotakestockofyourcurrentpositioninthemarketplaceandyourpresentlevelofcompetitiveness.Andyouneedtobeawareofhowyourbusi-nessisperceivedbyothersinthismarketenvironment.

Tobeabletoformulateargumentswhichpeoplecanreallyappreciate,youneedtobefullyfamiliarwithyourbusinessandknowaboutyourstrengthsandyourposition:

“Ourbodyshoptrainsyoungpeople.Overthepast10yearsatotalofeighttraineeshavecompletedanapprenti-ceshipwithus-bothintheofficeandintheshop.Todayweemphasisethisfactinouradvertising,whichhashelpedusattractmanycustomers.”

Investinginmarketingasabusinesstoolismorethanapurelyfinancialconside-ration.Itshouldalsobeaninspirationtothinkbeyondyourday-to-daybusinessroutines.Suchinvestmentsareclearlyofalong-termnature,giventhattheacci-dentrepairmarketisgoingthroughaphaseofprofoundchanges.

Concentrationandconsolidationinthemarketplacearetheorderoftheday,drivenbyincreasinglyhighertechnicalstandardswhichcanonlybemetbyspendingmoremoneyonequipmentandhumanresources.Whilethenumberofvehiclesontheroadisrising,thenum-berofdamagerepairspaidbyinsurancecompaniesisstagnatingordeclining.Thereforeitisimportanttobuildaprofitablecustomerbasewhichisnotconfinedtoasinglegroupofcustomers.Themorepillarsyourbusinessrestson,thebetter.

Possible advantages* Possible disadvantages*

--numerousrepairjobs--fastpayments

Insurers

Fleet operators andleasing companies

Motorists

Dealerships

-lowerhourlyrate-highstandardsofquality-networks

-specialisation-fastservice-majorrepairs

-higherhourlyrate-riskdiversification

-numerousrepairjobs-specialisation

-higherrisk-highercostofmaterials-costpressure

- greaterinsecurity

-higherrisk-lowerhourlyrates-commissionpayments

*Advantagesanddisadvantagesmaydifferbetweenbodyshops6

I have a lot of customers.But which customers are the most profitable ones?

Ifyouwanttocatertoyourcustomers’needs,youneedtobefamiliarwithyourcustomers.Whatdoesyourbodyshop’scustomerstructurelooklikeatpresent?Doyouworkforinsurersordealerships,forfleetsorleasingcompanies,orformotorists?

Eachofthesecustomergroupshasdifferentneeds.Whilecorporateandbusinesscustomersvaluesmoothandreliablehandlingandafavourablepackageprice,retailcustomerstendtopaymoreattentiontoqualityandpersonalattention.Fromyourbusinessperspective,thesedifferentgroupspredo-minantlymeandifferentlevelsofrevenuesandmargins.

Whatdothedifferentcustomergroupsmeanforyourbodyshop?• Managingcapacityutilisationatyour bodyshop•Short-termorlong-termcustomer relationships•Differentlevelsofadministrative efforts.

Forexample,insurancecompanies’damagemanagementprogrammesmaydeliverinterestingmarginsbuttheymayalsoresultinyourbodyshopbecomingeconomicallydependentonthesecusto-mers.Ifsuchcontractsaccountforathirdofyourbusiness,yourviabilitymaybe

jeopardisedifandwhenthesecontractsarediscontinued.Theimportantthingistobuildasustainablecustomerstructurewhichisolatesyouagainstchangingmarketsituations.Thishealthymixshouldincludemotoristswhoshould,however,notaccountforallofyourbusiness.

Importancefor revenues

Importancefor profits

What importance does this customer group have for your bodyshop’s sales revenues and profits?

Rateonascalefrom1=veryhighto5=verylow

�

The right mix makes the difference:Define the most effective messages.

Fromtimetotimeyourbusinessiscon-frontedwithfactorsoutsideyourdirectcontrol-competitors,lawsandregula-tionsaswellassocialstructuresinyourenvironment.Buttherearealsoanum-berofessentialfactorswhichyouhavefullcontrolover:

Products and services

Productofferingsandrepairmethods:- Glassandplasticrepairs-SMARTrepairs-MICROrepairs-Paintlessdentremoval-Wheelmountingandalignment-Bodyrepairs

Customerservices:-“ColorforLife”guarantee-Salvageandtowingservice-“Mobile”costestimates-Freecarpick-upanddelivery-Informationdayforschool-leavers-Carcleaning

Marketadditionalbenefitsforcustomershavingtheircarrepaired:-Freebeverages-Toycars/surprisesforkids-Customernewsletters-After-salesservice

•Youdecidewhatproductsand servicesyouoffer.•Youcanpriceyourproductsand serviceswithincertainlimits.•Youcanshapeyourbodyshop’s appearanceandimage.•Youcantrainyourstafftocontribute toafavourableperceptionofyour business.

Thesefourfactorsneedtobereflectedinyouradvertisingmessages.Takentogether,theyrepresenttheso-calledmarketingmixwhichneedstobeopti-mallytunedbothinqualitativeandinquantitativeterms.

Pricing strategies

Low-pricestrategiesareaimedat:- Marketpenetration-Salesgrowth-Expansionofmarketshare

-Cansupportaqualityimage-Makesenseforbodyshopswhich arewellpositionedinthemarket-Canbeappliedforspecialservices

Otherpossibilities-Variableorstableprices-Seasonalrebates-Specialactions/offers

8

The right mix makes the difference:Define the most effective messages.

Appearance of your business- appealingexteriorlook- interiordesign- cleanliness- appropriatefurnitureandfittings- customerparking- clearsignage- masterrefinishercertificateon display

Strategy as the key to success.

Marketingis30percentgoodideasand�0percentgoodplanning.Sonowyouknowwhichcustomersgeneratethehighestrevenuesandthehighestmar-gins.Youcurrentlydomostworkforcardealershipsandothercommercialcusto-mersandnowyouwanttoincreasinglyattractmotorists?Becausetheysupporthighermargins?

Needlesstosay,youwouldliketoenjoyalladvantagesofferedbythedifferentcustomergroupsatonce-asteadysupplyofwork,highsalesrevenuesandattractivemargins.Thisiswheretheplanninghastostart.Winningmoto-ristsascustomersrequiresadifferentapproach,differentargumentsanddifferentinstrumentscomparedtothefleetoperators,leasingcompaniesandcommercialcustomerswhoyouusuallydealwith.

Youdecidewhatisimportantforyourbodyshopandwhichcustomergroupyouwanttoaddressprimarily.Thesedecisionsarethebasisforyourfuturecustomerportfolioandforthedefinitionofyourmarketingactivities.

Insurers

Fleetoperatorsandleasingcompanies

Motorists

Dealerships

What are your objectives?Higher sales?Greater profits?

Employees

- goodcommunicators- friendlybehaviour- competentprofessionals- helpfulandaccommodatingpersons

9

Market observation:Keeping your eyes open.

