I caught myself thinking about an experience I had a few years ago during sales calls with a rep. Early in the day, I realized we were basically visiting the same shops I had visited with the previous sales rep in that territory. When we pulled into the parking lot of a shop, I told him, “I’ve already been to this shop. Let me tell you what we are going to encounter: Inside there is a large wood counter, almost like the bar on the show Cheers. The owner, an older version of Norm, will be sitting on a stool behind the counter. There will be estimating crash guides of various years on the shelf behind him and no computer or anything electronic in sight. And he will not be interested in anything new.”
Sure enough, Norm was still sitting there on his stool. Nothing had changed in the year since I had last been there. In today’s world, you can’t be Norm. This is especially true when it comes to your marketing strategy. The cars don’t just show up anymore. I have written articles about marketing and the need to constantly build your brand awareness in your community, but I want to give you some additional community involvement suggestions.
Vehicle technology and first responders
We all know that vehicle technology is changing. Every day we are seeing how changes such as advanced high-strength steels, multiple airbags and alternative-fuel vehicles such as hybrid and electric vehicles are affecting the collision industry. But we often overlook how those same technologies are affecting our communities. For example, consider first responders. These heroes work every day to save the lives of people in our local communities.
When they approach the scene of a collision, the vehicle technology that we are challenged with today has a direct effect on them as well. For example, where are the best locations to cut a vehicle with their extrication tools to avoid reinforcements or advanced high-strength steels? Where are the airbags and seat belt pre-tensioners? Where are the batteries and high-voltage lines on hybrid and electric vehicles? What do they need to know about hydrogen fuel cells?
The collision industry has the ability to provide training, awareness, practice and exposure on vehicle technology to our local heroes. At a minimum, go visit your local police and fire departments and make sure they know how to obtain the First Responder Guides available from the vehicle manufacturers. I recently discovered that the National Fire Protection Association (NFPA) has implemented an Electric Vehicle Safety Training project. This site, www.evsafetytraining.org, has free interactive training programs available to the fire service and also has a resource section that includes a depository of the vehicle manufacturers’ First Responder Guides.
As you develop your marketing plan, consider building in an appreciation or fundraising event for your local first responders.
NABC vehicle extrication event
Hosting a National Auto Body Council First Responder Emergency Extrication (FREE) event provides local repair facilities with another opportunity to give back and strengthen community relationships. Many local fire departments often are tight on budgets and would welcome extra opportunity for first responders to receive ongoing training and practice. In addition, these live demonstrations are always crowd pleasers, enabling first responders to demonstrate their skills to the community. The result is a positive experience for all participants and spectators.
The FREE events include classroom training by an instructor from Holmatro Rescue Equipment. The highlight of the event is the cutting of salvage vehicles. Members of the fire departments receive valuable hands-on experience cutting vehicles with high-strength steels.
- Participation in the FREE program is open to any repair facility with a minimum Bronze level membership in the National Auto Body Council.
- Each event requires 3 or 4 salvage cars sourced from insurance companies or salvage yards.
- Participation at each event is limited to 40 first responders.
Shops interested in hosting an event simply need to fill out a FREE application. A three to six month lead time is required from initial application to event date.
Once membership dues and event application are received, an instructor from Holmatro Rescue Equipment will contact your shop to set an event date. A FREE Program Manual with all the instructions will be emailed to you so you can start your planning.
For more information, email [email protected] or call the NABC at 888-667-7433.
If it’s working, keep doing it
Regardless of the marketing activity that you are doing, you need to measure the success of the effort. As you develop and then implement your marketing plan, you need to determine:
- Date that the promotional materials need to be completed
- Date(s) that the promotion will run
- Cost of conducting the promotion
- Sales and gross profit generated from the promotion
- Exposure generated from the promotion
- Return on investment
You will need a process to determine and measure each promotion’s success. If you are seeing success in a particular promotion or activity, keep doing it. If you are not seeing success, stop and try something else.
Support, appreciate local first responders
I would encourage you to conduct at least one first responder fundraiser or appreciation event during this calendar year. Sara Giddings, ATI Administrative Assistant, is also a volunteer at the Elkridge Volunteer Fire Department (EVFD) in Maryland. Sara, who is a firefighter/EMT-B, helped me in developing a list of suggestions that collision repair shops could consider for a first responder fundraiser or appreciation event. Try it free for a limited time by going to www.ationlinetraining.com/abrn1503.
Blood drive
One of the shops that I work with, Peters Body Shop in Reisterstown, MD, conducted their first annual Peters Body Shop Community Blood Drive last December. The event was put on with the American Red Cross and promoted through customer communications, posters and social media. Ron Peters told me that the event was very successful — it met its goal for blood donations and brought the shop staff and community together for a much-needed cause. The American Red Cross has already committed to making this an annual event. Congratulations to Ron and the staff at Peters Body Shop for making their first annual event a success!
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