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Case Study - 3 - Small 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 - 3 - Shop Profile

This shop represents a small business owner who delivered exceptional quality, invested very little in marketing, and had flat-lined sales for 5 years.

After his business analysis was conducted, major changes were introduced in handling of customers, target marketing was introduced to build on his quality image including car clubs and luxury car dealerships, a robust internal sales model was constructed and agent visits 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

    • Dealership Marketing
    • Reputation Management
    • 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

    • Consumer Community Expansion Program

  6. Month 6

    • 12 Month Performance Review

  7. Month 12

    • Body Shop Booster

Case Study 3 Results

An agreed to measurement framework is positioned during the assessment. monthly reporting monitors progress.
Case:
  • Shop 3
Program Start Date:
  • August 2008
Program Timeline:
  • 3 Years
REPEAT
CUSTOMERS
  • 50.77%
    BEFORE
  • 69.44%
    AFTER
CONSUMER
REFERRALS
  • 28.49%
    BEFORE
  • 49.16%
    AFTER
CLAIMANT
BUSINESS
  • 18.98%
    BEFORE
  • 44.89%
    AFTER
Closing %
Improvement
  • 44.89%
    BEFORE
  • 67.41%
    AFTER
Revenue
  • $800,000
    BEFORE
  • $1,860,000
    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.