Tosucceedincompetition,youhavetobehavelikeacompetitor.Thisincludeswatchingtheothercompetitorsastheylineupatthestartingline.Whattypeofrunningshoesaretheywearing?Howwell-trainedarethey?WhatstrategydoIneedtokeepupwiththemoroutdi-stancethem?

Appliedtoyourbusiness,suchquestionsare:Whataremystrengths?WhatdoIneedtoimprove?Wherearetheoppor-tunities?Whatrisksarethere?Takeacriticallookatyourownbodyshopandatyourcompetitors’offerings.Thiswill

Itisworthtakingalookatyourselffromthecustomer’spointofview-thisistheperspectivewhichcountswhenplanningmarketingactivities.Everythingshouldbescrutinised-fromyourproductofferingtotheassessmentofyourownqualitystandardstoyouremployees’jobsatisfaction.Nowyoumaywonderwhatonearth“jobsatisfaction”hadtodowithyourbodyshop’simageamongthepublic.Well,alot.Foronething,youremployeesactasmultipliersofyourbodyshop’simageandforanother,theirsatisfactionwiththeirjobswillalsobeperceivedbyallcustomersandprospectsvisitingyourbodyshop.Thismeansthatjobsatisfactionactuallyhelpstokeepyourcustomerssatisfied.

allowyoutoconductaclearanalysisandtoidentifyyourpresentcompetitiveposition.

Evenasabusinessowner,youarealsoacustomeronaday-to-daybasis.Besuretokeepyoureyesopenwhenyougoshoppingforproductsandservices.Whydoyoufeelwellservedinsomeplacesanddisappointedinothers?Whathasmadeyoualoyalcustomeratyourfavo-uritesupermarketorbakery?

How are your competitors positioned vis-à-vis the different customers groups? What recipes are successful?

Insurers

Fleetoperatorsandleasingcompanies

Motorists

Dealerships

10

Yourstrengthsandweaknessesarefactorswhichyoucancontrol.Thisiswhythistypeofanalysisisalsocalled“businessanalysis”.Incontrast,youhaveonlylimitedcontroloverexternaloppor-tunitiesandthreats.Thistypeofanalysisisalsoreferredtoasan“environmentalanalysis”.Allfactorsneedtobeviewedintheirentirety.Thisapproachallowsyoutoderivedifferentstrategies:

• Youlookforopportunitiestocomple mentyourpresentsuccess.• Thestrengthsofyourbusinesspoint thewaytonewpotentials.• Possiblerisksareminimisedthrough theexpansionofexistingpotentials.• Specificstrengthsarepositionedina waywhichpreventspotentialrisks frombecomingproblems.

Itisnotalwayspossibletosaywhichstrategymatchesyourbusinessonehundredpercent.However,itispossibletoidentifyafocalareawhichcanandshouldbesupportedbyselectivemeasu-resinotherareas.

External factors

Opportunities Threats

Str

engt

hsW

eakn

esse

s

Inte

rnal

fac

tors

What are your weaknesses?

What are your strengths?-legislation-changesinmarket potential-changingcustomerneeds

-innovativecompetitor products-newcompetitors

- highnameawareness-goodreputation-goodprice/performance ratio-high-qualitywork

-lowmarketshare-poorservice-lowcustomerloyalty

11

Where are you headed?And how will you get there?

Winningnewcustomersisalsoalwaysaworthwhilegoal.Butasyouhaveseenonthepreviouspages,thisisnottheonlymarketingobjective.Otherpossibleobjectivesinclude:• improvingcustomersatisfactionand customerloyalty• boostvehiclethroughput• gainmoreprofitablecustomers• raiseyourmarketshare• offerbetterservice• achievestronger/betterpublic visibility.

Andwhateverobjectiveyouarepursuing-youalsowanttoraiseyourprofits.

Howcanthisbeachieved?Well,byadju-stingthosefactorswhichareunderyourcontrol,i.e.yourproductsandservices,yourpricesandyourservice.Ineachoftheseareasyoualreadyofferyourcusto-merssomethingwhichmakesyouattrac-tiveincomparisonwithyourcompetitors.Sonowthetaskistofindargumentsandsolutionstoalignyourbusinessevenmoreeffectivelywiththeneedsofthemarket.

Thenextstepconsistsintailoringthesemessagestothespecificexpectationsofyourchosentargetgroup.

How do you want to accomplishthese objectives?

What objectives do you want toaccomplish for your business? 1stobjective:

�ndobjective:

3rdobjective:

4thobjective:

1�

Spreading the message.

Advertisingmeansdrawingattentiontoyourbusiness,highlightingyourbodyshopaswellasitsproductsandservicesandleavingafavourableimpressiononyourtargetaudience.Thiscaneasilybeachievedwithyourexistingcustomerswhoarefamiliarwiththequalityofyourwork,yourserviceandyourreliability.Buthowcanyoureachnewprospects?

Actually,thereisawholevarietyofmeasureswhichcanbetaken.Eachmeasureisgearedtoaspecificpartialobjectiveandsustainedsuccessrequiresanappropriatecombinationofmeasures.Investinginadvertisingpaysoff.Whatpercentageofsalesrevenuesshouldbespentonadvertising?Between1and3percentarecustomaryinthisindustry,eventhoughanyadvertisingbudgetshouldreflectthesizeandstructureofthebusiness.

AppearancePrintadvertisementsRadiocommercialsFlyersFoldersPosters/billboardsDirectmailingPhonemarketingColorforLifeOwnwebsitePressrelationsOpendayRelationshipmanagement

=suitable =partiallysuitable

This chart shows which measure is suited to which target group.

13

Appearance.

Helpful hints for implementation.-Recruitinganadvertisingagencyordesignfirmisan importantdecisionwhichshouldnotbetakenlightly. Besuretoaskforreferencesandsamplesofwork doneforclientswithsimilarbusinesses.Lookforan agencywhich“speaksyourlanguage”.-Asktheagenciesforadviceonhowtospendthe definedbudget.-Besurethattheagencyorthedesignersgiveyouan unlimitedrighttousethedesignsandthattheyagree tosurrenderthedatafiles.Thiswillenableyouto switchtoadifferentagencyifandwhenrequired.

Check the external appearance of your business. Thefollowingquestionsshouldbeansweredwithaclearyes:-Doesmybusinesscomeacrossaslikeableand competent?-Doesitsexternalappearancefollowaclearline-from vehicleletteringtostationerytothewebsite?-Ismycorecompetenceconveyedinanunderstandable mannerthroughallmedia?

14

• Accident repair• Scratch removal • Retouching/buffing• Vintage car service• Pickup and delivery Call 0202 12 34 56

• Accident repair• Scratch removal • Retouching/buffing• Vintage car service• Pickup and delivery Call 0202 12 34 56

Reception

Accident repair •Scratch removal •

Retouching/buffing • Vintage car service •Pickup and delivery • 4�,SampleStreet

4��85SampletownCall0�0�1�3456�Fax0�0�1�34568www.lackiererei-mueller.org

First impressions. Oneoftenspeaksof“impressivepeople”whoseappearanceleavesastrongeffectonthosewhomeetthem.Alwaysrememberthatyourbodyshop,too,lea-vesanimpressiononpeople.Manydifferentdetailsadduptodefineyour“appearance”.Customersshouldreceivepositivemessagesaboutyouevenbeforetheystepthroughthedoor.Aconsistentandunifiedlookmakesyourbusinessmorememorableandrecog-nisable.

