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Case Study - 1 - MSO

The following case study presents compelling evidence that confirms a shop can influence their sales regardless of current business model, size, or insurance relationships with proper measurement and marketing.

The Principles and Criteria Required

This case study is a completely operational marketing map which was developed from effective customer research. It is a functioning strategic framework that includes 9 tactical plan elements.

The 9 Building Blocks Of The Marketing Plan

The majority of marketing and sales plans recommended within the collision industry are very weak in their foundation and lack critical strategic and tactical ingredients for achieving sustainable results.

The building blocks of this marketing plan are utilized by Fortune 5 companies throughout the globe. It departs dramatically from the industry’s generic attempts to guide facilities in growing their business.

The Building Blocks

PHASE 1
Envision
Where we should go and why
  • 1. Market Research Insights
    Findings from external analysis and market research
  • 2. Current State
    Document existing customer-facing issues and operational challenges
  • 3. Vision of Opportunity
    Articulate the opportunity of the sales/marketing plan
PHASE 2
Align
How we will get there
  • 4. Marketing Strategy
    Segment by segment strategies suggested for achieving the vision
  • 5. Journey
    Define the journey required to reach peak performance
  • 6. Future State Capability
    Introduce emerging new business and technical opportunities
PHASE 3
Enable
What to do when
  • 7. Operating Model Tactics
    Recommended organizational structure, training and governance
  • 8. Roadmap & Action Plan
    12 month detailed marketing and budget timeline revealed
  • 9. Enhanced Analytics
    Introduce how the results will be monitored and reported

Case Study - 1 - Shop Profile

This shop represents the classic 8 store MSO scenario, where exponential growth for 12 years was followed by 3 years of flat-lined sales growth.

They invested in every type of traditional impulse marketing products available and focused only on building direct repair and dealership relationships.

After their business analysis was conducted, quarterly on-sight training for the entire team was conducted, customized to the factors that were deteriorating brand awareness.

In addition, reallocation of their marketing portfolio was executed, reducing the marking investment by over 63%. Leadership training for shop management team was performed semi-annually with monthly “Market Dashboard” reviews performed.

Customized marketing and advanced reporting were developed to manage loyalty development and agent sales strategies were initiated

Marketing Deployment Timeline

A suggested marketing approach is covered during the assessment review. All programs are strategically positioned for maximum return on investment.
  1. Month 1

    • Name Recall Optimization
    • Repeat Customer Program
    • Reputation Management

  2. Month 2

    • Dashboard Review
    • Call Your Agent Letter
    • Agent Report Card
    • Agent Acknowledgment Letter
    • Manufacturer Certification

  3. Month 3

    • Dashboard Review
    • Manufacturer Certification
    • Marketing Management Research
    • Business Resume - Fleet

  4. Month 4

    • Dashboard Review
    • Manufacturer Certification
    • Experience Management Training

  5. Month 5

    • Dealership Community Expansion Program

  6. Month 6

    • Website Redesign

  7. Month 7

    • Consumer Community Expansion Program
    • Experience Management Training

  8. Month 12

    • 12 Month Performance Review

Case Study 1 Results

An agreed to measurement framework is positioned during the assessment. monthly reporting monitors progress.
Case:
  • Shop 1
Program Start Date:
  • July 2011
Program Timeline:
  • 2 Years
REPEAT
CUSTOMERS
  • 46.30%
    BEFORE
  • 58.33%
    AFTER
CONSUMER
REFERRALS
  • 12.90%
    BEFORE
  • 29.56%
    AFTER
CLAIMANT
BUSINESS
  • 12.40%
    BEFORE
  • 39.23%
    AFTER
Closing %
Improvement
  • 52.40%
    BEFORE
  • 76.88%
    AFTER
Revenue
  • $26,450,000
    BEFORE
  • $38,900,00
    AFTER

Developing a strategic marketing approach to growth is an imperative initiative regardless of shop size and it belongs at the same table as lean or any other production related programs.