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Case Study - 2 - Mid-Size Independent

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 - 2 - Shop Profile

This shop represents a mid-size business owner who invested in marketing products as recommended by his paint company and 20 group.

He offered on-sight rental and full service mechanical. His business was dictated by a single DRP that dominated his business portfolio by 62% and provided mechanical services.

After his business analysis was conducted, major changes were introduced in the basic functionally of handling the customer, target mechanical marketing was introduced to build connectivity with the collision business, a robust internal sales model was constructed to sell to claimants and his marketing portfolio was cut by 42%.

In addition he was able to cut his tie with his largest direct repair, while achieving increased sales and profit within 2 years of deploying the plan.

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
    • Reputation Management
    • Mechanical Marketing
    • Agent Report Card

  2. Month 2

    • Dashboard Review

  3. Month 3

    • Dashboard Review

  4. Month 4

    • Dashboard Review
    • Experience Management 6 Step Training

  5. Month 5

    • Sales Training

  6. Month 6

    • Consumer Community Expansion Program

  7. Month 7

    • Experience Management 6 Step Training

  8. Month 8

    • Body Shop Booster

  9. Month 9

    • 12 Month Performance Review

Case Study 2 Results

An agreed to measurement framework is positioned during the assessment. monthly reporting monitors progress.
Case:
  • Shop 2
Program Start Date:
  • February 2012
Program Timeline:
  • 2 Years
REPEAT
CUSTOMERS
  • 50.33%
    BEFORE
  • 66.97%
    AFTER
CONSUMER
REFERRALS
  • 12.88%
    BEFORE
  • 35.56%
    AFTER
CLAIMANT
BUSINESS
  • 16.97%
    BEFORE
  • 39.35%
    AFTER
Closing %
Improvement
  • 56.49%
    BEFORE
  • 78.39%
    AFTER
Revenue
  • $3,250,000
    BEFORE
  • $4,600,000
    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.