People remember what they like.Thisiswhyyoushouldmakesurethatyourstationeryaswellasyourfacadeandvehicleletteringarealldesignedalongaclearcline.Theadvertisingmaterialsdescribedonthefollowingpagesshouldalsosharethisdesign.

Appearance.

Andwhataboutyourworkshop?Makesurethattheinteriordesignencouragespeopletostay-cleanlinessandtidinessareimportantfactors.Also,don’tbeshyaboutdemonstratingyourexpertiseanddisplayyourmaster’scertificateaswellasanyothercertificationsinawellvisiblespot.

Arethereenoughcustomerparkingslots?Isthereenoughsignagepointingfirst-timevisitorstoyouroffice?Andlastbutnotleast,nothingismoreeffec-tiveinleavingapositiveimpressionthanfriendlyandaccommodatingstaff.Ifnecessary,alertyouremploy-eestotheneedforcustomer-orientedbehaviour.

Accident repair • Scratch removal •

Retouching/buffing • Vintage car service •

Pickup and delivery •

42,Sample Street 42285 SampletownCall 0202 12 34 56 Fax 0202 12 34 56 8www.bodyshop.cominfo@bodyshop.com

TheMüllerbodyshop

TheMüllerbodyshop

TheMüllerbodyshop

TheMüllerbodyshop

15

Advertisements.

Advertisements get the message out.Thebiggestadvantageofadvertisementsliesinthelargecirculationofnewspapers,freepapers,theYellowPagesandtheInternet.Advertisementsletyoureachouttoyourtargetgroupsinprivatehouseholdsandsmallbusinesses.

Thecostsofprintadvertisementsalwaysdependonthecirculationofthenewspaperorpublicationandthesizeoftheadvertisements.Eventhoughthesecostscanbeconsiderable,advertisementscanbesuitableforyourbusinessifyoucansetasideanappropriatebudgetandspaceoutthepublicationintervals.

Speed is of the essence.Dailypapersarethemostuptodatemediums,enablingyoutoplaceadsatshortnoticeandforclearlydefinedregionsandareas.Thiswayyoucanrunspecificadsforindividualservicesandspecialoffers.Also,theadformatcanbevariedfromoneissuetothenext.Yourimagecanbestrengthenedinthelongtermthroughregularadshighlightingyourbodyshop,yourexcellentservice,specialoffersorareasofspecialisation.Asktheadsalesdepartmentaboutdiscountsgrantedonmul-tipleadplacements!Localfreepapersarealsoeffectiveinraisingyourpro-file.Thesepapersarestudiedextensivelybypeopleinyourneighbourhoodlookingforspecialoffers,skilledtradesmenandspecialistservices.

Advertisements plus editorial coveragedoubles the effect. Youmayevensucceedingettingthelocalnewspaperoradpaperinterestedinpublishinganeditorialpieceonyourbodyshop.Yourapprenticeshipprogrammeforschool-leaverscouldpossiblyprovideaninterestingtopic.IfyouareplanningacompanyanniversaryoranOpenDay,telltheadsalesexecutiveaboutit.Ifyouareavaluedcustomer,heorshewillcertainlypasstheinformationontothelocaleditorialdepartment.

Look sharp - even in print.Itisimportantforyouradtostandout.Thisiswhyitshouldnotbedesignedinahurry.Makeitstandoutbyincludingaphoto,anillustrationorawittyheadlinewhichgrabreaders’attention.Totheextentpossible,colorshouldalsobeusedbecausecoloriswhatyourbusinessisallaboutafterall.

Pageplacementisakeyfactorintheeffectivenessofyourad.Researchhasshownthatadsonright-handpagesgetnotedmorefrequently.Donotforgettoincludeyourphonenumberandaddressinyourad.

16

If all your competitors offer “accident

repairs”, all you need to do is advertise

“accident repairs with life-long guarantee”

and your offer will stand out from crowd.

Helpful hints for implementation.-Contacttheadsalesdepartmentorthepublisher (lookforthephonenumbersinthemastheadofthe paper).-Askfortheiradvertisementratecard.-Selectthepublicationdateswhichareidealforyou.-Lookforanagencyordesignertoproduceyour layout,textandtheready-to-printcopy.-One-offadplacementsarenotreallyeffective. Itisbettertodefineregularpublicationintervalsand tosticktothem.

Check your ad. Allquestionsshouldbeansweredwitha“yes”.-Doesthispaper’sreadershipincludemytargetgroup?-Doesmyadstandout?-Aremyillustrationsand/ortextinterestingformy targetgroup?-Doestheadmakeclearwhatservicemybodyshop offers?-Doestheadmakeclearwhat“special”servicemy bodyshopoffers?-Doestheadmakeclearwhothereadershould contactandhow?-Doestheadmatchthelookofmybodyshop?

Accident damage?We can help.Vehicle pickup, courtesy car, complete service.Call +49 (0) 1234-5678

42, Sample Street • 42285 Sampletown • www.bodyshop.com

Accident repair with lifetime paint warranty.Vehicle pickup, courtesy car, full service.Call +49 (0) 1234-5678

Peter MusterKarosserie- & Lackierzentrum

Let us celebrate.

Celebrating 30 years of com-mitment to high-quality paint-work. Join our party from 12 noon to 4 p.m. on April 12.There’ll be dancing, drinksand a draw.

John SampleSampleStreet454��85SampletownCall01�3456�890www.bodyshop.com

Peter MusterKarosserie- & Lackierzentrum

TheMüllerbodyshop

Lifetiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiime warranty.

Peter Muster I Samplestreet I 42285 Sampletown I www.sampleshop.com

1�

Commercials on local radio.

> Screeching brakes > loud bang > A traffic accident

> Voice 1: Oops. I need a bodyshop.> Voice 2: Call the Müller Bodyshop. They offer a full service.

> Voice 1: A full service?> Voice 2: Yes, they will pick up your car and bring you a rental car.

> Voice 1: And what about the repair?> Voice 2: They repair everything to the car maker’s specifications. And then they clean the entire car. In addition you get a life-long guarantee on the new paintwork - free of charge. So if you are in an accident, call the Müller Bodyshop on 0202 12 34 56.

> Voice 1: What was that number again?> Voice 2: 0202 12 34 56. The Müller Bodyshop.

> Sound of car starting and driving off.

“Onlymajorcompaniescanaffordtoproduceandplacesuchelaborateradiocommercials”,youmaysay.Butthisdoesnothavetobetrue.Advertisingonlocalradioisnotallthatexpensive.Moreover,manylocalradiostationsaremorepopularthanthemajorradionetworks.Manycom-muters-whoaccountforthebulkofyourtargetgroup-listentotheradiowhiledrivingtheircars.Radiocommer-cialscanvaryinduration.Asfortheproductionofyourcommercial,yourlocalradiostationwillgladlypointyoutoacapablerecordingstudioinyourarea.

Needlesstosay,aradiocommercialismoreexpen-sivethananadinaweeklypaper.However,aradiocommercialalsogivesyoudirectaccesstoalargepartofyourpotentialcustomerswhilealsoallowingyoutohighlightspecialoffersatveryshortnotice.

18

Photos.

A picture says more than a thousand words.Whateverserviceyouareoffering-agoodpicturewillbringacrossyourspecialexpertiseinaflash.Inmanycasesnotasinglewordisrequired.Yourmodernbody-shopequipmentandthefascinationofaprofessionallyrefinishedpaintworkcanbestbecommunicatedthroughgoodphotos.Thisiswhyitisrecommendabletocom-pileasmallimagedatabasecontainingphotosofyourbodyshopandofoutstandingrepairandrefinishingjobs,possiblyalsowithimpressive“before”and“after”com-parisons.

One shot, many uses.Whetheritisonyourwebsite,inaneditorialpieceinapaperorinapresentationfolder-photoscanbeusedforawidevarietyofadvertisingandsalespurposes.However,onlyahigh-qualityphotocanreallycaptureandconveythequalityofyourwork.Thereforeitmakessensetouseaprofessionalwhoseexpertiseasaphoto-grapherisonparwithyourownprofessionalexpertiseasarefinisher.

Things to remember: •You,youremployeesandyourbodyshopshouldlook yourverybestforthephotosession.•Allpersonsphotographedneedtosignaconsent beforetheirphotosmaybepublished.•Ifyouhireaprofessionalphotographer,besureto agreethatyouobtainallphotosindataformplusan unlimitedrighttousethephotosforyouradvertising andmarketingpurposesatnoextracosts.

Helpful hints for implementation.- Contacttheradiostation.-Checkwhattimeofthedayisbestsuitedforreaching yourtargetgroup(e.g.commutersontheirwayhome)-Askforaratecardshowingthepricesandthestation’s coveragevalues(mediadata).-Contactanagencytoproducethecommercials.Most radiostationswillbehappytopointyoutoacapable serviceprovider.-Researchhasshownthatrepetitionsofashortcomer cialaremoreeffectivethanlessfrequentplacements ofalongcomercial.

Check your commercial. Allsixquestionsshouldbeansweredintheaffirmative:-Doesthecommercialreachmytargetgroup?-Doesmycommercialstandoutfromtheprogramming environment?-WillIarouselisteners’attention?-Doestheadmakeclearwhatservicemybodyshop offers?-Doestheadmakeclearwhat“special”servicemy bodyshopoffers?-Aremyphonenumberandaddressclearlyaudible?

19

Folders, flyers and leaflets.

The flyer: everything you have to offer at a glance.Asthetermsuggests,aflyerismuchlighterandlessvoluminousthanabrochureorcatalogue,resultinginsimplifiedproductionandlowerproductioncosts.Simplyflyerscaninfactbeproducedatcomparativelylowcosts.Today’sdigitalprintingprocessesalsoallowforrelativelyshortprintrunswithshortleadtimes.Flyerscanbeusedforavarietyofpurposes.Theycanbehandedtocustomersandprospectsvisitingyourbodyshop,distributedatevents,attachedtomail-shotsorincludedinpresentationfolderssubmittedtoinsurers,fleetoperatorsandleasingcompanies.However,itisworthrememberingthatrecipientswilldrawconclusionsaboutthequalityofyourworkfromapoorlywordedandsloppilydesignedflyer.Boththedesignandthecontentsoftheflyershouldthereforebecarefullyplan-nedandexecuted.

More than a calling card.Ratherthansimplyprintingyourname,addressandphonenumberontheflyer,besuretointroduceyourselfproperlytothereaderandhighlightanyspecialservicesyouoffer.Theideaistodifferentiateyourselffromyourcompetitorsandtobeperceivedasunique.Ifyoualreadyuseasloganorcatchphraseinyouradvertisements,besuretouseitontheflyeraswell.Drawattentiontoyourhighstandardsofwork-manshipandservice.Anddon’tforgettotellpeoplewhothisspecialofferiscomingfrom.Howlonghasyourbodyshopbeeninbusiness?Howmanypeopledoyouemploy?Consideraddinga“howtofindus”sketchtotheaddresssectionatthebottom.Includingavou-cherforaspecialserviceorrebatemayalsobeagoodidea.Inthiscaseyourflyerwillreceivegreaterattentionandyougetadirectfeedback.

Youcertainlyknowthesaying“Younevergetasecondchancetomakeagoodfirstimpression”.Thisalsoholdstrueforyouradvertisingandpromotionmaterials.Rememberthatyourgoalistosellprofessionalwork-thiscanonlybeachievedusingprofessionaltools.Crea-tingstylishpagesandfiddlingaroundwithpagedesignsoftwarerequiresacertaindegreeofcomputerliteracyandalsotendstobequitetime-consuming.Thistypeofworkisbetterlefttoprofessionalwebdesignersandagencieswhoareusedtoproducingtop-notchresults.Accident repair •

Scratch removal •

Retouching/buffing •

Vintage car service •

Pickup and delivery •

TheMüllerbodyshop

�0

• Unfallreparatur• Kratzerbeseitigung • Lackaufbereitung• Hol- und Bringdienst Anrufen: 01234 56 78 90

Musterstraße4�•4�11�Musterstadt•www.lackiererei-mueller.de

• Unfallreparatur• Kratzerbeseitigung • Lackaufbereitung• Hol- und Bringdienst Anrufen: 01234 56 78 90

Musterstraße4�•4�11�Musterstadt•www.lackiererei-mueller.de

Helpful hints for implementation.-Definethepurposeoftheflyer: Doyoumerelywanttogetyournameoutordoyou wanttopresentyourfullrangeofservices?-Defineabudgetandaskyouragencytooutline possiblesolutions.

Image folder to present your bodyshop.-Describeyourrangeofservices.- Putthefocusonspecialservicesandcompetencies.-Provideinformationonyourbodyshopand paintshopequipment.- Readthedraftfromthecustomer’spointofview!

Flyer.-Flyerscanbedroppedinletterboxesanddistributed atsportsevents,fleamarkets,secondhandcar marketsandinspecificpublicspaces.-Thismayrequireapermitfromtheeventorganisers and/oryourlocalgovernment.-Distributioncanbehandledbyserviceproviders whocanbefoundintheyellowpages.

For Repanet members:RepanetmemberscandownloaddifferentmasterfilesforflyersfromtheRepanetadvertisingmaterialsportal.

Check your folder. Allquestionsshouldbeansweredintheaffirmative:-Isthecontentssuitableformytargetgroup?-Doesthefoldermakeclearwhatservicesmy bodyshopoffers?-Doesthefoldermakeclearwhat“special”service mybodyshopoffers?-Areallcontactdetailsincluded–phonenumber, address,androutedescription?-Doesthefolderreflectthelookofmybodyshop?

Diagnosis: dented.

Beware of rust!

Ugly scratches!We can help.

• Accident repair• Scratch removal • Retouching/buffing• Pickup and delivery Call 0202 12 34 56

4�,SampleStreet•4��85Sampletown•www.bodyshop.com

TheMüllerbodyshop

�1

Direct mailing and phone marketing.

Make it personal: direct contact.Maybeyouarelookingforawaytoapproachcusto-mersandprospectsdirectlybecauseprintedadsandradiocommercialsalsogoouttoalotofreadersandlistenerstowhomyourservicesarecompletelyirrele-vant.Suchawayexistsintheformofadirect,persona-lisedletter.

Making the most of every occasion.Thereareplentyofoccasionsforsendingpeopleletters.Youcanthankfirst-timecustomersfortheirbusiness.Oryoucandrawpeople’sattentiontospecialofferssuchasspringorwinterinspections.Tomakethelettermoreinteresting,addadiscountcoupon,aflyeroranewslet-ter.Youcanalsorunaprizecompetition.Ifyoualreadymanageyourcustomerdataonyourcomputer,youhaveallnamesandaddressesatyourfingertips.Youmayconsideraddingyourcustomers’birthdays,specialpreferencesorparticularfeaturesoftheircarstoyourdatabase.Thiswillpermitevenmoreeffectivepersona-lisationofyourletters.

Good addresses are valuable assets.Ofcoursemail-shotscanalsobeusedtogeneratenewbusinessleads.Thisusuallytakesalittlemoretimeandeffortbecausetheaddressesofpotentialcustomersneedtobecollectedandverifiedfirst.TheInternetandtoday’sdigitalbusinessdirectoriesareofgreathelpinthisrespect.Besuretocapturealladdressescorrectly.Beforesendingletterstobusinessesandcompanies,youneedtofindoutwhoortowhatdepartmentthelettershouldbesent.

The Müller bodyshop |4�,SampleStreet|4��85Sampletown

HerrPeterBeispielkunde

Samplestreet35

4�119Sampletown

24-hour quick repair by the Müller bodyshop

= short downtimes for your fleet vehicles.

��

Hitting the right tone – relevant information is of the essence.Thebestwaytoproceedistoestablishanannualsche-dulewhichdeterminestheeventsandofferingstobecommunicatedtoyourdifferenttargetgroups.ThenyoucanselectthematchingaddressesfromyourdatabaseorCRMdatabase.Nowcomesthemostimportanttask:draftingtheletter.Itisimportantthattherecipientcaninstantlyseewhatyourletterisallaboutandwhatkindofserviceyouareoffering.Thesender-i.e.yourbodyshop-mustbeequallyclear.Confinethetexttotheinformationwhichreallycounts.Putyourselfintherecipient’sshoes-askyourselfhowYOUwouldreactifthisletterlandedonyourdesk?Onceyouhavefina-lisedtheletter,allyouneedisanemployeewhoknowshowtooperatethe“mailmerge”functionofyourwordprocessorandyouarealmostdone.Tokeepstationeryandpostagecostswithinreasonablelimits,thelistofrecipientsshouldbecriticallyreviewedbeforethelettersareprintedanddispatched.YouknowthatyouhavehittherighttoneifnumerouscustomersturnupatyourbodyshoptotakeadvantageoftheattacheddiscountvoucherorifyourOpenDayattractsparticularlymanyvisitors.

Helpful hints for implementation.-Lookforyourtargetgroupinbusinessdirectories andontheInternet.Whatneedsdoesthistarget grouphave?-Comeupwithaspecialofferforyourtargetgroup!-Inthecaseofbusinessaddresses,findoutwhothe lettershouldbeaddressedtoandwhotheactual decision-makeris.-Trytomakedirectcontactbyletterandbyphone. Presentthebenefitsofyourservicesinconcisewords. Youradvertisingagencymayhelpyouinthisrespect.-Defineapartialobjectiveforeachcall-e.g.an appointmentforapresentationofyourcomplete rangeofservices.-Ifyouhavenotaccomplishedyourpartialobjective, makeanoteofthereasons.Drawonthisexperience whenmakingthenextcalls.-Makefollow-upcallsatregularintervalsanddonot getdiscouraged.

Check your mailshot. -Ifyouweretherecipient,wouldyouopenthe envelopeandreadtheletter?-Isyourspecialoffereasytounderstand?-Don’tstartyoursentenceswith“We...”butaddress thecustomerdirectly.-Awellwrittentextshouldalsoentertainthereader. Doesyourletterdothat?-Doesyourletterendwithaninvitationtocontactyou?-Isthelookoftheletterconsistentwiththeappearance ofyourbodyshop?

�3

A thin line.Callingacustomerorprospectdirectlyonthephonetakesevenmoretactanddiscretionthanwritingapersonalisedlet-ter.Manyconsumerstendtofeelannoyedbyunsolicitedcallsfromsalesmenandcom-panies.Also,so-called“coldcalling”(i.e.ringingupconsumerswhohavenotpreviouslyagreedtobeingcalled)isillegalinGermanyandmanyothercountries.Consequently,thephoneshouldbeusedprimarilytomanageandrefreshexistingcustomerrelationships.Youmight,forexample,callcustomerstoaskiftheywerehappywiththeservicetheygotfromyourbodyshoportotellthemaboutaspecialofferyouarerunning.Takecarenottocallatincon-venienthours.ThismeansnotcallingconsumerslateintheeveningoronSundaysandavoidingtocallbusinesscustomersveryearlyintheweek(e.g.onMondaymornings).Thebestthingistotrainoneorseveralemployeesinphonecalltechniquesorhireaprofessionalcallcentretoconducttheinterviews.Spontaneousanswersfromyourcustomersshouldbedocumentedandevaluatedwithaviewtoimprovingyourservicefurther.

Before you make a call, check the following: •Doyouknowthenameofthepersonyouarecalling?•Areyourelaxedandinagoodmood?• Whatquestiondoyouintendtoaskfirst?•Whatconcretebenefitareyouplanningtoofferthe customer?•Whatresult(partialobjective)doyouwanttoachieve?

Phone marketing.

Our lifetimeguarantee. •Annualpaintworkinspectionbyanexpert.

•Freerepairincaseofwarranty.

•Noaddedcosts.

�4

Color for Life – the ultimate warranty.

“ColorforLife”isthenameofauniquewarrantyprogrammedevelopedbyStandoxasaneasy-to-usecustomerloyaltytoolforbodyshops.Use“ColorforLife”todifferentiateyourbodyshopfromyourcompetitors.Theprogrammeessentiallygivesyourcustomersalife-timeguaranteeonallrefinishingworkdoneusingtheStandoxproductsystem.Ifaclaimismadeunderthewarranty,Standoxcoversthecostsandyoudonotincuranyobligations.Apersonalrepaircertificatehandedovertothecustomerprovidesaplatformforanumberofadvertisingmeasures.Therangeofavailableadver-tisingmaterialsincludestemplatesforaletterremindingthecustomeroftheupcomingannualpaintworkinspec-tion.ThebasicColorforLifepackageoffersyoualow-costmarketingopportunity.AskyourStandoxfieldrepaboutfurtherdetails.

Our lifetimeguarantee. •Annualpaintworkinspectionbyanexpert.

•Freerepairincaseofwarranty.

•Noaddedcosts.

TheMüllerbodyshop

�5

Bodyshop websites.

Harnessing the world’s fastest medium. Todaythemostpeopleagedbetween14and64regularlyusetheInternetandoneinfourhouseholdshasDSLbroadbandaccesstotheInternetwhoseimpor-tanceasaninformationmediumcontinuestoincrease.Thisishardlysurprising,consideringthattheInternetisavailableona�4/�basis,websitescanbeoperatedatlowcostsandanycontentpostedcanbeimproved,expandedorupdatedatanytime.

Businesseswithoutwebsitesareconsideredasoutdatedparticularlybyyoungconsumers.Makesureyoustayoneclickaheadofthecompetition.Ifyourbodyshopisalreadylistedinrelevantonlinedirectories,chancesarethatitisdisplayedalongwithanextensivelistofsimilarbusinesses.Somakeiteasierforpotentiallyinterestedpartiestolearnmoreaboutyourservicesbylinkingyourdirectorylistingwithyourownwebsitewhereyoucanpresentmoreextensiveinformationanddemon-strateyourprofessionalexpertise.

Creating your own website.Creatingandoperatingyourownwebsiteisnotreallydifficult.Internetprovidersnotonlygiveyoutherequiredwebspacebutcanalsohandlethedomainregistrationonyourbehalfandoffervalue-addedservicessuchasemailaccountsandwebdesignappli-cations.Theattachedtemplatesmakeiteasytocreateyourownwebsiteinnexttonotime.Youcouldalsotryyourhandatdesigningyourownwebsiteusingoneofthemanyfreeorlow-costsoftwarepackagesavailableinthemarket.Besuretochooseaneasy-to-memorisenameforyourwebsite.Considercombiningyournamewithaclearbusinessidentifier(e.g.www.sampleman-bodyshop.org).

Basic content. Whatshouldbecontainedonyourwebsite?Itisimportanttoincludeinformationonyourproductsandservices,adescriptionofyourbodyshopandofcourseyourcontactdetails,i.e.youraddress,yourphonenum-ber,possiblyaroutedescriptionwitharoughmapandanemailfunction.

Optional goodiesIfyouareparticularlyproudofacaryouhavefinished,whynotexhibititonyourwebsite?Picturesillustratingyourexpertiseandcapabilitieswillnotfailtoimpressvisitorstoyourwebsite.YourOpenDaywasabigsuc-cessandyoutooklotsofpicturestoproveit?Thenpostthemontheweb.Butremembertoupdatesuchsectionsofyourwebsiteatregularintervals-otherwisevisitorswillquicklyloseinterestandstopcomingback.Addi-tionalservicessuchasrepairstatustrackingincludingatextmessagingservicecanbeaddedasyourwebsitematuresintoanintegratedbusinesstool.

�6

We set up our own paint shop in 1990 and have remained independent ever since. Today, we employ eight qualified staff whose expertise and commitment are key to the smooth running of our shop. Our regular customers include car dealerships, insurance companies, workshops, independent bodyshops, metalworking shops and a large number of private customers who have appreciated our high-quality work and our service for many years now.

• Accident repair• Scratch removal • Retouching/buffing• Vintage car service• Pickup and delivery Call 0202 12 34 56

> About us

> Services

> Guarantees

> Contact

> How to find us

Impressum | Sitemap

www.bodyshop-mueller.com

WelcomeattheMuellerbodyshop

Welcome at the Mueller bodyshop

Helpful hints for implementation.-Browsethroughyourcompetitors’websites.Whatdo youlikeaboutthem?Whatwouldyourtargetgroup like?-Describeyourrangeofservices.-Putthefocusonyourparticularservicesandspecial expertise.-Provideinformationonyourtechnicalequipment.-Includephotosorcasestudiesofnoteworthy projectssuchastherestorationofavintagecaror the(re)finishingofcommercialvehicles.-Defineabudgetandaskyouragencytooutline possiblesolutions.-Askyouragencyaboutsearchengineoptimisation toensurethatyourwebsitecaneasilybefoundon theworldwideweb.

Check your website. -Doesyourwebsitecomeacrossaslikeableand competent?-Doesitloadfastenough?-Areyourspecialserviceseasytounderstand?-Isyourwebsiteuser-friendlyandeasytonavigate?-Doesthewebsitereflectyourbodyshop’slook?

Things to avoid.Verylargeimageswhichtakeforevertoload,anima-tionsandoverlyelaboratewebsitestendtotaxusers’patience.Astraightforwardandunclutteredwebsiteisbettersuitedforyourpurposes.Considerhavingyourwebsitedesignedandsetupbyaprofessionalserviceprovider.Thiswayyougetavisuallyappealingwebsitewhichisalignedwithyourbodyshop’soveralldesign,featuresuser-friendlynavi-gationaidsandwellbalancedcontent.Alsoyouneednotbotherabouttechnicaldetailssuchasdifferentimagerepresentationsondifferentscreensetc.Whilethisrequiresaone-offinvestment,youwilleventuallygetvalueformoneyintheformofhighervisitornumbers.

TheMüllerbodyshop

��

Press release3January�008

Effect finish for the Nürburgring

Locallypaintedsportscarreadytohittheracetrack

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aciliquislutemoloretatiodoconeugiametlamvenisaddelismolore

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amnostiscipsuscipersumquat.Utloreet,quatiuscipexersuminibh

eritvoluptataddignimveldoloriureet,consenisautedolenisi.

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ercillafeufacilisimdelestrudessieufaccumdolorperosadmincing

eufacipisisnumsanutemoloreetummynullaorat,velisnosdolutaute

mingestinget,sieratemdolenibhexesequat.Uptatemadipitutpat.

Duissedessecommodoloboredelet,conullumipeumiuscillanvel

inheniamet,velitwisisnit,sumvercinvercilislutpatlamveniatum

dionsectevullaoreratamenimnumveliquisnumzzrillaortionulla

augiatnosadtat.

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hendremnibhelisimnostioconullaortieeafeugaitnisliniat.Ectemod

delitlanverosdodolestrudecteconsectemzzritdeliquamzzriusci

tediat.Ignaconutnisauteufaccumdoloborediamipsummynum

esectetat.

Magniamvelitvoloraugiamconulputeerciblamessetatuerosadip

enisalisnumvolorperodelesedtatuersevolorperodignacoreming

etpratautwisnonsectediamalitnimipisisi.

Press relations.

Effect finish for the NürburgringLocally painted sports car ready to hit the race track

TheMüllerbodyshop

�8

Good news.Whenplanningpromotionalactivities,besuretoincludethelocalpressinyourpreparations.WhetheritisanOpenDay,a(re)openingorananniversary,repre-sentativesofthelocalmediashouldbeinvited.Bearinmindthatjournaliststendtohavebusyschedulesandthatitisadvisabletoinformthemofyoureventingoodtime.Draftasuitabletextandattachsuitablephotostotheextentthatyouhavephotoswhicharesuitableforpublicationinthemedia.Tomaximiseyourchancesofapublication,thevolumeandstyleofthetextshouldmakeiteasyfortheeditorstoadoptas“theirown”.Sucheditorialtextsshouldnotbewritteninthestyleofanadvertisementbutratherusefactuallanguagetodescribeyourproductsandservicesandanynewswor-thyeventssurroundingyourbusiness.Tomaximisetheeffectconsiderplacinganadinthesameissueofthepaper.

Get your best work published!Youdonothavetowaitforspecialeventstosendoutpressreleasestothelocalmedia.Ifyouhavecompletedaspectacularrefinishonaspecialcar,forexamplewhynotwriteapressreleaseaboutit?Maybeyouareinluckandyourstoryisjustwhattheeditorsneedtofillagapontheirmotoringpage.Thiswayyoucanbenefitfromthenewspaper’slargecirculationandreachouttoaregionalreadershipalmostwithoutcost.

Standoxregularlyoffersready-madepressreleasesonvarioustopicsandsubjectmatters(e.g.ColorforLifeandRepanet):•Quality•Service•Customerorientation

Helpful hints for implementation.-Whataresuitableeventsforpressreleases?What “story”surroundingyourbusinesscouldbeofinterest tonewspaperreadersinyourregion?Thinkofyour anniversaries,theinstallationofenvironmentally friendlytechnologyorthehandoverofachequeto alocalcharity.Thecompletionofaspecial-effect finishonaspectacularvehiclealsomakesforan attention-grabbingstory.-Draftapressreleasewithafactualdescriptionof theoccasion(what,why,when,where).Besureto useanobjectivetoneofvoiceandavoidcreatingthe impressionofanadvertisement.Intheidealcase, theeditorsshouldbeabletosimply“copy”your textintotheirnewspaper.-Attachaphotowhichillustratesthecontentsofthe pressrelease.-Findoutthenamesoftheeditorsinchargeofmoto ringandsmallbusinessaffairsatthelocalnewspapers andradiostations.-Ifyouarealreadyaregularadvertiserinanewspa- per,theadsalesexecutiveshouldbeabletoreferyou totheeditorsinchargeandadviseonhowtoproceed.-Sendoutyourpressreleasesimultaneouslytoall editors(personalisedletter+pressrelease+photo).-Trytoestablishpersonalcontactwiththeeditorsin charge.

Check your press release. -Isthecontentofinteresttothegeneralpublic?-Isthecontenteasytounderstandevenincondensed form?-Isthetextwritteninawaywhichencouragestheedi- torstosimply“copy”itintotheirnewspaper?-Areallcoveringlettersaddressedpersonallytothe editorsincharge?

�9

Show off your business.HoldinganOpenDayoffersanopportunitytoshowoffthebestsidesofyourbodyshop.Sucheventscanbeorganisedregularlyoronspecialoccasionssuchasnewopeningsoranniversaries.Givesomethoughttowhoyoushouldinvite.Maybeitwouldbeagoodideatointroducenewproductsandconcepts(e.g.Repanet)toaspecifictargetgroup.Ortoorganiseaneventspe-cificallyforschool-leavers.Oryoucouldinviteallyourneighboursinordertogettoknoweachotherbetter.

Sucheventsinspiretrustandgiveyourbusinessbetterexposuretothepublic.Experienceshowsthatawell-organisedeventcanattractnumerousguestswhoappreciatetheopportunitytoinformthemselvesaboutyourbusinessyourproductsandservicesandyourstaff,allofwhichhelpstostrengthenyourcustomerrelation-ships.Besuretoinformthelocalmediaofyourevent(seechapter“Pressrelations)sothatyoucanbenefitfromadditionalexposure.

NotethatasuccessfulOpenDayrequiresthoroughplanningandefficientorganisation,cancostalotofmoney(dependingonthescaleoftheevent)andneedstobefullysupportedbyyourentireteam.Inturn,suchaneventalsotendstogenerateincrementalbusinesswhichcanbemaximisede.g.throughmailshotsafewdaysaftertheevent.Youshouldalsotakelotsofpic-turesandpostthemontheInternet,therebyattractingtraffictoyourwebsite.

Open Day / Special Event.

Helpful hints for implementation.-Allowforaminimumofsixmonths’leadtime.-Defineatargetgroup.-Involveyouremployeesintheplanningprocessat anearlystage.-Defineadate,avoidingthevacationperiodsand “longweekends”.-Comeupwithaspecialmottoandattractions(e.g.a “carfitnessdaywithwaterfunforyourcaranda bouncycastleforyourkids").-Writedownaschedulefortheday’sevents.Draw upachecklistfortheweeksleadinguptotheevent.-Checkalltechnicalrequirements.Doyouneed permissionfromthelocalauthorities?Doesyour insurancecovertheguests?Aretheresufficient sanitaryfacilities?etc.-Preparetheinvitations.-Agreealltimesanddateswiththesuppliersand serviceprovidersincludingthecaterersandthe entertainmentagency.-Informthelocalmediaatleasteightweeksahead oftheevent.-Mailtheinvitations.-Advisetheneighbours(fourweeksinadvance).-Getyourpremisesinshapeandprepareforthe event(duringtheweekleadinguptotheevent).-Makethemostofyournewbusinessleadsby sendingoutamailshotlookingbackontheevent andinformingthelocalmediaaboutthe successfulday.

30

- Helpful hints for implementation.-Thinkofgroupsofpeoplewhoareimportantforyour bodyshopandwhocanpotentiallyreferbusinessto youonasustainedbasis.-Whatinterestsandhobbiesdothesepeopleshare? Puttogetherafilelistingallcontactdetailsand preferences.-Invitesmallgroupstoyourevents.-Createapersonalatmosphere.Theobjectiveofthese eventsistobuildandstrengthenpersonalrelationships.-Usetheseopportunitiestolearnmoreabouttheneeds andexpectationsofthesetargetgroups.

Check your relationship management.-Doyourememberyourcustomers’birthdaysanddo yousendthemcardsorsmallpresents?-Doyoucollectyourcontactandcustomerdataina database?-Doyouusetheautomaticreminderfunctionsprovided byyourdatabasesoftware?-DoyoualsosendChristmas,NewYearandEastercards?-Haveyoueveraskedyourcustomersaboutanyparti- cularwishes?

Relationship management.

Managing your contacts.“Relationshipmanagement”-whatisthatsupposedtomean?Well,itsimplymeansmakingsurethatyourrelationshipswithimportantsourcesofbusinesssuchasinsuranceagenciesaremaintainedaliveonanongoingbasis.Theobjectiveistostrengthentheirloyaltytoyourbusiness.Thiscanbestbeachievedinaninformalatmosphere.

Tocreateasuitableenvironment,selectaneventwithacertainentertainmentvaluesuchasaballoonrideoranexhibition.Theeventshouldfacilitateanexchangeofinformationinarelaxedatmosphere.Notethatsucheventsarenotreallycheapandrequirealotoftactbecauseotherwiseyoumightacquireareputationofsomeonewhotriesto“buy”hisguests.

31

Activity plan.

Measure / Activity January February March April May June

1 � 3 4 5 6 � 8 9 10 11 1� 13 14 15 16 1� 18 19 �0 �1 �� �3 �4 �5 �6 �� �8 �9 30 31 3� 33 34 35 36 3� 38 39 40 41 4� 43 44 45 46 4� 48 49 50 51 5�Calendar week

Plan for success.Donotleavethesuccessofyourmarketingmeasurestochance-systematicplanningcanmakeabigdifference.Theplanshownaboveismeanttohelpyoukeeptrackofyouractivities.Enterallplannedmeasuresincludingthebudgetandtherequiredleadtimes.

Inthecaseofanad,forexample,marktheweekofpublication.IfyouplantoholdanOpenDay,marktheleadtimewhichcanbeseveralmonths.

3�

BudgetJune AugustJuly September October November December

1 � 3 4 5 6 � 8 9 10 11 1� 13 14 15 16 1� 18 19 �0 �1 �� �3 �4 �5 �6 �� �8 �9 30 31 3� 33 34 35 36 3� 38 39 40 41 4� 43 44 45 46 4� 48 49 50 51 5�Calendar week

All at a glance.Youractivityplanshowsyouallimportantinformationfortheentireyearataglance.Nowyoucanregularlycheckwhetheryouneedtotakeactionorarealreadylaggingbehindyourschedule.

Whenplanningyourmarketingefforts,payattentiontocontinuityandspaceoutyouractivitiesthroughouttheyear(e.g.springcheck,pre-holidaycheck,wintercheck).Thiswayyourcustomersareregularlyremindedofyourbodyshopandyourservices.

Tip: Make copies of the blank plan for multiple use.

33

Controlling your success.

Measuring the effectiveness of your activities.“Controlling”isamanagementtermwhichmeansmorethanretrospectivelycheckingtheeffectivenessofameasure.Rather,itstandsforpro-activeplanningandcontrollingofallmeasuresandactivities.Thisiswhytheillustrationonpages4-5hastheformofacycle.

Beforeyoudefinedyourobjectivesinthechapter“Whereareyouheaded?”,youhadalreadylearnedabouttwoimportantcontrollingtools-thecompetitoranalysisandthestrengths-weaknessesanalysis.Bothareimportanttoolswhenitcomestodeterminingyourcompetitiveposition.Andbothcanbeappliedbeforeandafteryourmarketingactivities.

• Strengths-weaknesses analysis and competitor analysis tend to focus on the medium-term and long-term periods.• Market data and ratios such as sales, vehicle throughput and customer satisfaction tend to focus on shorter periods.

Marketingcontrolallowsyoutomeasuretheeffec-tivenessofyourmarketingmeasures(targetvs.actualcomparison).Afterall,themoneyyouspendonmar-ketingismeanttomakeyourbusinessmoresuccessful.Otherwiseyourmarketingeffortswouldnotbeworthyourwhile.

Youcertainlyrememberyourcompetitoranalysisinoneoftheearlierchapterswhereyouwrotedownwhatyourcompetitorsarebetterorworseatcomparedtoyou.Inaddition,thestrengths-weaknessanalysishelpedyougainaclearpictureofyourownbusinessandhel-pedyouidentifyyourstrengthsaswellasanyweaknes-seswhichpossiblyneedtobeaddressed.

• 80% customer satisfaction before introduction of the new services.• 95% customer satisfaction one year after intro duction of the new.

Youthendefinedcertainobjectives(e.g.raisesalesrevenuesfrommotoristsandincreasecustomersatisf-action),developedastrategybasedontheso-calledmarketingmix(e.g.communicationpolicy)andderivedsuitablemeasures(e.g.advertisementsorimprovedservice).Inadditionyouhavecompiledallenvisagedmeasuresinanannualplan.

Attheendoftheday,youwantto“measure”whetheryourmarketingactivitieshaveactuallydeliveredthedesiredeffect.Itisimportanttoseethatsuccessalwaysresultsfromacombinationofmeasures.Anewcusto-mermayhavebeenattractedbyyouradvertisementinthelocalpaper,orhehaslookedforabodyshopintheyellowpages.Orhehasbeenreferredtoyoubyasatisfiedcustomer.Thebestwaytofindoutwhynewcustomershavecometoyouistoaskallnewcustomersaboutitandtocollectthisinformation.

What can I measure?• Change in total vehicle throughput• Change in sales revenues• Change in customer satisfaction• Response to voucher/coupon action• Click rates on your website

Whetherornotagivenmarketingactivityhashadanimpactonyoursalesisrelativelyeasytomeasure-e.g.bydeterminingyoursalesrevenuebefore,duringandafterthisactivity.Ifyouhavemailedadiscountvoucher,youcaneasilymeasurethenumberofcustomerswhohaveclaimedtheirdiscount.Andwhataboutcustomersatisfaction?Howhascustomersatisfactiondevelopedsincethestartofyourserviceoffensive?Thiscanbedeterminedbypollingyourcustomerse.g.withthehelpofashortquestionnairecard.

34

One-offmeasurementsarenotreallyuseful-whatyouneedisaseriesofmeasurementsoveralongerperiod.Otherwiseitisnotpossibletodeterminewhetherachangehasbeenachieved.Thisiswhyregularmeasure-mentsareanabsolutenecessity!Youcanonlycontrolthoseaspectsofyourbusinesswhichyoumeasureregularly.Butwhatcanyoudoifyourmeasurementsfailtoshowthedesiredsuccess?Itisimportanttorememberthatmarketingisnota“quickfix”.Itwouldbefoolishtothinkthatonecanplaceanadinthelocalpaperandseepeopleflockingtoyourdoorthenextmorning.Continuityisthenameofthegame.Also,someofyourmarketingactivitieswillbemoresuccessfulthanothers,andsomemaynothaveanyeffectatall.Ifyourmeasurementsshowthatthisisthecase,youcantakeremedialaction,adjustyourstrategyandimplementnewmeasureswhicharemoresuccessful.

We value your opinion.

Pleasecheckthefollowingboxestohelpus

improveourservice:

agree don’t don’t

agree know

ThepersonIspoketowhenIfirstcalledwashelpful.

Theemployeeincustomerreceptionwasfriendly.

Theemployeewhoassessedtherepairvolumewascompetent.

Iamsatisfiedwiththequalityoftherepair.

Iamsatisfiedwiththecleanlinessofmycaraftertherepair.

IamsatisfiedwiththeserviceIreceived.

Ifindtheexteriorappearanceofthebodyshopappealing.

Wouldyouwantanythingtochange?Haveyouanysuggestions?

Thank youvery much.

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